What the Numbers Miss
Tuesday, August 30, 2011 at 3:26PM When getting involved with any positioning project, we begin by reviewing the existing information our client has on the product, the market, and the customer. Makes sense - Most of our clients have reams and reams of research on their markets, but surprisingly little, truly insightful information on their customers.
Many brand managers have grown so reliant on market research that they are hobbled by the metrics. They understand nearly everything the customer does but virtually nothing about why the customer does it, or who the customer even is. Metrics are important tools in marketing, but they can't replace understanding the customer. If you're going to have a big idea, it's going to come from knowing your customer, not from knowing the numbers.
Reader Comments (2)
A brand has a perceived value and the consumer chooses it because he is some where connected with it . we definitely have to find the connection,or the stimulant behind his purchase of the brand. this key factor helps in growth of the brand. I work with a publication company which has a successful brand(architecture and Interior magazine )in niche magazine category.
Our Brand initially was focusing on technical stuff meant for a certain segment of our readers . then in our brain storming session along with data on the consumers , we analysed why this brand is brought by our consumer , we found out we were dealing on a subject which is a dream of our reader. this thought process led to the brand taking on issues connected to this knowledge and today the result has been overwhelming.so i do beleive that understanding the customer in a holistic manner is certainly the need of the day which involves subjective analysis too
Finding the "why" of your customer is the main thing. when got its at least past and you have to find new. moreover ist relevence the key factor. if the message is not significant, relevant and smart, it´s not even recognized.