A dusty old myth is still permeating the advertising industry—more so now than ever with the explosion of personal and professional social media platforms like Twitter, Facebook, and LinkedIn. And it’s leaving otherwise smart, some brilliant, business owners and advertising executives scratching their heads when following the trend reduces their brand to rubble.
WHAT’S THE NASTY LITTLE MYTH?
Relying solely on consumer data, also known as market research, to drive advertising campaigns and, worse, overall brand development.
WHAT’S THE PROBLEM?
Market research is a moving, undependable, often downright false target for two main reasons:
1) What people think they want and what they actually want are often at odds. In the midst of a focus group or when filing out a survey, people might say they want green, but actually purchase red. It happens all the time. Not even the giants are immune.
PROVING IT: According to the Coca-Cola Company’s own executive research based on 200,000 consumer taste tests in the late-’80s, Coca-Cola Classic ranked third, Pepsi Cola ranked second, and New Coke ranked as the #1 tasting cola on the market.
Know anybody who’s had an ice-cold glass of New Coke lately?
Market research said, “Consumers like New Coke.” Consumer’s actual purchases said, “We’re sticking with the Classic.”
2) People want to appear smarter, better educated, and more worldly than they really are.
PROVING IT: Ask your staff or colleagues this question today: “Which section of the newspaper do you read first?” Nine out of ten people who actually read the Comics first will say they first read Arts/Culture, perhaps, or Health/Medicine.
The Comics are read before such sections as Arts/Culture, Society/People, Computers, Automobiles, Health/Medicine, Family, and Kids/Youth … but almost no one admits it.
REMEMBER: Advertisers behind a top-dog, sustainable brand use outside market research as supplementary information, never as the sole driving force behind advertising campaigns or overall brand development.
MARKET RESEARCH IS ONLY HALF THE STORY
The other half of the story comes from within. Look inside and your brand will flourish.
It’s not as hard as you think when you know what you’re doing.
Try it out.
Or contact me … leave a comment below.