First, let’s talk a little about what we mean when we say “game changing.” What do we mean? Game changing refers to innovation; innovation based on new consumer insights that spark creative leaps and meaningful improvements to consumer experience.
But to be a “Game Changer,” businesses must find new and better ways to become more customer centric. Unfortunately, being customer centric isn’t as simple as knowing your customers’ identity and location. It’s about going deeper — developing your organization’s empathy and understanding to keep up with your customer, know their preferences, and thereby having a better chance of anticipating and fulfilling their needs, desires, and expectations. To do this, businesses’ research must evolve.
While most businesses annually invest in some level of market research, many execute the same or very similar research strategies and programs year in and year out. Static research approaches may provide misleading guidance, and interfere with development – unintentionally throwing “the baby” out with the bath water. In today’s innovation-hungry economy…
• Static research can hinder a business’ ability to develop products and services that keep pace with a dynamic consumer base
• Static research can produce tunnel vision, and increase risks of being blindsided
• Static research can forfeit a business’ leading-edge understanding, ability to anticipate customer needs, and subsequent opportunities to innovate
Truly game-changing companies cultivate a richer, more fluid awareness of customers and their preferences that enable them to generate more responsive and relevant interactions. Game changers recognize the inherent power of this transcendent level of awareness and interaction. Investing in a closer and more symbiotic relationship between development, marketing, and research is ultimately what makes a company’s brand, products, and/or services more customer centric. The more customer centric you are, the more game changing your thinking and action will become.
Game Changing Brands, Products, and Services Require Game Changing Research