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 How you can implement a practiced customer focus in just five steps …and develop products and services which really strike a chord with your customers.The key to actual customer centricity lies in customer behaviour. Companies have for all too long become entrenched in the idea that all they must do to understand what their customers really want is just ask the questions better or listen better. Ultimately though, the customer alone is the only expert in knowing what he or...

We’re taking the German motto “alles neu macht der Mai” all too literally! As of mid-May, Blauw Research GmbH is not just becoming StraightONE GmbH, but we’re moving into our new modern offices right at the heart of Nuremberg.As a Customer Behaviour agency, we want to express our motto “Make it matter” with a new name, too. As an established provider for the areas of innovation, design, pricing and the customer journey, we don’t just deliver our clients with insights...

Behavioural Economics – or why it makes more sense to design products which conform to human nature. People are extraordinary beings. They act according to their own rules and sometimes this behaviour doesn’t appear at first to be logical, it even seems to be quite irrational. This is particularly true when it comes to products and services, oh dear, we could write a book about it (and others have!). We try to understand what customers want. We actively ask them...

Back in the days everything was better. Who hasn’t heard that sentence being said? But if you look at things more closely, then back in the days things weren’t better at all. These days there’s a suitable product for nearly every problem and indisputably, technological progress has decidingly improved our quality of life in all areas.But now we have so much choice it’s painful. Instead of having one, or even just a few options, we are positively struck down by...

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