I've been doing customer research interviews for a local government client as part of a website redevelopment project. No matter how many times I do it, it always surprises me.
This time what struck me most was how quickly we assume we understand people based on their age.
I spoke to a woman in her early twenties, just starting out, laser focused on her career and already thinking about becoming a councillor. She wanted to understand how council works, how to get involved and how to shape her community.
Then I met a gentleman in his mid seventies. When I asked if he used the local Senior Centre, he scoffed. “Do I look like someone who drinks tea and eats scones?”
I laughed. Honestly, I say things like that myself and I'm in my fifties. I didn't realise some people also felt like that in their seventies!
It just shows you that demographics give us a place to start. They don't tell us who someone is, what they care about or how they want to engage.
The most valuable thing we can do in customer research is stay genuinely curious and resist the urge to fill in the blanks before someone has had the chance to speak.
