Understanding that people don’t buy things because of their demographics — nobody buys something because they’re a 25-30 year old white male with a college degree — but rather, because they go about living their life and some situation arises in which they need to solve a problem… and so they “hire” a product to do the job. This is a big “ah ha” to many folks when they first hear it; but when you really boil it down, the true power of this is in giving people in business a frame with which to exercise empathy. In fact, both Akio Morita of Sony and Steve Jobs were famous for never commissioning market research — instead, they’d just walk around the world watching what people did. They’d put themselves in the shoes of their customers.
Posted on infosnack.