Don’t assume the obvious

Great post over at futurelab about what yogurt can teach marketers. In it they assess what part of the consumption of a yogurt is most engaging to the brain. Surprisingly (or not if you consider how enjoyable it is opening a present) it’s the opening of the lid that engages the most.

They make an interesting point ‘product marketers shouldn’t assume that the obvious product characteristics are the only important ones’. This couldn’t be more true. There are many ways that people can assess the importance of product characteristics – the most obvious is observation. Seeing your consumer consume. You might learn something.