Building a Robust Customer Theory — Phase One

Developing a robust customer theory goes beyond gathering a list of data about your customers. It represents a holistic understanding of who they are so you can more accurately predict their behavior in the marketplace.

In this excerpt from a live Q&A session from a course in the University of Florida and MECLABS Institute graduate certificate program, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, introduces the first phase in building a customer theory.

He explains the importance of learning how to carefully construct a hypothesis — the “because” statement — test it and, as a result, gain an insight about your customers.

Rinse. Repeat.

That 'because' statement begins to compound with the others until you start to get deeper and deeper understanding about the customer.

— Flint McGlaughlin, CEO & Managing Director, MECLABS Institute

These insights, when combined into a coherent whole, help you communicate in more productive ways with your customers, enabling you to better serve them. It is otherwise known as customer-first marketing. 

In exchange, you create experiences, products and services that resonate with your customers and, therefore, produce greater conversion.

Related Resources

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Emotional Marketing: How fusing facts with feelings attracts more sales Flint McGlaughlin challenges his students to tap into their customer's emotions — because when it comes to maximizing conversion, "just the facts, please" is simply not enough. Watch Now