Why listening to your customers might mislead you

Here's something that might go against everything you've heard: Stop listening to your customers.

Not because they don't matter, but because what they say and what they do can be worlds apart.

It's a common misconception in marketing that customer preferences are the be-all and end-all. We like to think of ourselves as rational beings, making decisions based on time and money. But that's only half the story.

Behavioural psychology throws in a curveball, revealing that our choices are just as influenced—if not more—by social norms, loss aversion, and present bias.

Kristen Berman, a leading behavioural scientist, points out three questions marketers love to ask but really shouldn't:

Asking about the Past: Here's the deal—people shape their past actions based on what they think others want to hear. "Ever texted while driving?" Expect a "No, never!" even if the truth is more nuanced.

Asking about the Future: When asked about the future, people tend to imagine their best selves. "Would you choose an apple over chips?" Sure, they'd say, picturing their healthiest, most disciplined selves, even if reality tells a different story.

Asking about the Why: We love to believe we're rational creatures, making choices after careful deliberation. But more often than not, we go for what's easiest or simply the default, without giving it much thought.

So, what's the takeaway for those of us in marketing? It's simple: Observe what people do, not what they say. 

Actions speak volumes, revealing the complex, often irrational factors in decision-making.