How can you be confident that you’ve defined the next hit product or service? How do you know where to invest your precious development dollars? Well to start with, you need to walk in enough of your customers’ shoes and examine sufficient challenges through their eyes so that you can say with confidence you have insight. Understanding customers’ perspectives and consistently translating them into revenue is not easy. While there are many useful methods that have been put forward as best practice to achieve customer insight, from Voice of the Customer (VOC), to focus groups, from surveys to software, none, on their own, can be counted on to complete the job. From our experience as product developers, managers and innovators, we know that generating customer insight centers on engaging customers in meaningful dialogue that yields actionable results. What are the key ingredients? Structured discussions, camouflaged as conversations, a great deal of patience and a relentless focus on pattern recognition in the data – no easy task given the unstructured nature of the data collected from dialogues.
At MIDIOR, our approach to building customer insight always starts and ends with the mindset of an investigative journalist:
The most successful companies understand that customer insight is an ongoing discovery process: market conditions are dynamic, technology advances and customer needs change over time. Generating customer insight means being able to focus on more than daily operations or the “crisis du jour.”
MIDIOR’s customer insight initiatives are designed to quickly gather and analyze customer needs and perspectives to drive better product decisions. We have developed a proven process to gather, tabulate and analyze free-form data and translate it into actionable insights. These insights inform product decisions and provide fact-based understanding of what customers and prospects need.