The digital age has left us blindfolded in regards to actually knowing our customers. The internet mediates the contact with our customers and we tend to rely on market research, web analytics and guess work to make important business decisions. We let split tests decide changes to our digital business flows, we spend hours and hours debating who’s right with our colleagues and we hope that Big Data will solve everything for us. That just might not be the case.
I want you to focus on the little data. I want you to start making decisions based on actual knowledge about your specific customers. I want you to be the fly on the wall when your customers make crucial decisions about your service or product. In this talk I will give you insights on how leading Danish companies systematically gather qualitative data to stay ahead of the competition. We’ll look into video cases and debate the overall strategies of user centric business optimization.