Kundenzentrierte Strategieentwicklung: So gehts

“Hören”, was der Kunde nicht sagt Mein neuester Artikel im iBusiness-Magazin Eine der großen Herausforderungen des Marketings ist es herauszufinden, was KundInnen machen oder – besser noch – erreichen möchten. Welches methodische Vorgehen geeignet ist, das herauszufinden: “Die Menschen wollen keinen 6er Bohrer. Sie wollen ein 6er-Loch in der Wand”, ist ein häufig verwendetes Zitat im […]

Building better Customer Profiles

How to build strong Customer Profiles and avoid common pitfalls In this webinar, hosted by Mikko Mannila from Statty Store on May 10, , and on June 14, 2022 hosted by the PDMA I will provide tips on how to take your Customer Profiles to the next level. What You Will Learn in this Webinar […]

Customer Research Study

The struggle for impact and appreciation Customer researchers have an enormously responsible job. They play a key role in creating product strategy and thus have a significant impact on an organization’s success. However, being in a customer researcher position can be a tough job according to our study. While we started our research to understand […]

Be Customer Led Podcast

Interview with Be Customer Led In October 2021, I was interviewed by Bill Staikos from the Be Customer Led Pocast about our implementation of the JTBD framework.   Listen to the episode

Agile Kunden-Forschung für eine Welt im Wandel

Agile Kunden-Forschung für eine Welt im Wandel Es scheint, als würde sich die Welt immer schneller drehen. Jeden Tag gibt es neue Entwicklungen, neue Produkte, neue Trends. Kunden reagieren mit immer kürzeren Aufmerksamkeitsspannen auf die Fülle an Informationen, die auf sie einwirken. Was heute noch als gesicherte Informationen galt, kann schon morgen obsolete sein. Das […]

Talk at CXM 360 by MSU

Customer Progress Design – Strategy Design for Realizing the Desire for Progress Learn about Customer Progress Design (CPD), an integrated method for identifying and conceiving market opportunities. Based on the Jobs to Be Done theory, CPD puts the human desire for progress at the center of your market development strategy. This method joins qualitative customer […]

Interview at The Tom and Bob Show

Interview at The Tom and Bob Show In this two episode series of The Tom & Bob Show, I introduce and discuss the Customer Progress Design method. ABOUT THIS PODCAST The Tom and Bob Show joins Tom DeWitt, Ph.D. the Director of CXM@Michigan State University and Bob Kiple, MBA, a retired General Motors Global Customer […]

Reflections on 2 Years of The Wheel of Progress

Reflections on 2 Years of The Wheel of Progress Sharing the story of how Customer Progress Design is re-defining customer research.   I wanted to take a moment to reflect on our learning journey after developing The Wheel of Progress two years ago, share what working with tool has taught us, how we turned the […]

The story behind unipro solutions

The story behind unipro solutions In search of better explanation models why people resort to new types of products (e.g. innovations), I learned about the Jobs to Be Done (JTBD) theory in 2016. I was immediately intreagued because it offered a completely different perspective on understanding customer needs: No more pigeonhole thinking, as with personas […]

12 Elements of Customer Progress Design

12 Elements of Customer Progress Design The challenge with qualitative research Qualitative customer research today is not only challenging to do but typically not designed to support strategic decisions.  The first challenge is the sheer infinite amount of variables that can come up in customer interviews that have to be dealt with. Researchers today focus […]