Comparing and complementing methods : traditional market research vs. deep customer insights

Straker, Karla, Wrigley, Cara, & Bucolo, Sam (2013) Comparing and complementing methods : traditional market research vs. deep customer insights. In Sugiyama, Kazuo (Ed.) Consilience and Innovation in Design Proceedings and Program vol. 1, Shibaura Institute of Technology, Tokyo, Japan, pp. 5046-5057.

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Quantitative market data has traditionally been used throughout marketing and business as a tool to inform and direct design decisions. However, in our changing economic climate, businesses need to innovate and create products their customers will love. Deep customer insight methods move beyond just questioning customers and aims to provoke true emotional responses in order to reveal new opportunities that go beyond functional product requirements. This paper explores traditional market research methods and compares them to methods used to gain deep customer insights. This study reports on a collaborative research project with seven small to medium enterprises and four multi-national organisations. Firms were introduced to a design led innovation approach, and were taught the different methods to gain deep customer insights. Interviews were conducted to understand the experience and outcomes of pre-existing research methods and deep customer insight approaches. Findings concluded that deep customer insights were unlikely to be revealed through traditional market research techniques. The theoretical outcome of this study is a complementary methods matrix, providing guidance on appropriate research methods in accordance to a project’s timeline.

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ID Code: 61381
Item Type: Conference Paper
Refereed: Yes
Keywords: Market Research Methods, Deep Customer Insights, Design Led Innovation
ISBN: 978-4-9980776-3-3
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2013 please consult the authors
Deposited On: 16 Jul 2013 00:53
Last Modified: 28 Mar 2014 18:35

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