4 ways to see your brand the way your customers view it

Adopt a consumer’s vantage point to gain salient insights about your public face

What if I told you that I’ve:

I have conducted research with all of the “consumers” above. Gaining insight into their wants and needs was invaluable to improving services at a center that treats addiction, determining how a global pharmaceutical company should describe its services to physicians, creating new products for a company that produces video slot machines, and developing effective programming for an after-school organization for inner-city kids.

Seeing my clients through their customers’ eyes and understanding their experiences provided critical insight into how to grow their businesses.

“Know thy customer” is often referred to as the first commandment of marketing. Unfortunately, it often gets overlooked or forgotten. Just ask Toyota’s new North American chief, Yoshimi Inaba, who recently told The Wall Street Journal that he believes Toyota got “a little bit lost” in its North American strategy and fell out of touch with its customers. Toyota posted its first loss in 58 years last year and expects another loss for this fiscal year—beyond the overall automobile market’s decline.