The right questions, the wrong users
The right questions, the wrong users
Good to think about
1. Some startup founders hold the belief that finding the "right-thinking" customers for their product guarantees success. However, the truth is that most customers aren’t actually aware of what they want. So does that make them "wrong" customers then?
2. The key lies in constantly observing your target audience and asking the right questions. Even so-called "wrong" customers can provide you with valuable insight that allows you to come to an accurate conclusion.
3. Consider the tale of McDonald's milkshake marketing. In their quest to boost milkshake sales, they carried out numerous interviews through focus groups, striving to meet their every desire with new flavors, colors, and more. Yet, there was no significant improvement in sales or profit.
4. It was only later that they began to observe customers in the real world and ask the "right" behavioural questions. Through this process, they discovered that the majority of milkshake buyers were commuters/drivers, seeking to satisfy their breakfast needs on the go ("jobs to be done").
5. McDonald's subsequently tailored their approach, focusing on drivers and commuters. The result? A significant surge in milkshake sales, just as they had hoped.
6. So it is better to observe prospective customers and ask the right questions than to look for the “right” users.
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