What is to be done – collecting qualitative research data from the customer
Output – research report
Duration – 8-16 weeks – course
The customer understanding work phase provides a bridge between the research and the marketing plan. During the work phase, the results of previous studies are shaped into a format by which they can easily be utilized in later practical planning phases.
The work phase focuses on the same themes as the market research but explains the more profound reasons for the activities through qualitative research methods. The study explores the customer’s in-depth knowledge from which a stronger customer understanding can be built. Collecting customer opinions and thoughts can result is the generation of customer profiles, for example.
This work phase and tools are implemented by student groups together with the help of their supervisor