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What users say vs. what they actually do

On the CHI-WEB list Baron Lane asked for anecdotes of what users say vs. what they actually do. This great (apocryphal) story on focus groups showed up:

"Phillips electronics gathered a group of teens in a room and asked them "What color boom box would you prefer? Black or yellow?" Teens to a person said that yellow was it. Black was conservative and old. Not hip at all. Yellow is definitely the color for them. Later in the afternoon, the teens were informed that they could each take a boom box home with them. Boom boxes were stacked at the exit in two piles, a pile of black and a pile of yellow. All teens selected black. What customers do is more important than what they say. We can watch and influence what they do online like never before."

Links:

  • The CHI-WEB post Open link in new window

Henrik Olsen - June 03, 2002

See also: User research (23) 

 

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