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CUSTOMER
INSIGHT TO
OL
S
Iwan Setiawan
Chief Executive of MarkPlus Consulting | Co-Author of Marketing 3.0
Marketeers Dinner Seminar
Bandung | Jakarta | Surabaya | Feb 27-29, 2012
Part
1
Customer Behavior In Indonesia – 9 Trends
9 Customer Behavior Trends
1
in In
do
ne
sia
“Deals help justify
unnecessary
consumption”
9 Customer Behavior Trends
2
in In
do
ne
sia
“Faster product
adoption leads to
shorter lifecycle”
9 Customer Behavior Trends
3
in In
do
ne
sia
“Instant and
experiential are no
longer oxymoron”
9 Customer Behavior Trends
4
in In
do
ne
sia
“Idealism is natural
counterbalance to
consumerism”
9 Customer Behavior Trends
5
in In
do
ne
sia
“Local is the new
sexy”
9 Customer Behavior Trends
6
in In
do
ne
sia
“I connect,
therefore I am”
9 Customer Behavior Trends
7
in In
do
ne
sia
“Good life makes
you have
something to lose”
9 Customer Behavior Trends
8
in In
do
ne
sia
“Making choices
feels good”
9 Customer Behavior Trends
9
in In
do
ne
sia
“My lifestyle doesn’t
mean I’m not in
shape (denial
mode)”
Part
2
Understanding Customer Behavior – 2 Tests
“People may not
make sense to
you, but they
always make
sense to
themselves”
Are customers crazy?
“People may not
make sense to
you, but they
always make
sense to
themselves”
Crazily creative?
The Stanford Marshmallow Test (1972)
One of the Most Successful Behavioral Observations
Customers are
irrational at
times!
How customers “think”:
Basic life
regulation
Emotions
Feelings
Pain (punishment) & pleasure (reward)
Fear, anger, sadness,
disgust, surprise, happiness
bloodstream & neural pathways
Sensory images
Continuous thoughts
Limbic Brain
Drives & motivations
Cortex Brain
SUBCONSCIOUS
UNCONSCIOUS
Reasoning Perceived
“reality”
Illusionary
Reptilian Brain
CONSCIOUS
“I better wait
for the second
marshmallow”
“I want the
marshmallow
now”
The Penn & Teller Bottled Water Test (2003)
A Show that Proves Irrationality of Customers
Customers are
master
storytellers!
say do
make
How we "understand" them: Ask articulated
and explicit
knowledge
Observe
unreported
actions
Learn how they
innovate i.e.
workarounds
Part
3
Using Customer Insight Tools - 3 Cases
Innovation EFFORTS (Past 10 Years)
Core
process
Process
Enabling
process
Business
model
Model
Networking
model
Offering
Product
system Service Channel
Delivery
Brand Customer
experience
Hi
Lo
vo
lum
e
Product
features
Source: The Doblin Group
Innovation VALUE (Past 10 Years)
Source: The Doblin Group
Hi
Lo
Core
process
Process
Enabling
process
Business
model
Model
Networking
model
Product
features
Offering
Product
system Service Channel
Delivery
Brand Customer
experience
valu
e
Customer Insight Sources
Customer Insight
Sources
Secondary Data Primary Data
Quantitative
Approaches
Qualitative
Approaches
The Taxonomy of Qualitative Approach
Customer Context Critical?
Yes
Immersion with Customer
Critical?
No
Client Benefit from
Customer Experience?
Yes
ETHNOGRAPHY
YES
CUSTOMER
VISIT (B2B)
NO
OBSERVATION
No
Group Dynamic or
Individual Depth?
GROUP
Online or Offline?
INDIVIDUAL
IN-DEPTH INTERVIEW
ONLINE
Company or customer
run communities?
Customer-run
NETNOGRAPHY
Company-run
MODERATED
COMMUNITY
OFFLINE
Ad hoc
or routine?
Ad hoc
Lead user or
mainstream?
Routine
CUSTOMER
PANEL
Lead
LEAD USER STUDY
Mainstream
FOCUS GROUP
1
2 3
4
5 6 7
8 9
Emphatic research is the most proven
Empathic Research
Traditional Research evaluative improves existing things explicit needs reported market segments artificial settings static interviews isolated experiences
generative inspires new possibilities latent needs revealed individuals natural context dynamic conversations comprehensive experiences
Focus
Groups
Etc.
Empathic
Research
Surveys
etc.
Video
Ethnography
etc.
traditional
qu
an
tita
tive
latent
qu
alita
tive
Sampling: Wide, Deep, Real
Innovators
Early
Adopters
TH
E C
HA
SM
Early
Majority
Late
Majority
Laggards
Extreme
users for
breadth
Extreme
users for
breadth
Small
numbers
for depth
Small
numbers
for depth
Real
People
Observation: know what you are looking for
Remember
Alexander
Flemming
Talk about the individuals you met
and the places you visited
Create personas from real people
Compare and contrast the things that
you learned
Synthesis: Observation + Inference = Insight
Case #1: Sampoerna Hijau (2000)
Case #2: XL(2007)
Case #3: Aora TV (2010)
Tonight’s Takeaway
What customers say and what they do are at times contradictory: • Sometimes it’s their justification
• Sometimes it’s counterbalance
• Sometimes they just don’t want to say what they do
“What they do” is always the right insight!
Observation without purpose is meaningless
Observation without inference is naïve
Observation with inference is the true meaning of “
finding insight”