Being data driven can be disastrous, if you have poor quality data, poor understanding of your data, or poor analysis.  But we must be consumer driven.  One way to do that, is to observe and listen to consumers as real people, rather than just trying to capture them in numbers.  So how can you and your organisation do that?

First, ask your friends and family about your brand, category or stores.  There is a misplaced concern that because our friends are not representative (true), their views are irrelevant (false). “A sample of one or two” often surfaces issues and opportunities relevant to many.  Don’t make huge decisions solely on the thoughts of your mate Dave, but his experience should at least stimulate your thinking.  Many of the best people in our industry are continually asking for feedback on their products, categories and stores.

Second, observe and engage consumers at the two moments of truth.  When they are shopping and when they are preparing or consuming food.  Spend an hour watching people shop.  Really watching.  You’ll soon see important challenges and opportunities for your business.  Do shoppers look like they are going through a mental decision tree? No. Do they seem to have even registered your pack? Often no. Do they only select from what’s on promotion? Sometimes yes.

Watch people prepare and eat food.  How do they use your pack?  Is it easy to open and close?  How does your product fit with the dish or occasion?  Is it seamless?  What can you learn from other packs or products you see people using?  The clues are there.  You can ask people what they do and why, but sometimes actions speak louder than a thousand words.

Finally, when you do surveys, make good use of open questions.  Our industry has a habit of deciding what we think is important, listing these things, and asking consumers to agree or disagree with each.  We’re in control.  We reinforce our worldview.  But open questions are normally more insightful and can challenge our worldview.  What do you like about our brand or category?  What do you dislike?  What could be improved?  Ask these questions, and you’ll more likely find out what really matters to people.  Consumers care a thousand times less than we do about our brands and categories.  So “top of mind” is often all there is.  Open ended questions can elicit the one or two things that have any real salience.

You need to take time wading through the answers and picking out the themes.  It’s harder work than letting the machine churn out the satisfaction scores.  But it’s worth it.  It makes a big difference.

Want to be customer driven?  Don’t rely solely on data.  Customers are people.  Talk, listen and observe them as people.

​Jeremy Garlick is a Partner of Insight Traction, consulting with FMCG and Retail companies. He was formerly Head of Insight at Sainsbury’s, Waitrose and Premier Foods.

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