Customer
Dynamics 🎭

In a two-week sprint, we understand your customer dynamics by navigating complex market landscapes and identifying subtle trends and unspoken needs. This process is crucial for organisations aligning closely with their customer base, offering insights beyond surface-level data.

  • A broad look at various research boards identified speaking with users
  • Preliminary findings of the types of customers Wapp should target in the form of archetypes

Understanding customer dynamics is not just about data collection; it’s about weaving a story from the numbers and narratives we uncover. This approach helps predict market shifts and customer reactions, providing a strategic advantage.

This framework is ideal when:

Launching potential new features and experiences.
Identifying if a problem is actually a problem.
Realising new market opportunities.
Tailoring products to specific customer segments.
Enhancing user and customer experiences.
Predicting future consumer trends.

Framework key methods:

Generative research methodologies and in-depth analysis.
Quantitative and qualitative research methods and principles.
Naturalistic observation studies, voice of the customer, and mental models.
Jobs to be done, card sorting, empathy mapping, and service blueprinting.
Gap analysis, pilot strategies, problem or opportunity statement creation.
Report generation, supporting material, and workshop validation.

Framework deliverables:

A detailed and consolidated research report, with qualified, actionable recommendations.
A comprehensive Miro Board detailing findings, ranging from a variety of methods.
An in-depth presentation, playing back the headline findings and justifications.
Artefacts including survey results, interview write-ups, and journey updates.
Customer profiles either as Personas or Archetypes, depending on the use case.
An understanding of your customer’s Jobs To Be Done and mitigation methods.

With the Customer Dynamics framework, organisations can anticipate market needs and adapt strategies for maximum impact, ensuring a deep and resonant connection with their customers.

  • Visualisation of multiple Research reports pages made by Glue Research team for the Multi site experiments for the category leading brand Viator

Successful examples of understanding Customer Dynamics

  • Growing worldwide market share by 27.3%
  • Achieving user growth of 1.1m in 6-months
  • 37 critical UX recommendations identified
  • Growing worldwide market share by 27.3%
  • Achieving user growth of 1.1m in 6-months
  • 37 critical UX recommendations identified
  • Growing worldwide market share by 27.3%
  • Achieving user growth of 1.1m in 6-months
  • 37 critical UX recommendations identified
  • Growing worldwide market share by 27.3%
  • Achieving user growth of 1.1m in 6-months
  • 37 critical UX recommendations identified
Customer journey map created by interviewing Viator app users

Viator

Research and validation for a leading travel app

  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 57 opportunities identified
  • Average 12 users participating every sprint
A decorative image displaying our Research work with Hastings Direct

Hastings Direct

Research that identifies critical user insights

  • 2,161 leads generated with £155 spend
  • 24 participants recruited for the 90-day home study
  • Delivered in 100 days
  • 2,161 leads generated with £155 spend
  • 24 participants recruited for the 90-day home study
  • Delivered in 100 days
  • 2,161 leads generated with £155 spend
  • 24 participants recruited for the 90-day home study
  • Delivered in 100 days
  • 2,161 leads generated with £155 spend
  • 24 participants recruited for the 90-day home study
  • Delivered in 100 days

Holland & Barrett

90-day home study to validate a new market proposition

  • 12 core features tackled
  • 186 pains points identified
  • 52 user interviews conducted
  • 12 core features tackled
  • 186 pains points identified
  • 52 user interviews conducted
  • 12 core features tackled
  • 186 pains points identified
  • 52 user interviews conducted
  • 12 core features tackled
  • 186 pains points identified
  • 52 user interviews conducted
Picture of several buildings being built that illustrates the area of work of Glue's client Eque2, construction management software provider

Eque2

Elevating two core business management platform experiences

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