Over a period of 6 years, the photographer John Thackwray photographed the bedrooms of 1200 millennials from around the world. The range of physical environments, materials, colors and collections is absolutely fascinating.

In business and design we often develop a products by thinking about our customer target and then creating something we think they will want. But often we land far off the mark and wonder what went wrong.

What went wrong lies in the difference between thinking and observing.

Successful marketing relies on an intimate knowledge of your customer. You can’t learn what you want to know by asking them, because what they say they want and what they end up buying is often very different. Just ask someone who runs focus groups.

You have to observe them.

After looking at the bedroom photograph of just one of these millennials, I guarantee you could design a product experience that would delight them. 

I am sure you have thought long and hard about your customer but have you really observed them?

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