The Science of Desire

Business week has very interesting article about ‘The science of Desire’, how more companies refocus squarely on the consumer, ethnography and its proponents have become star players.

This is about getting the idea from consumers as what they would like to see in this product and then decide to build the product with those features. Article has some examples of Sirius Satellite radio, P&G’s unreachable cleaner, Marriot hotel etc.

The beauty of ethnography, say its proponents, is that it provides a richer understanding of consumers than does traditional research. Yes, companies are still using focus groups, surveys, and demographic data to glean insights into the consumer's mind. But closely observing people where they live and work, say executives, allows companies to zero in on their customers' unarticulated desires.

The example of Marriot hotel is very interesting, one group of consultant gave the suggestion of making the hotel lobby suitable for business parties and meetings, thus changing the face of Marriot as businesses friendly.

This is truly amazing way of understanding the market need, rather then doing prototype and then taking chance on it, it makes a lot of sense to understand how could a product will look like. But, I am sure this needs a lot of study and analysis to come to such business decision.

http://www.businessweek.com/magazine/content/06_23/b3987083.htm