SCBUS223 Lecture Notes - Lecture 1: Confirmation Bias, Customer Insight, Harvard Business Review
15 Sep 2016
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Do customers need to be observed in their natural habitat to be understood? . Observe consumers, employees without hypotheses and find patterns/themes. Customize marketing and products for different companies/consumers (locations) Train salespeople to understand employees better and organize sales campaigns. Train staff about brands in order to increase sales and market share. Complexity gap: expect the business to grow in complexity but don"t feel prepared for the change. Lack of customer insight is the biggest downfall in managing complexity. We know what someone is purchasing but we need to know why they"re purchasing it to close the complexity gap. Confirmation bias: reflexive seeking of information that supports existing position (and not other positions or angles) 1: examine the root of customer behaviour and the relations between interior lives, social/cultural/physical worlds = sense making to reveal unconscious motivations of customer behaviour that can lead to insights to transform into product development and corporate strategy.
