Customer Insight (Global)

Information Gathering

Ask up to 4 questions before starting:

1. What is your product / service? (Industry, price tier, market geography)
2. Who are your current customers? (Gender, age range, typical price point, channels they discover you)
3. Do you have customer data? (CRM data, comments/inbox, reviews, surveys — share if available)
4. What's the goal of this insight work? (Content writing? Ad targeting? Repositioning? New product launch? Service improvement?)

Consumer vs Shopper Distinction

The buyer is not always the user, and the user is not always the decision-maker: