I recently read an article titled, “Spark Innovation Through Empathic Design” in which the authors, Dorothy Leonard and Jeffrey F. Rayport, discuss the importance of observing customers when innovating a new product or service. According to the article, the problem with listening to customers through traditional approaches, such as surveys and focus groups, is that customers don’t know what they want. Therefore, they don’t know how to improve what they currently have. Consumers are so used to current conditions that they don’t think to ask for new solutions.

This is where observation comes into play. Observing customers in the act of using your product or service before conducting quantitative research can provide an in-depth view of their thought processes and can unearth needs they didn’t know they had. 

So the next time you’re launching an exciting new product line or improving upon an existing product or service, try observing your customers before having them fill out a survey.

Have you ever used observation techniques? Did it help you discover ways to improve your product or service?

Most B2B2B’s are manufacturing companies who market through distributors (sometimes even more than one) before their product reaches the end-user, which is yet another business. Of course these layers add complexity to the marketing strategy.

One thing I’ve also noticed is that the further the manufacturer is from the end-user of the product, the less likely they are to fully understand the needs of their ultimate customer. Market research can help you ask the questions and get the answers.

We’re not talking major studies that are costly and time consuming. We often recommend budget-conscious, timely techniques such as surveys done via e-mail, online or by phone. Marketers can get a wealth of information (mostly qualitative, some quantitative) that is essential for making good marketing decisions.

Do you really know what your final B’s think about your product?  Would your marketing programs improve if you knew? Could you significantly boost ROI just by asking customers a few questions?

photo courtesy of ihtatho http://www.flickr.com/photos/ihtatho/627226315/

I have conducted many focus group recruitment campaigns for various b2b clients at Canyon. When taking on a new focus group recruitment campaign, I constantly remind myself that recruiting qualified individuals is crucial for success. The only way to get accurate, valuable input is to recruit the person that would be most familiar with the product/service.

Recruitment 101:

• Explain to the participant how they will benefit
• Attending a focus group should never be about incentives, but rather about what a person can learn and how they can contribute
• Be able to explain what a participant will learn by attending
• A participant will be providing valuable input on ways to improve customer service, products, services and marketing campaigns
• Play up to their ego and remind them that they will have an affect on the strategy behind a marketing program
• Assume the contact is NOT qualified for the focus group until they meet the requirements on the qualifying screener
• Last but not least, be honest!

If you want to learn more about focus groups and market research, download the “Find New Prospects with Market Research” white paper from our partners at Loop Demand Gen.

Happy recruiting!