In the last blog, I introduced you to Roy and the humiliating encounter he had with Leila, the woman he has been eyeing. Rather than doing his “homework” he approached Leila and failed at his attempt to ask her out for dinner. Going on with our story.
“What do I do now about her? How do I change what she thinks of me?” Roy asked himself repeatedly. He was on his way home, stuck in Nairobi traffic. As he sat there in the heat he saw a Sportpesa billboard. “Log in, study, bet and win!” Was written on it. There was a picture of a man on his phone. Suddenly it hit him. “He is looking at the team he thinks is going to win, why can’t I?” he said to himself. Excitedly he grabbed his phone and went on all social media pages that he was on, Facebook, Instagram, snapchat, twitter, Pinterest, even the company’s intranet and found Leila. He noticed that she had orange clothes in most of her pictures. She wore red lipstick and in more than one photo she was holding lilies. Confirming what she said as true. Suddenly he got excited and realized all information that he needed to impress her was right in front of him the whole time, but he never took time to actively research. As the traffic began to move, he put his phone aside and smiled. In his head was the beginning of a devious and master plan.
Roy’s above situation reminded me of Kodak. A company that was at the top of it’s industry and had the loyalty of a large number of Kenyans. When it came time for them to adapt to changes and needs they failed. They did not take time to collect information from the customer on their needs. Instead they made assumptions. In the end they lost their customers and their place in the industry. Engaging in market research isn’t a choice, it’s a requirement for all companies that wish to be successful. The information needed can be found so easily. You can gather it from your customers directly or get information from your company’s partners, etc. It isn’t a hard task yet most companies tend to assume that research or the data that they collect will tell them things that they already know. Again, wrong. Get your facts right and build your strategy on accurate data instead of assumptions. Do your homework, get the lady.