Consumer.ology

Market Research Just Doesn’t Work

Most companies that conduct and rely on market research think they are gaining a better understanding of their customers’ motivations and behaviors, but they are not. For example, the launch of New Coke resulted from a notable research debacle. When Coca-Cola’s market studies indicated that people preferred the taste of Pepsi, Coke rushed out a new product. New Coke failed for many reasons, but primarily because research participants were answering questions in artificial environments using their conscious minds. This generated misleading results because “the unconscious mind is the real driver of consumer behavior.” A real-life interviewing or observational environment – which would reveal or engage the “unconscious mind” – would likely have produced quite different and more illuminating responses.

The unconscious mind makes decisions throughout the day. It filters information and enables you to zero in on particulars in an efficient way. It becomes increasingly efficient as the tasks and information it encounters become more familiar. Therefore, a brand gains an advantage if consumers buy it without conscious thought.

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