# Customer Outsight: Learning What Actually Matters to Your Customers w/ Dave Loomis

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2023-10-24
- Length: 48m
- Episode: 176
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-db8eb6b3-216d-4bbe-b090-1e88e69eff7c

## Summary

Dave Loomis, founder and president of Loomis Marketing, explains his 'Customer Outsight' methodology, distinguishing true qualitative research from superficial sales feedback. He details a four-step framework—Fix, Focus, Find, and Fuel—to help B2B manufacturers uncover genuine customer needs and apply those insights to strategy, content, and even internal HR processes. Loomis emphasizes shifting from an internal 'insight' perspective to an external 'outsight' view by handing the 'binoculars' of observation to the customer, citing examples from DuPont, GE, and Goodyear where this approach corrected misaligned value propositions.

## Chapters

- [0:37](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis#t=37) Introduction: Dave Loomis and Loomis Marketing
- [4:44](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis#t=284) Defining Voice of Customer vs. Sales Feedback
- [13:54](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis#t=834) The 4 F's Methodology: Fix, Focus, Find, Fuel
- [18:24](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis#t=1104) Step 1 (Fix) and Step 2 (Focus): Setting Objectives and Intention
- [26:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis#t=1560) Step 3 (Find): Identifying Gems, Patterns, and Stories
- [33:46](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis#t=2026) Step 4 (Fuel): Applying Insights to Content and Strategy
- [39:16](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis#t=2356) Applying Outsight to Internal HR and Employee Retention

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

early-stage companies

## Mentioned

- Loomis Marketing (company)
- DuPont (company)
- GE (company)
- Goodyear (company)
- IBM (company)
- Motorola (company)
- Xerox (company)
- Dix and Eaton (company)
- NACO Industries (company)
- Leo Burnett (company)
- Northwestern University (other)
- Kellogg (other)
- Gorilla 76 (company)
- Office Vibe (tool)

## Related episodes from other shows

- [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)
- [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)
- [#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)
- [S6E42 Ramzi Marjaba | From Idea to Approval: Persuasion for Engineers](https://hardwarepodcasts.com/podcast/being-an-engineer/2025-10-17-s6e42-ramzi-marjaba-from-idea-to-approval-persuasion-for-engineers) (Being an Engineer)
- [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)

## Citing this page

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