Paul Taylor

  • Why You Shouldn’t Ask Customers What They Want

    The customer is always right.  If you involve customers –  you’ll make better decisions.  The only problem with statements like these is that they don’t seem to account for all those occasions when the customer wasn’t right. They don’t explain the fact that, despite high degrees of customer involvement and extensive market research, between 70-90%…

    Paul Taylor

  • 5 Reasons You Need To Question What Customers Are Telling You

    Despite little evidence of impact, each year millions of pounds are spent on market research, focus groups, and ‘coproduction’. The danger of listening to customers is you end up focusing on wants not needs. Often what a customer wants is diametrically opposed to what they need – and want is often more of a powerful…

    Paul Taylor

  • How Not To Involve Customers

    In 1985 one of the biggest brands in the world nearly destroyed itself – by listening to what customers said. Coca-Cola developed a product dubbed “New Coke” that was slightly sweeter than the original. Almost 200,000 blind taste tests were conducted and most participants said that they favoured New Coke over both the original formula…

    Paul Taylor

Create a website or blog at WordPress.com