It's easy to lose yourself in the details and get caught in the maelstrom of facts. But if you turn your focus on the customer experience, you can start to see the forest through the trees.
McDonald's can keep improving the taste of its smoothies to negligible sales results. It turns out that it's not the taste that drives consumption but rather the purpose.
According to a study led by Harvard business school professor Clayton Christenson, the majority of smoothies sell in the morning. Commuters revealed that they wanted to hold onto something filling in their hand for the ride to work.
Data tells only half the story. The other half explains the actual choices people make. Practical observation goes beyond a spreadsheet and into the streets.