marketing researchers only collect information on consumers for the sole purpose of obtaining the raw data for their studies. This is a real issue when researchers want to study other people. It’s possible to collect much more useful information, including personal information, from the web. One way to do that is to use marketing researchers techniques such as surveys and focus groups.
This is another issue that marketers have to deal with. Sometimes people will get really upset about what they see on the web. Even if you have the best intentions for your research, you may run into someone who may not appreciate your efforts. Researching on consumer behavior can be a difficult task, so it’s important to keep this in mind when you’re trying to analyze consumer reactions.
While marketers are certainly not the only ones who will want to look at our behavior online, there are many who would like to collect our behavior on a regular basis. One major obstacle to this is that it can be quite confusing to use such techniques on a daily basis. For instance, you might find yourself doing surveys on your own time with your friends, but then someone will tell you to go to their office instead and they will give you the directions.
That’s when it becomes really difficult to do even what you intend to do. And that’s why I’m not talking about the surveys you do to gather sales data. I mean the surveys you do because you want to sell a product, or to market a service, or to make money. There are many who would like consumers to be aware of their purchases, but there are also many who would like consumers to buy more, not less.
Unfortunately, marketing researchers are just as prone to this bias as anyone else. This is why it’s important to gather as much info on individuals as possible. The research we’ve done on the psychology of marketing shows that people look for the consistency of something, but also the consistency of the relationship. So for anyone who wants to make a good sales pitch, they should know their audience. And if they don’t, they’re not going to last very long.
A great example of how marketing researchers can get it wrong is the recent study of the “buyer persona” (the person who buys a product or service). We’ve had people tell us about the “loyalty” their friends have in their household and how they “love” their friends. But that information is rarely useful.
What has really caught my attention is the study that was done, and not only of the buyer persona, but the “customer” persona as well. The study concluded that the person who buys a service or product gets a very different reaction when he or she does so than the person who buys what someone else offers. The person who buys the service or product is most likely to buy it again (or at least have a similar reaction) than the person who buys what someone else offers.
This is what we’re seeing on my laptop right now. My wife bought a new laptop because of how cool it looked in our bedroom. But when I open the computer to look at what she bought, I see some guy on the net claiming that I’ve been sending her emails, texts, and photos of my new laptop all over the internet.
I’m not saying this is a bad thing. In fact, I think it’s an awesome thing. But with so many people posting the same kind of stuff on the internet, it can quickly become overwhelming. We’ve all seen how it can lead people to buying things they’re already going to like, then later on, it can lead them to buying their friend’s stuff too.