43. John Dranow on anthropological market research
Our guest today is John Dranow, the CEO of Smart Revenue.
John\u2019s firm has hundreds of trained, vetted field researchers available around the world, and his firm can help you fill in the data white spaces.
Big data can help us analyze in exquisite detail what is happening, but it is hard to know from the data what isn\u2019t happening.
How many people walk by a store but don\u2019t look at the window display?
How many people look at the window display but don\u2019t enter the store?
How many people enter the store but don\u2019t walk down the center aisle?
How many people walk down the center aisle but don\u2019t buy your client\u2019s product?
John\u2019s team has a range of tools to help fill in these white spaces.\xa0 In our discussion we discuss field interviews, vision tracking goggles, how Panera might study a customer standing in line to order, and much more.
John\u2019s firm does regularly work with boutique consulting firms as well as independent professionals \u2013 so if you have an upcoming project where this type of anthropological field work would provide compelling insight, check out his firm at www.smartrevenue.com