When is a “yes” a certain response and when is it a maybe? Hesitation can be the key to unlocking the difference. As marketers and researchers, it’s critical that we get to the heart of consumers’ true attitudes.
We’ve been working with clients to assess the implicit level of certainty consumers have when associating attributes with various stimuli.
Issue: A company that was established in food-based nutritional products was having an internal debate. Would consumers welcome their brand in the realm of dietary supplements, particularly omega-3s? Would current supplement users have a reason to switch brands? And what equity elements should they carry over from their existing lines?
If you, like me, are of a “certain age,” you probably remember going car shopping, narrowing down the brand of car you wanted, then trying to choose between the basic or premium options because those were the only options available.
Did you have a meeting today? A telephone conversation? A hallway chat? If this is your life, your chance to win lies in being a great listener. A skill, a talent; regardless of what you call it, embracing these Six Secrets to Stellar Listening will make every interaction a more powerful one.
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An interesting experiment took place in 1907. The English statistician, Sir Francis Galton, asked 787 villagers at a local county fair to guess the weight of an ox. No one guessed the right answer. However, when Galton averaged their answers together, the result was closer to the true weight than their individual answers or any of the cattle experts’ estimates.
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In-home interviews are often overlooked as a method to learn about consumers. They can be thought of as too expensive, geographically limited or time consuming. But the learning is invaluable, as it’s a wonderful view into the true context of products and consumer lifestyles.
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George Bernard Shaw may have put it best when he said, 'Progress is not possible without change.' Change, along with death and taxes, seems to be the one thing you can’t avoid in today’s evolving world.
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