Module 4: Understanding Buyer Behaviour
technology. 10-20 reduces an extreme atypical customer
opinion having too much influence in later decisions.
oListen to how the customer talks about the product or
service. It tells you how they think about the benefits, what
problems they have, and how to improve product features
and design. You should adopt the customers’ words and
oDo not treat the visit as a sales call. Do not engage in
disparaging the competition. Instead, be open to their
innovations that can be quickly imitated.
oObserve the product in use in every situation. Photograph
innovative customer adaptation of your product, package, or
service to improve its performance in a particular usage
situation. This may suggest a new design feature.
oTwo or three team members should make the visit together.
In the car or on the plane back, time spent talking while the
memory is fresh is invaluable. Shared expectations,
perceptions, and insights are best when made soon after the
customer visit. Team members will discover what they did
not notice and thus learn from each other to become better
listeners and observers.
•most common consumer research method used today. It consists of
a group of six to 12 people who focus on a particular question or
issue in a free-wheeling discussion for about two hours.
•It is used to test products, product concepts and ad campaigns.
•Bank of America got the “Keep the Change” name for its new
product from a focus group (see M6).
•It is good to have other management in attendance as new
questions can be passed to the moderator.
•If you can, conduct focus groups until no new insights surface: this
usually takes about 3-4 focus groups.
•Take the concept of focus groups a step further with experts
recruited to participate in high level product development focus
A Probability Sample
•A probability sample is a sample where all respondents in the
population or segment to be studied have a known (nonzero)
chance of being chosen from the population/segment being studied.
•A random sample is a probability sample where respondents are
randomly chosen from a complete list of the population. Typical
samples range in size from 400 to 1,000 participants.