The following is a post by Rob Beachy, Axiom's Market Research Expert. Research with Rob is a weekly series of posts about the role of social media and technology in market research.
Today’s smart phones can find the cheapest gas and direct you there, or provide a network of opinions and facts previously unavailable except at point of sale. The social media on the internet is a lifeline and treasure trove of consumer satisfaction and purchase decisions.
How does your company research these purchase decisions? A focus group? An online survey? And where in that process do I need to focus my marketing communications, advertising or education to increase awareness and sales?
David C. Edelman’s article Branding in the Digital Age rethinks the traditional “consumer decision journey” and provides good insight into the impact of the internet and social media on marketing.
Where should you be focusing your marketing dollars? At the point in the decision process where it is most effective and economical.
Finding that point is where research comes in. Automobiles are different from major appliances, or personal care products, or hand tools or housewares. Only through market research can you clearly identify the decision process paths to effectively place your message and promote your brand.
The most effective way is an ethnographic approach finding out, over an extended period, the nuance of the purchase decision paths by product type. A specialized yet simple to complete Ethnolytix™ questionnaire is emailed to each participant. It takes 2 or more (depending on the product of service) weeks to track their decision paths, document and verify their paths and all for a lot less than the cost of focus groups. The key issue and variable is “time,” to ensure completeness and factual feedback. Unlike a focus group or on line survey, we do not force the decision but allow the customer time to discover the decision paths they actually use. For more information call us at 612-861-6171.
