To accurately spot customers’ problems and aspirations, diversify how and where you look.
is all about identifying and filling people’s unmet needs. Customers want products and services that can solve their problems better, faster, or more cheaply than existing offerings can. But even innovators and organizations renowned for their scanning capabilities often have trouble perceiving and correctly interpreting those needs.
Some organizations have drawn on concepts such as user experience and human-centered design to gather insights from the field. Others have turned to anthropologists, whether in-house experts or external consultants. An iconic example is Lego, whose firsthand observations of children’s play famously helped lift the company out of near bankruptcy to become the world’s biggest toy maker by sales.
Digging into the data, Alexander found that most of the incidents classified as random accidents actually arose from product features: the metal springs and frame and the absence of any enclosure to prevent falls. With that in mind he engineered a spring-free, mesh-enclosed backyard trampoline and turned what had been a small niche market into a vibrant global one.Digital tools make it much easier to observe the behavior of large numbers of individuals.
Chris Sheldrick, an organizer of live music events, noticed that musicians and their crews faced an unusual problem: Gigs are often held in remote open-field locations with no formal address. Sixteen-digit GPS coordinates proved inadequate, not because they were imprecise but because they were prone to human error: easily mistyped, misread, or misheard.
Lego again provides a case in point. Historically, “adult fans were often seen as a source of irritation,” Jake McKee, a senior Lego executive, toldAdult Fans of Lego, or AFOLs, sent the company fan mail and proposals for new products, but the unvarying response was “We don’t accept unsolicited ideas.”The internet changed all that. Lego managers could suddenly observe the engagement and creativity of AFOLs as a community.
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