One entrepreneurial skill which absolutely must be mastered to achieve success is the ability to listen to your current and potential customers. But exactly how do you do that?

In the past, public opinion about a product has been determined via focus groups of six to ten people. Before the session, the group members are sent the five or six questions to be asked. The session lasts for 60 to 90 minutes. The goal is to determine how buyers feel about a product.

However, focus groups do not often achieve success. Why?

1.    Six to ten people is not a large enough sampling to determine how the majority of your potential customer base feels, and

2.    Because the questions are discussed, each member’s responses can be influenced by the others. For example, the group might be asked if they prefer blue or green packaging. Member A’s initial response is ‘green.’ After two other members – who are aggressive, outspoken, and argue with conviction – offer their views on why blue would be best, member A changes her mind. The remaining members, who were also influenced by the outspoken members, also eventually agree to blue. The end result is an apparent consensus that blue packaging is preferred, but, in fact, only two of the ten members actually said that. Will the other eight respond to green or blue in a ‘buy’ situation? Chances are they’ll go with green – their initial choice. But the packaging will be blue – and the product will not sell.

To achieve success in market research, you have to survey potential customers privately, and their answers should be accepted without discussion. As long as enough people are surveyed, you’ll get a real majority opinion.

The lesson? Take the time to interview potential customers one-on-one. One-on-one surveys are a vital part of the entrepreneurial skill set, and the only way to really find out what your customers want, give it to them, and achieve success with your product.

Shane Krider – Polaris Media Group