The Organic Growth Playbook by Bernard Jaworski

Author:Bernard Jaworski
Language: eng
Format: epub
ISBN: 9781839826863
Publisher: Emerald Publishing Limited
Published: 2020-07-25T00:00:00+00:00

A Broader Scope for Consumer Insight

Teams have not only to considerably broaden the categories of data they collect about customers but change the way they gather, record, and present that data. The vast majority of the methods firms use to do their customer research – from B2B’s voice of the customer to B2C’s vast array of survey techniques – rely on narrow focus to gain depth of understanding. The surveys and questions focus on precisely defined piece parts of what people experience. They ask customers to recall and rate how valuable they find each individual feature of Brand X and Brand Y, or they ask them for their satisfaction with breadth of selection at a particular store. They restrict both what’s being asked about (to a feature or a functionality or an attribute of a channel) and what customers can say about it (only that it is/isn’t valuable, rather than that it reminds them of something their mother would do). And in doing so, they miss the full scope and connected nature of what customers really remember about things. Fortunately, there are more holistic and synthetic research methods, for example, metaphor elicitation techniques, which can be used to more accurately map customers’ memories.47 These techniques are often a bit costlier and cumbersome to use than the traditional panel-based, email quantitative survey. The yield from such techniques is, however, far, far higher. Our point isn’t that the traditional methods should be abandoned but that they should be used much more sparingly, and that the results of more synthetic forms of research need to be the centerpiece of the beliefs and attitudes portion of the CBF.

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