Demystifying Customer Insight for Marketing Professionals AEO Forum, - - PowerPoint PPT Presentation

Demystifying Customer Insight for Marketing Professionals AEO Forum, 31st Jan 2020

A BIT ABOUT ME

Ben runs Customer Experience Consulting & Insight at Comotion. He is a Customer Experience expert, Design Thinking professional and TEDx speaker. Originally from a Research, Marketing and Service Design background, Ben spent years leading research teams to unpick the psychology, behaviours and needs of customers in order to help large organisations solve intractable business problems. He then spent his ‘CX years’ in senior leadership in global corporates helping them make truckloads of cash, before deciding his days of working a ‘proper job’ were done. Nowadays he focuses on Customer Experience transformation, helping organisations profitably reorient their DNA, smoothing the transition from product-led, to customer-led. His dad still has no idea what he does for a living.

Ben Smithwell: ben.smithwell@comotional.com Director at Comotion, a Freeman company

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We need to talk about Kevin

CUSTOMER INSIGHT

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“Bureaucrats love a formula because it prevents them from having to exercise judgement, for which they might be blamed”

• Rory Sutherland

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Some indicator

This is not Insight.

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You’re just measuring stuff

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This is Data.

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This is noise.

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This is information.

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This is Knowledge.

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This is an Insight.

Insight emerges from a process

It’s the super- refined good stuff

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• NPS was +22 for domestic attendees,

which is +4 from last year

• Attendees say they want better wifi
• First time exhibitor churn is 55%
• Booth dwell time is up by 23 secs on av.
• More specifically, they are not insights on

their own

• They are signals, around which we can

hypothesise

Insight, or signal?

Example insight chain:

• UK exhibitors have new needs around showcasing product innovations
• Because their end-users can’t keep up with the pace of change
• Because exhibitors are pushing really sophisticated systems into the

market at a faster pace than ever

• Because 3 dominant Chinese companies own 30% mid and lower end
• f the entire global market
• …and as they can’t compete on price, UK companies have had to invest

heavily in R&D, and attack the sophisticated end of the market

• Which means that end users (who are not all IT-literate) don’t

understand the art of the possible

• Which means that they are hard to sell to
• Which means that the show needs to become a place where end users

can come to become educated

• Which means that the show needs to show exhibitors how to change

their show strategy, stand design, and who they staff their booths with

This insight came from a mix of existing data, market reports, post- show surveys, qualitative interviews, front line workshops and industry white papers. Notice how this it is really a set of inter-linked statements that we know to be true, and it forms a

• story. It enables us to start to form

solutions to the RIGHT PROBLEM

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WE LEARNED A THING THIS IS THE SOLUTION

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ATTENDEES WANTED MORE TOILETS!

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ATTENDEES WANTED MORE TOILETS! Hmm, there are a lot of hygiene factor gripes this year. What might this be indicative of?

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“Footfall is down!”

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Small data.

Brand assumption-led Insight-led

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We don’t say what we mean

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We don’t always know what we think

But that doesn’t stop us giving you an answer

“Whenever I’m making a creative choice, I try to step back and remember my first shallow reaction. The day I realised it can be smart to be shallow was, for me, a deep experience.”

“Whenever I’m making a creative choice, I try to step back and remember my first shallow reaction. The day I realised it can be smart to be shallow was, for me, a deep experience.”

80% of customers said

they understand their finance product, research their cars thoroughly and negotiate with dealers for the best deal

No single research activity is the source of the absolute truth.

• Understanding the real drivers of

customer experiences on a behavioural and emotional level

• Uncovering unconscious / latent

needs

• Ability to pivot with agility
• Creating ‘empathic depth’
• Forming robust hypotheses
• Understanding to what degree /

intensity things identified in qualitative research are important

• r true
• Ability to prioritise factors
• Sophisticated factor analysis is

possible

• Testing hypotheses
• Potential reach; highly scalable

Qualitative research Quantitative research

• Creates large amounts of

unstructured data; can be

• verwhelming
• Requires skill to extract nuance

from data that is to an extent subjective

• Challenges getting a

representative view, recruiting participants

• Data can be misleading if

sampling is not done appropriately

• Easy to introduce bias into

survey design inadvertently

• ‘Survey fatigue’

Qualitative research Quantitative research

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Contradictio n

1) “Tell us about this” 2) “What would you like to tell us?”

• ‘Deductive’ & focused
• We know what we want you

to tell us about

• Capture the information in

pre-determined format

• Structured data gathering
• Rigid
• ‘Market researcher’
• ‘Inductive’ & inquisitive
• We don’t know exactly what

we’re looking for yet

• Listen for themes of interest to

refine existing understanding

• Semi-structured ‘conversation’
• Adaptive
• ‘Detective’

Research mindsets

Existing data

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We know what we want to know about. We ask the questions.

Show

• Measuring stuff we always measure
• How do we know we’re asking the

right questions?

• Reliance on one ‘big bang’ survey
• Reinforces ‘insulation’ from customer
• Disconnected from the rest of our

learning, therefore findings spurious even if methodologically ok

• Uninquisitive; we measure ‘what’,

rather than discover ‘why’

Ad- hoc qual

Post-show survey Disconnect

Today

Existing data

Time

Minimum Viable Research

Show

• Start with ‘what do we know

already’? – form hypotheses to test

• Small, quick, inexpensive insight

work using sprint methodology ‘how much can we learn this week?’

• ‘Minimum viable research’ (MVR):

method-agnostic; robustness comes from multiple data set synthesis

• Kill unhelpful lines of enquiry fast,

pivot towards valuable learning, update hypotheses as you go

• All research feeds from & to the

existing overall data set, creating a connected system of knowledge Hypotheses Hypotheses Hypotheses Probe Probe Probe Probe Probe Probe Probe Probe Probe

Common corporate mindset Best practice Focus on the process of collection Focus on the process of synthesis Dependent on surveys Minimum viable research (MVR) Rigid methods & processes Inquisitive & responsive to themes One perfect piece of quant Iterating based on what we learn “Tell us about xxxx…” (deductive questioning) “…and also what would you like to tell us?” (inductive discovery) Statistical significance Multiple data source validation Insights on our terms (focus group) Engaging on participants’ terms (ethnographic & contextual interviews) The numbers are the source of the truth Continually pursuing the truth Insights professionals The Insight-Literate Business

Boiling it Down

Thank you. ben.smithwell@comotional.com +447950 373390 https://www.linkedin.com/in/ben- smithwell-ba520a70/