quarta-feira, abril 08, 2009

Olhar olhos nos olhos, pessoas concretas não a miudagem da abstração estatística

Volto ao livro de Thomassen e Lincoln "How to Succeed at Retail: Winning Case Studies and Strategies for Retailers and Brands".
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"You need to get closer to your shopper and maybe one way of doing this is to start listening to them and start cooperating with them. You need to start ‘listening to shoppers’ more."
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"We should not treat shoppers as laboratory rats and we should avoid processes that provide average statistics. Average statistics give you average results. Throw away glass research mirrors and talk to shoppers about their lives and their shopping experiences – not just products. You might be surprised by what you hear.
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By listening to people more effectively we get closer to the true shopping nature of brands. Brands are living entities. Brands are holistic. Brands are not about stereotypes. Brands are about paradoxes. Brands are about talking to everyone. Brands are about emotions."
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Em linha com Quem são os clientes-alvo da sua organização? , com Clientes de carne e osso, não ilusões ou fantasmas estatísticas e ainda com Qual é o nosso negócio? O que oferecemos aos clientes-alvo?
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Não esquecer o desafio de ultrapassar o conceito d' A miudagem

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