How do you find out what truly makes your customers tick? Can you understand what your customer REALLY wants through surveys, focus groups, and structured interviews?
The answer, according to Linda Goodman and Michelle Helin, is “No”. Debunking traditional research predicated on the above yardsticks, the authors of “Why Customers Really Buy – Uncovering the Emotional Triggers that Drive Sales” claim that true insight can only be achieved through conducting emotional-trigger research.
Too bad marketers don’t have growing noses like Pinnochio! (source of image)
In the world of marketing, there are three schools of thought.
The first is the school of facts. Proponents of this idea hinge much of their marketing on bread and butter issues, focusing on very tangible aspects of their products or services such as cost, value, features, utility, convenience and savings.
“And Jesus Wept” (Courtesy of A View From The Edge)
Over the past couple of weeks, Singapore’s General Elections captured the attention of many Singaporeans, resulting in a Polling Night that had a nail biting finish. More than 2 million people casted their votes for the future of Singapore.
In reading, viewing and listening to what my fellow Singaporeans have to say about the elections, it is clear that the emotions play a key role in its eventual outcome. There has been shouts of anger, tears of sadness, and smiles of happiness throughout the campaign period for all parties. Much of the rhetoric employed by the various candidates in their speeches tug heavily at the heartstrings.
What emotion is she displaying here? (Designed by Freepik)
As a fairly prosaic person who thinks more than he feels, I am not naturally given to bursts of extreme joy, anger or sorrow.
Adopting a rather Zen-like philosophy in life, I try to stick to the middle path. If a particularly contentious issue comes my way, I normally try to resolve it in the most amicable and least conflicting manner.