Please login to the form below

The difference between market intelligence and design intelligence

Blue Latitude Health's Elisa del Galdo explains how market and customer research differ, and in which situations you would use one over the other.
Clients and non-user experience consultants often ask us, “What is the difference between market research and customer (user) research?” To the uninitiated, the two types of research can look very similar. The process, methodology and skill are usually very aligned. To the market research or user experience expert, however, the objective for each, the resulting data (i.e. market intelligence or design intelligence), and most importantly the insights we seek to gain and how they are used, are very different.

In this article, Head of Customer Experience Elisa del Galdo talks us through how the two types of research differ, and in which situations you would use one over the other.

Market Intelligence: Quantitative data about behaviour

The intelligence we collect from market research usually has a broad focus, collecting data that identifies customer behaviour in a market. It also identifies demographics, categorising customers into a distinct set of segments so we can more effectively sell to them.

Customer research, based on user experience principles, is more in-depth, collecting data on customers’ experiences and the ‘why’; motivations, triggers, drivers, barriers, and pain points that influence their behaviour. Market intelligence effectively identifies the symptoms that indicate there may be an underlying problem driving customers’ reported behaviour and resulting analytics.



Download the full article from Blue Latitude Health

13th May 2016

Share

Tags

Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Address:
Blue Latitude Health (UK)
140 Aldersgate Street
London
EC1A 4HY
United Kingdom

Latest content on this profile

Engaging physicians during COVID-19
COVID-19 has drastically changed the lives of healthcare professionals. They are emotionally and physically drained and under huge amounts of pressure. They also need pharma’s help. Senior Consultant Pany Koizi outlines five principles for engaging with physicians during the pandemic.
Blue Latitude Health
Fishawack Health adds market access and commercial strategy consultancy Skysis as part of its bold growth plans
Fishawack Health, the global healthcare communications agency, announces the acquisition of Skysis, a boutique consulting firm providing integrated market access and commercial strategy solutions based in the US.
Blue Latitude Health
Perspective: the patient edition
In this issue of Perspective magazine, we explore how the industry can place a greater emphasis on patient-centricity, and how pharmaceutical companies are working with patients across the product lifecycle to develop therapies that better serve their unmet needs.
Blue Latitude Health
The ALS patient journey
Nick Goldup is the Director of Care Improvement at the Motor Neuron Disease Association (MNDA). Here, he offers his insights into the journey for patients with ALS and explores the power of a strong patient community, while explaining how the charity is working with healthcare professionals to support patients, both physically and mentally.
Blue Latitude Health
Digital Nation: How Australia became a digital health pioneer
Australia has adopted digital strategies to transform its healthcare system. We sat down with Rachel de Sain, who shares where, and how she contributed to improving digital health products and services in Australia to advance their nation to becoming one of the world's leaders in digital health.
Blue Latitude Health
Rethinking Electronic Medical Records
EMR systems are far from perfect. Clinician and PhD candidate Dr. Pao takes us through his perspective on the system and how he aims to lead the way by solving the challenges when adopting this technology in a clinical setting.
Blue Latitude Health