Today customer surveys are considered to be the right thing to do for companies. Even in more engineer-led companies customer-orientation is a key strategic component.

MOTS: More Of The Same

Customers are very good at demanding more of the same services for less money. This is often defined as MOTS: More Of The Same. The information gathered this way certainly help to assert their position and to optimize the existing situation, but definitely not to gain long term differentiation. When doing representative surveys, often the most interesting information is found in the statistic deviation (ie opinions outside of the average).

Focus-groups have become an appreciated means to gain customer-feedback in a relatively cheap and rapid way. The following video depicts its limits in a humorous way.

 

fluidminds developed a methodology by which, through in-depth interviews it is possible to establish hypotheses about new Consumer Insights, which can then further be tested in the market via prototyping. Consumer Insights do not apply exclusively to the product benefits, but can impact all constituents of the Business Model.

The selection of interview-partners has great importance. fluidminds puts a lot of importance on interviewing not only existing customers, but specifically also non-consumers, which can lead to highly interesting Consumer Insights.

As strategic-consultants, fluidminds believes in the importance to involve the upper management in the interview process. Customer Insights are not a topic which concern only marketing but the entire senior management.

To top