Re: Measurement & tracking method: eyetracking shows contributing factors to an ad's visibility
Jim Sterne wrote:
> James Santagata wrote:
>
>>The only thing I was questioning was Jim's previous comments that
>>"no two people surf" alike and "no one surfs like we think they do".
>>My point was and is simply that there are categories/segments of the
>>audience that do surf alike and that if we are customer-centric in our
>>thinking then we are designing for our audience from day one and
>>subordinating our preferences to the audience. By doing that, the
>>audience does surf like we think they do, because we have become
>>empathic and we think and design like they surf because we have
>>stepped into their world rather than imposing our world on them as
>>is so often the case.
>
>And you just made my point.
>No two people surf alike, but we can classify them
>into segments and make generalities - then test our
>assumptions with an eye toward continuous improvement.
Actually I didn't make your point(s) and it also seems that your point(s) are
changing again.
You originally stated:
1) "no two people surf" alike. I disagreed by stating that:
"I'm not naive enough to think that everyone surfs the way I do, but surely
out of the untold millions of web surfers some surely do."
That' s what I said originally and I'm sticking to it. :)
In a subsequent email, I added the additional comments as you quoted above
which states that for those who do not surf _exactly_ alike there are enough
similarities that we can still categorize them in segments.
My additional comments do not make my first comments false, nor are these
two sets of comments mutually exclusive rather they are complementary.
Some surf exactly like and others surf close enough alike that we can group
them together.
2) You then stated that nobody surfs like the designer/marketer thinks they do.
I disagreed with that and still do.
Surely there are any number of designer/marketers who don't understand the
way their audience surfs, but that's because they (designer/marketer) are
performing poorly in their roles.
Their inadequacies, however, shouldn't be extrapolated to or used to indict all
designers/marketers.
A good designer/marketer is _always_ thinking like and in tune with his/her
audience rather than just assuming the audience is like him/her.
- James
Received on Mon Oct 11 2004 - 11:59:28 CDT
