A well-defined problem is a problem already half-solved. The right definition of a customer research problem sets the direction for the entire project. Although every researcher and analyst understands the importance of correctly defining the problem, it is not always so easy to uncover where the problem really resides. Moreover, it’s vital to uncover the root of the problem so that you’re tackling the entirety and not just treating a symptom of a problem.
Is your team on board or dead in the water? You’ve seen and heard about the benefits of customer research, You’re ready to take the leap. The only problem is you’re flying solo. You see the potential and value of working with a market research firm to help your company solve its problems. Your team members don’t. You’re ready to board that ship. They’re not. So how exactly do you convince others to get on board?
I’m not privy to the scope of customer satisfaction research conducted by Vitamix, but I have a sense that it’s smart and continuous. I bet those folks know whether a person like you prefers chilled cucumber soup or gazpacho. They keep up on food and diet trends, know what people want from a blender, and they know how, when, and what a 72-year-old blends compared to a millennial.
Vitamix’s high priority on customer satisfaction certainly has a lot to do with why they’ve grown so rapidly over the past several years, and have been named Best in Class beverage blender for the seventh year in a row.
One of the things they clearly understand about customer satisfaction research is that it’s a process.
Pricing Without Research Can Be Pricey.
Have you seen anyone on a hoverboard? (If so, maybe you noticed that technically, they weren’t hovering.) Misnomer aside, they’re cool — somewhat Jetsons-like. In fact they seem to be on a path to success that the Segway people must have hoped for about 15 years ago.
The person you saw riding it probably paid between $300 and $1,800 for that hoverboard. I don’t know how much it costs to make one, and I’m not privy to the process the first hoverboard companies went through to figure out what they were going to charge for one.