個案資料
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Sensing from Within: The Insight-Driven Organization
內容大綱
The author argues that The best way for any organizaton to detect, define and share customer insights is hiding in plain sight: Your own employees can help you create an insight-driven organization. He shows how canvassing the thoughts, fears and experiences of customers with your own managers and employees has three key advantages: The 'researcher' knows the subject matter; he/she can be more creative than an outsider about designing the experience; and you can save untold market research budget dollars. In the end, he shows that in an era of Big Data, 'big qualitative insights' remain a powerful competitive weapon.