Getting to know your customers can be done using different methodologies. The most popular are methods that allow talking to them directly, and getting a solid understanding of the problems they are trying to solve, how they go about it, their experience and so on.
The rich information extracted from qualitative research provides the insights to identify gaps and opportunities to improve service and solutions offered.
‘White’ spaces in customer journeys often hold opportunities for brands to own a problem space that may not necessarily form part of the core competency of the value offering. These are the gems to consider, for a real differentiated experience for the customer can only be discovered through a deeper knowledge of your customers.
- In-depth interviews
- Traditional focus groups
- Customer workshops
- Mystery shopping
- Channel reviews
- Quantitative surveys and data analytics
- Neuroscience technology (Biometrics)