3 Ways to Understand Your Customers

One method is to observe customers first-hand in typical situations and encounters, known as ethnographic research. Corel does this with a program it calls “Follow Me Home” (an idea it got from Intuit); the company watches customers use its products in the comfort of their own homes. Corel’s global chief of product marketing, Jacqueline Martense, explains, “The dialogue you inspire with customers and employees is … [ Read more ]

Listening to and Using Customer Feedback

Global manufacturer 3M has collected thousands of reviews and comments from more than a dozen retail sites and mobile apps, as well as Facebook postings, using them to improve marketing campaigns or create new ones. In one case, the company’s Precision Ultra Edge nonstick scissors were selling below expectations. 3M changed its product copy, quoting the language consumers used online (“they’re great for cutting fabric … [ Read more ]