As a market researcher, I am thrilled when trends and dynamics emerge after interviewing people. You know you’re beginning to uncover objective findings when the same feedback – good, bad or indifferent – is cited repeatedly by unrelated parties.
While watching the video linked here, I was touched on a deep level by universal reactions solicited when unsuspecting people were intercepted on the street and asked if they wanted to see a telescopic view of the moon. As participants flippantly approach to peek, their expressions transform to awe.
The video is edited in such a way that it pulls participants’ reactions together. Person after person of every demographic vocalize the same exclamations: “Oh my god!” “No way!” “What!?” “I’ve never seen this before!”
It got me thinking about products and services that have come to market and solicited that same reaction.
Google Earth was a piece of technology that I’ll always remember using and saying “Wow!” Another example would be the first time I put on a pair of glasses, or ate at a restaurant with superb customer service and cuisine.
After watching, it became so clear to me that these are the allusive experiences customers will always pay a premium for. Our goal as providers is to coerce our customers into vocalizing their wonderment.
Arthur C. Clarke famously said, “Any sufficiently advanced technology is indistinguishable from magic.” I think this video makes his point because with the use of a telescope, one of the most common objects in the world instills universal amazement.
–Lee Sumner, Sr. Research Manager