Ken Miller Group

Capture the Voice of the Customer

I thought up the idea for this cartoon to exaggerate a point about the ways consumers are mis-used in concept screening.  In a forced-choice scenario like this, the best a consumer can do is choose the best of the worst.  Or, the one everyone else likes.  Or, the one they think you like.  Or, the prettiest one.  Or….you get the point.  The $75 you’re paying them makes them eager to please.  But not easy to read.