Ouvir, ouvir e ler nas entrelinhas para detectar padrões

Quando li o título "Maioria dos turistas que visitou Portugal quer voltar nos próximos três anos" pensei na distância que vai entre aquilo que se diz e aquilo que se faz.
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Ontem, a partir de um comentário no tweeter, onde também se referia a diferença entre o que se diz e o que se faz, cheguei a este artigo "Would You Do This To Boost Sales By 20% Or More?":

"“Customers do not do what they say they do. Our sales started to improve when we refocused from what customers were saying they wanted to what they talking about and actually doing."

O que recomendo, o que me fica deste artigo é aquele trecho:

"Bob stopped trying to sell, and focused instead on listening to couples talk about the move. He heard thousands of stories about family life in the old homestead—the good times and the bad. As it happens, most of these indelible memories were forged around the dining room table—celebrations, announcements, introductions, homework, heart-to-hearts. The list went on and on.
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Then Bob got it."

É a abordagem do antropólogo:

"“When you’re having the conversations, practice reading between the lines and picking up on patterns. No one will ever come out and tell you that their dining room table kept them from moving for two years, but once you hear consumers mention it enough times, you’ll realize that you need to dig deeper and unpack why they’re bringing it up. It’s those second-order insights that lead to highly successful product designs.”"

É a abordagem dos batoteiros, é a vantagem dos consultores de compra sobre os vendedores.