What Your Customers Want

Your customers don't know what they want. And to assume otherwise is folly. When you begin relying totally on customers to be your product development department, you are asking for serious trouble.

I am not saying that you should discount customer input. However, asking customers what they want is a marketing question and requires experienced marketers to answer.

Marketers have the objectivity to look at the marketplace, see through the consumer's self-deception and discern the answer to a tough question that requires some serious analysis.

It is behavior that you need to be learning about from your consumers. Ask them questions that will get to the heart of how they use your products and services. This is where their experience is crucial.

Let's take an example to illustrate the difference between a "what do you want" and "what do you do" question. Krispy Kreme, the world's best donut-maker, did some customer research in the 1980s to learn more about the customer experience.

They didn't ask, "what do you want in a donut?" They asked questions like, "what do you like about Krispy Kreme?" and "when do you buy donuts?"

Answers to those questions helped them redesign the Krispy Kreme experience. They learned that people were happiest when the donuts were hot. Additionally, they heard loud and clear that consumers had no idea when the hot donuts were coming down the conveyor belt. Voila! The "Hot Now" sign was born.

Consumers said they often were in a hurry, heading to a morning meeting when they stopped for donuts. Customers did not like having to stand in line to wait for the sweet treats. From this, marketers decided to install drive-in windows.

If they had asked customers "what do you want in a donut," they may have produced some low carb abomination that would have crashed to the floor like a heavy Dunkin Donut. Friends, when you want a donut, the last thing you are thinking about is carbs.

So, ask the right questions of your consumer, then let the right people review the research and everyone benefits.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Wicked Choppers.

---

Your Secret Marketing Weapon

As a professional service provider, you're paid for what you... Read More

Send Postcards To Save Money and Cut Through E-mail Clutter

Use your computer to send personalized color postcards in quantities... Read More

Growing Your Business With Your Marketing Priorities

None of us have enough time in the day to... Read More

13 Lessons in Marketing, Super Bowl Style

Each year, the Super Bowl provides marketers opportunity to study... Read More

Prepare Your Communications For Growth

As the American economy emerges from recession, many businesses are... Read More

Fern Reisss PublishingGame.com: Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

The Use of Bar Code SMS in Mobile Marketing, Advertising, CRM

Anybody that frequents shopping malls are familiar with the bar... Read More

Direct Marketing ? Brand Identity Guru Tips

If your company doesn't have a direct marketing program in... Read More

Direct Mail Strategy - Brand Identity Guru

1. Know your purpose: What do you want your direct... Read More

25 Ways To Get More Business

Special Requirements for Reprint: we ask only that... Read More

Stretching The String: Five Tips To Maximize Your Marketing When You Are On A Shoe String Budget

"I know I need to market my business in order... Read More

How to Pick a Winning Business Name

What's in a name?Think of your business name as an... Read More

High Response Marketing With Low-Cost Postcards

Postcards can drive a huge amount of traffic to your... Read More

Standing Above The Crowd

In today's highly competitive business environment it is critical to... Read More

Dramatically Improve Your Marketing Results With These 6 Simple Steps

What if there were things you could start doing now... Read More

Whats Your NICHE Market ? III ?

What effect are the baby boomers having on the economy... Read More

4 Dynamic Marketing Tactics

Some of the simplest marketing tactics often produce the most... Read More

Find the Goldmine Within Your Business

Doing a current customer breakdown can help you find the... Read More

51 Ways to Say Thank-you in a Fundraising Letter for a Non-for-Profit (Includes Examples & Samples)

One of the hardest jobs in fundraising is crafting original... Read More

Postcards ? Picture Perfect Promotion

There is a simple but almost mystical law which governs... Read More

Receiving a Brochure Printing Quote

Brochures are a great way to get your message across.... Read More

If You Do No Other Preparation

Far too often we see small businesses rush into doing... Read More

How Do I Define My Market?

Your market is who you want to reach. Your customer.... Read More

How To Get New Business

Market, Market and then market some more. So many small... Read More

How to Use Direct Response Post Card Decks as a Valuable Market Research Tool

Market research specialists have discovered a new tool which enables... Read More

Pre-Cleaning and Updating Addresses in Your Database

When you send a direct mail piece using the Addressed... Read More

Niche with Passion and Reap Your Financial Rewards

One of the keys to creating a successful business is... Read More

Why Most Marketing Videos Dont Work

Every now and then I will meet someone who has... Read More

A Successful Solution: 10 Things to Consider

A provocation for the coming year, decade, century or millennium.By... Read More

Marketing Yourself and Your Business to Thriving!

We all watch the commercials on TV. We hear them... Read More

Small Business Marketing Tip ? Putting the Customer First.

I am a great believer in the keeping to the... Read More

Out of Sight, But Not Out of Mind

What's black and white and read all over? A newsletter... Read More

What is a Marketing Plan Anyway?

Building a business that grows steadily in size and profits... Read More