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What Makes Customers Tick by Lewis P. Carbone Torrey Jacobson Back In the Day During the mid-20th century, the prevailing business mindset was Sales-Oriented The theory was that if existing products were pushed hard enough, sales would increase The Birth of Marketing Research Later years brought a customer orientation Products should be designed around customers’ needs Q: How do we know what customers want? A: Ask them—through marketing research Traditional Marketing Research Customer Interviews Customers were directly asked about their thoughts and preferences Assumption: The consumer decision making process takes place at a conscious level of the mind This would imply an understanding and awareness of one’s own psychological processes The Need For Change Problems with traditional methods: Most of a consumer’s decision making process takes place at a subconscious level Therefore, consumers may give researchers inaccurate responses Since subconscious activity is just that, it may be impossible for consumers to explain the actual reasons for their buying behavior Unconscious Processes Much more significant than previously thought Up to 95% of the consumer decision making process is unconscious Carbone likens conscious processes to the tip of an iceberg Accessing the Subconscious Researchers must use an array of indirect methods to draw conclusions about underlying beliefs and attitudes New Research Methods Metaphor Elicitation People tend to think primarily in images rather than in words Pay attention to the type of metaphors used to draw inferences about thoughts and feelings New Research Methods Observation Not actually new Used in a slightly different way than before Look beyond “hard” data—numbers and stats Creative ways to implement Watching people use the product at home Video observation Example of often-overlooked “soft data”—dog treats New Research Methods Word Choice Seemingly insignificant differences can register subconsciously Example: Car rental: a car vs. the car Contextual linguistic software is being developed to “analyze” conversations What will we learn when it is perfected? What’s Next? Time will tell The implications of exploring the subconscious of consumers have not been fully revealed to us yet If these new methods are properly implemented, we could see a significant change in marketing and marketing research