# Mining Customer Insights From Search Data w/ Derek Mabie

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-07-13
- Length: 32m
- Episode: 57
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-30628c89-8dba-4b6b-923d-4138d6d9129e

## Summary

Derek Mabie, founder of ClickScore and former CEO of Evolve Digital Labs, explains how manufacturers can use search data to drive product innovation and R&D. He introduces the concept of the 'search confessional' to uncover unadulterated customer needs and demonstrates how to map search volume against satisfaction to identify innovation gaps, using Domino's Pizza Tracker as a key example. Mabie argues that marrying this quantitative search data with qualitative customer interviews allows companies to prioritize problems and design better solutions.

## Chapters

- [1:02](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie#t=62) Introduction: Joe Sullivan and Derek Mabie
- [6:20](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie#t=380) ClickScore: Credit scoring for digital media buying
- [11:19](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie#t=679) The Search Confessional and Voice of Customer
- [15:13](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie#t=913) Tools and Tactics for Processing Search Data
- [18:48](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie#t=1128) Domino's Pizza Tracker Case Study
- [23:20](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie#t=1400) Marrying Qualitative and Quantitative Insights

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)

## Most relevant to

early-stage companies

## Mentioned

- Evolve Digital Labs (company)
- ClickScore (product)
- Google (other)
- Domino's (company)
- Gorilla 76 (company)

## Related episodes from other shows

- [137: Customer Feedback at Physical Product Launches](https://hardwarepodcasts.com/podcast/product-startup/2022-08-17-137-customer-feedback-at-physical-product-launches) (Product Startup)
- [212: The Customer Experience for New Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products) (Product Startup)
- [077: Using Prospective Customers to Develop a Product](https://hardwarepodcasts.com/podcast/product-startup/2021-05-26-077-using-prospective-customers-to-develop-a-product) (Product Startup)
- [#143 Qualitative Consumer Insights: Sara Schor, Schor Insights & Strategy](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-21-143-qualitative-consumer-insights-sara-schor-schor-insights-strategy) (The Startup CPG Podcast)
- [187: e-Commerce Strategies for New Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2023-08-03-187-e-commerce-strategies-for-new-hardware-products) (Product Startup)

## Citing this page

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