Clearworks Conversations: Using Customer Insights to Develop Messaging that Speaks to Buyers in Their Own Words

Our Clearworks Conversations Blog Series features interviews with leaders who we feel have a unique perspective to share. In this blog post, Clearworks’ Karie Starrett interviews Nishta Giallorenzo, Chief Marketing Officer at Cipher Health. In the interview Nishta shares how she has used customer research to inform her messaging strategies and how integral those insights …
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Clearworks Conversations: The Role of Customer Research in Product Management

Our Clearworks Conversations Blog Series features interviews with leaders who we feel have a unique perspective to share. In this blog post, Clearworks’ Noël Adams interviews Rich Mironov, a 35-year veteran of Silicon Valley tech companies who coaches product executives and parachutes into companies as the interim VP of Product Management.  He was the ‘product …
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We have personas… now what? Bring your Personas to Life!

You understand how personas can help you with your design, product, and marketing strategies.  You made the significant investment to develop personas.  Now what?  Do internal stakeholders know they exist and understand the power in using personas? If you are struggling with how to get personas socialized and at the forefront of driving strategies throughout …
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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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The Secret History of the LaCroix Label

Bon Appétit’s Healthyish recently published a post called ‘The Secret History of the LaCroix Label’ and – as a lover of LaCroix and an advocate of using customer insights in strategic decision making – I loved learning about how the ‘love child of Monet and Grandma Moses’ design came to be. Spoiler alert – the …
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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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Focusing on User Needs to Drive Innovation

There is no question that Google has brought us some great products – from Google Maps to You Tube and Chrome.  They also continue to try to solve some very challenging technical problems – a computer platform on a pair of glasses and self-driving cars to name a few.  For many reasons, these new technologies …
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Using Non-Traditional Insights to Drive Product Design

At Clearworks we continually keep up with new and different research techniques that go beyond focus groups and other traditional methods, to help companies immerse themselves in their customer’s world.  I recently saw an article that highlighted some of these research techniques such as ethnographic research, digital diaries, customer co-creation etc. We are big believers …
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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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