Bringing the Customer into the Heart of a Technology Business

Mark Uttley
Brand Aquisitions & IM, Consumer Insights, AOL UK

John Scott

This paper argues that, to make development research (that which seeks to find or to validate new ideas) connect as powerfully as possible with the decision-making apparatus within client organisations, it ought to recognise some fairly basic truths about decisions and about people:

  1. Decisions are made by people, not organisations.

  2. People tend to respond to human truths more powerfully than they do to empirical facts you need to look for ways to get the clients as close to the critical bits of the actual research process as possible.

  3. People need to be helped and encouraged to have ideas and to have the faith to act on them: you need to make it fun, you need to make it safe and you need to make it about outcomes not processes.