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.”

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