As of May 2012, Draftfcb has launched the Institute of Decision Making in the Vienna office. Dr. Rosa Kriesche, head of strategy and new business, will be leading the institute there. Matthew Willcox, Executive Director and Global Head of the Institute said “Dr. Kriesche’s passion for and understanding of behavioral sciences makes her the ideal person to lead our first branch in Europe. The academic relationships we cultivate in Austria will also add to our network of experts around the world”. Read the rest of this entry »
Why Consumers Aren’t Good At Telling You What They Want by Matthew Willcox February 15, 2012 1 Comment
When Steve Jobs was asked if Apple had used consumer research to help design and launch the iPad, he replied “No.” And when asked why not, he said, “It’s not the consumer’s job to know what they want.”
While many us might not want, or might not be well advised to trust our guts to the extent that Jobs did, we could learn from his skepticism of asking people what they think and feel and taking their answers as definitive information to drive our marketing to them.
Actually, a better answer for Jobs to give would have been “The consumer isn’t very good at telling you what they want.” Yet most marketing research is based on asking them what they think about products, brands or ideas, whether it does this by questioning them in focus groups or having them answer direct questions in quantitative research.