Human Beans
Understanding the Coffee Consumer without asking a single question. In 2014 I let go of my pride and co-wrote a paper wth the team from BRIANJUICER (now system1) on how we failed to successfully implement a new tool … learned from it and then tried again (succeeded 2nd time around - phew!). Here is an excerpt from the paper.
…Every new project starts out to be fun and exciting. And in the world of market research and marketing, or at least mine, that excitement is exponentially elevated if that new project is adressing an age-old question that has not been cracked and you feel you have “found” a new methodology that might just break it wide open.
This is why sitting at a conference and listening to other people present their success with the “latest new tool” can be so very stimulating. And that is where we were. Our team was being introduced to a new tool by one of our partners. The tool was promised to “search social media content that will bring a customer group, attitudinal segment, trend or brand persona to life” … And we could do this without asking a single question … WELL you had me at HELLO!
…long story short we failed … and the failure was for 4 reasons …
not fully understanding the business question or what we were trying to achieve
not fully understanding the strengths and limitations of the tool we were using
no clarity on how the outputs would be used to make stratgeic decisions
working on a new mthodology with an outlandish timeline
Read more on how we learned and then succeeded next time around
https://ana.esomar.org/documents/human-beans-8342
And here’s the presentation
https://ana.esomar.org/documents/human-beans