by aperioinsights on April 13, 2011
Hello IWYS readers!
One of the goal’s of marketing research is to better understand what customers want (or don’t want) and develop or adjust products and services accordingly.
We’ve all seen products or services that obviously did their homework, really NAILED IT, and delivered something of real value to their customers. Unfortunately, all too often we also see companies that obviously didn’t do their homework and MISSED IT.
Today’s challenge is for you to highlight an example of a company that either “Nailed it” OR “Missed it” and tell us why.
Please think like a researcher and explain either what they must have learned (via research?) about their customers in order to NAIL IT,
OR
what they didn’t understand about them (maybe due to a lack of research?) that has caused them to MISS IT
The winner of the best example get’s a $100 Amazon card just for sharing.
Good luck!
by aperioinsights on April 13, 2011
Marketing researchers tend to travel more than most. We always seem to be traveling to a focus group, conference or client meeting. This week I was in Denver for a speaking engagement at Pearson’s Cite 2011 educational conference.
As part of my prep i went out and bought a new wireless remote control PPT clicker, you know, the little devices you can use to control your presentation without being next to your computer the entire time.
The model i bought was made by Targus and REALLY impressed me. The unit had a hidden area under the battery door to not only hold an EXTRA or SPARE battery but also a special slot to hold the little USB piece that plugs into your computer. Losing that damn little USB plug for my old remote is what caused me to need a new device in the first place. Having a spare battery helps relieve some of the anxiety that all presenters have, essentially that IF something can go wrong it will.
All of this reminded me that many companies DO listen to what their customers need and then actually deliver on it.
Maybe Targus did formal marketing research, maybe they didn’t, either way they managed to develop a smarter product that better met the customers needs.
Hats off to all those companies that realize the value of learning what customers like and what they don’t. Go Targus!
