Want better research? Get your hands dirty.

Want more out of your research? Get your hands dirty.  Go guerrilla.  Go to where your customers and prospects are are.  Hang out where your target does real things in real-time under real conditions.  This is where you can have casual, comfortable, genuine conversations.  This is where you can walk in the shoes.  This is where your consumers are their absolute selves and act accordingly.  And where you can make observations and gather subtle insights that consumers would never even think to articulate, let alone be comfortable enough to mention in a more sterile or artificial research setting.

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By way of example, on a client assignment awhile back, we spent a couple of weeks with dog owners.  We hung out in dog parks, backyards and trails.  We tried products and lived life alongside people and their pets.  We learned a TON by experiencing what consumers experience…and by simply chatting people up.  We also learned by observing subtleties and taking note of the occasional frustrated look on a dog owner’s face…a cringe…a change in body language – things that people never think to say, even when you ask, but that are real.

The result: deeper insights that drove several new product innovations, with incremental national shelf space to match (and competitors who never saw any of it coming).  This can, and has worked with a variety of products, services, technology and start ups in all kinds of settings.  Just show up. Get your hands dirty.  And see what happens.

About the authors: Eric Greene & Keith Poulson are principals at Elevation (it’s different up here).  We are an innovation firm that specializes in A-Z new product/service/growth strategy development (including guerrilla research, opportunity I.D., brainstorming, concept development, industrial design, prototyping and engineering).  To learn more, go to: http://elevationid.com/

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Focus groups pretty much suck

The notion that focus groups pretty much suck has crossed your mind.  Only now someone is saying it out loud.  Having spent over two decades in the innovation (new product, new service), marketing, growth strategy, entrepreneurial and industrial design spaces and having sat through countless, mind-numbing focus groups, I’ve learned the hard way.

Here are reasons why the traditional focus group may just be the LAST PLACE ON EARTH to gain game-changing insights into your consumers and their needs:

  • ImageTraditional focus group rooms have are dull, artificial, sterile and have two way glass.  The real world (outside of XXX shops and select Las Vegas venues), doesn’t have two way glass or any of the other features just mentioned.
  • Most groups will have a Bossy-Pants, gotta talk early and often, know it all who sets the tone for the rest of the group.  Regardless of what others think, many respond in agreement with said bossy-pants just to fit in.  Worse yet, others then just shut down altogether.  This toxic stew gains you close to zero in terms of real world, usable insight.
  • People don’t make purchases or decisions in a group that sits around a conference room table.  They think and act alone under real conditions in real settings.
  • It doesn’t help whatsoever that most people have a really hard time telling you exactly what they want in the first place.  If they could, innovation, “the cool factor” and new product/service development wouldn’t be such a damn riddle.  The unnatural, uncomfortable focus group setting only exacerbates this problem.

In summary, if you want to be bored silly, get fat eating too many backroom M & M’s, burn your budget and LEARN LESS THAN YOU SHOULD ABOUT YOUR CUSTOMERS, by all means continue to rely solely on traditional focus groups.

Alternatively, if you don’t want to be bored silly, get fat or blow money, add in some guerrilla to your research.  Nothing will help you see the challenges, feel the frustrations, gain insights and uncover opportunities faster than spending time with your customers/prospects in natural settings where they actually use products and services, experience brands and live life in real time.

More on this next time.

About the authors: Eric Greene & Keith Poulson are principals at Elevation (it’s different up here).  We are an innovation firm that specializes in A-Z new product/service/growth strategy development (guerrilla research, opportunity I.D., brainstorming, concept development, industrial design, prototyping, engineering).  To learn more, go to: http://elevationid.com/

There’s something about Abe Lincoln

What is it about Abe Lincoln? He pops up everywhere and is referenced all the time. Think about it.  Not a day goes by where you don’t see honest Abe referenced somewhere, somehow.  Sure, on President’s Day and because of money.  But that just scratches the surface of our Abe obsession.  He pops pretty much every day in all kinds of expected and unexpected ways.  On billboards.  In quotes.  On TV.  In books.  Movies.  Parodies.  As a vampire hunter.  In costumes.  To settle bets.  A.k.a. he is the Elvis of ex-Presidents.  Honest Abe is one of 44 U.S. Presidents (albeit one of our very, very finest) and has been deceased for 148 years.  So why are there seemingly more Abe Lincoln references than those of all other non-sitting presidents put together? And what does this have to do with innovation, design, research, new product development and marketing?

Read on…

Blog 2-18-14 Something about Abe-1So what does this Abe phenomenon have to do with innovation, design, research, new products and marketing? It’s this.  All Abe, all-the-time is a real thing.  But it’s the kind of thing that most people would never consciously notice.  Most anybody can catch the obvious things.  You need someone…yourself, a leader, an employee, an agency person, a researcher, but someone…who is able to notice the offbeat things, the emerging, the next, the heretofore unseen wave that leads to big ideas.  And if you don’t have such a person, you should find one. Honest.

Want Good Research? Need Innovation? Go to the Dog Park.

If you want good research to innovate, don’t go focus group.  Go guerrilla.  Go to where your consumers are.  Where your customers actually do real things in real-time under real conditions.  This is where you can have casual, comfortable conversations.  And where you can make observations and gather subtle insights that consumers would never even think to articulate, let alone be comfortable enough to mention in a sterile focus group setting.

By way of example, on a client assignment several months back, elevation spent a couple of weeks with dog owners.  We went to dog parks, backyards and trails.  We hung out.  And yes, we learned a lot by striking up casual conversations.  But where we learned even more: observing subtleties and taking note of the occasional frustrated look on a dog owner’s face.  In particular, many dog owners tried to tie their dog’s leashes up to trees, fences, park benches, etc. (while answering their cell phone, checking their email, stopping for a sip of coffee or to chat).  More times than not, the leash would slip and the owner would have to lunge after or chase their dog.

From this, elevation created a series of leashes that easily attach/detach to trees, poles, fences, benches and more.  The result: two feet of incremental shelf space at a major national pet store retailer for our client – and a competitor who never saw this shelf space raid coming.  All because we went guerrilla and went to the dog park.