In the late 80s, as some of their DX7 keyboards were returned to the factory for repair, Yamaha noted the vast majority were still using the factory pre-set sounds, despite their full programmability. And a quick scan of websites on My Yahoo will confirm that most sites haven’t changed from the non-customized default page.
People tend to take the easiest path. If you ask them what they want, you’re asking them to think about it. And thinking is hard work.
Roy H. Williams dismisses studies that ask consumers what they want in his article, What Are You Offering? He observes, “What people say they would do is rarely what they will actually do. This is what makes it foolish to put too much faith in surveys. We don’t know ourselves as well as we think.”
Williams advice is simple: You’ll build a successful marketing platform when you pay less attention to what people say, and more attention to what they actually do.
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