Optimizing marketing strategies through customer insights : case Insight Impact
Aguennouz, Sara (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053118744
https://urn.fi/URN:NBN:fi:amk-2025053118744
Tiivistelmä
Today, consulting companies are increasingly pressured to provide client-centered, practical solutions and market-based insights. Nevertheless, research on the integration of such standardized consulting practices with adaptive methods, such as hypothesis testing, remains insufficient.
This thesis focused on finding out how it is possible to improve consulting services through the use of structured methodologies and qualitative client feedback in combination with agile experimentation using Insight Impact as case study. Data was collected through client interviews, as well as from secondary sources, which were used for competitor analysis, SWOT analysis and testing of hypothesis-driven service strategies.
Results showed that clients appreciate transparency, actionable recommendations, and continual engagement and checkups, indicating that consultants carry a dual obligation that must balance traditional orthodoxies with dynamic responsiveness. This study provides practical recommendations for consulting companies that seek to strengthen client relationships, attain sustainable growth and improve service packaging in a competitive market.
This thesis focused on finding out how it is possible to improve consulting services through the use of structured methodologies and qualitative client feedback in combination with agile experimentation using Insight Impact as case study. Data was collected through client interviews, as well as from secondary sources, which were used for competitor analysis, SWOT analysis and testing of hypothesis-driven service strategies.
Results showed that clients appreciate transparency, actionable recommendations, and continual engagement and checkups, indicating that consultants carry a dual obligation that must balance traditional orthodoxies with dynamic responsiveness. This study provides practical recommendations for consulting companies that seek to strengthen client relationships, attain sustainable growth and improve service packaging in a competitive market.