Whenever you interview people about needs statements or how they would improve a product or service at least one person says something akin to "Cheaper, Better, Faster". Such a statement is rarely possible to turn into any meaningful action because you have to interpret what each of the three words means. You are likely to... Continue Reading →
In the Grit Report (a report looking at the market research industry) one thing that always catches my eye - it is this table on what makes good research and it rarely changes in the way that skills needs do. To me, conducting the research is all about the basics- bias, sampling, validation etc. It... Continue Reading →
After a short twitter conversation, I was flicking through Tony Ulwick’s “what customer wants” the other day and was reminded of one of a number of reasons why I decided to focus my business on utilising this framework. In a word it can be summed up by one word: “Pushing” Not pushing in terms of... Continue Reading →
Theodore Levitt’s observation that people do not buy a drill bit, they buy a hole was one of the starting points for the Jobs to be Done (JTBD) theory, so it is no surprise that some companies in the industry inherently understand the basic tenants of the concept. The industry does suffer still from a... Continue Reading →
The presidential election in the US and the Brexit referendum were unsurprising based on the actual evidence – both were too close to call – but in each case people were shocked because they only heard the information they wanted to hear. In the past I have suggested that this was because commentators lacked the... Continue Reading →
Banks need to focus on the jobs that customers want done to create profitable relationships in the future.
A questionnaire is an extension of the brand. It will be resented if too long or it asks questions that overload the interviewee.
Without doubt the way that business communications and marketing methods are assessed needs to change. Digital marketing has seen to this providing what appears to be a comprehensive funneling system, but other marketing channels are less well served but are still important. No one would suggest to an air conditioning manufacturer to spend all his... Continue Reading →