METROTOPICS

Consumer Trust

Why do consumers want to do business with some companies and not others? A 100-year-old non-profit brand with established niche in facilitating business reviews and business-consumer interactions wanted to know. The organization needed to modernize its brand in the face of new technologies that were encroaching on its niche and replacing it in the marketplace…

European Tech

Does national culture impact what and how we search? One of the world’s largest technology firms sought to improve its position in a key competitive sub-category. They wanted to understand if and how national cultures might impact how consumers use the Web and Internet-connected devices (apps) to get the information they need in daily life.…

Moms

How do new mom’s decide if they are “good moms?” A successful baby carrier brand knew it needed a meaningful segmentation of its market, despite years of promising growth. Several new competitors were entering the market, and the ability among new moms to distinguish between product designs, and brands, was narrowing. We were able to…

Whose Rules Are You Following?

In our daily lives, some of us like rules, others don’t.  Depends on your personality and world view. In our social and business lives however,  increasingly we are relying upon rule-based processes:  search engines, lending, investing, the computers that tell our cars, phones, and air conditioning what to do — these all operate on rule…
Metro Tribal Versions of Reality

Four Versions of Reality – Which Drives Your Business?

When you design your product or service, who are you designing for? When you market your product or service, whose world are you using as a reference for how useful the product or service will be? A) Yours? B) Some objective view of what your customers see and want? C) What you believe your customers’…

What. And So What.

If you’ve been to school, you’ve been socialized.  If you were raised in a family, you’ve been socialized. If you’ve watched TV for any period of time, you’ve been socialized. What does that mean?  It means that you’ve come to find certain assumptions, beliefs, “facts”  and perhaps values to be accepted, subconscious — true without…

Don’t Let Questions Get in the Way of Discovery

As a follow up to my last post, I feel it’s important to float the idea that often, very often, perhaps most often, the greatest learning comes when you ask no questions at all.  You simply observe and listen.  And possibly stimulate a conversation by making  a statement and seeing where that takes you. Ethnographers…

What Are You Measuring — Ala Seth Godin

So important to realize that we measure what we value and what we value is based on what we believe.  Excellent post by Seth Godin today that talks about how we can tend to use false proxies for measuring our success. False because they do not really actually measure our success; we use them either because they…

The Questions You Ask.

Very often in life, the most important lessons are simple ones. For some time, I have shared with clients that when conducting customer research, or research of any kind, you get answers to questions you ask. That’s a simple, yet important lesson I have learned over the years. What questions are you asking?  And why…

What He Said . . .

Once in a while (OK, really often), someone comes along and says something you always try to say, only they say it much better. Drake Baer wrote a great article for Entrepreneur magazine explaining why so many companies are seeking out the help of Anthropologists to understand their customers better. Read here.