Qualitative Insight Tools

Most market research or customer insights are based on surveys or other
large scale quantitative data gathering techniques, which work well for
asking existing customers about existing products.

The insight gap is largest where it is most important:  understanding what
unmet needs existing customers have, and what prospects want and need.
These insights are difficult to gather with a survey or traditional marketing
research, so our methodology incorporates qualitative research tools.

Voice of the Customer

Voice of the customer research starts out much like a customer focus group.
Customers gather to express opinions in an open-ended discussion usually
focused on things they want to accomplish, tasks at hand, frustrations and
solutions they wish existed.

We use Voice of the Customer to identify pain points, issues and challenges,
gaps in offerings and unmet needs, rather than ask about these directly.


Ethnography is simply taking the next step and observing the customer
in their environment rather than in a sterile meeting facility.  Watching
customers use your product or service, then asking questions to understand
what they did and why they did it, leads to incredible insights.

We use Ethnography to gain insight into unmet or unarticulated needs.

Lead User Identification

A leader user is a person or organization that has already solved a problem
that other people face and can’t find solutions to.  A good example is
the LEGO MINDSTORM robots.  LEGO found that enthusiasts were building
programmable robots from LEGO materials.  They followed their “lead users”
example and built the MINDSTORM programmable chip and designed
LEGO kits to encourage schools to use the packages to teach basic programming.

We use Lead User identification to find existing solutions to new problems.

Customer Experience Journey

Every business maps its processes to ensure efficiency and clear workflows.
What they fail to do is understand that customers have a journey as well.  The
customer’s journey begins when he or she shops for a new product  or service,
and continues through the acquisition process,and continues into use,
customer support, upgrades, maintenance and finally the end of life of
the product or service.  The customer has a journey, which is poorly understood
by most organizations.  Further, every “touchpoint” in that journey – every time
the customer interacts with your firm – is a moment of truth.  Does the
customer’s journey make sense?  Are the touchpoints consistent and do they
reinforce the services and experiences the customer expects?

We use Customer Journey maps to provide indicate customer needs
and unmet expectations.