Success or failure Quote by Herb Sorensen
““how is it that almost all research is conducted in the test environment? It would seem to me that we would have some interest in the user environment, especially if there is a substantial difference in the assessment under the two perspectives. We don’t, after all, sell to the world’s testers but to users. It is they who dictate a brand’s success or failure. Actually, I like using both the tester and the user environment when assessing a brand’s potential. I generally prefer to use testers in the upstream research and, as I get closer to market, I use the user perspective. I have found that very few companies use the latter when assessing a brand’s potential. Why? I think that few companies realize that two perspectives exist. Among those who do, many don’t use the users because few field services offer both options, and it is perceived to be difficult and expensive””
About This Quote
Source Interview: Marketing Strategies Podcast, 2023
The speaker highlights that most research is done in test settings, neglecting real user environments, which are crucial for brand success.
In simple terms: Research often ignores real users, focusing on testers instead.
Key Takeaway
Incorporate user environment early and often.
Themes
marketing
research
userexperience
productdevelopment
Mood
analytical
pragmatic
inquisitive
Type
business
strategic
When to use this quote
- product launch
- brand assessment
- UX studies
- customer feedback
Key Concepts
usercentric design
testing
marketvalidation
Questions to Reflect On
- What barriers prevent companies from using user environments?
- How can we make user testing cost-effective?
A Different Perspective
Testing alone may not capture authentic user behavior.
