Watch what I do; ignore what I say.
Watch your customer. Just stand around and quietly observe. Retail expert Paco Underhill (a man worth talking to) has made a very good living out of simply watching people shop, asking a few intelligent questions, mixing in a healthy dose of experience and intuition, and forming conclusions.
Beware of the Hawthorne effect (i.e. once people know they’re being observed they change their behavior). Only after you’ve formed a sense of how people behave should you start asking questions. How their answers match (and don’t match) their behavior is where insights often reside. Why do they say one thing and do another? What can you do to take advantage of this attitudinal gap?
For years, consumer research told Kellogg’s that our customers religiously read the nutritional label when selecting cereal. Does that smell right to you? The real-world approach was to stand in a few aisles and watch the process. Not surprisingly, very few shoppers took the time to even scan the nutritional content. But, of course, they want to be seen as good consumers and parents, so they tell us that they did.
Combined with the notion of “brand as experience,” I think there’s a lot to be gained by regularly watching your customers walk through the experience you’ve created. Watch and learn.
In the same line, television ratings are also a joke. The important question to ask is not “What did you watch,” but “What did you do while you watched?” As we all know, viewers typically flick the channel changer at commercial breaks, making that program’s rating irrelevant to whoever placed ads during that break. These real behaviors matter.
As they search for insight and opportunity, marketers are even daring to go where no one has gone before- into the bathroom. Consider the highly successful extension of Mr. Clean by Procter and Gamble. Ever impressive in their observational work, P&G made sure to observe people first-hand. Researchers were reportedly amazed to learn that people dreaded cleaning the bathroom. They discovered that some people even cleaned their bathrooms in raincoats and boots, just to avoid contact with that specific filth.
Even with a preconceived idea that people dislike cleaning, there was absolutely nothing like seeing the real thing. As a result, Mr. Clean MagicReach was created and the painful experience was alleviated.
So, watch and listen to real people before you interfere with that reality by asking your questions- as insightful as they might be. Get the real story. Read or listen to Paco Underhill for more detail and lots of inspiration on this subject.
As the old aphorism says, look before you leap.
Austin McGhie is head of Sterling Strategy – stay tuned for more of his thoughts on the Customer, Positioning and the Future of all this stuff coming to the 3rd Button in the New Year.