All of these give us information about behavior. The Austrian deductive method comes into play when the data is in the form of behavior that we can actually observe - accompanied shopping, ethnography, buying data, shopping data, video data, eye-tracking, A/B testing. Episode 33 "Isabel Aneyba: Listening From the Heart and the Techniques of Empathy": /E4E_33.Contextual In-Depth Interview Method: /E4B_165_Contextual.
There are tools on the website to frame in-depth interviews: Whether your business is present in the conversation or not, customers are having those conversations, so it’s important to listen and take part. The human-to-human connection factor is important, whether in a one-on-one conversation, a group setting (such as a focus group) or an online chat. In fact, conversation helps people to learn how to describe their feelings and motivations, if the interviewer lets the conversation develop slowly and with time for self-reflection to dawn. Empathy is a key ingredient - what Darshan calls “being a people person”, interested in how people feel, and with the curiosity to learn and the humility to understand that a lot of what is important to customer decision-making resides in the sub-conscious and is difficult to articulate. It requires some skill development to be good at customer conversations.
This is the number one source of data for insights generation: deep, rich, personal, subjective, and revealing. Darshan Mehta recommends a multi-dimensional approach.
No single method and no single information or data source will deliver the deep and rich insights businesses need. Insights are multi-dimensional, and businesses need to install multi-dimensional systems to generate insights. Insights help businesses understand the drivers of these shifts in the landscape, as well as how these shifts, in turn, change individual behavior. These individual motivations can sometimes be exhibited as technology trends, social trends and cultural shifts. Key Takeaways and Actionable Insights Insights mark the road to innovation and differentiation and give businesses a competitive advantage.īy definition, an insight is a deep understanding of the motivation of an individual: why they do what they do, choose what they choose, and stop doing what they used to do? What guides their behaviors, what they do with their time, and how they find betterment and ease?
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