Most Market Research is a Waste of Time and Money

From the desk of Dr. Paulson, President of Allegiance Research Group of Alexandria, VA, “Most market research misses the mark.” He goes on to explain, the best way to understand consumer behavior is with “context.” In other words, unless you get specific you will never understand purchasing behavior.

The bulk of marketing research consists of: 1) analyzing demographics; 2) constructing psychological profiles; and 3) asking about purchasing behavior after the fact.

Demographics are useful but limited and consumer profilers are a little like “criminal profilers.” They are helpful but you still have to visit the scene of the crime.

Interviews or focus groups, after the fact, are also problematic. We know that purchasing is largely emotional and post-experiential interviews miss the emotions.

Dr Paulson believes that just as “all politics are local,” all purchasing is contextual. You must understand the what, when, where, why, and how of the purchasing experience. This is true whether you are purchasing a car, an appliance, clothes, a cruise, a computer and so forth.

But how does one add context? Dr Paulson notes that “context” consists of the consumer’s decision-points related to the purchasing situation or scenario. It is a little like jumping hurdles. In order to buy something the consumer has to say yes a series of times.

Context can be added in a variety of ways. Here is how he does it. Show a series of 20 to 30 laminated pictographs depicting the buying scenario. Pictographs are used because people identify with them and they tend not to get caught in details. There are three types of pictographs: setting the scene; showing interaction; and someone discussing what just happened.

We may often use more than one set of pictographs to roughly match them to the respondent(s). As respondents tell a story, their comments are recorded for later analysis. The process is simple, but the results are spectacular.

Dr. Paulson has been described as the premier expert on non-directive qualitative research. His response, “Well if I can’t be exulted, I suppose premier will have to do!”
Dr Paulson is available for speeches, seminars and consulting. Visit the blog at http://beyondfocusgroups.blogspot.com or e-mail us at allegianceresearch@gmail.com or call 703-772-5263 in the U.S.

Was this helpful? 0 0 Comments

You're reading Most Market Research is a Waste of Time and Money.