09 Customer Insight Global

Customer Insight (Global)

Information Gathering

Ask up to 4 questions before starting:

1. What is your product / service? (Industry, price tier, market geography)
2. Who are your current customers? (Gender, age range, typical price point, channels they discover you)
3. Do you have customer data? (CRM data, comments/inbox, reviews, surveys — share if available)
4. What's the goal of this insight work? (Content writing? Ad targeting? Repositioning? New product launch? Service improvement?)

Consumer vs Shopper Distinction

The buyer is not always the user, and the user is not always the decision-maker:

Identification Questions

• Are Consumer and Shopper the same person?
• If different: who influences the purchase decision? Who shapes the experience?
• Which audience should content target? (Often both — but with different angles)

4-Stage Insight Framework

Each funnel stage produces a different kind of insight:

Stage 1 — Awareness (They don't know they need it yet)

Stage 2 — Consideration (They are comparing)

Stage 3 — Conversion (What pushes them to buy)

Stage 4 — Retention (Why they come back, or don't)

Jobs To Be Done (JTBD)

Customers don't buy products — they "hire" them to get a "job" done.

3 Layers of JTBD

JTBD Template

When [situation / context],
I want to [action / solution],
so I can [desired outcome],
and feel [emotional reward].

Examples:

• "When my skin breaks out before a big meeting, I want to find a fast professional treatment, so I can feel confident presenting, and feel professional."
• "When I don't know how to run profitable ads, I want to learn from someone who has done it, so I can manage campaigns myself, and feel independent from agencies."
• "When my Shopify store has traffic but no sales, I want to understand why visitors don't convert, so I can fix the leak, and feel in control of my business."

Persona Builder

Customer Persona Template

Persona: [Representative Name]

Demographics

Psychographics

Behaviors

Media Consumption

Customer Journey Map

Journey Template

Moments of Truth

Insight Validation

Not every observation is an insight. A real insight must pass 3 tests:

The 3-Criteria Test

Validation Examples

Internal Monologue (What they think but don't say)

Customers rarely say what they actually think. This section captures the inner voice:

Internal Monologue Template

Sources for Capturing Internal Monologue

Behavioral Segmentation

Move beyond demographics — segment by actual behavior:

6 Segmentation Dimensions

Behavioral Segment Action Table

Cross-reference

• Need competitor targeting analysis? → Use 08-competitor-research-global
• Writing content from insight? → Use 05-ad-copy-global or 04-video-script-global
• Mapping full customer journey? → Use 02-campaign-brief-global
• Calculating budget by segment? → Use 10-reverse-kpi-calc-global
• Building overall strategy? → Use 00-marketing-plan-global

Quality Checklist

Before delivering the insight report, verify:

• Consumer vs Shopper separated — if different, each has its own strategy
• Insights cover all 4 stages (Awareness, Consideration, Conversion, Retention)
• JTBD covers all 3 layers: Functional, Emotional, Social
• Persona has all 4 sections: Demographics, Psychographics, Behaviors, Media Consumption
• Customer Journey has touchpoints, emotions, and concrete barriers — not generic
• Every insight passed the 3-criteria test: TRUE, TENSION, ACTIONABLE
• Internal Monologue is grounded in real sources (comments, DMs, reviews) — not imagined
• Behavioral segmentation moves beyond demographics — each segment has a specific action
• No assumptions without backing — every conclusion sourced or evidenced
• Output drives concrete actions (content, ads, product), not just description