matt summers

This is an interesting read from Martin Lindstrom who talks about the need to really immerse ourselves with consumers - beyond the focus group room and quantitative study.

Not that those aren’t viable forms of research, but I think the closer planners can get to observational research the more reliable our insights can be. I’m developing into a strong proponent to behavioral economics (recommend reading Nudge and Switch to get started) and the truth that lies in what consumers do rather than what they say they do. 

The technology fueling internet and mobile behavior is ripe territory to glean behavioral insight cheaply as well; even if you don’t have the time or money to spend a few days with some Russian teenagers.