To segment effectively, you need to understand what drives the segments, not just how to measure them. That's where qualitative insight comes in.
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Susan AbbottCustomer Experience from Insight to Innovation em Abbott Research + Consulting
17. What you want insight about Language used, metaphors Usage, context, occasions & sequence Motivations & desires Goals & alternative solutions Problems Experiences & stories Influencers Emotions and feelings
18. How to look for patterns “ pattern recognition begins with variation recognition” Cultural anthropologist Grant McCracken
19. Teens and technology project First off - I am constantly left on. Sometimes even overnight. She leaves me in her purse all day. It's stuffy in that tiny pocket shared with all of her other items! I feel like my battery is being charged everyother day from all of the use I get. Luckily, I haven't been dropped, scratched thrown or anything else, so I am in top condition. I've seen her other friend's cellphones and I consider myself very lucky. i got the cell for two reasons one privacy i can't count the number of times my mom picked up the phone when it was for me i'd say "don't pick it up but she would and start trying to have a conversation with them.the second reason is my friends always wants to know where am at so we could get together and chill