Rethinking the Tracker

Kyle NelInnovation Labs

Lowe’s Home Improvement

TRACKER

A Quick Story…

People cant always tell you what you want to know…but will give you an answer

People are influenced by things outside of their realm of understanding

People don’t tell always the truth

What We Think We Are Getting

The Reality

The Research Resource Pyramid

Present Near Future

ObservedQ&A

Killing the Blob

Asking customers everything and doing whatever they say is NOT customer centric

Killing the Blob

If it is right, why doesn’t it work?– End the Q&A culture

Killing the Blob

Reframe how we think-”what will cause a

change in behavior?”

Killing the Blob

Philosophical shift on trackers“do you really need all

of those questions?”

Killing the Blob

Overcoming sunk cost fallacy

Killing the Blob

Transparency!

Killing the Blob

Fewer, better questions– Co-create questions

Killing the Blob

Google consumer survey!

The Results

• Cost: less than 2% of traditional BT

• Results in days, and in real time not months

• Transparent results – e.g. I control the weighting

• Internal clients happier• Freedom