Stef Hamerlinck - Customer Research In Branding

We talk about:

• Ideal client persona and market positioning as a designer.

• Should you do something you don’t believe in just for more business?

• Find where you strengths connect to what your clients want.

• Customer research.

• What kind of questions are you asking your clients?

• You need to dig deeper with your questions.

• See the deeper truth behind their answers.

• Do you need to adapt your services completely to what a customer wants?

• Asking questions might not get the answers you’re looking for.

• Don’t base your services on customer research. Know what your vision is, and then use your customer research to find out how your vision could help them.

Important Quotes:

• “Find your niche and work on that through branding.”

• “It’s not always easy when you listen to your customers.”

• “Talking to your customers is the first step in building a brand that can really connect.”

• “What we’re saying isn’t always what we’re thinking or feeling.”

• “You can’t innovate by just asking what they want.”

• “Don’t start with customer research.”

• “It’s not just about checking all the boxes.”

• “It’s not only about listening, it’s about observing.”