Customer experience

Customer co-design

Online communities, contests, online voting

Data mining – gathering unstructured market insights from the web

Customer archetypes

Opportunity identification – white space, gray space, etc.

Origins of value matrix

Ethnographic fieldwork – participant observation, open-ended interviews

Value Opportunity Analysis

Nonaka’s concept of Ba – tacit and explicit knowledge

Customer requirements and customer behavior – the intersection, the difference – how to reconcile

Translation of value attributes to product specs

Customer Satisfaction and Loyalty (CSL) to look backward and Customer Needs Discovery (CDN) to look forward

Proven approaches to identify more than customers’ needs - to also uncover their hidden motivations - and then interpret, validate, and act on this knowledge.

An artillery to draw upon when defining the next generation of products – know which tool and/or approach to use when.

Techniques to increase cross-functional collaboration and embed customer insights into the organization.

Insight and action steps for a repeatable, human-centered innovation process.