This week I watched the assigned videos from Rosling and Gladwell. Despite the fact that I have seen them before, really enjoyed them and was inspired by them. This time when I watched these TED talks, I wanted to see if I could glean information that would be applicable to marketing and especially research and consumer insights.
The Customer Doesn't Know
It struck me to hear how consumers in the food market don't know what they want. Howard Moskowitz was able to find out what consumers want in spaghetti sauce, not by asking them directly, but by gleaning the information indirectly through the right kind of surveys. I am in new product development and am constantly trying to get accurate Voice of Customer to determine specific deliverables for these products. This adds a whole new dimension if I am to get the customers unspoken desires. We need to find out what they want or need by approaching the research in the right way.
Statistical Relationships
Rosling does a great job at showing how statistical relationships, when viewed in the right way can reveal otherwise hidden trends. Information is available in abundance, synthesizing that information to make it meaningful and actionable is the key to successful strategy. For my wife's etsy.com store, some data is available that shows search words that lead people to the site, number of sales over time and a few other stats. The problem with attempting to synthesize this data to direct our strategy, is that we are missing the connection between the sales data and the search terms. I have no idea if 1 of the 10 search terms results in 90% of sales.
The Customer Doesn't Know
It struck me to hear how consumers in the food market don't know what they want. Howard Moskowitz was able to find out what consumers want in spaghetti sauce, not by asking them directly, but by gleaning the information indirectly through the right kind of surveys. I am in new product development and am constantly trying to get accurate Voice of Customer to determine specific deliverables for these products. This adds a whole new dimension if I am to get the customers unspoken desires. We need to find out what they want or need by approaching the research in the right way.
Statistical Relationships
Rosling does a great job at showing how statistical relationships, when viewed in the right way can reveal otherwise hidden trends. Information is available in abundance, synthesizing that information to make it meaningful and actionable is the key to successful strategy. For my wife's etsy.com store, some data is available that shows search words that lead people to the site, number of sales over time and a few other stats. The problem with attempting to synthesize this data to direct our strategy, is that we are missing the connection between the sales data and the search terms. I have no idea if 1 of the 10 search terms results in 90% of sales.
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