Given that Mum has painted her house and added some new furniture, she also wanted a new tv. So we went shopping for one. This is an account of her thought decision proces:
Factor #1: ” I like how it looks and makes me feel”..
Any tv and remote that felt intimidating, was discarded. Fair enough, this one was to be expected.
That narrowed it down to these two:
Factor #2: “how much dust will it gather and how easy can I clean it”? Did not see this one coming. Nor the impact it had on her final decision.
In this case a design that had the least amount of holes in it and could be easily moved around during house cleaning, won the sale. Even if the TV was EUR 200,- more expensive.
“A desk is a dangerous place from which to watch the world”..Cliche but true. Given the amount of data we can now get for free online and the amount of research methods and companies at our disposal, we need to keep forcing ourselves to go out and experience the world as our buyers and users do.
Obviously the above is a one-off, not scientific. Though it served as a timely reminder of the bias in how suppliers think they are being judged and what details influence the actual buyers.
And being out there yourself also gives clients extra trained eyes trying to spot the blood in the streets.., which is what this whole thing of ours is all about anyways..
1 response so far ↓
1 Account Planners: how I fell in love with advertising- Cyborg Management 101 // Dec 1, 2010 at 6:10 pm
[...] another advertising type. Niko Herzeg – I wanna bleed like common people: Given that Mum has painted her house and added some new furniture, she also wanted a new tv. So we [...]
Leave a Comment