June 27


Listening Lab

So, you have embraced the concept of the new Customer Ecosystem. You have your arms around your Net Promoter Score. Your customer satisfaction surveys are flying out and coming back with regularity. Now what?

If you want to take your customer acquisition strategy to the next level, you need to listen, really listen, to your customer.

Traditional focus groups are OK, but Listening Labs are AMAZING!

Many brands are too focused on features and functions. Often missed and overlooked is an emphasis on consumer language touting benefits and the value their products and services deliver. One of the best ways to uncover these insights is to conduct a Listening Lab.

A Listening Lab involves one-on-one interviews with prospects. They are more valuable and produce deeper insights by separating the signal from the noise of group thinking that can occur in a traditional focus groups.

π‹π’π¬π­πžπ§π’π§π  π‹πšπ›π¬ 𝐚𝐫𝐞 𝐝𝐒𝐟𝐟𝐞𝐫𝐞𝐧𝐭 𝐭𝐑𝐚𝐧 opinion-based focus groups because. . . β€œWhat people say, what people do, and what they say they do are entirely different things.” – Margaret Mead, anthropologist

π‹π’π¬π­πžπ§π’π§π  π‹πšπ›π¬ 𝐚𝐫𝐞 𝐧𝐨𝐭 usability sessions because… Understanding customer and prospect context are essential to understanding their real-world behavior.

π‹π’π¬π­πžπ§π’π§π  π‹πšπ›π¬ 𝐚𝐫𝐞 open-ended, qualitative one-on-one interactions that aim to identify true customer behavior, by focusing on what customers naturally do rather than what they say. No artificial tasks – just real-world behavior.
𝐀𝐧 𝐚𝐫𝐭, 𝐧𝐨𝐭 𝐚 𝐬𝐜𝐒𝐞𝐧𝐜𝐞.

Listening Labs can take several different forms and can be conducted internally or outsourced to professionals.

If you are ready to amplify the voice of your customer, give me a shout. I can help.

Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.

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