Direct customer observations is critically important since customers often cannot articulate their needs.
Market Immersion is about getting to the hidden drivers of customer decisions through observations instead of discussions. When you are immersed in the customer enviironment, you experience other dimensions of their decision making such as their emotions, value drivers, and outer-self influencers. These observations will arm you with additional reference points when developing new products and services.
Vaxa uses a variety of direct observational techniques or customer visits based on proven research techniques such as "enthography". For example, we will set up a camera in someone's home to record how they use their entertain system, refrigerator, bathroom, or other applicances.
Another method includes "stakeouts" at specific locations. These locations are dependent on the type of product or service being sold. For example, a famous lawn equipment manufacturer spent time at their distributor stores better understanding what attracts consumers and professionals to their equipment. Stakeouts can also be virtual through blogs or chat rooms.
Life experiences is another rich source of customer insights to view customers' regular and unusual uses of products.
To find out more about how Vaxa has helped clients in this area, please contact us at research@vaxainc.com. |
