Chapter 7
Principle Five: Watch What Actually Happens
Customers are often unable to articulate their needs or predict their buying behaviour in imagined scenarios – a fact that limits the value of traditional market research. We saw this in the previous chapter in the case of Webvan, where respondents declared themselves enthusiastic about ordering groceries online, then failed to follow through.
When Disney launched their stores, they built a realistic mock-up on a spare movie lot, invited people in, and watched what actually happened. This unfiltered approach – using existing resources to explore a possible new future – provided much better ...
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