Those who call us marketers have been working for years to find out what the consumer wants. An important part of our work has consisted and consists in finding out what does our target. To adapt, then, our product and get closer to the ideal of our consumers. We used even invented techniques of all kinds, the most colorful panels, surveys, evaluations, sample markets, ….
K. Pradeep knows what you like and why you like it. Take the sleek, slick iPad. Ask Mac lovers why they adore their tablet and they’ll say it’s the convenience, the touch screen, the design, the versatility. But Apple aficionados don’t just like their iPads; they’re preprogammed to like them. It’s in their subconscious–the curves, the way it feels in their hands, and in the hormones their brains secrete when they touch the screen. “When you move an icon on the iPad and it does what you thought it would do, you’re surprised and delighted it actually happened,” he says. “That surprise and delight turns into a dopamine squirt, and you don’t even know why you liked it.”
As marketers, one of our primary tools is research – especially the study of consumer behaviors and attitudes. Understanding how and what people think about the products we market and the ways in which we market them is a key ingredient in any successful advertising campaign. One of the challenges of research, however, is getting people to share their honest opinions.