Intuit uses ‘Follow me homes’ where the idea is to watch the customer and rely on behavioral data, not attitudes or words. Figuring out the broader outcomes that the customer is looking to achieve while overcoming barriers, will let you design more relevant products and offers.
Scott Cook, the founder of Intuit calls it ‘not learning from customers but learning from customer behaviors’.
He says relying on what customers say could work if you’re selling to specialists who are focused on the same activity day in and day out; and can fairly accurately tell how a new offering will fit into their lives. However, when your products are used by ‘regular’ consumers, all the more important you trust observable behaviors.
The reference to ‘home’ is to observe the customer in their own environments – be it the kitchen table where they work on their accounts, or at the office where they prepare invoices.