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How important is a consumer's mindstate at the time of choosing your product or service? To exaggerate: in daily life, we reside more or less continuously in a "state of distraction. In such a mode, it is almost impossible to make conscious and rational choices.

The Platform for Customer-Driven Business (PVKO), together with Blauw, organized an online Roundtable on Thursday, July 16, to delve deeper into the results of the National Customer-Driven Monitor (NKM) 2020. This annual study once again provides valuable insights on how customer-driven organizations are and what factors influence this. In this blog, we report on the in-depth study and the input from participating professionals from ABN-AMRO Insurance, Achmea, DHL Express, ING, Interpolis, Schiphol, TUI and Vivat, among others.

COVID-19 is turning the world upside down. We do our shopping online (much) more often, homeschool our children and enjoy restaurant meals at home. And perhaps most profoundly, we keep 1.5m away from everyone outside our own household. Meanwhile, we carry on as much as possible, at home and with work. Where innovations, NPD trajectories and product launches were at a standstill just a few weeks ago, they are now being pushed through and started up again in full force on all sides.

Shopping. One of my favorite things to do and to talk about with others. In between all the virus stories, sometimes a (superficial) conversation about shopping is exactly what I need. But even then you can't get out from under the C-word. Because our shopping behavior is also just a little different than normal. As a result of functional limitations, but certainly also because of emotions that rear their head. Think boredom, panic, insecurity and a less strong backbone than usual.

Prince Charles and Ozzy Osbourne are both male and born in the same year, have been married the same number of times, same number of children and are very wealthy. So based on socio-demographic characteristics they are similar to each other and as a brand or product you would approach them in a similar way. In reality, these individuals are vastly different in behavior and needs and a different approach is needed for both of them.

Once upon a time... ...there was a 14-year-old girl from Utrecht. She went to school, didn't pay much attention to math and filled her diary with pictures of cute boys that were carefully cut out of the 'Hitkrant'. Actually not very different from other 14-year-old girls at that time.