{"id":1253,"date":"2021-04-27T14:23:51","date_gmt":"2021-04-27T19:23:51","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1253"},"modified":"2024-11-27T02:40:03","modified_gmt":"2024-11-27T08:40:03","slug":"oh-honey-no-listening-to-your-audience-edition","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/oh-honey-no-listening-to-your-audience-edition\/","title":{"rendered":"Oh, honey, no: Listening-to-your-audience edition"},"content":{"rendered":"
\n
\"\"
We don’t need another hero.<\/figcaption><\/figure>\n<\/div>\n\n\n

Dealing with tampons is gross.<\/p>\n\n\n\n

(Have I completely lost you there? The bounce rate on this post is going to be monumental.)<\/p>\n\n\n\n

(And it\u2019s not going to get a whole lot better.)<\/p>\n\n\n\n

(But honestly, suck it up, kind of. We\u2019re all grownups here.)<\/p>\n\n\n\n

It is, though. Anyone who\u2019s used a tampon for its traditional purpose will tell you that sometimes, touching a tampon string is gross. I won\u2019t go into it, but sometimes, as one might imagine, ew<\/em>. I don\u2019t care what the Moon Blessing crew says: Disposing of tampons is gross.<\/p>\n\n\n\n

It\u2019s kind of unavoidable for tampon users because, y\u2019know, biology, and despite innovations in the nether-region-care industry, it remains a problem for many.<\/p>\n\n\n\n

So if you\u2019re really listening to the market, like we\u2019re all supposed to, there\u2019s only one thing to do: Address the problem head-on. Right? How much would you<\/em> pay to never have to touch another tampon string? Would you pay, say, $14 for a 48-pack of miracle solutions?<\/p>\n\n\n\n

The makers of the Pinky Glove certainly think you will.<\/a><\/p>\n\n\n\n

The Big Idea<\/h2>\n\n\n\n

The Pinky Glove is an innovation by two German men who want to spare us the indignity of a tampon-string encounter. They\u2019ve presented menstruaterkind with what\u2019s basically a food-service glove, except pink and with a little adhesive thing across the bottom. That way, it\u2019ll protect your fingers from the grossness and<\/em> invert into a little sealable poo bag for easy disposal.<\/p>\n\n\n\n

Problem: Changing tampons is gross. Solution: Create a product that comes between you and the tampon throughout the process.<\/p>\n\n\n\n

If you\u2019re not an inveterate tamponner, you might be thinking, \u201cWell, that sounds neat.\u201d If you\u2019ve literally had tampons out the wazoo, you might be thinking other things.<\/p>\n\n\n\n

But\u2026 but\u2026<\/h2>\n\n\n\n

The German guys listened to their audience and found a solution to their problem. That\u2019s good, right? It\u2019s what we\u2019re supposed to do? Why are people complaining? So very, very vehemently?<\/p>\n\n\n\n

\n

The lightbulb moment for the tampon removal glove came after the male founders spent time living with women, where they realised there was \u201cno good solution when it comes to the disposal of tampons\u201d. They said they made it their \u201cmission to find a solution that makes life easier for all women\u201d when they have their periods. They particularly wanted to create a \u201csafe feeling\u201d for women, and offer something that is \u201cappealing and stylish\u201d.<\/p>\n<\/blockquote>\n\n\n\n

I just\u2026 I\u2026 I don\u2019t\u2026<\/p>\n\n\n\n

No good solution for the disposal of tampons.<\/em> I mean, except for the current process, which is about as streamlined as it can get. \u201cMobile app that teleports that sucker to the nearest trash can\u201d is pretty much the next available evolution.<\/p>\n\n\n\n

A solution that makes life easier for all women. <\/em>It doesn\u2019t make life easier<\/em> for tampon-users. It doesn\u2019t become less inconvenient or time-consuming. The process remains exactly the same. It just makes it marginally less gross.<\/p>\n\n\n\n

Creating a safe feeling.<\/em> Because handling a used tampon is somehow inherently threatening? \u201cOh, God, I\u2019m wrapping my tampon in toilet paper and putting it in this little disposal bin right here, I\u2019m going to die<\/em>.\u201d<\/p>\n\n\n\n

Appealing and stylish.<\/em> At what point is this glove going to enhance one\u2019s sense of style? Are users meant to put it on before they go into the bathroom to wave to their coworkers and say, \u201cGoing to swap out my tamp. Sorry you\u2019re jealous\u201d? I won\u2019t even allow myself to think about alternatives.<\/p>\n\n\n\n

These, apparently, in the creators\u2019 eyes, are a tampon-user\u2019s priorities as they head to the loo to do the thing we\u2019ve been talking about. During what I\u2019m sure was their extensive market research, people were saying, \u201cMy biggest concern is safety, of course. But I\u2019ll admit, I really want it to look cute.\u201d<\/p>\n\n\n\n

Because they did do further research, right? They didn\u2019t have their eureka moment and go straight to market, right?<\/p>\n\n\n\n

Right?<\/p>\n\n\n\n

Thanks, I hate it.<\/h2>\n\n\n
\n
\"\"
Fig. 1. The birth of an idea<\/figcaption><\/figure>\n<\/div>\n\n\n

As advertising professionals, we\u2019re told to \u201clisten to the market,\u201d which is great BUT FAR FROM COMPREHENSIVE advice. It\u2019s a matter of listening to them, and then continuing<\/em> to listen to them, and then using the information you have to discern what they really want and need. And then continuing to listen, because at no point does feedback cease to become important. And actually take the feedback into consideration.<\/p>\n\n\n\n

Even if it isn\u2019t what you want to hear.<\/p>\n\n\n\n

And this becomes twice as important when it\u2019s a market you don\u2019t have personal experience with.<\/p>\n\n\n\n

We\u2019ve seen this recently as brands have tried their hands at social justice.<\/a> Brands listened to the market and its demands that the brands they follow take a position on issues like institutional racism, and they responded. Sometimes, they did it well. Other times, they whiffed (sometimes badly), because they declared, \u201cOne social justice, coming right up!\u201d instead of continuing<\/em> to listen to the market to determine what substantive involvement in social justice actually looks like.<\/p>\n\n\n\n

The Pinky Glove dudes claim that their product was inspired by listening to their female roommates\u2019 complaints about gross tampon removal. Did it stop there? After their first, n=2 foray into market research, did they keep going? Did they think that maybe, since they themselves had no personal experience in the matter, speaking to more tampon-users might be in order? Did they think that, since their product was designed for women, bringing some actual diversity onto their team might be in order? Or did they shout \u201cTo the rescue!\u201d and head straight to the lab? <\/p>\n\n\n\n

We have no way of knowing. We weren\u2019t there. But chances are good there wasn\u2019t follow-up asking why it\u2019s unpleasant, and what would make it better, and what \u201cbetter\u201d would look like, and whether they\u2019d be willing to spend $14 to perform the whole process exactly the same except with a plastic glove instead of TP.<\/p>\n\n\n\n

The process of tampon removal takes \u2018round about 15 seconds, and there\u2019s no need to seal up the final product all neat and tidy because no person in the history of ever has felt the desire to put their used tampon in their purse<\/em> to carry to the nearest trash can. (And if a person absolutely needs protection from grossness for that 15 seconds, they can pick up a couple years\u2019 worth of food service gloves that will serve the same purpose, albeit not as stylishly<\/em>. #PinkTax) Ask a person how much they\u2019d pay to make that process less icky, and the answer will probably be, \u201cWhat?\u201d<\/p>\n\n\n\n

But, I mean, ask a person.<\/p>\n\n\n\n

The lesson<\/h2>\n\n\n\n

My intention here is not to totally dump on the German guys, whose biggest crime, realistically, is mansplaining periods to come up with a product that\u2019s eye-rollingly pointless and thinking they\u2019d discovered the next sliced bread. Even the fact that they got $36,000 IN VENTURE CAPITAL FROM SOMEONE WHO ALSO NEVER ASKED IF THIS WAS A GOOD IDEA is mostly just a tooth-grinder. <\/p>\n\n\n\n

(No, for real, the guys went on the German equivalent of Shark Tank<\/em> and got a dude on board for 30,000 euros. In 2019, 2.8% of funding went to women-led startups, and in 2020, 2.3%<\/em> went to women-led startups, and about 12% of decision-makers at VC firms are women<\/a>, but sure, dudes, make it rain for the pointless-pink-glove guys.)<\/p>\n\n\n\n

Moreover, it\u2019s a sin we\u2019ve all committed at some point (or several points) \u2014 falling in love with our own concept, and clinging to it like a bad boyfriend even as people are telling you it\u2019s a bad idea. Or even not seeking feedback at all, because you suspect it might be a bad idea. Maybe it gets to the CD before the concept is shot down, or all the way to the client, or all the way out into the world, which responds to your wishy-washy \u2018gram with a reminder about the time you fired a model for speaking out about racism online<\/a>. (Or where it gets torn apart for just being stupid. Whatever.)<\/p>\n\n\n\n

But the Pinky Glove plight illustrates a lesson we all need to remember: You don\u2019t even know how much you don\u2019t know, and listening to your audience is crucial \u2014 and<\/em> it\u2019s the path, not a waypoint. (And that audience does include diverse members of your own team, whom you actually listen to and don\u2019t just keep around for funsies, right?). Whether it\u2019s pink food-service gloves or issues of social justice, never hit the road without first looking at the map.<\/p>\n\n\n\n

To their credit, the Pinky Glove guys have acknowledged<\/a> that they \u201chave not dealt adequately and properly with the subject\u201d  and that they \u201c[will] rethink [their] product and reflect on the entire history of its creation.\u201d But how cool would it have been if they did all that before<\/em> they went to market and got eviscerated online? The time for rethinking is actually before going to market. After that, it\u2019s re-rethinking \u2014 which you also need to do anyway, whether or not Twitter\u2019s resident gynecologist is tearing you a new\u2026 y\u2019know<\/a>.<\/p>\n\n\n\n

Measure public opinion twice, cut once.<\/p>\n\n\n\n

Sidenote: If you\u2019re currently in the process of developing the Tampon Teleporter, however, shoot me an email, because that\u2019s a ground floor I want in on.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dealing with tampons is gross. (Have I completely lost you there? The bounce rate on this post is going to be monumental.) 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