You know what I love about kids? They don’t have what my friend Mike Wagner calls a crap filter. Indeed. Ask them a question and generally you get a straight forward answer.

Point today – ask your market segment directly you are after for their input, opinions, and insights. Don’t ask someone else who THINKS they know what that other person is invariably thinking. Regardless how well one person knows another, they are still not that person.

The same thing has happened in traditionally marketing beers. Some companies still think they know what the female consumer wants. Pray tell – how do they come to this conclusion??

Focus group participants let it rip – they tell me point blank they have no idea why companies simply do not ask them.

Who out there has a regular focus group program? Set up to listen (not just hear or assume they are listening) to their female patrons to find out what they really want, what they really like?

If you do not have an ongoing market development segment of your business there are lots of ways to go about it.

  1. Partner with other companies in the same industry. Craft brewers are a great example of an industry that wants to help the whole. Go with that comraderie. Share costs.
  2. Work with your female patrons – ask them what they like, what they don’t like, why and follow all sorts of thinking trails to get this information. Then act on it.
  3. Hire a facilitator, a moderator that knows how to get the best information for you to grow and develop your business. I guarantee you it will be well worth the time, effort and investment. And it is an investment – you will get it back in $$.

Listen to the market share.

Categories: Assumptions & Myth Busting
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