If you can understand the deepest concerns of your customers, you can certainly find an underserved niche to compete with any giant in your industry.
Discover how to find deep imaginative truths about motivations & behaviors with business value.
Understand several sources of Insights with examples from different industries.
Finding insights is a continuous process, especially in the digital world. In the industrial world, decisions are hard to change once they've been made, but in the software world, we can change as many times as necessary.
Furthermore, once we have built the habit of seeking insights into our culture, we will begin to see them everywhere.
2. • 30 years in El Salvador, 16 in Spain
• I like to think I belong everywhere, not just in one specific country
• I'm super curious about things. Can't help myself!
• Marketing heart -Sales brain
• Big fan of sports, music, good food and travel
• Firm believer in the power of learning and education
• Lessons that sport leaves us in personal and professional life
• Bridge-builder between people. People enthusiast
• I love people who help me discovering books, songs and makes me
laugh
• I like to think I have a great sense of humor (dark)
• I believe that what unites us is more than what separates us
Who am I?
Cristobal Escobar
3. Ortus Solutions founded in 2006 has the vision of empowering developers
with great open-source tools and empowering clients with scalable and
robust applications. We have a proven track record of successful web
application development from small scale to mission critical applications,
software architecture, website design, training and support services.
8. What makes them so important?
Insights!
"At the heart of an effective and creative
philosophy is the belief that nothing is as
powerful as an insight (revelation) into human
nature.
As understanding what forces coerce the
human being and what instincts dominate his
actions, even when their language hides their
reals motivations."
Bill Bernbach
11. Example 2: MICHELIN
Insights!
Most people talk about how well the tires work, how
long they last, etc.
But Michelin took a very different approach.
13. What makes insights so
important?
We do not rely on rational factors in either
of the two situations. When we combine
emotional appeal with reason, it can
generate a potent force.
15. Henry Ford
“If I had asked people what they wanted,
they would have said faster horses”
Defining Insights
Sometimes what the customers said
doesn´t reflect the real insight
A.
16. Sometimes what the customers said
doesn´t reflect the real insight
A.
“A lot of times, people don’t know what
they want until you show them”
Steve Jobs
Defining Insights
28. Anomalies Analyzingdeviationsindata
Sources of Insights
• It might be the penetration in a particular segment
• It might be looking at product by product
• Or how you're doing in a particular geography
• Or how you're doing in a gender segmentation
39. Record the experience stage
Analyze customer's action, thoughts, and emotions
Identify the channels (touch points) customers use to interact
Evaluate problems faced by customers
Analyze insights and find opportunities
Techniques
Customer experience mapping o journey mapping
Template for Experience Mapping
41. Human factors research
Techniques!
The idea is to optimize the interaction between people and systems to
guarantee customer satisfaction
It can be designed for different types of people (including inclusive design)
with differences:
• Physical
• Sensory
• Mental
• Emotional
• Social
• Ambient
42. Application of Techniques!
Ethnography When the segment is well known, it helps to
understand the complexity of the context and its
situation.
Customers journey When the experience consists of many steps or stages.
High ticket industries.
Human factors When you must design complicated interfaces for a
diverse population.
Many segments with one product/ service.
45. Mining Data
for Insights
Structure Data Analyze
data
Develop
insight
Clean Data
• Remove Spams
• Remove Duplicates
Code Data
• Build catalogues (concepts,
brands and categories)
• Index and tag data
Structure Data