Deep Dives into Customer Lifestyles
What’s in a Marketing Segment?
To get a future proof product roadmap, Deutsche Telekom looked for close contact with its customers. The Marketing Planning department wanted to achieve a deep understanding of customer needs and to add qualitative insights to its existing segment information. We helped them to get new inspiration, destroy myths, and find unexpected opportunities.
Immersing into the lives of clients
In close collaboration with the Telekom CreationCenter, we explored a wide variety of lifestyles: from ambitious teens to stunningly organized families to well settled mid- and best agers. The participants of our study shared bits of their lives with us through Cultural Probes. We learned about their daily routines, their habits, and their social networks. Then, we were allowed to spend an entire day in their life with them for observations and interviews–we hung out with teens at their computers, we sat at the table when children came home from school, we even got soaked from the rain while chasing a rare sticker pack as a birthday gift.
To meet the challenge of getting a grip on the vast amount of knowledge, we organised a workshop for all product managers who were on tour with us. In various iterations, we distilled the diverse observations into a meaningful analysis. We soon found a couple of very coherent clusters of people that shared common beliefs and ideals, who identified with a certain lifestyle.
The analysis: useful – and entertaining
The original footage and quotes from the observations proofed to be highly valuable material for convincing customer stories and arguments for our analysis. But we also wanted the analysis to reflect this rich and entertaining basis. For this reason, we created a series of videos and personae that illustrated the various lifestyles.
In the course of the analysis, we also paid close attention to meet the needs of the product managers. Instead of just delivering a heavy, multipage text document, we provided them with the essentials of the research in a small box for their desks. Ready at hand for inspiration after the workshops and to keep the needs of the customers in mind in the innovation process.