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Six Techniques to Gain Customer Insights - Coggle Diagram
Six Techniques to Gain Customer Insights
The Data Detective
Google Trends
Compare 3 search terms on second-hand clothing
Google Keyword Planner
Find the top 5 related searches and how often they’re searched
Census data
UN and PSA population: Gen Z + Millennials ≈ 2.1M
Third-party research reports
DataReportal, Future Market Insights, Fast Company ME
Social media analytics
Most common positive and negative comments on thrift pages
Website tracking
Landing page visits and how visitors arrive (once live)
The Journalist
Write the interview outline
Questions derived from the profile
Create a customer profile
Jobs, pains, gains of buyers and sellers, ranked
3.Conduct the interview
Ground rules
Facts, not opinions
Ask “why”
Listen more than you talk
Learn, don’t sell; don’t pitch Relore early
Follow up and ask “Who else should I talk to?”
4.Capture
Map jobs, pains, gains onto a blank profile
5.Review the interview
Check whether the questions need changing
6.Search for patterns
What interviewees share and where they differ
7.Synthesise
One combined profile per segment (buyers, sellers)
Complement: online survey
The Cocreator
Speed Boat
Customers place the pains holding them back as anchors
Compare with what you assumed
Buy a Feature
Price features: reviews, delivery, secure payment
Customers spend a limited play-money budget
Analyse which are bought
Storyboard
Sketch the buying journey and collect reactions
The Scientist
Ad tracking
Select search terms
Design the ad: headline, landing page link, blurb
Launch on Instagram and TikTok with a budget
Measure clicks
Landing page
Drive traffic
Headline and value proposition
Call to action: waitlist sign-up
Measure conversion: visitors to sign-ups
Split testing (A/B)
Send equal audiences to each option
Test headlines (“earn money” vs “save money”) and delivery fees
Compare which gets more sign-ups
Mock sale
“Buy now” button, count clicks
Explain it was a test afterwards
Wizard of Oz
Front looks like a working app
Review listings and arrange delivery manually
The Anthropologist
Observe shopping behaviour
Watch how people browse and buy on Instagram thrift pages
Shadow a customer for a day
Follow a seller: listing, photos, replies, delivery
“A Day in the Life” worksheet: time, what I see, what I think
Tips
Observe without interpreting
Note feelings: trust, doubt, stigma
The Impersonator
Be the buyer
Buy an item from an Instagram thrift page
Be the seller
List an item on Facebook Marketplace
Note the pains and gains
Scams, unclear condition, delivery