Module 4: Understanding Buyer Behaviour
oIn B2B the customer visit needs to be arranged by
the sales representative so they lead the initiative.
No going behind the back of sales. Their
commissions depend on customer trust and
o10 to 20 random chosen customers should be visited
including those who are leaders in adopting new
technology. 10-20 reduces an extreme atypical
customer opinion having too much influence in
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 metaphors.
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
•Bank of America got the “Keep the Change” name for its
new product from a focus group (see M6).