If you can understand the deepest concerns of your customers, you can certainly find an underserved niche to compete with any giant in your industry. Discover how to find deep imaginative truths about motivations & behaviors with business value. Understand several sources of Insights with examples from different industries. Finding insights is a continuous process, especially in the digital world. In the industrial world, decisions are hard to change once they've been made, but in the software world, we can change as many times as necessary. Furthermore, once we have built the habit of seeking insights into our culture, we will begin to see them everywhere.

1. Understanding
Customers
&Generating
Insights
Led by
Cristobal Escobar

2. • 30 years in El Salvador, 16 in Spain
• I like to think I belong everywhere, not just in one specific country
• I'm super curious about things. Can't help myself!
• Marketing heart -Sales brain
• Big fan of sports, music, good food and travel
• Firm believer in the power of learning and education
• Lessons that sport leaves us in personal and professional life
• Bridge-builder between people. People enthusiast
• I love people who help me discovering books, songs and makes me
laugh
• I like to think I have a great sense of humor (dark)
• I believe that what unites us is more than what separates us
Who am I?
Cristobal Escobar

3. Ortus Solutions founded in 2006 has the vision of empowering developers
with great open-source tools and empowering clients with scalable and
robust applications. We have a proven track record of successful web
application development from small scale to mission critical applications,
software architecture, website design, training and support services.

4. OrtusSolutions
Services

5. OrtusSolutions
Products

6. ModernizeorDie™
Podcasts
OrtusSolution
s

7. Insights!
What makes them so
important?
1

8. What makes them so important?
Insights!
"At the heart of an effective and creative
philosophy is the belief that nothing is as
powerful as an insight (revelation) into human
nature.
As understanding what forces coerce the
human being and what instincts dominate his
actions, even when their language hides their
reals motivations."
Bill Bernbach

9. Example 1: BING
Insights!
Microsoft's search engine, some time ago,
faced the huge challenge of how to
compete with Google.

10. Example 1: BING
Insights!
Bing and Decide

11. Example 2: MICHELIN
Insights!
Most people talk about how well the tires work, how
long they last, etc.
But Michelin took a very different approach.

12. Insights!
Example 2: MICHELIN

13. What makes insights so
important?
We do not rely on rational factors in either
of the two situations. When we combine
emotional appeal with reason, it can
generate a potent force.

14. Insights!
How to define them?
2

15. Henry Ford
“If I had asked people what they wanted,
they would have said faster horses”
Defining Insights
Sometimes what the customers said
doesn´t reflect the real insight
A.

16. Sometimes what the customers said
doesn´t reflect the real insight
A.
“A lot of times, people don’t know what
they want until you show them”
Steve Jobs
Defining Insights

17. Defining Insights

18. Defining Insights

19. We need to go deeper
B.
"A deep imaginative truth about
motivations & behaviors"
Defining Insights

20. How to find them?
C.
Defining Insights

21. How to find them?
C.
Defining Insights
Step 1 Step 2 Step 3

22. They must be profitable in terms of
creating consumer value and competitive
advantage.
D.
Business value!
Defining Insights

23. Insights!
3
In which part of the marketing
plan do you add value?

25. SourcesofInsights
4

26. Frustrations Findingdrawbacksinapproachesorproducts
Sources of Insights
Analogies Translatingfromasuccessfulapproach
Anomalies Analyzingdeviationsindata
Confluence Intersectingpointoftwotrends
Voyages Travelingtothecustomers'contexts
Extremities Talkingtoadvancedcustomersornon-adapters
Orthodoxies Questioningacceptedbeliefsinanindustry

27. Analogies Translatingfromasuccessfulapproach
Sources of Insights

28. Anomalies Analyzingdeviationsindata
Sources of Insights
• It might be the penetration in a particular segment
• It might be looking at product by product
• Or how you're doing in a particular geography
• Or how you're doing in a gender segmentation

29. Confluence Intersectingpointoftwotrends
Sources of Insights
We want to tell everything
about what is happening
in our lives
We are concerned
about privacy

30. Voyages Travelingtothecustomers'contexts
Sources of Insights

31. Extremities Talkingtoadvancedcustomersornon-adapters
Sources of Insights

32. Orthodoxies Questioningacceptedbeliefsinanindustry
Sources of Insights

33. Frustrations Findingdrawbacksinapproachesorproducts
Sources of Insights

34. Insights!
5
Going beyond the voice of the
customer

35. Behavior!
Going beyond the voice of the
customer

36. Ways of learning
Deductive Learning
Test the hypothesis
Inductive Learning
Generate the hypothesis

37. Insights!
6
Techniques

38. Contradictionsincustomerbehavior
Usecasesofproducts/services
Misusesofproducts/services
Workaroundsfromcustomers
Problemsfacedbycustomers
Reasonsforbuyingproducts/services
Environmentandemotionsthatinfluencecustomerbehavior
Techniques
Ethnografy & customer empathy

39. Record the experience stage
Analyze customer's action, thoughts, and emotions
Identify the channels (touch points) customers use to interact
Evaluate problems faced by customers
Analyze insights and find opportunities
Techniques
Customer experience mapping o journey mapping
Template for Experience Mapping

41. Human factors research
Techniques!
The idea is to optimize the interaction between people and systems to
guarantee customer satisfaction
It can be designed for different types of people (including inclusive design)
with differences:
• Physical
• Sensory
• Mental
• Emotional
• Social
• Ambient

42. Application of Techniques!
Ethnography When the segment is well known, it helps to
understand the complexity of the context and its
situation.
Customers journey When the experience consists of many steps or stages.
High ticket industries.
Human factors When you must design complicated interfaces for a
diverse population.
Many segments with one product/ service.

43. Insights!
7
Social data & AI

44. Captureandinteractwithparticipantsacrosstheglobeinreal-time
Translateandtranscribelaguages
Analyzedataquicklythroughalgorithms
Findinteractionsaboutproducts,brandandservices
Spotaudiokeynotes,identifytopics,recognizeobjectsandscenes
Acquiring Insights
From Video
Artificial intelligence capabilites

45. Mining Data
for Insights
Structure Data Analyze
data
Develop
insight
Clean Data
• Remove Spams
• Remove Duplicates
Code Data
• Build catalogues (concepts,
brands and categories)
• Index and tag data
Structure Data

46. Mining for Motives
Online Example
Headaches segments
Worry wart Road warrior
Overstimulated
teenager
Fitness junkie
Overstimulated
teenager
Fitness junkie
Expectant mon Busy bee
Overstimulated
teenager
Fitness junkie
Party animal Ambitious dieter

47. Insights!
8
Conclusions

49. Last but not least:
2. Understanding
Customers
• Segmentation Techniques
• Behavioral Marketing
1. Discovering Customer Insights
• Ethnography and customer empathy
• Customer Experience Mapping
• Social Data Mining
• AI Applications
3. Engaging Customers
• Customer Journey Mapping
• Contente Management Process
• Content Hubs
• Brad Storytelling
4. Execution
• Always-in Marketing
• Agile Marketing
• Scaling Agile Marketing
in large organizations
5. Optimization
• Marketing Attribution
• Experimentation Process
• Marketing Automation
• AI Applications
Marketing
process

50. www.ortussolutions.com
Visit Our Website
ThankYou
F o r Y o u r A t t e n t i o n
info@ortussolutions.com
cristobal@ortussolutions.com
Questions?