Getting to know your customers

This week I was in Copenhagen attending LEGO World. It’s a massive event where LEGO fans gather together to build, play and show their creativity to the world.

On this occasion, I took the opportunity to run focus groups and understand how kids search online. It’s so important to get to know your customers because sometimes they prove you wrong on your assumptions. Doing search marketing for kids is really challenging and the way they interact with technology is very different from the way we adults do so. 

Sometimes we (the search industry) get caught in the shiny objects like voice search, the newest tool or the latest Google algorithm update, but every time I do this kind of research I have the chance to reflect and understand a bit better our customers and their needs. Nothing beats direct feedback.

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