Can anyone recall this case study?

29 May 2006 - 4:42am
8 years ago
3 replies
823 reads
Ripul Kumar
2005

I remember hearing a case study of Philips (as far as I can recall!) many years back in a conference. The study was about how people say a particular thing when asked for opinion but can do entirely different things. In this case, it was about color preferences of a portable music system. The potential users said that they prefer red but actually picked up a black one.

Does anyone recall this story or was it someone's figment of imagination? Any clues to this story would be helpful.

Thanks,
- Ripul

--
Ripul Kumar
Director, Outsourced Usability Consulting
Kern Communications, India
http://www.kern-comm.com
+91 9866342166

Comments

29 May 2006 - 6:30am
Jostein Magnussen
2005

Hi Ripul!

Here are some references to it:

With Philips:
http://www.guuui.com/browse.php?cid=133

With Sony:
http://listserv.acm.org/scripts/wa.exe?A2=ind0210d&L=chi-web&F=P&S=&P=2136

It has almost become an Urban legend, sometimes referred to as a case from Sony, sometimes from Philips and I have even heard someone claiming it to be Apple :)

Jostein
-----------------------------------------------------------------
Jostein Magnussen | Usability Specialist
NetLife Research | Mobil 47 40 22 64 09

www.netliferesearch.com/english | Rådhusgaten 23
0158 Oslo | Telefon 47 22 42 46 42

-----Original Message-----
From: discuss-bounces at lists.interactiondesigners.com [mailto:discuss-bounces at lists.interactiondesigners.com] On Behalf Of Ripul Kumar
Sent: 29. mai 2006 12:43
To: discuss at ixda.org
Subject: [IxDA Discuss] Can anyone recall this case study?

[Please voluntarily trim replies to include only relevant quoted material.]

I remember hearing a case study of Philips (as far as I can recall!) many years back in a conference. The study was about how people say a particular thing when asked for opinion but can do entirely different things. In this case, it was about color preferences of a portable music system. The potential users said that they prefer red but actually picked up a black one.

Does anyone recall this story or was it someone's figment of imagination? Any clues to this story would be helpful.

Thanks,
- Ripul

--
Ripul Kumar
Director, Outsourced Usability Consulting Kern Communications, India http://www.kern-comm.com
+91 9866342166
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30 May 2006 - 8:39am
Ted Boren
2005

Lots of examples of this kind of thing in this paper:

R. E. Nisbett and T. D. Wilson, “Telling more than we know: Verbal reports on mental processes,” Psychol. Rev., vol. 84, no. 3, pp. 231*241, 1977.

>>> "Ripul Kumar" <ripulk at gmail.com> 5/29/2006 4:42 AM >>>
I remember hearing a case study of Philips (as far as I can recall!) many years back in a conference. The study was about how people say a particular thing when asked for opinion but can do entirely different things. In this case, it was about color preferences of a portable music system. The potential users said that they prefer red but actually picked up a black one.

Does anyone recall this story or was it someone's figment of imagination? Any clues to this story would be helpful.

Thanks,
- Ripul

--
Ripul Kumar
Director, Outsourced Usability Consulting
Kern Communications, India
http://www.kern-comm.com
+91 9866342166

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30 May 2006 - 7:16am
jim muntone
2006

Hola,
A colleague and I were just talking about the "users say one thing, but want another," last week, and we were looking at this article which, isn't the Phillips one, but has some good points about how to "really" listen to your users.

http://headrush.typepad.com/creating_passionate_users/2005/09/listening_to_us.html

Hope it helps!

-j

Jim Muntone
User Experience Manager | Product Design
Factiva, a Dow Jones & Reuters Company
http://www.sadrhino.net

-----Original Message-----
From: discuss-bounces at lists.interactiondesigners.com [mailto:discuss-bounces at lists.interactiondesigners.com] On Behalf Of Jostein Magnussen
Sent: Monday, May 29, 2006 8:30 AM
To: discuss at ixda.org
Subject: Re: [IxDA Discuss] Can anyone recall this case study?

[Please voluntarily trim replies to include only relevant quoted material.]

Hi Ripul!

Here are some references to it:

With Philips:
http://www.guuui.com/browse.php?cid=133

With Sony:
http://listserv.acm.org/scripts/wa.exe?A2=ind0210d&L=chi-web&F=P&S=&P=2136

It has almost become an Urban legend, sometimes referred to as a case from Sony, sometimes from Philips and I have even heard someone claiming it to be Apple :)

Jostein
-----------------------------------------------------------------
Jostein Magnussen | Usability Specialist
NetLife Research | Mobil 47 40 22 64 09

www.netliferesearch.com/english | Rådhusgaten 23
0158 Oslo | Telefon 47 22 42 46 42

-----Original Message-----
From: discuss-bounces at lists.interactiondesigners.com [mailto:discuss-bounces at lists.interactiondesigners.com] On Behalf Of Ripul Kumar
Sent: 29. mai 2006 12:43
To: discuss at ixda.org
Subject: [IxDA Discuss] Can anyone recall this case study?

[Please voluntarily trim replies to include only relevant quoted material.]

I remember hearing a case study of Philips (as far as I can recall!) many years back in a conference. The study was about how people say a particular thing when asked for opinion but can do entirely different things. In this case, it was about color preferences of a portable music system. The potential users said that they prefer red but actually picked up a black one.

Does anyone recall this story or was it someone's figment of imagination? Any clues to this story would be helpful.

Thanks,
- Ripul

--
Ripul Kumar
Director, Outsourced Usability Consulting Kern Communications, India http://www.kern-comm.com
+91 9866342166
________________________________________________________________
Welcome to the Interaction Design Association (IxDA)!
To post to this list ....... discuss at ixda.org List Guidelines ............ http://listguide.ixda.org/ List Help .................. http://listhelp.ixda.org/ (Un)Subscription Options ... http://subscription-options.ixda.org/
Announcements List ......... http://subscribe-announce.ixda.org/
Questions .................. lists at ixda.org Home ....................... http://ixda.org/ Resource Library ........... http://resources.ixda.org
###########################################

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________________________________________________________________
Welcome to the Interaction Design Association (IxDA)!
To post to this list ....... discuss at ixda.org
List Guidelines ............ http://listguide.ixda.org/
List Help .................. http://listhelp.ixda.org/
(Un)Subscription Options ... http://subscription-options.ixda.org/
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Questions .................. lists at ixda.org
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