See how top companies gain market insight, why it’s a must to infuse this insight with action, and how to structure problem-solving.

Learn more about whiteboard concepts and strawman proposals. Both are smart tools you can use to develop strategic benefit-based marketing solutions.

No one can predict the future, but with the right techniques, you can gather insight to uncover potential new business opportunities to stay competitive and grow.

In today’s complex business environment, marketers and consumers share something in common: overwhelm. Conquer it with product benefits!

What’s a common way to uncover deep consumer insight, linking product attributes and benefits sought?

Benefit laddering.

When properly constructed, a benefit hierarchy organizes thinking and signals powerful identity and innovation opportunities.

Break it Down: Ask “Why?” 3 Times

A benefit hierarchy breaks down a particular product or category into three […]

“People don’t want to buy a quarter-inch drill; they want a quarter- inch hole.”

This amusing quote by Theodore Levitt, an American economics and business professor, speaks to the idea of focusing on customer benefits rather than product attributes.

Memorable as it is, the quote is also extremely powerful…

People […]

There’s no one-size-fits-all approach when it comes to opportunities to gather customer insight.

Sometimes, a broad range of perspectives is essential for strategic context when gathering customer insight.

In other cases, however, doing a “deep dive” with a particular segment is necessary.

Broad range or deep dive into your market?

Gaining […]