If ever there was a good example of an insight misfire, it’s this one:
It pertains to a popular tourist destination in London.
This visitor attraction is extremely famous. And it’s also extremely famous for the extremely long queue of tourists who are always standing outside it.
Story goes that incoming head of marketing conducted some research to ‘map the customer journey’ – good stuff.
The research told him that everyone loved the experience, but hated the queue. It was the worst queue ever.
Customer is king – so the queue had to go.
In came a snazzy new timeslot booking arrangement and – hey presto – no more queue.
Then visitor numbers began to fall.
Turns out one vital piece of data had been ignored:
Namely, that the huge majority of tourist visitors tended to visit the attraction only once.
It didn’t matter how much they hated the queue.
Because the attraction already had their money.
Far more importantly, the queue was a compelling physical manifestation of the popularity of the product, keeping the attraction front of mind to Londoners (who drive past the queue regularly) as well as Tourists.
So they fired the new booking system and the extremely long queue returned
And so did the visitors.