New Post (123) : What don't they like ? tells us a whole lot more !
There's nothing wrong with giving the people what they want.
But if that's all you do, you're missing the chance for major innovations.
More often than not…
The consumers didn't know they wanted it until they had it. But once they had it, they liked it and then they wanted it.
The WANTING IS A POST-RATIONALIZATION. (example: cell phones)
Innovation springs from understanding consumers better than they understand themselves.
If you can do that, you'll reward them with great new products, and they'll reward you with their money.
If you ask people what they want, they will primarily give you responses based on what they've already seen. People are much better at processing and discussing what they know than they are at imagining new things.
We can "want" only things that we have already seen or conceived of. So when you ask consumers what they want, you'll get only the tip of the iceberg of what's possible.
To get to the “real” opportunities for product innovation, you have to dig deeper.
You have to study how consumers behave and interact with their needs and products. Then you can GLEAN INSIGHTS from what you've OBSERVED.
Finally, you feed those insights to your marketing team in a creative environment—and watch the real innovation happen.
Think about this…
-Rather than asking consumers what they want, ask them about what they already have.
What do they like about current products? WHAT DON'T THEY LIKE ? They'll be able to give you much more useful information when they are drawing from personal experience.
-Observe your subjects as they use the products in everyday life. Try to see everything they do that relates to the need your product fills.
[The "Got Milk" campaign emerged from a media team observing real consumers with (and without) milk in their homes.]
-Few products exist in a vacuum.
Chairs and computer desks are built at heights that work together for you.
Also, rather simplistically stated---"You buy butter because someone made bread".
As the relevant peripheral products evolve, new opportunities emerge for you to evolve your product.
The most important thing is to KEENLY OBSERVE & --- “NEVER STOP ASKING QUESTIONS”.
Charlie Brown
