Tag Archives: B2B Buyer Ethnography

Looking At The World Through The Eyes Of Your Buyers

One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent on understanding their buyers, can fall victim to their own House Of Mirrors.  Having a very distorted view of buyers than that of reality.  The buyer becoming a reshaped reflection of the way people internally view and think about customers. Corporate-Referential View Of Buyers Corporations…

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Tony
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Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this proverb.  To truly know someone, you must walk a mile in his or her shoes. Increasingly today, B2B buying decisions are heavily weighted towards perceptions about a brand’s promise and experience.  Oftentimes, gaining clues about buyer perceptions and experiences with a brand is not an…

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Tony
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