Properly understanding customers makes everything better
and you can’t guess or assume, because you are not your customer (read that again, it’s important).
Luckily, talking to them doesn’t have to take forever and cost the earth.
Problems that customer insight can help you fix
We work directly with brands as well as indirectly via our agency partners to solve a million different problems that all have not knowing customers well enough at their root.
We’re working on a brand refresh but the brand hasn’t got a clear view of who their customers are and what they care about
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Ridiculously common. A brand is SO much more than a visual identity or a toolkit. A brand should be distinctive and trigger meaningful associations with your target customer. Are you premium? Funny? Modern? Good value? High-tech? If you don’t know what your customers value, you can’t position your brand in the right place.
We talk to and survey existing customers as well as potential customers to get a real view of the decision making process, what they care about, why your brand is chosen over others. We can also talk to stakeholders within the brand to understand their vision for the business, the kind of service they provide and what the customer’s experience with them is currently like.
We then shape this into brand manifestos (multiple options for the brand to pick from), compelling stories that you can create a brand around. Combine it with some competitor analysis and you’ll create something that really tells the story of the brand in a way that is distinctive and meaningful to the people that matter most in the world - customers.
We struggle to come up with new campaign ideas
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Being creative over the long term is tricky when you don’t have a really clear view of who you’re talking to. Campaigns flip from one creative direction to another, so there’s very little consistency so the 95% of customers that aren’t in market for your service right now don’t connect with your brand over time and forget you exist.
Some of the most impactful campaign ideas have come from customers. Sly Stallone’s Warburtons ad is my personal favourite - this came from a real letter from a customer that the CEO handed to his creative agency.
We can talk to your existing customers (hardcore loyalists especially are a goldmine) to find out what makes them choose your brand, understand what role you play in their lives, what you’ve done for them. We then turn this into customer stories and run a workshop with your creative team to develop campaign ideas.
We’ve launched a new product and want it to sell well
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Course you do. Let’s show it to people, explain what it does (in a few different ways) and have real customers react. Ask them to describe it to us. Let them ask questions, raise concerns and tell you what their alternatives would be. Encourage them to be brutal because that’s where the really good stuff is.
When you have real reactions from the people that matter most, you can craft your copy in a way that will really speak to them (and sell it to them). If you haven’t asked, you’re guessing and guessing is expensive.
We’re losing customers and fast. Help us keep them!
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A classic problem and incredibly common for start-ups that are starting to mature as much as for long-standing brands that are facing into a tidal wave of innovative competitors.
Surveys are nice but a good conversation is better when it comes to finding out why people have gone elsewhere. We can talk to some of your lost customers (they will need incentivising), independently to understand where they’ve gone and why, or if they’re just not buying any more. When you know, rather than guess, you can do something about it.
How it works
We talk the problem through
A classic discovery session. Once we understand what your goals are, what good looks like, what your product/service is then we build out the plan from there. Everything we do is totally tailored to your situation.
I do the research
It might be surveys, it will probably mean a proper conversation with your target/prospects because a proper conversation is where the golden nuggets normally hide.
We build a plan
I take you through everything I’ve heard so we can work together to identify some things you can do differently, in order to get you to where you want to be. This workshop style debrief is normally a fountain of good ideas you never would have thought of.
Let’s talk
Let’s start with a 30-minute call. Nothing as forward as a pitch or a proposal, just a chat about what you're trying to figure out and what you’re trying to achieve so we can understand your world a little better.
Fill in the form below or drop us an email at vicky@robyninc.com
