In marketing communications, we often rely on research, primary and secondary, to gain an understanding of what our target audience and what motives people to take action, whether that action is trying a new product or buying it for the 100th time.
But the dirty little secret of research is it can say almost anything you want it to say—rendering it useless unless you know exactly what you’re looking for.
For instance, a recent study in the Journal of Epidemiology and Community Health confirmed what many of us already knew or suspected: a healthy diet of fish and vegetables is more expensive than one of burgers and fries. These unsurprising findings came from a study that followed more than 11,000 Spanish university graduates with similar levels of income. Those who ate a predominantly “Mediterranean” diet (i.e. fish, lean meats, olive oil, legumes, fruit and vegetables) spent more money on food than those who ate typical Western meals (i.e. red meat and foods high in sugar and saturated fat).
A second study—released by Mintel Oxygen Reports—reported at the same time that salty snacks sales have risen 22 percent during the economic downturn. Again, no surprise. When pennies count, shoppers tend to buy the most filling foods that cost the least.
And yet a third study shows that Americans are refusing to sacrifice quality, value and nutrition to save money on food and health during the current economy. According to the IBM press release, 72 percent of respondents are more concerned with quality than price during their trip down the aisle.
So what do these studies tell us? Nothing and everything.
As we tell our clients, there’s no such thing as “the consumer.” Yes, there are some general factors that run through different subgroups; ultimately, though, each person interacts with a brand on an individual basis for a myriad of reasons that they may or may not be aware of. They need to pay attention to these reasons, not just the behavior.
The keys for successful development and use of research that will illuminate reasons are:
- First, know your communications goal. If you don’t know where you want to end up, you won’t start in the right direction.
- Second, focus on the right target audience. Every food client I’ve ever worked with wanted to target the18- to 34-year-old woman, preferably those with 2.5 children, and a household income greater than $45,000. In reality, many would have been better served to narrow their priority market to those most likely to use their product.
- Finally, take your cues from your current customers. Where are they seeking information? How do they use the information they find? Customers (a.k.a. word-of-mouth) are the best marketing you can have.
By focusing on your goals, the right target, and current customers, marketers can ignore the vast amount of conflicting research available and focus on the data that will lead hem to the people who are most likely to become loyal customers.