Professional Documents
Culture Documents
0 MECLABS Customer Min
0 MECLABS Customer Min
0 MECLABS Customer Min
Customer Attributes
Customer Desires
Customer Fears
Customer Context
ex: “How do we sell more blue widgets?” ex: “Where are visitors to page A going if they ex: “Why are only 5% of visitors ex: “How do we increase CTR from
ex: “How do I get more leads?” don’t make it to page B?” starting the free trial from this page?” the blue widget product page to
ex: “What is happening on this webpage?” the shopping cart checkout page?”
This statement lists the variable(s) or set of variables (variable cluster) you are testing.
The desired result you hope to achieve from the changes you are proposing.
The metric identified in your WILL statement either increased or decreased because
the change you made resonated or did not resonate in the mind of your customer.
Integrate Findings
@MECLABSInstitute
The Marketer as Philosopher by Flint McGlaughlin with Customer Theory
map.flintmcglaughlin.com
Customer Theory describes, explains and predicts customer
@MECLABS behavior based on repeatedly confirmed patterns of action that
have been observed and associated with ontological attributes.
mktgexperiments