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Customer Insights mit Archetypen
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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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