Why focus groups don’t work
The biggest problem in getting to know our customers is that they don’t know themselves.
Years ago, British Airways (BA) decided to introduce a new service for its first class passengers on long haul flights. It was basically a mini fridge full of goodies so that if you woke up in the middle of the night […]
Old Survey Methods are Broken 1
Why traditional web surveys are broken
Did you ever get a question on a website that asked you to rate, on a scale of 1 to 5, the “interactivity” of the website? And did that sort of question puzzle you? You wouldn’t be alone. This sort of question has two fundamental flaws that make any results […]
Web management requires minimalism
The most important decisions in web management are what you don’t do, what you take away from your website rather than put up on it.
Recently, while I was in Norway, I met Dag Wigum, the CIO of Schibsted, a Scandinavian media group with a highly successful web presence, particularly in the area of buying and […]
Dell: from customer-centric to organization-centric
Dell began as a flexible and customer-centric organization. But as it grew it suffered big organization disease and focused on itself more than the customer.
If you go to the Dell website today the first thing it asks you is whether you are a Home User, Small Business, etc. I don’t want to answer that question, […]
Are marketing images damaging your brand?
On the Web, traditional marketing images are increasingly being seen as useless annoyances by customers. They undermine the credibility of the brand.
The two webpages were trying to get you to sign up for test drives for supercars. They were identical (pictures of the cars, video, etc.) except for different headlines:
LIFE IS SHORT. JUST DRIVE
DRIVE FIVE […]
