No matter your role or level, connecting with your consumers is essential. The best way to do that? Get on the ground and see the world through their eyes! From my time at Yum! Brands, I learned how much insight you can uncover by immersing yourself in the consumer experience:
- We regularly worked on the front line of service in our restaurants. Spending time in restaurants helped us understand service, spot bottlenecks, and notice details you’d never see from the ivory tower.
- When a new restaurant opened nearby, we wanted to truly understand what consumers thought. We would approach people waiting in the queue, offer to cover the cost of their meal, and then meet with them after they’d finished eating so they had space to enjoy the experience naturally. Speaking with them afterward, while the experience was still fresh, gave us candid, invaluable insight into their expectations, reactions, and overall impressions of the new kid on the block!
- Board members even visited consumers’ homes to share a meal. Experiencing their environment firsthand brought empathy, context, and understanding that no report could provide.
With tighter budgets and less time than ever, it doesn’t have to be expensive or complicated! You can:
- Observe in retail stores or through CCTV to see consumers interact with products.
- Speak to your customers directly - they don’t bite! Asking questions in person can uncover surprising insights.
- Check social media platforms like TikTok or Instagram, where people are often brutally honest.
Many teams are intimidated by the idea of facing their consumers, but it’s easier than you think! Take the initiative, get close, and you’ll discover insights you never expected.
Who else has examples of getting hands-on with consumers? I’d love to hear your stories!
And if you need any advice on getting started, feel free to reach out. I’m always happy to share my expertise!
