There’s been so much said about ‘understanding users’, ‘discovering their unmet needs’, using design to satisfy those needs, innovating for the market and most of us would agree that it’s great when we see examples of this in the market. But are we taking it too far? Has the essential message of listening to your customers now become another peg on which to hang your marketing PR spin on?
Here’s the snippet that triggered my rant,
examining our product pipeline to develop innovations that will satisfy
the unmet needs of our consumers," said Meena Mansharamani, senior vice
president of innovation and insights, Pepsi-Cola North America. "With
the introduction of Dole Sparklers, we’re providing a light,
invigorating sparkling juice that’s low in sugar and calories, but
indulgent on taste. Sierra Mist Cranberry Splash is the ideal beverage
for the holiday season, when consumers tend to seek more variety. From
its crisp, unique flavor right down to its festive graphics, it will
make its way to the top of plenty holiday shopping lists this year."
All the right words are there, used in the right order. Just the sense of emphasis given seems a little misplaced to me. Maybe its just me. But come on, this is an unmet need? I mean, it might have been. But something just doesn’t ring true here… what do you say?