Knowledge of markets and customers

Conducting fundamental research to better understand your markets, customer behaviour and motivations, and key emerging trends

  • What are the expectations for your products, your services? What about incentives and barriers to making their purchase ?
  • What is your competitive positioning relative to your competitors ?
  • What is the main quantitative data for flow and traffic ?
  • What are all the steps and customer contact points for your product/service ?
  • What are the different customer segments and their respective expectations ?
  • How are your products/services considered? ... selected? ... purchased? ... consumed ?

A diverse array of studies that suggest focusing on certain themes or different segments;

  • Use and attitude research
  • Customer experience research
  • Motivational research
  • Positioning research
  • Behaviour journals
  • Observations
  • Flow counts