Customer Insights

Customer Insights

A Customer Insight (B2B) or Consumer Insight (B2C) describes the underlying motivation that drives the customer's behaviour. Insights are crucial in any innovation project, and are the starting point for idea generation.

In order to make your organization more customer-centric, you need to put Customer Insights at the heart of the organization. Identifying Customer Insights is a skill that acquires time and practice to master and should become part of every marketer's daily work. You won’t discover them from behind your desk: you need to go out and interact with your customers!


Identifying Customer Insights usually starts with qualitative research. We can train your team to do it themselves or we can do the research for you. In a step-by-step approach, we translate findings to Customer Insights. As a guideline, we use the following structure for writing insights: WHAT - WHY - WOW. For more information, click here.


A set of Customer Insights that are ready for testing, and can be used as a starting point for idea generation.