Tag Archives: ethnography
Empathetic Consumer Understanding
I think that effective new product innovation is a result of empathizing with the customer. Traditional market research merely allows you to sympathize with them, and that often falls short. Let me explain. There is a key difference in … Continue reading
Filed under Business lessons, consumer research, innovation, Insight2
Couples as consumers…
In the past few years, we have interviewed literally hundreds of consumers about a variety of products and services. Some of my favorite interviews take place with couples. I’m convinced you get the most “truthful” feedback when you interview two … Continue reading
Innovating marriage?
Call it a professional curse. But everywhere I look, I see opportunities to do things differently than the way they currently are. My oldest son is engaged and is in the midst of planning for a wedding this summer. Okay, … Continue reading
Filed under consumer insight, consumer percpetions, Marketing
A taste of their own medicine (#1 of 2)
We are working with a client right now that is trying to improve the “purchase process” for their customers. In support of this, we have spent hours following people through their retail shopping experience to better understand the points of … Continue reading
Filed under Business lessons, consumer percpetions, Marketing, unmet needs
Consumer research ala Columbo
There’s no doubt in my mind that the greatest television detective of all time was Columbo. Unwary suspects would write him off as an idiot, never realizing that with each “goofy question” he was actually coming closer to collaring them … Continue reading
Filed under consumer insight, consumer research, innovation
