Written by our Master Stephen Mangham
Hips don’t lie. Look at what people do, not what they say.
If we learned anything in various elections and referendum polls over the last five years, it’s this: people lie.
It’s a lesson marketers struggle to take on board. For years consumer research has asked people questions, and has taken their answers at face value.
But this approach can be deeply flawed. People don’t always speak truthfully if they believe they’re being judged. They tell you what they think you want to hear. Or what makes them look good.
It’s much better to conduct research which analyses behaviour, where people make decisions away from the scrutiny of the researcher.
In a digital age it’s easy and cost effective to carry out customised behavioural research which sheds light on everyday consumer motivations and frustrations.
If you’re a start up or a scale up, this kind of research is essential in understanding how your product could bring value to people’s lives.
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