Insights | Topic
Articles on Customer Insight
For teams who need to know who their customers are and why they act: usable segmentations, ethnography, B2B buyers and jobs-to-be-done.
The service areaCustomer & Human InsightKnow your customers the way they know themselves and build every decision from there.
- Deep Customer Understanding
- Ethnography & Immersion
- Segmentation & Personas
- B2B Decision-Maker Research
- Jobs-to-be-Done: Why People Buy
Articles
4 articles on Customer Insight
- Customer Insight| H3 in the Open
How many interviews are enough? Sample size in qualitative research
A survey sample measures how many people think something, while an interview sample maps which reasons exist. That’s why they follow different rules.
Norah Walsh7 min read - Customer Insight| Buying Research
Qual, quant or social listening: which one answers your question?
Qualitative research explains how and why, quantitative research measures how many and how much, and social listening shows what people say when nobody is asking.Norah Walsh7 min read - Customer Insight
Why so many customer segmentations die in a slide deck
Customer segmentations often stall soon after the presentation. One common reason is that the people who have to apply them can’t tell which segment a real customer belongs to.
Abdo López7 min read - Customer Insight| Buying Research
The Research Blindspot Checklist
Bad research rarely looks bad. It arrives with a clean sample, tidy charts and a confident recommendation, and the flaw sits in a step nobody checked.Norah Walsh10 min read
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