PLAYBOOK MARKET RESEARCH & CUSTOMER EXPERIENCE

=Overview Guiding Document= <big>Guiding document for discovery of customer needs in the field of Mkt/CX Research.</big>

<big>The following is intended to be a guiding document for discovery when conducting first calls with the right decision maker/buy persona/user persona. There are situations where we can have first calls with decision makers that aren’t so familiar with crowdtesting and all the value it can bring, therefore it’s up to our ability and expertise to guide the conversation in the right direction.</big>

FOCUS MKT/CX RESEARCH

QUESTION	IF ANSWER IS	THEN	GOAL
How do you involve the final customer into customer experience design	We don’t do it yet	Explain that there is a quick and smart way to gather customers’ insights: create a Customers’ Lab always available to run frequent qualitative investigations with a wide range of methodologies such as online interviews, focus groups, concept test, diary studies just to mention some	Position Unguess as a smart CX insight provider and offer a lean solution for a fast and smart qualitative customer insights collection
	We do it with a VoC Program: we collect feedbacks with a CX platform (mainly NPS interviews) and analyze feedbacks and other customer data to gather insights to identify pain points	Explain that there is a quick way to add qualitative insights to a Voc program based on interviews and scores and complex customer data analysis patterns. Explain that analysing textual feedback with AI takes time is not much accurate.	Position Unguess as a smart qualitative CX insight provider.
How do you run CX and MKT qualitative research?	We have long time relations with traditional mkt research institutes and they provide a full managed service from people recruitment to research design and	Explain that traditional market research institutes have “old processes” and provide insights “when they are not useful anymore”: long time for recruitment, long time to produce expansive ppt reports. Most of the time, when the research is concluded the issue with the customers is solved.They don’t have state of the art tools to easily and quickly share the research results. On the contrary, Unguess has a collaborative platform that allows to share research results, collaborate and quickly act upon the insights	Obtain at least the possibility to run a POC to make it possible to compare Ungess with traditional mkt research institutes in terms of timing, research quality and results delivery process
		We can also add time VS traditional market research:	Raise the awareness of the fact that old market research firms are not agile and smart like our solutions.
How do you create a customer centric culture inside your organization?	We have consultants that help us in all the entire customer centricity program from the strategy to the implementation. They also find the right vendors for every specific need or run the researches themselves	Explain that we can collaborate with the consultants and act as a vendor of specific professional services such as the qualitative market research (online focus groups, online interviews) , customer journey mapping workshops, customer experience training.	Obtain at least the possibility to run a POC to make it possible to compare Ungess with traditional mkt research institutes in terms of timing, research quality and results delivery process
	We do it on our own with internal resources.	Explain that we can work as CX consultants, providing - CX training to employees	Position as CX consultant.