A systematic approach to understanding customer psychology, motivations, and decision-making processes for effective marketing.
The Customer Insight Framework provides a structured methodology for deeply understanding your target audience. It goes beyond surface-level demographics to uncover the psychological drivers, pain points, and aspirations that influence purchasing decisions.
This framework integrates multiple perspectives to create a holistic understanding of the customer, enabling more effective messaging, positioning, and product development.
Define who the customer is beyond demographics
Include psychographics, values, lifestyle, and identity
Identify current problems and challenges
What keeps them up at night? What are they struggling with?
Understand what they want to achieve
Their goals, dreams, and ideal future state
Recognize what holds them back from taking action
Fears, doubts, skepticism, and practical constraints
Identify what prompts them to make a decision
Events, emotions, or circumstances that create urgency
Understand how they evaluate solutions
What criteria do they use? What do they prioritize?
Industry: Health & Fitness
Instead of focusing on features, positioned around the customer's desire to feel confident and energetic, addressing their fear of complicated workout routines
Outcome: Increased sign-ups by 40% by speaking to emotional drivers
Robert Cialdini's foundational work on persuasion psychology
A foundational strategic document that defines the core elements of a brand including purpose, vision, mission, values, personality, and positioning to ensure consistent brand expression.
Structured formulas and templates for writing persuasive copy, including AIDA (Attention-Interest-Desire-Action), PAS (Problem-Agitate-Solution), and FAB (Features-Advantages-Benefits).
A framework for understanding customer motivations by focusing on the 'job' they hire a product or service to do.