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Customer Insights mit Archetypen

Customer Insights mit Archetypen

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658307479
Condition
New
Product Description

Jedes Unternehmen mchte seine Kunden bestmglich verstehen und jagt nach Customer Insights, um motivationale Barrieren und Verstrker der Zielgruppe im Hinblick auf Geschftsmodelle, Produktinnovationen, Service Design, Personas, Creative Briefs, Claims und Storytelling besser verstehen zu knnen. Die Autoren zeigen, wie man archetypische Metaphern, z.B. den Fels in der Brandung, nutzt, um Customer Insights zu identifizieren, die das kollektive Unbewusste ansprechen, Emotionen erzeugen und dadurch Handlungen auslsen. Ergebnis ist ein Kompass, der den Weg zu treffgenauen inneren Bildern aufzeigt.

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