Customer’s focus
Stop looking at the customer - start looking at what they are looking at.
Most research methods and studies are looking for insights into the customer’s behaviour, but not for the emotional motivators that are driving that behaviour. Setting our searchlights on the customer isn’t quite getting to the real insight we seek; it is where the customer is shining their own searchlight that matters and why they are pointing it at that particular spot.
That is the illumination we need: the customer’s focus not just customer focus. The ’s might be a small addition but it makes a massive difference!
It is so easy to go down the wrong track. The right track could be a gnat’s whisker away in terms of focus, but miles away in terms of impact.
It isn’t just getting the right ingredients in your advertising or even your marketing communications that is illuminated by looking at where your customer is focused. Their focus will also help you make the right decisions throughout your business, from issues such as store layout, signage and merchandising, to research and new product development, to mergers and aqcuisitions or strategic partnerships.
Hmmm, so where are you focusing right now?
