If customers are the heartbeat of a business then customer insight is the oxygen and products are its lifeblood. And we all know that without oxygen our blood won't flow and soon enough we won't have a heartbeat.
Customers and products are only truly connected through great insight. It's the insight that guides innovation efforts and delivers market advantages. It helps to identify early customers and what draw them to a particular product. It provides marketing strategies with focus and precision. And it ensures we don't waste a single dollar of our marketing investment.
All too often the total market is mistaken as the available market for a product or service. And all customers are expected to be ready and waiting for the next best thing.
The reality is that no two people are the same and as individuals we don't make the same choices all of the time. The challenge for marketers is to try to understand what it is about a segment of the market that draws them to the same brand or solution. It could be a simple characteristic such as their age which might determine their choice or it could be a complex multidimensional set of reasons. It might be a purely rational choice or it may be a very emotional one.
Understanding who makes up your target market, what motivates them and how you can reach them relies on insight and good statistical analysis. In turn you'll know exactly where to invest your marketing dollars.
Whether your customer is the consumer, whether they are a patient or a doctor or a business person, they have individual preferences and they will make trade-offs during a buying decision. They have trusted sources of information they turn to and they all have their own financial boundaries when it comes to spending. And no matter who they are they'll have emotional and social reasons, as well as, rational reasons driving their purchase decision.
We have the expertise to unlock the complex relationships between all these factors and to reveal the marketing levers integral to strong product adoption.
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