Customer insight


Peter Drucker, the self-described “social ecologist” was quoted as saying “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Wise words indeed, and yet all too often we hear businesses talking about the features of the product or service they offer, rather than the benefits to the customer.

But failing to understand what your customers – and potential customers – are looking for could leave you open to a nasty shock. It could be the simplest thing that turns them off, but if you’ve not covered every angle there’s always the chance that you’ll just miss the mark.

An accurate insight into the needs of your customers is an investment in the future of your business. Discovering precisely what your customers are looking for means you can be the one to offer the solution – and in a competitive environment, that kind of advantage is what makes all the difference.

“Despite being faced with interviewing a host of hard-to-reach, small and medium sized business owners and disparate stakeholder groups, Juliet successfully engaged with each and every one. As a result, she identified important issues that would have ordinarily remained unknown. We are now using the insights she gathered to hone and shape our strategies to better meet the needs of all our stakeholders moving forward.”

Ian Hetherington, Director General, British Metals Recycling Association