1. "Get In Their Heads" Workshop.
We show you concrete examples of why you must put the customer at the center of everything you do. We look at companies who have discovered fertile, new opportunities to serve them. Ultimately, people need to get jobs done and want to hire firms to help them do those jobs faster, better and surprisingly, not necessarily cheaper. This session will help you shift your thinking from "what can we sell them" to "what jobs do they need to get done". Most importantly, you will discover the value of moving from "how can we make money from them" to "what values are they willing to pay for" thinking.
2. Internal Insight Mapping.
The number one mistake we see companies make is asking people what they want. The truth is, they don’t know what they want because people don’t know what they don’t know. Henry Ford famously said “If I had asked my customers what they wanted, they would have told me ‘a faster horse’.”Our job is to clearly understand their pain points. To start the process, we brainstorm with your team to map their perceptions of your customers. The map will help build a profile of what they think and feel and how that translates into what they say and do.
3. Insight Boarding.
We take the input from our brainstorm session to build the key research instruments we call insight boards. Part of our research methodology is to use a series of generic product or service benefits to the customers to be interviewed. These insight boards help the customers tell us their stories in a visual way. We have learned over the years that it is really true that a picture is worth a thousand words.
4. Get In The Field.
Depending on project need, budget and timeline, we utilize a variety of ways to interview: small groups, phone interviews or one-on-one observation. We have talked to real customers in all kinds of places: standing in line at sports arena snack bars, ride alongs in the cabs of eighteen wheelers, sharing lunch in a factory break room and even the dining room table.We also do not restrict our studies to just your current customers. We also look at what unreached segments think and what it might take to convert them.
