Think about market research, and maybe the image that comes to mind is a clipboard-holding data-gatherer, working out which group to put you in, and trying to understand your likes and dislikes.
Think about jazz, and maybe we hop over the Atlantic to New Orleans, and see ourselves in a smoke-filled bar with some fairly intense rhythm and blues going on.
Both of these examples show how amazing the human brain is. We hear a word or a phrase, and immediately jump to our previous knowledge of the subject, whether gained by personal experience or through conversations with others to assess “is this something for me, will it make me feel good?”
Jazz, for many people can be in the ‘too difficult’ department. In fact, some members of the Lancaster Jazz Festival team openly admit that they started out intimidated, or scared of it. Yet after a couple of years, they become not just fans, but real advocates of the genre. They didn’t take the easy route; instead they stepped out of their comfort zone and discovered something about themselves that they didn’t know before.
Sometimes, when we undertake market research for a client, they’ll want us to find out “do they like product A or B best?” But this won’t really give you much insight to whether the customer actually wants either product. And what that line of questioning doesn’t tell us is that they’ve already got a perfectly good substitute for products A and B, and wouldn’t buy either - but they’ll give you an answer because they are polite. Our team takes the time to look at things a bit differently for our clients. We explore how their customers live, we pick up on the spontaneous answers which enables us to discover needs that aren’t always obvious.
And that’s why we’re supporting the Lancaster Jazz Festival this September. We love the fact that the city becomes a melting-pot for artists travelling far and wide. We are inspired by the spontaneity of improvisation, and the fact that not all acts are crowd-pleasers. We can’t wait to get our neurons firing on all cylinders, and opening our minds to something that little bit different.
Information on the Lancaster Jazz Festival can be found at www.lancasterjazz.com.