During the last years, companies have listened to consumers more than ever, trying to figure out what they want. It turns out that what consumers really want, is to be left alone. This goes beyond social trends like JOMO (Joy Of being Missed Out). It is eternal.
People don’t want to interact with brands. They just want to do the job as easily and conveniently as possible. But they ll never say it like this in a focus group. In fact, most of the times, they are not aware of what they want and they give a plausible answer.
So, what should the brands do? Should they take what they say at face value or go deeper and guide their choices for their own good?
If you can understand greek, watch Stamatis Kantzas, Braincandy’s CEO and Chief Brand Officer explaining how to do it.