What Can Butter Teach Us About Meeting Customer Needs With New Product Research?
Meanwhile, Lillian Gilbreth (AKA “The Mother of Ergonomics”) decided to take an ethnographic approach.
“We need to go into their homes to fully understand this.” While there, Lillian began to notice a trend. She observed sticks of butter on countertops. She asked the homemakers why they weren’t being refrigerated, and got to the real issue.
Women were storing a stick of butter on the countertop so that it would be soft enough to spread without damaging their bread.
But, there was a compromise – they were concerned about the safety and spoilage of the butter, so they would throw it away after a few days, concerned that it would make their family sick.
They don’t really want heartier bread, What they want is softer butter.
– Lillian Gilbreth Finding
At the same time, food scientists were developing technology to make oil-based spreads that were softer than butter. They tasted close to butter and were a suitable replacement for baking, but those homemakers that appreciated the rich flavor of pure butter could tell the difference, and they were not amused.
This would solve their bread problem, but still wouldn’t give them what they really wanted.
Lillian always believed in going straight to the source (the consumer) for inspiration. Though her career pre-dates the “Pragmatic Marketing” framework, she inherently understood the principles and put them to effective use.
Curious where concept and prototype research fits into your Pragmatic Marketing Framework? We’ve mapped it out for you. You can download it below
(This story is inspired by my husband’s late grandmother, Harriett, who lived to be 96. She still had a refrigerator that was 50+ years old, and she wouldn’t part with it because it had a butter compartment in the door that kept her butter at the perfect temperature!)