HOW WE DO IT > THE SECRET FORMULA > WATCH AND ASK
In several places throughout this site, we make note of our dislike for using surveys, polls, and focus groups as the leading source for making decisions about products, services, and strategies. People often (but not always) tend to give answers that do not truly reflect their attitudes, beliefs, or actions. Sometimes the respondents give the answers they think the questioner wants to hear. Or they answer as an "expert" instead of as an ordinary, everyday individual with comments like, "if I was making the comm- ercial I would have a dog instead of a cat" or "well blue is my color, maybe you should make it blue." Interesting
comments to
be sure, but not very useful.
Yet that hap- pens a
lot in the Q&A world of research.
That's
why we employ Watch and Ask, which starts the research process
with observation to see what our targets do in the real world. We
then take those insights and add them to other data about the topic
we have com- piled. Finally, using all of that information as a backdrop,
we go about asking questions of our subjects. But now the questions
are about why they did something as op- posed
to
if they would do something. See the difference? This provides
much more useful answers and insights.
Take a peak at the Secret Formula.
Watch
and Ask
Not
a clever name,
but an effective tool.
Unique
Accumulation
Market
segments,but different. Click
here.
One-to-One
How
to communicate effectively. Click
here.
Experiential
Design
Takes
a look at every- thing. Click
here.
Reverse/Domino
The
new way to
view the world.
Click
Here.
HOW
WE DO IT 
OUR
HOLISTIC
APPROACH | THE WORK PROCESS
| THE
SECRET FORMULA
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