Insight workbook

Insight Workbook and toolkit (Fill in the general project information below and it will populate the templates)

Project Leader

Project Name

Insight Lead

Project Champion

Customer focus area

Project Theme

This is a workbook of templates and tools to assist in establishing customer Insights - either as a distinct insight or as a pen portrait of your customer segments. You can fill these templates in at any point in the process when you have a point of illumination/understanding.
Other tools may be required to assist in solving your problem, seek guidance from your insight team at each phase to ensure impartiality. This is not a checklist but a framework and repository to evidence Insight.
Click on the links below to access templates each template has a "Return to Main Screen" button.

Objectives

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Project Leader

Project Name

Insight Lead

Project Champion

Customer focus area

Project Theme

0

Strategic Objectives

Who are the Customer/citizen groups we are impacting

Problem Statement or Opportunity

Data Scope

Outcome Statements

Project Team

Role

Name

Organisation

% Time Commitment

Project Leader

Insight Leader

Team Member

Measures & Customers

Current Measures and collection reason						Return to Main Screen

Measures of current performance
Description	Unit		Performance		Target









Key Groups
Customer/Citizen group		Size of Impact		How does the customer value the current service?			1 - Minor impact	1 - Actively dislikes
							2 - Small impact	2 - no value
							3 - Noticeable impact	3 - small value
							4 - Large impact	4 - values
							5 - Significant Impact	5 - Significant value

Stakeholders

Stakeholder Analysis						Return to Main Screen
Stakeholder Analysis
Stakeholder Name and Contact Information	Organisation	Require Level of Support	Current Level of Support	Stakeholder's Issues/Concerns	Influencing plan
Stakeholder Name and Contact Information	Organisation	Require Level of Support	Current Level of Support	Stakeholder's Issues/Concerns	Influencing plan
							1
							2
							3
							4
							5

Key Questions

Why do we need the data and what are the Key Questions		Return to Main Screen

What is the compelling reason to collect the data?	What is the clear purpose for the data requested?








What are the key questions we want to answer?
Questions	Issues
How is the current service valued by the customer/citizen?
What is the current usage?
Who is the Customer, are there more than one Group?

Current Data Sources

Data Sources template

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Data

Who, How, Where, and When

Data

Data Type

What is the data source

Who is the data Owner

Who will collect data?

Level

Sharing Issues

Governance

Additional Information.
How will the data be displayed? What graphical tools will be used?

Data type

Data base

External d

Survey dat

Customer f

Customer

Aggregated

Personalised

Segmentation strategy

Segmentation Strategy		Return to Main Screen

Customer Segments
What is the strategy? What are the segments	Rationale for the strategy
















Học Marketing : http://im.edu.vn

R&I

Research and Intelligence			Return to Main Screen

Research and Intelligence
Survey and External data types	Source	Timeframe

Graphical Analysis

Output Display and Graphical Analysis								Return to Main Screen

Graphical analysis - copy and paste outputs from the data collection

Data Analysis

Data Analysis and Conclusions		Return to Main Screen

With reference to the data collected list the conclusions
Conclusion	Data source

Customer Journey Maps

Customer Journey Maps								Return to Main Screen

Copy and paste your customer Journey maps

Field DCP

Field Data Collection Plan					Return to Main Screen

What	Data Type	Who will collect data?	Additional information	How will the data be used/displayed?
e.g. Customer observation	Video	project team	bank holiday	video clips and verbatim used



						Data types
						Direct Observation
						Video
						Cheese& Wine
						Consultation
						Un-focus group
						Audio

Field Data Output

Field Data Output								Return to Main Screen

Copy and paste the output from the field data collection
This should include photographs, videos, audio, verbatim,

Customer Needs

Customer Needs Analysis

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Translate Voice of the Customer verbatim into measurable customer needs (CTQs)

Measurable Need (CTQ)

Driver

CTQ = Critical to Quality

What is the measurable
need of the customer/citizen

Voice of the customer

Customer Insight

Return to Main Screen

Project Leader

Project Name

Insight Lead

Project Champion

Customer focus area

Project Theme

0

Customer Insight - state clearly the Actionable Customer Insight(s) derived from all the data

Impact on the Problem Statement or Opportunity

Impacted segments

Reason to Believe - what are the behaviours/needs you are impacting

Pen Portraits

Segment Pen Portraits					Return to Main Screen

Segment Name
Demographics	Wants/Needs	Communication preferences	Attitudes	Likes	Dislikes
Gender
Age
Marital status
etc.





Segment Name
Demographics	Wants/Needs	Communication preferences	Attitudes	Likes	Dislikes
Gender
Age
Marital status
etc.





Segment Name
Demographics	Wants/Needs	Communication preferences	Attitudes	Likes	Dislikes
Gender
Age
Marital status
etc.





Segment Name
Demographics	Wants/Needs	Communication preferences	Attitudes	Likes	Dislikes
Gender
Age
Marital status
etc.





Segment Name
Demographics	Wants/Needs	Communication preferences	Attitudes	Likes	Dislikes
Gender
Age
Marital status
etc.





Segment Name
Demographics	Wants/Needs	Communication preferences	Attitudes	Likes	Dislikes
Gender
Age
Marital status
etc.