In her reply to this prompt Tracy at “Reflections of an Untidy Mind” quoted this unnamed CEO.
“Casual observation and simply having knowledge is not enough. Insight definition takes work; it’s a skill that requires creativity, persistence and deep thinking to craft. The most powerful insights come from rigor and serious analysis to translate large amounts of data into concise and compelling findings. Organizations who want to use insights as the platform for organic growth require a process that is both scalable and repeatable so that it can become routinized within the organization with predictable long-term results. Use written insight statements guided by five key principles to turn research data into actionable insight to inspire new ideas for product and service development.”
This starts off well but descends into unreadable claptrap halfway in my opinion. However, I do agree that businesses would do better if they had a real insight into their customer’s needs and in some cases who their customers are. I won’t turn this into a rant about WordPress because we’ve all been there already.
I am a doll collector and one of my interests is Barbie dolls. I started collecting modern Barbies about 20 years ago and it was fun because I could buy some very pretty modern dolls and clothing in places like Target and Toys’R’Us without having to spend a lot.
Fast forward to today and there is very little I want to buy any more. Mattel and other toy manufacturers say that children are more interested in electronic toys and they now market Barbie to a much younger age group 3-7 year olds. Consequently they make much simpler dolls with non-removable plastic clothing and lots of gadgets,they are many fairies, princesses and mermaids although lately they are diversifying the playline more. There are not so many outfits you can buy for Barbie and the quality is poor.
Mattel also recognises that there are adult collectors and for that market they sell expensive, better quality dolls in elaborate costumes which are only meant to be put on display and never removed from their boxes.
What they do not have the insight to realise is that there is a large group of adult collectors like me who want good quality dolls and fashions because we customise, redress and photograph dolls. Adult collectors make dioramas and write stories. We don’t want to buy cheap rubbish but we don’t want to buy two hundred dollar dolls that we are going to take out of the box and play with.
I have my doubts that Mattel or for that matter any of the other toy companies will ever realise this but if any of them do they can have my money.