In Economic Times dated 19th July, there is a news item 'CEOs go incognito to learn home truths' which talks about Firms convinced that house visits offer precious marketing ideas and CEOs make such visits.
Those making personal visits to consumers include Nitin Paranjpe of Hindustan Unilever, Kishore Biyani of Future Group, Vinita Bali of Britannia, Zubair Ahmed of Glaxo Smithkline, Harsh Mariwala of Marico, Adi Godrej of Godrej Industries and Kyoshi Oike of Yakult.
On an average, each makes three to four such home visits a year. They are coming back with new and precious learnings.
Such visits ignited the ideas for Horlicks diversifying into instant noodles, Britannia launching smaller biscuit packs, Marico embarking on a scientific advertising campaign for its anti-hair loss products and more.
Kishore Biyani realized that there was a demand for furniture in red, maroon and orange.
Sanjeev Chadha of Pepsico got the idea of launching a healthy snack for the bottom of the pyramid customers.
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Consumers give very powerful ideas about untapped demands of the people. Staying close to customers help the companies to get the right direction for growth.
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