putting people first

by experientia
by experientia
5 April 2009

Debunking myths about customer needs

Be the first to share
putting people first
by experientia

Debunking myths about customer needs
Marketing Management is a bi-monthly strategic marketing magazine published by the American Marketing Association.

The Jan-Feb issue contained a very strong piece by Lance A. Bettencourt on giving customers the proper role in the innovation process by forming correct beliefs about their needs.

“Vague, solution-tainted requirement statements have led practitioners and academics alike to believe several myths about the nature of customer needs. Based on our experiences with companies across a variety of industries, my colleagues and I have identified five myths that have a particularly pernicious effect. Like all myths, they have a basis in reality, but their unquestioned acceptance as truth is leading many companies astray—leading to wasted resources, disjointed innovation executions, missed growth opportunities, and product concepts that miss the mark with customers. It’s time to expose each myth and reestablish a proper valuation of customer needs in the strategy and innovation process.”

Read full story (pdf)

(via Ralf Beuker)

Be the first to share
Related Article
31 January 2015
The last-mile problem: How data science and behavioral science can work together
Analytics is typically discussed in terms of computer technology, machine learning algorithms, and big data. Behavioral nudges, on the other hand, concern human psychology. What do they have in common? Quite a bit, says James …
Related Article
31 January 2015
The startup “that helps companies fix their user experience problems”
Davey Alba explains in Wired how UserTesting runs an online panel of over 1 million testers—volunteers mostly—who can test products and other company materials on demand. : "The company has developed a way for businesses to …
Related Article
31 January 2015
The rise of the Chief Behavioral Officer
After the Chief Experience Officer, the new trendy job title from corporate America is the Chief Behavioral Officer: "Dan Egan of the automated investing service Betterment estimates that between 10 and 20 Fortune 500 companies have …
Related Article
23 January 2015
Designing a user experience for wearable devices
Gradinar Razvan discusses some of the questions that UX designers will need to consider when designing for wearables. In particular, he presents the key things that designers should keep in mind when they are designing …
Related Article
1 January 2015
The business of design consulting
Robert Fabricant, who moved from design consultancy Frog to development consultancy Dalberg, writes that the business of design consulting is undergoing mass extinction. In a long article for Wired he presents the history of design …
Related Article
21 December 2014
Why Americans care more about experiences than possessions
Leslie Bradshaw, managing parter of Made by Many, describes Americans' shifting value systems. "Young people have redefined success, and their new definition values experience over possession. The word “experience” may sound like a code word for …
Related Article
8 December 2014
Understanding human behaviour to improve mobile research design
Shirley Eadie, founding member and CEO of Pondering Panda, explored some of the idiosyncrasies of the human condition at last month's MRMW Africa conference [Market Research in the Mobile World], in order to help attendees …
Related Article
4 December 2014
There is no such thing as UX Design
Peter Merholz argues that the entire “field” of user experience emerged for one reason — to accommodate, and overcome, poor (or non-existent) product management practices. He now wants to retire the term: "'User experience design' served a …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

29 October 2014
Experientia at EPIC: UX transforming a financial institution

In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]

See all articles