The traditional way of marketing depends on the linear method which begins with product or service design, then develops a marketing plan, then goes to the market and sells.
Thus, the marketing research tools are designed for products that do not actually exist in the market. The marketing research questions can be:
- If we offer a product with the features and advantages of X and Y, would you like to buy it? Yes, Maybe, No
- What key advantages do you prefer to see in the product/service?
- What key problems and challenges did you face in case Y?
But everything may change. The product may don’t fit the customer’s needs and wants in the real experience. Or simply, the lead customer may not buy your product when you offer!
The lean strategy depends on the go directly to the customer with minimum features and advantages, then sell it directly to the narrow circle of the company (connections, former customers, early-bird customers), then add the advantages that only matters to the customer and removing the advantages that do not matter to the customer.
So, in general, the lean concept is to focus only on what matters, and ignore what doesn’t matter. The same concept applied to data.
Thus, the marketing research questions for lean strategy will be like how did you find the product after your experience, in addition, to observe the customer behavior and record notes.
We summarize in the following table the difference between traditional marketing and Lean marketing, and how research tools differ:
This article is authored by Human Centered Data LLC
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