Sensemaking: What are your Customers' Needs? Really?
Jaap de Jonge, Editor, Netherlands
Customer Behavior Approaches
There are many approaches towards analyzing customer needs, customer satisfaction, customer behavior and customer experiences. They range from market data analysis and conjoint analysis to , Lead-user or studies, , , to , , and lately: 'Big Data'.
The Problem with Quantitative Approaches
Most of these quality assurance and marketing methods can give detailed results, but don't give much fundamental insight in what truly makes your customers (and your non-customers) behave in the way they do
. These tools don't tell you what are the often irrational motives behind your customers' (buying) behavior. Often these are unknown even to themselves...
Truly understanding what makes your buyers 'tick" (and buy) is a skill that becomes more and more important in our age in which both our way of life and the technological possibilities to support it change quickly.
A Profound Customer Behavior Approach: Sensemaking
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