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 how well customer research tools and […]
The struggle for impact and appreciation Read More »
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
Interview with Be Customer Led Read More »
It seems like the world is turning faster and faster. Every day there are new developments, new products, new trends. Customers respond with ever shorter attention spans to the abundance of information that affects them. What was considered secure information today may be obsolete tomorrow. As a result, customer needs become a moving target. For
Agile customer research for a fast changing world Read More »
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 research and the design of value propositions, marketing and buying solutions. The
Customer Progress Design – Strategy Design for Realizing the Desire for Progress Read More »
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 Experience Strategist for interviews and discussions about
Interview at The Tom and Bob Show Read More »
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, *Customer Progress Design (CPD) is a method that focuses on 12 elements that characterize how customers are striving to make progress in
Reflections on 2 Years of The Wheel of Progress Read More »
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 and target group segmentation, no
The story behind unipro solutions Read More »
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 on what questions to ask rather
12 Elements of Customer Progress Design Read More »
Mein neuester Gastbeitrag beim Spread The Views-Podcast von Christian Weisz. Wir sprechen über: Jetzt anhören bei Spread the views – Podcast für neue Perspektiven bei der Markteinführung (spread-the-views.de) (37:32 min.)
Jenseits der Zielgruppe: Kundenforschung mit Jobs-to-be-done Read More »
We support organizations to understand and fulfill the human desire for progress.
