From the course: Marketing Foundations: Customer Decision Journey
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Insights are the foundation
From the course: Marketing Foundations: Customer Decision Journey
Insights are the foundation
- Customer insights help you create an effective customer decision journey. An insight is an understanding of the customer's mindset, such as their needs, objectives, perceptions, or motivations. Here are a few examples of possible customer mindsets when visiting a store. If a customer visits the store for a routine purchase, such as buying eggs every week, he or she may want to get in and out of the store quickly because they already know which brand they prefer and want to purchase. If a customer has an immediate unexpected need, such as cold medicine for a child, they might be motivated by a brand recommended by the pharmacist in the store, or feel the need to spend more time evaluating options before they choose a brand to purchase. Or let's say a customer wants to buy products for a specific event, such as a summer barbecue to celebrate a holiday. The customer may need to buy barbecue products on sale 'cause the…
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