by Alex Goldfayn | Dec 12, 2011 | Gaining Consumer Insights
A lot of companies survey their customers. However, most companies don’t talk to their customers. I covered this in a recent post here. Another group of people companies don’t talk to enough is the competition’s customers. For example: If I’m Netflix, I’m talking to...
by Alex Goldfayn | Jan 31, 2011 | Gaining Consumer Insights
As if by rule, consumer electronics companies don’t talk to their customers. Not really talk. When I say talk, I don’t mean focus groups or surveys or anything else that’s done with multiple consumers at once. I mean detailed, qualitative...
by Alex Goldfayn | Dec 13, 2010 | Gaining Consumer Insights
This week’s launching point: One of the biggest travesties in consumer electronics is that most companies aren’t talking to customers. I don’t mean Web surveys, or focus groups, I mean one-on-one qualitative consumer conversations (interviews) about:...
by Alex Goldfayn | Aug 11, 2010 | Gaining Consumer Insights, Videos
Amazingly, most consumer electronics companies are poor marketers. The vast majority are falling short because they use poor language. Poor language doesn’t excite consumers, which is the ultimate goal. You must uncover powerful language that motivates and...
by Alex Goldfayn | Jul 19, 2010 | Gaining Consumer Insights, Powerful Language
The very best marketing language you can use — bar none — are the words of your customers. The very worst language you can use — bar none — are the words of your engineers. Guess whose words the vast majority of consumer electronics makers use?...
by Alex Goldfayn | Jun 17, 2010 | Gaining Consumer Insights
Why do you make consumer electronics? What consumer condition are you trying to improve? Why that one? Why are saying what you say about your products? Why do you think that’s important to consumers? (You shouldn’t think about this question at all. You...
