What do you think about Cooler Solutions process for understanding consumer behavior? Are there any limitations and/or pitfalls with this approach?

Are there other ways you might suggest that could also offer insight into consumer behaviour?

Select a product or service. Then, go into the field and observe consumers buying and/or using that product or service. Then, engage them and discuss what, how and why the purchased what they did and how they intend to use that purchase.

Prepare a 1-2 page report indicating what you discovered. In this report, outline opportunities to improve the consumer’s buying or use experience. Also, indicate if you have uncovered new market opportunities for the company behind the product or service (e.g. a new use, a new solution, a new customer).