Just like to share this with you.
This is another example I found from the same article I read from a professor at MIT.
A Scuba Diving shop has been dropping flyers in the neighbourhood and targeting people who subscribe to Diving magazine, it struggled to succeed.
After spending time at the lesson, they found most of their students are couples.
They started asking the students questions and found out that they are mostly honeymooners who wants to learn scuba diving together.
So when they asked why they want to learn scuba diving, they said they are going on honeymoon and wanted to do something together in a tropical climate.
It became very clear that they shouldn’t drop flyers in random neighbourhood. And they should just buy the mailing lists from Bride magazine rather than Dive magazine.
It is really easy to assume that if the shop is located in a neighbourhood, people living there will want to learn scuba diving. It says a lot that we can’t target a product base on customers geographic location. It needs to go deeper and understand why they wanted to do it: Couples who wanted to learn something together on honeymoon!
The same principle should apply to us when we design a new product I reckon.