In a world of agile media, viral communication, and rapid technological change, the best way to uncover opportunities is to understand what your customers care about right now. CMI brings the realities of your customers’ worlds to you in an immediate and tangible way, to uncover innovative possibilities, provide a fresh perspective, and shape powerful new, relevant marketing messages.
Discover and Create
Understand your customers in the context of their world – the people, media, impressions, and attitudes that influence how they address challenges in their everyday lives and fill unmet needs.
- Through CMI’s unique immersive approach, study how emotions, benefits, information, and messaging collectively impact customer choices and drive them to (and from) your brand.
- Be “in the moment” with customers via text messages, discussion boards, photographs, collages, journaling and other methods ; see and hear their deeply personal reflections and responses to insightful exercises that uncover their true attitudes, fears, aspirations.
- Learn about your customers experientially, through our unique Infusion Session™—a multi-media immersion into the lives of your customers so you and your internal stakeholders can truly experience your customers’ world.
Business Outcome: Identify emotional linkages tied to appealing benefits, develop effective communication strategies, create compelling messaging elements, and discern growth opportunities and emerging needs.
More Information About CMI’s Immersive Insights
Decision Pathway SegmentationTM (DPS)
Broaden your segmentation approach to understand how to influence customer behavior and drive more business by identifying the key leverage points to motivate your target segments to choose you – again and again.
- Employs Decision Pathway Modeling (DPM) to identify critical influence points along your target customers’ decision pathway to a final outcome (e.g., brand choice).
- Enhances a traditional segmentation scheme by layering in decision pathways and traditional segmentation elements (attitudes, perceptions, demographics, etc.).
- Brings your target customers to life for internal stakeholders by supplementing advanced analytics with in-depth qualitative insights.
Business Outcome: Identify most valuable customer segments, based on potential and opportunity to influence, prioritize your resources, and develop powerful marketing and messaging strategies by segment. Colorize customer segments to develop rich profiles your stakeholders can use to deliver the right messages to targeted segments.
