I pride myself on trying new things, but some habits are hard to break. Take coffee, for example, I like it hot and highly caffeinated. Until today. Having recently returned from Germany, I was looking for a late-afternoon boost but wandering through the West Loop in Chicago, I found it too warm for my usual java. But a very experienced barista convinced me to try iced coffee. His confidence and friendly approach made me reconsider, and viola! I like it.
On a recent study, a new client team came with me into the front room in immersion sessions with respondents, followed by a day of debriefing, idea generating, and communication development. Most of them had only been in the back room, observing until this particular project and some were hesitant about the new approach. Their willingness to embark on a new adventure in qualitative along with their warm and welcoming approach helped consumers explore the possibilities of a new product with care and consideration. The result was a higher level of engagement and inspiration.
Bravo to all those brave enough to keep moving out of their comfort zones and into new terrain.