#customer knowledge research

[byescool]

In one of my first marketing jobs, our CMO told the marketing team bluntly that we had to get out of the marketing ivory tower. I was marketing yogurt, and was constantly neck-deep in Nielsen data, PowerPoint slides, and agency pitches. Our CMO asked me the last time I’d simply stood in the yogurt aisle of the supermarket and watched how people shop. I realized how much my vision had been clouded by marketing myopia. Our CMO urged us to to take time every week to step out of the echo chamber.

Tom Fishburne, marketoonist

[byescool]

True customer insights – the kind that can drive breakthrough innovations — come from these kinds of surprising individual stories. Classic market research would tell us that most of us aspire to make healthier eating choices – but the subtleties of when and why we actually do (or don’t) tell a far more important story to marketers.

Twitter.com/@claychristensen