Published: 02 April 2018
Analyst(s): Marketing Research Team
Commercial insight must demonstrate that customers have missed something important about their business. This requires a more refined view of customers’ existing mental models or sets of beliefs and assumptions about their business. Use this resource to create your customers’ existing mental model.
Components of Customer Mental Model
Selecting a Customer Objective
Characteristics of a Good Objective for the Customer Mental Model
Identifying Primary and Secondary Drivers
Characteristics of Good Drivers for the Customer Mental Model
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