Our clients often ask us:
- How can I capture what customers really want without asking them?
- How can I spot societal and market trends before they appear?”
We spent 10 years to look into 3.5 million case studies and finally we got the answer TrenDNA.
Most attempts to develop new solutions end in failure. Most of these failures occur because teams work on the wrong problem.
At the heart of TrenDNA is this simple insight: Trends do not drive behavior, but the relationships between trends do.
Why is customer insight collection so important?
Nowadays customers are more informed and connected than ever. Customers have access to information anywhere, any time – where to shop, what to buy, how much to pay, etc.
This makes it increasingly important to predict how customers think about and interact with your organization, so you can respond accordingly. The deeper is your understanding of customers’ thoughts, the more accurate is your predictions of future buying behaviors – and the more successful you will be at delivering adorable offers that attract but not alienate customers.
TrenDNA is a 6 step insight collecting toolkit. It systematically explores all the perspectives that drive the human behaviors impacting your products, and services.
Step 1: Understanding Jobs to be Done
Customers don’t buy products, they buy functions. Truly understanding our customers’ real demand, we could develop better services and products
Step 2: Analyzing Jobs Perfection
Perfections are extremes that customers might hold. By thinking about perfection, we can understand what we need to breakthrough to outcompete our competitors.
Step 3: Defining Business Model
Business models determine the success of an innovation attempt. A mapping of business model is needed to comprehensively analyze how well our competitors or we are currently doing, and expose the opportunities to innovate.
Step 4: Defining Customer Generation
Different generations of customers share common behaviors and mindsets with their own generations. By studying their generational behaviors, we can collect some insights of their intangible needs and it gives us clues how we can develop better service and products.
Step 5: Defining Customer Thinking Style
Customers interpret the world in different ways as they grow up. Understanding their thinking gear, we can more accurately determine how they think about our products and services.
Step 6: Solving Trend Conflicts
Trends and interactions of trends are the roots of customer behavior. Our trend cards provide us clues what trends are affecting our customers and where we can improve in our services and products through solving conflicts of trends.
Simon Tong – CSG Consultancy, Innovation Consultant
Simon Tong is a seasoned corporate trainer and coach specializing in innovation and quality and strategic planning in business development. Simon received innovation training from innovation guru Darrell Mann and Paul Frobisher, and various professional training, including Strategyzer, IdeoU and MIT Sloan Management School Design Thinking Course (complete by May 2017). Simon practiced the methodologies in various industries, including hotels, banks, electronics, and traditional manufacturing, and help companies achieve sustainable success in innovation of product, service and business model.