Customer insight and behavioural analysis
Understand what customers actually think, feel and do – not just what they say they do
This service helps organisations move beyond assumptions and surface‑level demographics. You get a clear, behaviour‑led understanding of your customers so you can design experiences, content, and journeys that genuinely meet their needs.
Customer research synthesis
Turn scattered insights into a single, coherent picture. We often find that customer insight can be siloed within an organisation and this is why our first step is to pull together the yummy insight that you already have. We will review existing research, surveys, interviews, analytics and feedback. We will identify patterns, contradictions and blind spots and provide you clear, actionable summaries your team can use immediately. This is ideal for teams that have lots of data, but no clarity.
Persona development
A customer persona, sometimes called buyer persona or marketing persona are a semi-fictional portrayal of a customer group. Based on research and customer data they help companies to understand the motivations, goals and pain points of an audience group. Helping your marketing or customer experience team to really get under the skin of what matters to your customers.
We will help you to make sense of your customer data by co-creating a suite of personas for your business. These personas become a shared language across marketing, service and leadership.
Benefits of a customer persona
Personas can help you to bring your customers and customer data alive for your teams. Transforming data to stories that are repeatable and easy to understand. Helping you to build a common understanding of customer needs in your organisation. Personas enable you to:
Create stronger marketing copy: it is easier to write copy that resonates when you have a person in mind
Refine your marketing approach: personas give you a clearer idea of who your ideal customers are, making it easier to select the right marketing channels and targeting approach.
Develop value propositions that are aligned to your customer needs: by truly understanding what your customers value by digging deeper than demographic or superficial information to understanding the behaviour drivers of your customers!
Reduce the noise around new product ideas and development: by focusing on customer needs and struggles that are most important to your personas.
Improve your customer experience: by focusing on what really matters to customers.
Our approach to creating customer personas
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During this discovery stage we will work with internal stakeholders to analyse and synthesise the data available (qualitative, quantitative and desk research), analysing what it is telling us and identifying any insight gaps.
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During this stage we will undertake further research to fill any gaps identified in stage 1 and use the insight gathered to create personas that create a realistic view of the lived experiences of the different archetypes identified. We will combine qualitative research and quantitative data to create needs-based profiles and provide estimated group sizes.
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We will work with you to develop an implementation plan for the personas. This will include socialising them with internal teams and working with marketing to embed them in their processes.
Jobs-to-be-done mapping
Jobs‑to‑Be‑Done mapping helps you uncover the real “job” your customers are trying to accomplish; the progress they want to make, not just the product or service they’re buying. By identifying the functional, emotional, and social jobs at play, you gain a deeper understanding of what customers are truly trying to achieve and what’s motivating their behaviour. This perspective moves you beyond demographics and assumptions, giving you a clearer view of the outcomes customers value and the obstacles standing in their way.
By mapping the forces that push customers toward or away from taking action, you can spot opportunities to support, reassure, or simplify at exactly the right moments. This approach is especially powerful for onboarding, sign‑up flows, and service journeys, where confidence, clarity, and momentum matter most. The result is a more empathetic, effective experience. One that aligns with what customers genuinely need to feel successful and supported.
Empathy mapping
Empathy mapping is a simple but powerful tool that helps you step into your customer’s world and understand what they think, feel, say, and do as they move through a journey. By visualising their motivations, frustrations, and emotional triggers, marketers can create messaging, content, and experiences that resonate on a deeper level. It strengthens marketing by shifting decisions away from assumptions and toward genuine human insight. Resulting in clearer value propositions, more relevant content, and campaigns that feel like they were designed for the customer, not at them.
Who this is for
· Small businesses wanting to improve customer satisfaction and retention
· Public‑sector teams needing clearer, more accessible journeys
· Organisations with inconsistent or fragmented customer experiences
· Teams who want to reduce friction and increase conversions
· Businesses scaling and needing Customer Experience foundations in place
Related blogs and LinkedIn articles
What would enable marketing teams to anticipate and respond to customer needs?
What would enable marketing teams to anticipate and respond to customer needs? Well – this is the question that Natasha Milsted, Chartered Marketer explored as part of her final MBA project. Find out more.
Skills, knowledge and behaviours marketing teams need to anticipate and respond to customer needs
In today’s blog we share the identified skills, knowledge and behaviours marketing teams need to anticipate and respond to customer needs. This is based on ten in-depth interviews undertaken as an MBA research project. Find out more.
A collaborative approach to creating and embedding your customer personas
In my past role, we started our personas from scratch and I wanted to walk through some of my experiences and how we have done this! Loosely speaking I am putting this into two buckets co-creating the customer personas and embedding the customer personas.