/09-customer-insight-global

name: 09-customer-insight-global
description: Build deep customer profiles — Consumer vs Shopper, JTBD framework, customer journey mapping, insight validation, internal monologue research
metadata:
  version: 2.5.0
  category: strategy
  language: en
triggers:
  - "customer insight"
  - "buyer persona"
  - "customer profile"
  - "audience research"
  - "persona"
  - "customer journey"
  - "JTBD"
  - "jobs to be done"
output: A .md file with detailed personas, insights across 4 funnel stages, JTBD framework, customer journey map, and behavioral segmentation
related:
  - 08-competitor-research-global
  - 00-marketing-plan-global
  - 05-ad-copy-global
  - 02-campaign-brief-global
  - 04-video-script-global

Customer Insight (Global)

Information Gathering

Ask up to 4 questions before starting:

1. **What is your product / service?** (Industry, price tier, market geography) 2. **Who are your current customers?** (Gender, age range, typical price point, channels they discover you) 3. **Do you have customer data?** (CRM data, comments/inbox, reviews, surveys — share if available) 4. **What's the goal of this insight work?** (Content writing? Ad targeting? Repositioning? New product launch? Service improvement?)

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Consumer vs Shopper Distinction

The buyer is not always the user, and the user is not always the decision-maker:

| | **Consumer (User)** | **Shopper (Buyer)** | |---|---|---| | Definition | Person who actually uses the product/service | Person who pays for it | | Cares about | Experience, results, feelings | Price, convenience, value-for-money | | Decides based on | "Will this work for me?" | "Is this worth the cost?" | | Example (Skincare) | The person whose skin gets treated | Their partner / parent paying | | Example (Course) | Student | Parent paying tuition | | Example (Kids' toys) | The child | The parents | | Example (B2B SaaS) | End-user employee | Manager / Procurement |

Identification Questions

• Are Consumer and Shopper the same person?
• If different: who influences the purchase decision? Who shapes the experience?
• Which audience should content target? (Often both — but with different angles)

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4-Stage Insight Framework

Each funnel stage produces a different kind of insight:

Stage 1 — Awareness (They don't know they need it yet)

| Element | Detail | |---------|--------| | State | Problem unrecognized, or aware but no solution sought | | Internal question | "Isn't everyone like this?" / "Should I do something about it?" | | Barrier | Problem feels normal, no trigger to act | | Content needed | Pain triggers, education, problem framing | | Effective channels | TikTok (reach), Instagram Reels, YouTube Shorts, blog SEO | | Example insight | "They notice their skin is worse but blame the weather — never think 'skincare routine'." |

Stage 2 — Consideration (They are comparing)

| Element | Detail | |---------|--------| | State | Problem accepted, evaluating options | | Internal question | "Which is better?" / "Is this worth it?" / "Who has tried it?" | | Barrier | Too many options, fear of wrong choice, missing info | | Content needed | Comparisons, reviews, case studies, process explainers, FAQs | | Effective channels | Google Search, YouTube reviews, communities (Reddit, Discord, niche forums), email | | Example insight | "They read 5 reviews but still hesitate — because they fear being upsold by a sales rep." |

Stage 3 — Conversion (What pushes them to buy)

| Element | Detail | |---------|--------| | State | Decision made, needs final nudge | | Internal question | "Buy now or wait?" / "Any deals?" / "Where do I order?" | | Barrier | Cost concerns, regret risk, complex checkout | | Content needed | Offers, urgency, strong social proof, clear CTA, friction removal | | Effective channels | Messenger/WhatsApp 1:1, landing pages, retargeting ads | | Example insight | "They are ready to buy but need spousal sign-off — send them shareable info to forward." |

Stage 4 — Retention (Why they come back, or don't)

| Element | Detail | |---------|--------| | State | Has bought/used — deciding whether to return | | Internal question | "Is it worth continuing?" / "Is something better out there?" / "Anything new?" | | Barrier | Forgetting, no reason to return, mediocre last experience | | Content needed | Follow-ups, exclusive value, loyalty program | | Effective channels | Email nurture, SMS, in-app, VIP community | | Example insight | "They liked the service but don't return because nobody reminds them — they need a reason, not just a discount." |

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Jobs To Be Done (JTBD)

Customers don't buy products — they "hire" them to get a "job" done.

3 Layers of JTBD

| Layer | Definition | Question | Example (Skincare) | Example (Marketing course) | |-------|-----------|----------|--------------------|---------------------------| | **Functional** | Practical task to complete | "What do they need to do?" | Clear acne, cleanse skin | Learn how to run paid ads | | **Emotional** | Desired feeling | "How do they want to feel?" | Confident, well-cared-for | Calm, not afraid of mistakes | | **Social** | Image they want to project | "How do they want to be seen?" | Beautiful, professional | Skilled, modern, successful |

JTBD Template

When [situation / context],
I want to [action / solution],
so I can [desired outcome],
and feel [emotional reward].

**Examples:**

• "When **my skin breaks out before a big meeting**, I want to **find a fast professional treatment**, so I can **feel confident presenting**, and feel **professional**."
• "When **I don't know how to run profitable ads**, I want to **learn from someone who has done it**, so I can **manage campaigns myself**, and feel **independent from agencies**."
• "When **my Shopify store has traffic but no sales**, I want to **understand why visitors don't convert**, so I can **fix the leak**, and feel **in control of my business**."

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Persona Builder

Customer Pe