Comments on: REAL value AS it is happening http://www.180360720.no/index.php/archive/real-value-as-it-is-happening/ Digital advertising, Mobile/portable, (r)etail Sat, 14 Jan 2012 16:43:40 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: helgetenno http://www.180360720.no/index.php/archive/real-value-as-it-is-happening/comment-page-1/#comment-1265 helgetenno Mon, 29 Jun 2009 15:20:40 +0000 http://www.180360720.no/?p=1956#comment-1265 Hi Chris, thanks for your contribution and very nice references :o). Sorry for the late reply. In my mind, if we want to understand what people think about a product we can still benefit from listening to peoples thoughts and actions as they are experiencing it. Just listening to peoples own articulation of an experience - based on our questions, or having them rate OUR suggested articulations of how it could have been experienced, consists of so many weaknesses that it gives quite an unfair and/or incorrect depiction of how the experience actually was felt. The weakness doesn't necessarily come from the "when" aspect of the question. Rather relying on peoples ability to correctly state their opinions as opposed to recording what they actually say or feel. It's the recording LIVE thing that will give us a much richer and more correct picture of their preferences, rather than their perception of it later on. Thanks again for sharing your thoughts. Best :o) Helge Hi Chris, thanks for your contribution and very nice references :o). Sorry for the late reply.

In my mind, if we want to understand what people think about a product we can still benefit from listening to peoples thoughts and actions as they are experiencing it.

Just listening to peoples own articulation of an experience – based on our questions, or having them rate OUR suggested articulations of how it could have been experienced, consists of so many weaknesses that it gives quite an unfair and/or incorrect depiction of how the experience actually was felt.

The weakness doesn’t necessarily come from the “when” aspect of the question. Rather relying on peoples ability to correctly state their opinions as opposed to recording what they actually say or feel.

It’s the recording LIVE thing that will give us a much richer and more correct picture of their preferences, rather than their perception of it later on.

Thanks again for sharing your thoughts.

Best :o)
Helge

]]> By: Chris Allison http://www.180360720.no/index.php/archive/real-value-as-it-is-happening/comment-page-1/#comment-1264 Chris Allison Fri, 26 Jun 2009 15:04:09 +0000 http://www.180360720.no/?p=1956#comment-1264 I think what's crucial here is the distinction between designing and selling, or as Seth Godin put it: the difference between marketing and advertising. If we're going to be close to the creation process and influence how products are designed and what problems are customers are looking to solve then we need to understand the moment of experience. If we are looking to sell a product that has already been made then we should be more worried about what people think about the product now [that they've already used it and the experience is in the past]. I think what’s crucial here is the distinction between designing and selling, or as Seth Godin put it: the difference between marketing and advertising. If we’re going to be close to the creation process and influence how products are designed and what problems are customers are looking to solve then we need to understand the moment of experience. If we are looking to sell a product that has already been made then we should be more worried about what people think about the product now [that they've already used it and the experience is in the past].

]]> By: helgetenno http://www.180360720.no/index.php/archive/real-value-as-it-is-happening/comment-page-1/#comment-1263 helgetenno Thu, 25 Jun 2009 21:42:01 +0000 http://www.180360720.no/?p=1956#comment-1263 Hi Simon, thanks for your question, it is one I have been pondering about myself as well. :o) My take on it is that if we are to improve a service, we need to understand how the activity is actually experienced when it is experienced. If we are to ask people after driving a car or doing a jog how they drove or how they ran the feedback is going to be without details and distorted by the perception of how they thought this experience was going to be in the first place. Which means that the insight we gather in order to design a better experience is both lacking important information at the same time as it might be completely wrong. If our only goal is to manipulate the perception of an experience I completely agree with you, but if we are to design the experience itself we need to know what is actually going on at the moment of exposure. Thanks again for your question, I hope the feedback was satisfying? Best Regards Helge Hi Simon, thanks for your question, it is one I have been pondering about myself as well. :o)

My take on it is that if we are to improve a service, we need to understand how the activity is actually experienced when it is experienced.

If we are to ask people after driving a car or doing a jog how they drove or how they ran the feedback is going to be without details and distorted by the perception of how they thought this experience was going to be in the first place. Which means that the insight we gather in order to design a better experience is both lacking important information at the same time as it might be completely wrong.

If our only goal is to manipulate the perception of an experience I completely agree with you, but if we are to design the experience itself we need to know what is actually going on at the moment of exposure.

Thanks again for your question, I hope the feedback was satisfying?

Best Regards
Helge

]]> By: Simon http://www.180360720.no/index.php/archive/real-value-as-it-is-happening/comment-page-1/#comment-1262 Simon Thu, 25 Jun 2009 20:06:55 +0000 http://www.180360720.no/?p=1956#comment-1262 Hi Helge Surely knowing that "People tend to remember events as they imagined them to be" is good in itself? People rarely take action at the point of exposure. Wouldn't knowing what people consistently recall, and figuring out how to influence that, be more valuable than that transient, fleeting moment? However, I'm not disputing that real-time data is also a) interesting and b) useful Cheers Simon Hi Helge

Surely knowing that “People tend to remember events as they imagined them to be” is good in itself? People rarely take action at the point of exposure. Wouldn’t knowing what people consistently recall, and figuring out how to influence that, be more valuable than that transient, fleeting moment?

However, I’m not disputing that real-time data is also a) interesting and b) useful

Cheers
Simon

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