As customers we have all become more sophisticated and our purchasing decisions are often tied in with lifestyle choices. To deliver successful products or services to market, organisations need to understand our 'real world'.

As organisations, if we want to know what will please our customers, why don’t we just ask them?

Because customers are often not aware of what they want, or if they are, they may not want to tell you.

Therefore we need another approach to uncover their unarticulated wants and needs.

By using techniques such as natural environment videoing, contextual interviewing, ethnographic research, video diaries etc, Pebble Beach are able to develop the insights into our clients' customers. Helping them understand where to innovate and what customer wants and needs to address.

The types of issues that have been addressed by customer insight include:

• Understanding customer needs prior to creating concepts
• Focusing products at a more specific customer group
• Understanding why a product has not been successful in the market
• Understanding why customers have difficulty using products and services
• Ensuring that new concepts will be acceptable to customers before making major investment in them.