STORYlistening® decodes customers
to guide strategic decisions
Nothing is of value without customer knowledge
“Any business model builds on a core assumption: that there is someone willing to pay for a service. Decoding the customer enables us to precisely understand what drives his/her decisions. Consequently, all components of the business model can be designed to fit these drivers – be it value proposition, product, service, communication, distribution, sales – in short, the complete interface to the customer.”
Dr. Olaf Rughase
Areas of application
What is STORYlistening®
STORYlistening® is a scientifically substantiated research- & analysis procedure developed by Schindl Rughase Partners in cooperation with the Witten/Herdecke University. It delivers tangible recommendations for e.g. new products, performance programmes, distribution channels, market communication, target group segmentation, market positioning or new business models. It is based upon a specific method to decode the lifeworld of customers.
“Lifeworld” stands for what customers are thinking, experiencing, how they deal, feel and on what they implicitly base their mindset, convictions and value judgements, regarding firms, products, brands etc. (=decision drivers).
Customers are usually unaware of their own decision drivers. To be able to decode and understand these drivers is however the starting point for innovations, because only they show, what customers really need – just where opportunities for new business models lie. This is exactly what STORYlistening® accomplishes.
The methodology derives its name from its core element: the contextual analysis of “stories”, representing and resulting from customers’ experiences and empirical knowledge. Therefore, stories are an important key to the customer’s comprehensive appraisal of emotions, values or convictions.
Hence, STORYlistening® is especially important for the correct interpretation of Big-Data and Social Media analysis. STORYlistening® decodes these facts and delivers the rational of the customers’ behaviour. In result, the company’s own storyTELLING becomes more convincing!
STORYlistening® has been used since 1997 for countless b2c and b2b implementations in Europe, U.S.A. and Asia.
Particularly for strategic issues
“When we started this in 1997, we had no idea HOW powerful this instrument would turn out to be. Yet the comprehensive, detailed and clear results were stunning! We recognised immediately, that the results could be advantageous for almost every strategic field within a company.”
Dr. Michael Schindl
