I post a lot of quotes from interviews with your customers (PE’s, AB’s, AD’s) here and I wanted to point out something that’s rarely mentioned. Listen to what people say, but trust your gut and your numbers and always experiment to find things that work for you. Everyone (except experts in the survey field) asks questions that lead the interviewee to the answer they wanted in the first place and people generally give answers that are idealized. They say photographers should do X, Y and Z, but then ignore those directives when in an actual hiring situation. Here’s a great example of what I’m talking about:
You’re with Walmart. It’s 2009, and you want to do something new, something transformative, to out-innovate rival Target. You have a sense that Target is cleaner, better designed, less cluttered. Walmart aisles are crammed, packed, an infinite jumble of product.
So you’re thinking of launching an uncluttering project. Strategic. Huge. Millions of dollars. But before you make any changes, you want to float the idea by customers.
So you conduct a survey, asking customers: would you like Walmart aisles to be less cluttered? And they say, “Yes, now that you ask, yes, that would be nice.” And you check the box by “customer input” and report back, hey everyone, good news, yes, customers like the idea.
Walmart spends hundreds of millions of dollars uncluttering their stores, removing 15% of inventory, shortening shelves, clearing aisles. Yes, it’s expensive and time-consuming, but this is what customers said they wanted, so you barrel through it.
You’ll never guess what happens now. (Actually, you’ve probably already guessed, but it sounded better to say you’ll never guess.)
Sales went down. Way down. I mean waaaaaay down. I’m talking, from the beginning of that project until today, Walmart has lost over a billion dollars in sales. (Yes, billion with a “b”.) It’s actually closer to two billion dollars of sales they missed out on, and maybe more.
Needless to say, the executives in charge of the project have been fired, and Walmart is spending yet more money to return to its original, time-tested strategy of offering a huge (albeit cluttered) inventory at low prices.
What people say isn’t always the same as what they do.