David Biernbaum

Observing Consumers Beats Listening to Them

February 19, 2010

FROM RETAILWIRE:
Nate Bolt, co-founder and chief executive of user research firm Bolt Peters, argues that while tech entrepreneurs are encouraged to listen to potential customers, observing is a much better tool to see whether a new product will succeed in the market. What are the merits of observation versus listening in testing new products?      [more...]

Observing consumers is far more useful than listening to consumers for many reasons. For any number of human reasons people often do not discuss accurately what drives their own buying decisions. Truth is, many consumers do not even know what drives his or her purchasing decisions. Stand in an aisle at the supermarket to watch and observe. Say nothing. Ask nothing. You will learn a lot.