Abstract:

Direct consumer contact programmes - in which people from all levels of the organisation aim to meet the 'real people', who use their products and services - are all the rage. It is generally accepted that this is a 'Good Thing'. This paper reviews whether or not this fashion really is a good thing given the investment in time and the logistical difficulties it involves. Using some primary research done especially for the paper, the author illustrates how even the most mundane observations can lead to some interesting new marketing initiatives and product concepts. The overall conclusion is that the key to success is in the process used to drive insight from observation.