One of our listeners has a pickle. They did research that told them a product was just what their customers wanted, so they developed and launched it. But now, there are no sales. They want to know what went wrong. We suspect we might know. 

Research is a double-edged sword. It has the power to give us answers we want but not always the answers we need. Many things we do, deliberately or otherwise, affect what we hear. 

In addition, sometimes our sources are unreliable. Customers have different mindsets when they answer a question on a survey and when they make a buying decision. So, what they tell you on a survey might be quite different than what they do as customers.

In this episode, we take a deeper dive into these ideas of what went wrong for our listener’s product launch. We also share some practical advice to avoid making these mistakes in the future. 

Here are some other key moments in the discussion:

• 02:43  We discuss the pickle our listener, who wishes to remain anonymous, wrote into us about. 
• 06:36  We talk about how survey questions can lead your respondents to an answer, called Push Polling, which is very well explained in this comedy program from the UK, Yes, Minister." 
• 11:28  Colin talks about where he thinks the real crux of the problem is for his listeners’ pickle, not understand the customers real underlying motivations. 
• 16:55   We discuss the concept of what we hire product and services to do for us, like a job, and how some buying decisions satisfy two different roles.
• 19:02  Colin shares a story about a major product launch that cause major headaches for his organization back in the day. 
• 25:30 We share the practical advice for our listener’s pickle and how you can avoid making these same mistakes in your product development. 

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