In todayâ€™s digital age, consumers expect more from the business they support and the products they purchase. Consumers, Macala Wright writes, not only expect great brand experiences, they believe theyâ€™re entitled to them.
This is the topic of an interview she conducted with Brian Solis, the principal of The Altimeter Group. Solis just published a new book, Whatâ€™s The Future of Business, where he takes marketers through a matrix of designing and connecting for consumers.
In your book, youâ€™ve said that, â€œWithout understanding what matters to customers and why, without learning their behavior and without empathy, we canâ€™t make meaningful experiences.â€ How does this affect the way in which we conduct consumer market research?
No matter how smart we get with predictive algorithms it doesnâ€™t matter, because without understanding social science, without aligning with a bigger mission or vision with what we are trying to do â€” something that is going to matter to people â€” we are just managing businesses the way we always have. We are not moving in any new direction.
I believe that companies should invest in what I refer to as a human algorithm. This is where data science meets social science. Itâ€™s the ability to process information and humanize it. This delicate balance of art and science marries research and analysis with the study of human behavior. It also takes a fair amount of storytelling to appreciate what people do and say and make it relevant to every facet of corporate decision-making.