consumer closeness May 30, 2007Posted by nicholas gill in account planning, though leadership, thoughts.
Consumer insight is as much art as it is science and there are gazillions of ways to get to that elusive “a-ha!” moment. And the sun doesn’t always shine on TV. (OK, enough puns). Refreshing observations from an unusual place, Credit Suisse. Here’s some nice quotes from David McQuillen and links to the articles are below.
Sometimes people come to us so bogged down and weary of politics, policy, and internal navel-gazing that they just aren’t thinking very well. Helping them get out of that – helping them see differently, generate real insights into what will be best for the customer and best for the business.
I used to work in strategy consulting for Accenture. While all the other consultants were analyzing competitive forces, pricing, distribution, and the like, I was curiously looking at the quality of the customer experience and saying, “You know, if they just made it easier to buy from them, I bet they would be a lot more successful.”
I’d like to make it sound like we’re using rigorous science, but we make it up as we go along and stick with the things that work. You can do this stuff in two or three days – you don’t have to spend half a million dollars on research. Just go and observe.