Gartner Research

Customer Understanding and Insights Primer for 2017

Published: 10 August 2017

ID: G00336022

Analyst(s): Anna Maria Virzi , Christi Eubanks


Understanding customer behavior, their preferences and their voice is a prerequisite for customer-first marketing. Market insights leaders focused on data and analytics can use Gartner's 2017 research to increase their customer intelligence quotient and produce insights that drive growth.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How can you build an accurate, complete view of customers?
    • How do I drive customer understanding and insights throughout the organization?
    • How can I capture the voice of the customer and generate customer-insight-driven strategic recommendations?
    • How can I use segments and personas to develop a deeper understanding of my customers?
    • How can I use data to develop a better understanding of the customer journey?
    • How is B2B buying behavior changing?
    • How can I improve the quality of customer insights operations?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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