You know that thing your gut tells you is definitely true? Well, what if it isn’t?
Our gut is often wrong: either because we don’t have enough data to reach an informed decision or because our cognitive biases skew our analysis.
That’s why businesses need high-quality researchers to collect the right data and analyse it correctly.
Matt is smart, warm and lights up when he’s discussing research. I’m a numbers guy, so I was keen to learn how his company, Picnic Customer Intelligence, works with big brands to improve their sales.
As I discovered, research is not entirely about the numbers – because skilful data analysis is meaningless if you’ve collected the wrong data. That’s why good research starts with asking the right questions.
Matt gave a fascinating example of a drinks company that tested a new bottle design. Focus groups preferred the new design, so the company switched. Yet sales fell. Why? Because now that the bottle looked different, customers couldn’t find it.
Research finding: 100% of my meetings with Matt have been fun.