“The correlation between stated intent and actual behavior is usually low and
negative,”
this is what Gerald Zaltman, Harvard Business School professor tells us in his
well-known
book, How Customers Think.
To simplify this statement, Zaltman is suggesting that consumers, knowingly or unintentionally, are dishonest in their responses to lengthy questionnaires or when taking part in a focus group. While many companies hold great store by these and many other research methods, with the expectation that consumers will reveal their innermost thoughts, understanding consumer`s real intentions is far more complex.
Of course, we cannot assume that consumers willingly hide the truth from us. One explanation may be that they simply don`t know what they want or are unable to clearly express their desires. Many, out of politeness, may say what they think people around them want to hear, others may unintentionally confuse what they think they want with what they will actually do.
The underlying message here is that the thoughts and intentions that influence consumer behavior occur in the unconscious mind. Traditional research methods, such as questionnaires and focus groups, are unable to unlock consumers` true to life actions of a real situation.
Learn from the mistakes of market leaders
Evidence can be seen in two well-known marketing blunders, Tropicana`s packaging redesign and the launch of Coca-Cola`s `New Coke`. In both cases, the genuine intentions were to reconnect the brand to its consumers. Both brands had great new creative concepts supported by endless consumer tests. However, things didn`t work out quite as planned.
Less than 30 days after the launch, Tropicana had to withdraw its new packaging after a 20% drop in sales[1], while Coca-Cola`s `New Coke` was labelled as one of the biggest product launch failures in history[2].
The moral of the story here, if you are relying on a focus group or a well-designed questionnaire to offer you predictable consumer insights, it would be wise to re-think your direction.
Traditional research methods are no longer effective in our digital world
Traditional research methods have one most obvious flaw, they ask questions and expect consumers to know what their answers will be, yet, until the consumer is placed in that situation, how will they know what their reaction will be? Especially when faced with a range of alluring options.
Market research has evolved in line with the digital age.
Behavioral research is the new focus group
Behavioral research is the most effective method for extracting true consumer shopping insights. It is not reliant on mood boards and mock-ups or pretty PowerPoint presentations. Behavioral research methods transport the consumer into real life situations using digital simulation platforms. This reveals how consumers act in a natural environment, for example, a retailer website or product page, that is as close as you can possibly get to reality.
There is no guide for the consumer during this research, no instructions or bias implanted in their minds, they are not made to think about what they are doing. This is the beauty of this methodology, consumers follow the decisions they would normally make in real life, allowing us observe and gather precious data points.
Using an authentic shopping journey that is repeated hundreds of times by different consumers, means we can answer the most important, burning question that businesses ask: WHAT DRIVES SALES?
Testing simulations can be adapted to provide different design concepts for your company website and, using tracing mechanisms, we can record all consumer interactions to reveal which design drives more profitable conversation. We can drill down into specific product performance, integrating your products with competitors to understand the shopper`s journey and decision making.
Are you ready for the eCommerce lift-off?
COVID-19 has driven a 129% week-on-week increase in online shopping across the UK and Europe[3], coupled to an increase in average spend of between 10% to 30%[4] and it looks set to continue. You shouldn`t be getting prepared, you should already be prepared. Don`t fall behind the crowd, act now!
Here at emazing retailing, we devise solutions that let consumers be consumers. We create real life situations, allowing a relaxed environment that harnesses spontaneity. Our testing experiences are seamless, reflecting reality in order to obtain consumers` hidden purchase intent.
Do you really understand your consumer`s shopping behavior? Is your product eContent losing you sales?
Emazing retailing solutions can be tailored to the needs of your individual research requirements. There are no intricate set up processes required and the results are quick. Our philosophy of `speed to market` means you will receive unbiased consumer reports in as little as 2 weeks. Valuable consumer insights in less than a month that could transform your sales.
Why not visit the emazing retailing website and drop us an email to find out more.
To simplify this statement, Zaltman is suggesting that consumers, knowingly or unintentionally, are dishonest in their responses to lengthy questionnaires or when taking part in a focus group. While many companies hold great store by these and many other research methods, with the expectation that consumers will reveal their innermost thoughts, understanding consumer`s real intentions is far more complex.
Of course, we cannot assume that consumers willingly hide the truth from us. One explanation may be that they simply don`t know what they want or are unable to clearly express their desires. Many, out of politeness, may say what they think people around them want to hear, others may unintentionally confuse what they think they want with what they will actually do.
The underlying message here is that the thoughts and intentions that influence consumer behavior occur in the unconscious mind. Traditional research methods, such as questionnaires and focus groups, are unable to unlock consumers` true to life actions of a real situation.
Learn from the mistakes of market leaders
Evidence can be seen in two well-known marketing blunders, Tropicana`s packaging redesign and the launch of Coca-Cola`s `New Coke`. In both cases, the genuine intentions were to reconnect the brand to its consumers. Both brands had great new creative concepts supported by endless consumer tests. However, things didn`t work out quite as planned.
Less than 30 days after the launch, Tropicana had to withdraw its new packaging after a 20% drop in sales[1], while Coca-Cola`s `New Coke` was labelled as one of the biggest product launch failures in history[2].
The moral of the story here, if you are relying on a focus group or a well-designed questionnaire to offer you predictable consumer insights, it would be wise to re-think your direction.
Traditional research methods are no longer effective in our digital world
Traditional research methods have one most obvious flaw, they ask questions and expect consumers to know what their answers will be, yet, until the consumer is placed in that situation, how will they know what their reaction will be? Especially when faced with a range of alluring options.
Market research has evolved in line with the digital age.
Behavioral research is the new focus group
Behavioral research is the most effective method for extracting true consumer shopping insights. It is not reliant on mood boards and mock-ups or pretty PowerPoint presentations. Behavioral research methods transport the consumer into real life situations using digital simulation platforms. This reveals how consumers act in a natural environment, for example, a retailer website or product page, that is as close as you can possibly get to reality.
There is no guide for the consumer during this research, no instructions or bias implanted in their minds, they are not made to think about what they are doing. This is the beauty of this methodology, consumers follow the decisions they would normally make in real life, allowing us observe and gather precious data points.
Using an authentic shopping journey that is repeated hundreds of times by different consumers, means we can answer the most important, burning question that businesses ask: WHAT DRIVES SALES?
Testing simulations can be adapted to provide different design concepts for your company website and, using tracing mechanisms, we can record all consumer interactions to reveal which design drives more profitable conversation. We can drill down into specific product performance, integrating your products with competitors to understand the shopper`s journey and decision making.
Are you ready for the eCommerce lift-off?
COVID-19 has driven a 129% week-on-week increase in online shopping across the UK and Europe[3], coupled to an increase in average spend of between 10% to 30%[4] and it looks set to continue. You shouldn`t be getting prepared, you should already be prepared. Don`t fall behind the crowd, act now!
Here at emazing retailing, we devise solutions that let consumers be consumers. We create real life situations, allowing a relaxed environment that harnesses spontaneity. Our testing experiences are seamless, reflecting reality in order to obtain consumers` hidden purchase intent.
Do you really understand your consumer`s shopping behavior? Is your product eContent losing you sales?
Emazing retailing solutions can be tailored to the needs of your individual research requirements. There are no intricate set up processes required and the results are quick. Our philosophy of `speed to market` means you will receive unbiased consumer reports in as little as 2 weeks. Valuable consumer insights in less than a month that could transform your sales.
Why not visit the emazing retailing website and drop us an email to find out more.