The Adventure of Insights
What climbing mountains taught me about understanding consumers
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1 min read
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Danniel Roumian Booker
In market research, as in mountaineering, the hardest part isn’t reaching the summit—it’s knowing when to change course.
When you’re hanging off a ridge at 4,000 meters, your sensory inputs are heightened. You notice the slight shift in wind, the texture of the ice, the rhythm of your own breath. You’re hyper-aware.
Lessons from the Peak
- Be Present: If you’re thinking about the descent while on a technical climb, you’ll slip. If you’re thinking about the final report while in a focus group, you’ll miss the nuance.
- Respect the Data: The mountain doesn’t care about your ego. Neither does the consumer.
- Patience is a Tool: Sometimes the cloud needs to clear before you see the path.
Understanding people is a wild trek, and the best insights are often found off the beaten path.