…but don’t rule out fresh ideas

Believing that a business can “trick” a consumer into buying a service or product that they categorically do not want, as David Reed implies in his article Under the Influence, is based on the premise that customers are stupid, easily led and don’t have minds of their own.

Everyone wants to feel they have got value for money, be that through discount, quality or service. One of the few times consumers will purchase a product or service that they have no immediate need for is when they see an opportunity as “too good to miss” – two cases of wine for the price of one, for instance.

To me, understanding consumers is about getting into their psyche and pinpointing what motivates them. It is more than just the science of statistics – it’s about building a true picture of the market through whatever means is the most effective. It’s for this reason that we need to look at new ways of getting under the skin of our customers and offer new insight to a tangible marketing strategy.

There are proprietary tools offered by many agencies today that step outside of the typical focus group – often frequented by the seasoned attendee. They offer a sharper vision of consumers, their attitudes and beliefs in a real environment. Usually set in the environment under investigation, say a theme park, the intelligence gleaned can often help to define the truest picture yet of what motivates consumers to make certain decisions.

Carolyn Stebbings

Managing partner, client services

DP&A

London W1F