We are busy people. Our business and personal days are filled with activities. The activities we engage in usually are designed to help us accomplish either a business or personal goal. For example, I get up early and go to the gym and engage in the activities of exercising. Not because I just want to – but because I have a goal of losing weight!
Often times, marketing and sales folks have no idea about the activities our customers and buyers perform on a daily basis. Yet understanding these can yield rich and robust insights into goals, which drive buying decisions.
A Day in the Life
Since childhood, we have probably heard this quote a thousand times:
“You never truly know someone until you've walked a mile in their shoes.” –American Adage, Source Unknown
This applies in the development of buyer personas. Using an activity-based research approach allows us to walk in the shoes of our customers and prospective buyers. What it gives us is something very important. Context.
Context provides us with a day in the life perspective. We want to see what customers are confronted with in their natural – not artificial – environment.
When you have visitors to your home, you take pride in... Read more
Have you gotten really excited by the way something (or someone!) looks from a long way away, only to move closer and have the illusion shattered?
That picturesque little cottage on the hill may look perfect, shining and white in the sunshine, with the conventional picket fence framing the front. But as you draw closer, the picket fence is not that white, with paint peeling and pails missing. The cottage itself? Rotting and dilapidated.
The move to visualizing data and results is growing by the day. Everybody (quite rightly) wants to show their results on a dashboard, a console, or a web-based portal that easily and clearly demonstrates their position, at a glance.
Demands on data visualization are growing
The scope for visualizing data is broad, and is growing broader. Organizations not only want to show sales results - they are looking to integrate financial results, customer data, advertising information, a myriad of other business intelligence (BI), social media and, increasingly, market research data.
As is the case with any growing trend, providers are coming out of the woodwork in their droves to provide organisations with solutions.
The trend started with providing sales results in a dashboard format, and has progressed to bringing in other forms... Read more