One of the most common mistakes I find our clients making is thinking that because they are a consumer, they are their consumer. I’ve been in this position myself. As marketers and brand managers, most of us accept that we need to understand consumers in order to innovate. However, we think that just because we like our product, we can model our innovation after what we think about the product. The truth is that we think we are mainstream consumers, when most of us really don’t fit that profile. The question that follows, of course, is, "Well then what is it like being a mainstream consumer?!" I'm so glad you asked! Take a look at the following list to get an idea:
This leaves us with this picture of the average consumer:
For me, this underscores the importance of talking to real consumers. In addition, I find that our clients have their own brand so top-of-mind, it can be hard to remember that consumers don't often look at the world in terms of brands. It is a humbling but honest realization, and we need to work harder to find products that meet real consumer needs, rather than just depend on the brand.
Have I convinced you yet? If you are ready to hear what your consumers are thinking, feeling and doing, get in touch—we would love to connect you with our Creative Consumers® Associates. Or, find out more about our custom-designed Consumer Immersion Events.
©2012 Ideas To Go, Inc. All rights reserved.
Christine Haskins is an Emeritus Facilitator and Former Vice President of Customer Experience at Ideas To Go. She worked with customer-centered innovation for Fortune 500 companies across all market categories and industries.