October 18, 2010

Listen To The (Right) Voice Of The Customer

"It is the folly of too many to mistake the echo of a London coffee house for the voice of the kingdom."

Jonathan Swift
17th century Irish satirist

Business translation:  If you need to understand what your customers think, which you do, make sure you get those opinions from a sample representative of everyone, and not just some small faction who are easy to survey, more vocal than the rest, or both.

3 comments :

  1. and i think the emotion in some people's arguments sways others to think that is the way everyon thinks, even though they are only a small portion of the population.

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  2. I agree Paula. As someone who has moderated over 1,000 focus groups, I know for certain that intensity of opinion and the ability to express that intensity, often causes others to believe that way as well.

    Another example of this is the ability of some politicians to gain followers, not because their ideas are correct but because their ability to express them is better than those who think otherwise.

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  3. im not so sure about the importance of intensity. i think most people can see through unsubstantiated arguments

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