User Tested

CHAPTER 8Marketing: Getting Inside the Heads of Your Buyers

So your colleagues in product design are launching a new product or optimizing an existing one, and you are working alongside them as you figure out what campaigns to launch, how to structure pricing, how to update or refine your messaging and your brand, how to reach your target audience, and a plethora of other activities meant to drive demand, brand awareness, sales, and ongoing loyalty.

To ensure you connect with your customers authentically and effectively, you have to talk to them, observe them, create with their preferences in mind, and cultivate ongoing empathy and understanding.

And if the old adage is true and it takes an average of seven interactions with your brand before a purchase will take place,¹ how can you ensure potential customers don't get turned off by your efforts? Customer experience isn't just about buying and using products, it's about the impressions and feelings people have when they interact with a brand or company.

In this chapter, we will cover how to gather human insight to inform your marketing messages, visuals, and strategies during three of the six key moments in the overall customer journey, including:

1. Recognizing a problem and having an interest in fixing it
2. Researching and comparing solutions
3. Choosing a company or solution to solve the problem

FIGURE 8.1 Using Human Insight ...