A great deal of market research is focused on understanding and mapping how consumers buy. With big data making almost every consumer transaction recordable and quantifiable we have more information than ever before about “when” and “how” buyers buy. That’s quant. Beyond the data charts, there are qualitative ways to watch how buyers buy. Store observations, mall intercepts and focus groups. This helps get us to the “whys.” All good learning.
I learned early on however, that understanding the buyer is not enough. I like to watch the sellers sell. More broadly, I like to watch them work. That’s why ad agencies tend to put creative people behind the counter at fast food restaurants when pitching Mickey Ds and the like. Sales people will tell you how they sell, but watching them is often a different story. It’s the theory vs. the practice. And it’s not just sales people that need to be watched. It is other employees. Don’t overlook anyone when studying a company. Insights are everywhere. Context is everywhere.
If you are hunting for insights, look beyond consumers to the sell side (not just what c-levels tell you). It provides lots of complex flavor for your plan. Peace.