The Art of Discovering Emotional Customer Insights
This explores the strategic concept of customer insights, emphasizing that they are hidden psychological triggers that marketers must actively discover to drive business success.
Drawing on Suntory’s corporate philosophy, it defines effective insights through the lens of "omoroi," a Japanese concept representing a refreshing discovery born from the balance of logic and emotion. High-quality insights go beyond surface-level data to address the internal conflicts and subconscious desires of the consumer, as seen in the historical development of Japanese whisky. To uncover these truths…
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