We all think we know what people need. Clearly we don’t. The mistake we most often make is to think that all people are just like us. People are NOT just like us and indeed they very often don’t think like us. When it comes to human behaviour there are significant differences based on demographics […]

We all think we know what people need. Clearly we don’t. The mistake we most often make is to think that all people are just like us. People are NOT just like us and indeed they very often don’t think like us. When it comes to human behaviour there are significant differences based on demographics and even more differences relating to psychographics. What is more businesses in Australia do not spend anywhere near enough time or money understanding their markets well enough to understand their needs. This is further complicated by the fact that people very often don’t understand their own needs, a point made often by many academics and Steve Jobs. Jobs commented on a number of occasions that there is no point of asking people what they want. You must understand them and then predict their needs on the basis of that understanding. This is further complicated by…