Extracting Customer Insight

Finding the actionable ideas for complex customer issues.

Case Studies

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  • A Sea of Information; a Desert of Knowledge
    Our client had spent several years collecting different research reports on a new product. However, every study had used different descriptive data, and results conflicted: a great deal of money had been spent, but no real insight obtained. Our response was to analyse and collate all the product data and research into a ‘cohesive story’. The product team then used this to brief the rest of the organization, in order to guide strategy, make business cases for further development and challenge certain product myths that had grown up.
  • Research as a Customer Engagement Service
    We have run several customer research projects for professional service organizations, in order to guide their service development – all quite standard. Our main technique for these is executive depth interviews, which needs a high level of knowledge and involvement. The unexpected result of this is that the executive customers have seen our research interview as personal ‘thinking time’, provided by their professional services supplier. We have never come away yet from such an interview, without the executive thanking us for helping them think about their own actions; and, thus, credit has gone to the commissioning company.
  • Crossing the Chasm of Growth.
    A small software company was growing, but had no real idea how to ‘cross the chasm’ of growth. We analysed their business performance and the market, then undertook a strategic quantitative and qualitative research study with a range of stakeholders, to help position the company in the customer experience market. The company had never co-ordinated all their knowledge and undertaken such a study before and found the results enlightening. We subsequently used the results to train the sales force in building relationships with their customers.

We can extract actionable insight from you current customer research, data, and information, using triangulated secondary research methods. Too many organizations commission expensive study after

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exploratory qualitative primary research, particularly executive depth interviews, collaborative co-creating groups and customer narrative research. Much insight is collected, but little is distilled down to staff and less still is used to good purpose, we can advise on how to get research flowing into information and knowledge channels around the organizations, so that it can be used by all decision makers. We are also able to turn research into informative white papers and reports for internal or external use.