One summer morning, a person was riding a bicycle on a road that was in a small, nice and sunny spot amidst fields corn. It was a day of little activity connecting the two peoples which did not seem to be any traffic on the road. The timing was perfect for a photo, it appeared deserted because of human activity and where nature imposed force. The day was clear and you could see the mountains in the distance, and men occasionally be a bit distracted watching the horizon and imagining how long it would take to get there. That's how this cyclist was in the distance, in the sky, a round figure approached slowly.
The figure was bigger as it approached and rowed down to the rider, and could distinguish now a small balloon booth size with a single pilot. Then had been just above the bike, about 20 meters, when the athlete decided to stop to find out what happened.
few seconds passed between the rider's head up to see and a character - the pilot - stuck his head toward the earth and cried
- Hey! sorry, can you help? Do you know where I stand exactly?
The biker thought about it a little, hesitated slightly and secure knowing your head up and shouted:
- Yes, I know where you are. You are located here, just above me!
The pilot was confusing at first. Then he made a gesture of annoyance to understand the message, he shook his head from side to side trying to think and claimed with a dismissive tone:
- Surely you Market Researcher!
The comment took her by surprise free rider. How does a person, so alien to their surroundings and having crossed two lines had declared such a truth?
- Why do you say that? - Asked the cyclist to cry. The answer came quickly:
- You are able to give me a wise answer, objective and very accurate to my question, but I can not do anything with the answer! No were you able to understand my problem and therefore are not of any help!
rider thought a bit and attacked:
- is a fact that you Marketing Manager!
The pilot was surprised and asked what had been such a declaration. The cyclist said
- I do not know where you are, or know where to go, your confusion leads you to ask you things you do not help, your frustration and are irritating to the only person who could help at this time.
The relationship between customers and research providers should be able to work better than these two characters.
This is a story that I found myself in a book of Market Research, and I seemed worthwhile to share. Of course the book is an explanation related to the story - the chapter that contains it is Management Research - but above all I like this story because the teaching is twofold. then both of the two characters have failed in what they had to do from the start.
I leave the search for the moral to you. Nice Saturday.
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