19 Things Data Doesn’t Tell Us About Customers
Or, 19 things in-person research and observation *can* tell you. These insights from 'shopper stalker' Tessa Stuart underscore the power of observation to fill the gaps that sales data leaves for us.
While sales data tells us what has happened, it rarely tells us why it happened. It also tells us nothing about what didn’t happen. For example, why did a customer walk away? What did they choose instead — and why?
For answers to questions like that, you need to put in some hard yards and engage with real customers. Pretending that data has all the answers is, of course, easier.
Mysteries every day
My recent podcast guest, Tessa Stuart, dives into that exact mystery almost every day. She works in the food and drink retail space, helping brands to decode customer behaviour and gain insight into their perception. She has to ‘go native’, too. As she says herself, if customers see a clipboard, they run a mile. So, she has to be respectful, engaging and maybe a little cunning to get at mindsets behind the metrics and bring the numbers to life.
She calls herself ‘The Shopper Stalker’, and she helps companies transform they present themselves to customers when it matters most – at the point of purchase.
Food for thought
There’s plenty of food for thought (pun intended) for other types of business, too. It’s rare that clients don’t have a choice, and there are critical moments that tell you much more than whether they clicked or purchased. So, I summarised the 19 things that Tessa highlighted in the podcast.
Why customers make the choices they do. Sales data shows what sold but not why it was chosen over something else.
What customers almost bought but didn’t. Hesitation, browsing or abandonment of a selection isn’t captured in sales data.
How shoppers navigate your category. In Tessa’s world, that’s all about being considered on the shelf among similar products. In B2B marketing, that’s all about what happens when people review a shortlist with your company on it.
What catches a shopper’s eye. You can’t tell what packaging or presentation elements are working to attract attention.
How shoppers emotionally react to your brand. Laughter, confusion, curiosity and delight don’t show up in your spreadsheets.
How your product performs against competitors in real-time. What is your potential customer thinking when they’re comparing options?
Why people don’t buy your product. Price concerns, guilt, brand confusion or lack of trust won’t appear in sales reports.
What messages do consumers actually notice. Your core benefit might be missed entirely if it isn’t visually obvious. Marketers often assume that customers study their product and marketing in detail, but they frequently don’t. So, what messages are getting through?
Which competitor’s products are stealing your sales. Where did the sale go instead? Are they buying like-for-like, or are customers looking for features you don’t offer or the solution to a problem you don’t solve (or reference)?
How shoppers talk about your brand in their own words. We know our products intimately, but how do customers and clients understand them, and how do they fit into their lives or jobs? Sales data doesn’t capture emotional language or consumer storytelling.
How the store environment changes behaviour. Mood, lighting, layout, and timing all significantly influence purchasing decisions. How does when and where (or through what channel) your client or customer arrives impact your likelihood of a sale?
Does your actual shopper match your ideal target. Are you actually appealing to the types of customers you’re targeting? It’s hard to validate buyer personas with direct interaction.
What unmet needs exist in your category. Sales data is like looking in the rear-view mirror. Nothing wrong with that, but it won’t unearth desires for new formats, flavours or benefits.
How loyal or occasional your buyers really are. Patterns may not reflect true sentiment or intent.
How well your product communicates its purpose. Critical info may be overlooked if it’s not clear at a glance.
How category disruptors are reshaping expectations. Emerging brands or competitors may be shifting perception faster than sales show. What are they going to choose next time?
What delights or frustrates shoppers. Packaging that sparks joy or causes confusion is invisible to data. Not all sales are equal (in some senses). Are you attracting fans, not just customers?
How consumers interpret buzzwords. Shoppers may misunderstand or disregard claims, leading to misplaced trust or rejection. In the supermarket, terms such as ‘plant-based’ or ‘sustainable’ may be used. I’m sure you can think of numerous examples in your field.
What barriers exist to trial or switching. Do customers feel it would be difficult to change suppliers? Any emotional, ethical, social or other concerns that make them loyal or reluctant aren’t evident in your purchase history.
To find out how Tessa uncovers the why behind the what. Check out the full podcast.
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My name is Stephen Morris. I help put the problems your customers and prospects care about at the heart of your marketing so it matters and creates opportunities. If you’d like to know more, book a discovery call or ask me a question.
