“You were right. The new Casabella Waterblock Gloves we reintroduced last year were not the same gloves you fell in love with. We thought they were great and were sure you would like them too. But we missed the mark.”
How Casabella missed the mark
Casabella, like so many housewares companies, makes decisions based on intuition and years of experience. They are confident they know what their customers want and like without having to ask them.
The folks at Casabella were so sure that they had developed a better product that they didn’t even bother to find out if their very loyal base of Waterblock Glove customers agreed with them.
They were wrong. The people who had been buying Waterblock Gloves for years did not think the new “improved” gloves were great.
Casabella “missed the mark.” And had to issue a very public mea culpa to their fans on social media. And now they are hoping and praying that they can get those loyal fans back.
How to avoid missing the mark
I’m not saying that intuition-based decision-making is wrong. Certainly, intuition grounded by years of in-market experience should always be listened to carefully, but it pays to augment even the best intuition with data.
If Casabella had conducted a home-use test with loyal Waterblock glove customers, they would have quickly learned that the “improved” product wasn’t, in fact, an improvement over the original in the eyes of their loyal customers.
Casabella made a mistake that will end up costing them hundreds of thousands, if not millions, of dollars — and causing an immeasurable amount of damage to their brand image — all because they weren’t willing to invest $10,000 to make sure their hunch was right.