Why Curiosity Matters

At Clearworks curiosity plays a big role in the work that we do, listening to and observing customers and sharing those insights with our clients so they can build more compelling products, services, and experiences. I recently read The Business Case for Curiosity in Harvard Business Review.   Francesca Gino, a Professor at Harvard Business School, …
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Interviewing Customers to Get at Their Jobs to be Done

Want to talk to your customers using the Jobs to be Done concepts first introduced by Clayton Christensen?  Not sure how to put the theory into practice?  In an earlier post I talked about how we use Jobs to be Done in our customer research, as a simple and straightforward way to frame a discussion …
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Lessons Learned from the Craft Beer Industry

As I was skimming through the latest issue of strategy + business, I came across an article about the craft beer industry, and the challenge it faces in continuing to grow.   Many of our clients have similar challenges, inherent when a market moves from a high-growth phase into more of a mature phase.  “Wait, why …
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Team needs inspiration? Consider leveraging an outside expert.

The QRCA (Qualitative Researcher Consultants Association) annual conference is a great place for people who are passionate about customer insights to connect.  I recently attended the 2018 conference in Scottsdale.  With the dramatic desert landscape as a backdrop, I was inspired in many ways– by the people I met, the ground-breaking things being done in …
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Innovation in 2018: Personal and Responsible

Around this time of year I always enjoy reading recaps of the previous year and forecasts for the upcoming one, whether it be in entertainment, politics or business. There is something about the succinctness of wrapping a year into a few paragraphs or pages. Since innovation is always on our mind here at Clearworks, I …
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Better Understand Customers through their Jobs to be Done

There is a lot of talk about Jobs to be Done lately, given the popularity of Clayton Christensen’s latest book on innovation, Competing Against Luck. But what many don’t realize is Jobs theory has been around for over 20 years, first popularized in the 1990’s by Christensen and his colleagues at Harvard Business School.  Through …
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A total eclipse of the… Brand?

America was consumed earlier this week with the solar eclipse, and that means there were also quite a few companies and people capitalizing on this unique event.  The eclipse-oriented products sold were designed to help customers either enjoy or commemorate the event. In the Forbes Article, Solar Eclipse Marketing: How Retailers Can Use Special Events To …
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NOT another airline horror story

With all the focus recently on poor (even outrageous!) airline customer service, I wanted to highlight one airline that appears to be getting it right.  Norwegian Air is a relatively new player, but is getting some significant attention.  Norwegian was named one of Fast Company’s 10 Most Innovative Companies in Travel for 2017, the only airline …
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Running a Customer Advisory Board? Avoid these 3 common pitfalls.

Setting up a Customer Advisory Board (CAB) can be a powerful way to get ongoing feedback from your customers.  As facilitators, we’ve set-up and moderated quite a few CAB meetings, and over time we have seen there are three common pitfalls that can derail companies from their CAB goals, while also frustrating the customers. Common …
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A Guide to Gen Z

Here at Clearworks we’ve done a lot of research on various generations, especially Millennials.  But as the mom of two teenagers I have long been fascinated with Gen Z, those that are now between 5 and 20 years old.  While we have studied this group as part of our work for clients, we also follow …
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