By Martin Tesař
Nedávno jsem narazil na tohle pěkné TED video. Je deset let staré! Zhltl jsem jej, jakoby bylo natočené včera.
People don’t know what they want! Right? As Howard loves to say, „The mind knows not what the tongue wants.“ It’s a mystery! And a critically important step in understanding our own desires and tastes is to realize that we cannot always explain what we want deep down. If I asked all of you, for example, in this room, what you want in a coffee, you know what you’d say? Every one of you would say, „I want a dark, rich, hearty roast.“ It’s what people always say when you ask them what they want in a coffee.What do you like? Dark, rich, hearty roast! What percentage of you actually like a dark, rich, hearty roast?According to Howard, somewhere between 25 and 27 percent of you. Most of you like milky, weak coffee. But you will never, ever say to someone who asks you what you want that „I want a milky, weak coffee.“
Nejde o žádný objev, ale je na to dobré myslet. Například pokud chcete vytvořit produkt, nelze se spoléhat jen na dotazníky, někdy to lidem prostě musíte strčit přímo pod nos a teprve poté hodnotit!
Mrkněte na video, Malcolm Gladwell, to umí barvitě podat: