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Joan Treistman's RetailWire Blog
February 19, 2010
Observing Consumers Beats Listening to Them
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?
MY COMMENTARY:
Not every company is Apple and can afford to throw it out there and see how it works. It's not about one size fits all. Research must be formed on the basis of what will bring the necessary information. Even observation can be misguided if the form of observation influences the results or doesn't capture the context of the customer experience. Professionally trained researchers understand the dynamics of what is real and what is not. Combining tools of observation (and there are many) along with interviewing techniques (everything from structured to unstructured to in-depth) can provide answers and insights that guide successful new product launches. I understand that it's "newsworthy" to start off by knocking a well respected approach to research. However, "newsworthy" is not necessarily accurate or even helpful. There are many techniques and methodologies in the research world that can be part of a well designed program for new product development or an evaluation of existing products seeking opportunities for enhancement. If you think that any doctor can perform your operation or any X-ray technician can interpret the findings, you probably expect the same with research. But I suspect you ask around for the best doctor and have a specialist help with X-ray interpretation. Doesn't it follow that you would follow the same process when it comes to backing your new product launch with research? |
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