EuPMA - European Product Management Association
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European
Product
Management
Association
Product Management Action Card
Create Customer Insights
We drive the future of Product Management in Europe
WHY
Customer research generates large amounts of data. These are difficult to reuse unless they are transformed into structured knowledge.
Customer Insights capture the most important things you have learned about customers in a concise, evidence-based form.
WHAT
Transform customer evidence into a set of concise and validated Customer Insights.
A Customer Insight is a short statement that expresses an important and recurring understanding about customers, such as: needs; expectations; desires; pain points; behaviours; motivations; barriers; workarounds; frustrations; decision criteria.
Each insight should refer to a clearly identified customer or user and should be traceable to supporting evidence.
HOW
- Consolidate the evidence
- Identify recurring patterns
- Write the insight and make it specific
- Check the evidence
- Preserve traceability
- AI agents can help consolidate large volumes of customer evidence, identify recurring patterns and propose Customer Insight statements.
- The final validation and interpretation should remain with the Product Manager and the team.
Need support applying this Action Card?
Talk to EuPMA.
Read the quick guide.
Download the: “Observe the customers” Action Card.