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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 […]

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

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

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

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 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

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.)

Customer development – a pillar of the lean startup methodology – is one of the toughest aspects to execute in the build, measure, learn framework – and is often seen as an “extra” – however it’s a critical part of the process that helps us avoid mistakes early and identify new market opportunities. With the

Eckhart recently was part of a group of 9 global experts on innovation that provided content to ZERO IN ACADEMY’s online course. The course content focuses on building a brand customers crave and a company people are passionate to work for. In his module Eckhart examines the need to understand why customers purchase products and services