THE MISTAKE of relying on your customers to tell you…

If you ask bad questions… you’ll get bad answers.

Do you know what I really wanted to say there?

Ask stupid questions…. expect stupid answers.

To do “market research” on facebook or some other social media outlet  by asking ‘Would you ever….” is a waste of your time, their time and will confuse you.

Example… ” If you go to a website and have to register or give your email, will you just leave?”

(I object!!! Leading the witness)

Horrible question.

People don’t even know their own behavior and there is no context there.

People don’t know why they do what they do.

Do you know why you do what you do?

Katherine will ask me at least 3 times a day, “Darin, what the hell are you doing?”

And I’ll just stand there with a confused look on my face, “I dunno”.

Let’s look at some context.

  • If you have “Athlete’s Foot” and you have to give your email to get a free report on how to make at home mixture to cure it, you probably will.
  • If you DON”T have athletes foot, you probably WON’T.

It’s more important to understand how people think and how they behave, not what they say.

People will say all kinds of stupid stuff, especially if asked stupid stuff.

It reminds of Steve Jobs in the Walter Issacson’s official biography…

  • At a 1982 planning retreat, someone on the Mac team, “thought they should do some market research to see what customers wanted. ‘No,’ Jobs replied, ‘because customers don’t know what they want until we’ve shown them.'”
  • “On the day he unveiled the Macintosh, a reporter from Popular Science asked Jobs what type of market research he had done. Jobs responded by scoffing, ‘Did Alexander Graham Bell do any market research before he invented the phone?'”
  • “Some people say, ‘Give customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘If I’d asked customers what they wanted, they would have told me, “A faster horse!”‘ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”

Humans have this problem of wanting to give the ‘right answer” or the answer they think you want to hear.

When you are doing “market research” and you ask stupid questions… you are going to get stupid answers.

Stupid answers will cause you to create and offer stupid products and services.

Offering stupid products and services will cause you to go broke and go out of business.

Don’t ask stupid questions.

If… you want to know how to make your marketing more effective…

Then… check out

Stay Productive | Keep Focused | Be Consistent

— Darin  Persinger