What is a good customer insight?

What is a good customer insight?

Crafting powerful insights is essential when developing ideas and requires effort and time. A deep 'truth' about the customer is needed, based on their behaviour, experiences, beliefs, needs, or desires that are relevant to the issue. To ensure true insights, focus on customers, avoid reverse benefits, and insist on actual insights that are targeted, true, and fresh. Customer insights impact innovation in the discovery phase, shaping business strategy, guiding idea creation regarding product, service and brand development, and also work well in the feasibility and go-to-market stages. Organisations that know their customers are better placed to meet their needs, leading to more satisfied customers, as Unilever's global survey of 3,200 women demonstrated.

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Mapping innovation across the three horizons

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