From David Ogilvy’s Ogilvy on Advertising (a book that is also mentioned elsewhere on this blog):
“The consumer is not a moron, she is your wife.”
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Dialogue, Culture, Identity
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27.07.07 (d.m.y) | 2 Comments
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If you accept the sexism as just a dated artifact of the times in which this statement was written, it’s still really misleading.
A few years back we presented to the executive committee of a major appliance manufacturer. We had stories from regular people who buy their products, and lots of themes and recommendations that came out of those stories.
But these executives - C-level dudes from a Fortune 500 company - kept debating our observations and conclusions based on their singular data point of their own wives.
Wives who didn’t work, who didn’t have to work, who lived in significantly affluent situations. That was their model for appliance users. It was just frustrating and frankly disgusting.
The consumer is neither a moron nor your wife. Unless you are some hot bike/skateboard/Harley type company, the consumer is not you, either. Get outside your perspective and expectations and that’s who you design for. IMHO, naturally!
28.07.07 (d.m.y) at 5:10 am (CET) | Steve PortigalLike any mantra, it’s only true if you don’t take it too literally ;)
03.08.07 (d.m.y) at 12:50 pm (CET) | Adriaan Bloem