Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Five Customer Insight Mistakes You Must Avoid

by Denyse Drummond-Dunn  |  
March 7, 2016
  |  5,847 views

With so much information flowing into organizations these days, we are all feeling a little overwhelmed. What's worse, however, is that customer insights haven't increased at the same rate as data availability.

Customer insights are essential to growth and continued success, yet they remain the elusive holy grail of business.

Let me start by explaining what I understand by an insight.

An insight is a statement that summarizes an accurate and deep understanding of a market or consumer. Moreover, an actionable insight is about people's needs—and also about changing their behavior.

Why do so many companies struggle to develop actionable insights?


From my years of working in and with global marketing departments, I have identified the five most common mistake that result in a failure to develop actionable customer insights.

And that failure can be costly: As a Japanese proverb succinctly puts it: "Insight without action is a daydream. Action without insight is a nightmare"

Mistake No. 1. You try to develop insights from a single piece of market research


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Denyse Drummond-Dunn is president and chief catalyst of C³Centricity, a global consultancy that provides strategic counsel to the executive teams of billion-dollar brands. She is the author of Winning Customer Centricity.

LinkedIn: Denyse Drummond-Dunn

Twitter: @Denysech

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment

Comments

  • by Jack Tue Jul 5, 2016 via web

    One should never ignore customer insights and not making a note on above mistakes can prove to be a huge loss.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!