DISCOVERING INSIGHTS
Gathering insights to strenghten your strategy
Provide much-needed perspective on your market opportunities and challenges
Recognizing emerging market trends and demands
Discover the growth opportunities that exist for your organization that you intend to seize
Primary and secondary market research, customer databse profiling and analytical reports.
Which marketing efforts are working and which ones aren´t
Which market segments represent the most growth or profit
What customers needs or problems are going unaddressed
Distilling your findings through a swot analysis
Providing a clear and simple way to put your key findings together in one place for at-a-glance assesment
You can get your executive team on the same page
Strengths and weaknesses are associated with an internal perspective
Opportunities and threats offer an external perspective
The purpose is to foreshadow the key insights that will drive your strategy
Key insights to gather
Customers: market segmentation, type of products, how they use the products, type of consumer loyalty
Competition: your ability to provide value to your customers must always be considered in the context of what competitors can offer them
Capabilities:understanding what your company can actually deliver becomes essential
Industry trends: you can do anything but you can´t do everything
Sales Partners: the ones with direct customer relationships and who carry multiple product lines
Culture: company´s values and norms
Touch-points: how the organizations is performing (call.center, website, etc)
Measurements: to know if you are gathering the correct data
Aligning on insights
1st month: learn the expectations of others
Give your team your key findings and insights to give them a sense of what you´ve learned during the research
Aligne your colleagues with your analysis