Massimo Vignelli on focus groups

It is one thing to believe something, and an entirely different animal to put that belief into an articulate argument for that belief. This quote by Vignelli explains the true issues of trusting focus groups and market testing.

“I don’t believe in market research. I don’t believe in marketing the way it’s done in America. The American way of marketing is to answer to the wants of the customer instead of answering to the needs of the customer. The purpose of marketing should be to find needs — not to find wants.

People do not know what they want. They barely know what they need, but they definitely do not know what they want. They’re conditioned by the limited imagination of what is possible. … Most of the time, focus groups are built on the pressure of ignorance.” via BrainPickings

Whenever someone asks me to do a focus group, I usually begin with asking that person what they want the focus group to answer. It is usually quite easy to guess the normal responses. Especially if the product or service is entirely new.

It’s not that the focus group isn’t observant or brilliant, they quite often are. The problem stems from them not having enough time with the product or service to really give us the important information. And sadly we can’t observe a tester for weeks.

Don’t confused with testing for quality assurance purposes, I’ve never seen a project without a few rough corners left, and that sort of testing is essential.

 

The continuing decline of Twitter

As I’ve written about before I love Twitter, the service, but I’m not very impressed by Twitter the company. Twitter wants to change that, Twitters claims they have changed. This time things will be different. The problem is that Twitter seems to have become even less likeable.

A few days ago Twitter launched Digits, a service completely unrelated to their core product. Possibly because they don’t like the whole micro-blogging thing. Digits is a service to help people log in without emails or passwords (in detail over on the Verge).

The interesting part, to me, is how Twitter deals with developers.

Twitter now wants to reach out to developers, to tell us they’ve changed, by inviting us to a conference about what sounds like dev tools:

As a peace offering, Twitter on Wednesday is expected to announce a suite of tools that aim to make it easier for programmers to build apps, according to people familiar with the matter. – WSJ

But Twitter already burned developers severely a few years ago by closing down APIs. They burned developers so much that Marco Arment just wrote a scathing blog post arguing that we can’t trust them. And I think he’s right.

Responding to Marcos comments a Kevin Weil (“vice president of product for revenue”) tells the Verge:

He (Weil) named a few companies that have made millions of dollars developing on Twitter’s platform, including TweetDeck, Hootsuite, and the social-media monitoring company Radian6, which sold to Salesforce for $340 million. The changes in 2012 were intended only to ensure Twitter had control over its core service, he says. “Our API was so open that we allowed people to compete with us, and so there were changes we had to make.”

Wait. What is Weil saying here? That Twitter as a platform should only be available to companies who don’t make money? Or just the companies Twitter would like to make money? Or is Twitter NOT a platform at all, but a closed service that has an API just to taunt developers?

None of the services mentioned compete with Twitter as a platform or service. One could argue they had competitive UIs though. But shouldn’t all that traffic made it easy for Twitter to monetize? Perhaps sell higher volumes of API access? It’s hard to understand just what Weil intends to say with this strange answer. My only possible takeaway is that Twitter prefers its partners to not actually succeed.

I think this proves Marco’s point wonderfully. Twitter doesn’t want developers. Twitter is not a platform. And they want those meddling coder kids to stay off their lawn.

 

Medium’s new embed feature

Medium.com is quickly shaping up to a great reading and writing experience. A recent surprise feature is their story/collection/user embeds which let you bring medium with you anywhere.

JesperBylund

Odd to see what is basically an iFrame experience from such a design focused company. One can only conclude that they see some great experience behind this. Can’t wait to find out what it could be.

 

Everything you want to know about Facebook Graph Search

A week ago Mark Zuckerberg was on stage talking about the future of Facebook and unveiling Facebook Graph Search. Since then thousands upon thousands of articles have been written on the subject, so why write another one?

Every single piece I’ve read, seem to either misunderstand, or not care about what makes Graph Search different. So here I go, trying to explain what Graph Search really is.

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