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RFID Used to Gain Customer Intuition for British Homebuilder

A British homebuilder is using an active RFID system to study how a typical British family lives in one of their model homes. The family agreed to where RFID bracelets that tracked their movements throughout the house while they lived there. The goal is to determine which features of the design actually get used. Dinning Room? Sunken Bathtub? Basement space? Decks? Hot Tubes?These are some of the elements under scrutiny.

The standard layout of British houses derives from what people's needs were in the days before TV and 50-hour work weeks, Birbeck points out. “If it's true that today adults are only in the house and consciously awake three hours a day and that they spend half that time pampering themselves in the bathroom, what's the point of a huge living room?” he asks.

More and more technology is being used to track and understand customer behavior and preferences. Privacy advocates hate tracking systems but handled properly these kinds of systems can generate valuable insights that can help business' better serve their customers.

Sometimes it's as easy as a review of the video of customers using your product or service. What insights have technological systems brought to your understanding of customer behavior?

Business Week: Home Design

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August 31, 2005 in Blog Outsourcing, Brand enhancement, build credibility, Building Customer Community, Current Affairs, Web/Tech | Permalink


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