Pitfalls in trying to figure out what consumers want

638 views

Published on

John Patrick Finn, Ph.D.
Rutgers Business School & Cahill Finn Associates

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
638
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Pitfalls in trying to figure out what consumers want

  1. 1. Center for Management Development Pitfalls in Trying to Figure Out What Consumers Really Want John Patrick Finn, Ph.D. Rutgers Business School & Cahill Finn Associates Presented at ProductCamp NYC November 6, 2010 held at Microsoft Offices, New York
  2. 2. Center for Management Development “Rule #1 -- The Customer is Always Right” “Rule #2 - If the Customer is Ever Wrong, Re-Read Rule #1" Stew Leonard’s Passionate Approach to Customer Service: John P. Finn Rutgers Business School & Cahill Finn Associates Pitfalls in Trying to Figure Out What Consumers Want
  3. 3. Center for Management Development Some Starting Assumptions 1. The consumer is the center of everything 2. No consumer ever buys a price 3. Every product/service purchased or used is a solution to some aspect of daily life 4. As a consumer’s daily lives changes, products/services are adapted, re-invented, or changed to fit new circumstances Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  4. 4. Center for Management Development How Do We Find Out What Consumers Need/Want ? • Uncover Consumer Insights: understand the “essence of something” • In Practice, Consumer Insights Extend along the continuum of consumer contact with a product category, specific products, and Brands in a category Pre- Purchase Purchase Consumption Post-Purchase Range from the practical (i.e., functional) to the emotional Reveal something about the consumer’s approach and beliefs about the Brand or Category Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  5. 5. Center for Management Development • Well developed Consumer Insights depend upon  in-depth understanding of measurable facts  integrated with a well developed ability to ‘hear’ and ‘see’ the consumer • Want to know how they approach selection of any category/product, and this one in particular; e.g.  ‘I only choose the highest quality’/’they are all the same’  ‘I use the brand as guide’/‘I just read ingredient labels’  ‘products are a reflection of me’ How Do We Find Out What Consumers Need/Want ? Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  6. 6. Center for Management Development So How Do We Do It ? We’re All Consumers, so What’s the Big Deal: Just Ask the Right Questions, and You’ll Get the Right Answers Right ? Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  7. 7. Center for Management Development Truth is: We Seldom Really Know Why People Do the Things They Do Because We’re Usually Not Directly Aware of What Influences Even Our Own Behavior Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  8. 8. Center for Management Development ‘I‘ll KNOW IT WHEN I SEE IT’ But We May Not Realize We Saw it The Strange Case of Subliminal Perception Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  9. 9. Center for Management Development After viewing a brief film showing a car rear-ending a stopped car, viewers were asked the following question: “How fast was the car going when it smashed into the rear of the car stopped at the STOP sign ?” A second group viewed the same film and were asked this question: “How fast was the car going when it bumped into the car stopped at the Stop sign ?” Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  10. 10. Center for Management Development Which Picture is More Appealing ? Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  11. 11. Center for Management Development How to Get College Students to Clean Up …. Without Realizing Why They Did It ! Recent study demonstrated that • When a dorm room was subtly infused with the aroma of a citrus all-purpose cleanser • More students cleaned up after themselves after eating in the room than did a comparable group who smelled a product having nothing to do with cleaning • When questioned afterwards, the citrus group could not venture a consistent reason for their behavior Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  12. 12. Center for Management Development Women Wearing Red Dresses Judged More Attractive than the Same Women Wearing a Black, Blue, or Any Other Color Dress The “Woman in Red” Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  13. 13. Center for Management Development We Humans Can Tell You What We Like or Dislike, But Cannot Reliably Tell You Why We Like or Dislike Something Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  14. 14. Center for Management Development Why Words Often Fail Us Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  15. 15. Center for Management Development … But, There are Also Cognitive Illusions that Can Be Barriers to Gaining Insights • Most obstacles are in our heads, trapped in conventional wisdom and accepted ways of making sense of a business and the world around us • These blinders of everyday ‘normalcy’ are the single biggest impediment to developing true insights  We have lots of biases built into ways in which we try to make sense of the world: They push us to explain away things we see/hear from consumers because they don’t conform to accepted wisdom  This leads us to fail to “connect the dots” (i.e., make obvious connections), that only seem obvious after someone finally does make the connection Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  16. 16. Center for Management Development What’s the One Sport That Does Not Belong with the Rest ? 1. Football (American) ? 2. Field Hockey ? 3. Pocket Billiards ? 4. Baseball ? 5. Soccer ? Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  17. 17. Center for Management Development Some Cognitive Obstacles/Barriers to Gaining Insights  Sometimes We See Things That Aren’t There  … And Sometimes We Miss Things That Are There  Sometimes There’s More Than One Explanation  Sometimes What We See Doesn’t Make Any Sense Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  18. 18. Center for Management Development SOMETIMES WE SEE THINGS THAT AREN’T THERE Ingrained societal expectations about people’s roles, behaviors and expectations  ‘women are passengers, not drivers’  ‘men don’t color their hair’  ‘everyone has kids’  ‘older people don’t try new things’ Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  19. 19. Center for Management Development Innovation Hershey’s Dark Choc Kisses Starbucks Coffee Cup Sleeve Oreos 100 calorie packs Ketchup in a squeeze bottle Frosted Flakes Coffee can with pullback seal Panty Hose Originally Insight Introduced Introduced 1907 2003 1992 +/- 1999+/- 1920 2005 . . . A really long time 1924 1952 1920 2000 1800s 1960 … AND SOMETIMES WE MISS THINGS THAT ARE THERE Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  20. 20. Center for Management Development SOMETIMES THERE’S MORE THAN ONE EXPLANATION Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  21. 21. Center for Management Development SOMETIMES THERE’S MORE THAN ONE EXPLANATION Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  22. 22. Center for Management Development SOMETIMES WHAT WE SEE DOESN’T MAKE ANY SENSE Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates
  23. 23. Center for Management Development • Often Results in a Dismissive Attitude by Marketers Toward Things They See Consumers Do or Hear Them Say ‘WHY Don’t CONSUMERS Understand ?’ • Should really be ‘WHY Don’t MARKETERS Understand ?’  If consumers are product users, it means there is something WE have missed, or  If consumers are not users, it’s because WE may have failed to communicate or maybe even failed to understand the brand/product well enough ourselves SOMETIMES WHAT WE SEE DOESN’T MAKE ANY SENSE Pitfalls in Trying to Figure Out What Consumers Want John P. Finn Rutgers Business School & Cahill Finn Associates

×