Gartner Research

Understanding Customer Mental Models to Create Effective Commercial Messages

Published: 02 April 2018

ID: G00368254

Analyst(s): Marketing Research Team

Summary

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.

Table Of Contents

More Detail

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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