Ever wonder why consumers seem so eager to buy things they don’t really need—but so hesitant when it comes things they do need? Things like financial products and services?
Reality check: Banks are pretty good at talking about banking—bank products, bank channels, bank safety. We know those are important issues. But they don’t much connect with customers on an emotional level.
Reality check, part 2: It turns out, most people don’t want to listen to a description of the minor differences between your widget and your competitor’s widget. In fact, they want you to listen to them.
Joe Sullivan, CEO of Market Insights, Inc. sat down with us to talk about how to get at the heart of what customers are really looking for.