|
Nonoy
Niles
President
ACNielsen Australia
It's widely acknowledged
by marketers that consumers neither do what they say, nor
say what they mean, and addressing this conundrum is perhaps
one of marketing's greatest challenges. Looking beyond the
rational, to understanding the emotional, is critical to really
understanding your consumers. It's also the cornerstone of
good Consumer Motivation research.
Consumers don't look at and respond to brands in the same
way as marketers. They seldom openly articulate a brand's
importance in their daily lives. But ask them the right way,
using the right research tools about their thoughts, feelings
and associations of products and services they buy, and it's
surprising the variety and quality of response a brand name
can evoke.
Each new epoch brings with it a more rapid expansion of knowledge
than the last. In this environment, today's orthodoxy can
become tomorrow's fallacy. Academics and researchers in other
areas are learning more and more about what makes us tick,
how we live and how we make decisions.
The ability to understand and address consumer motivations
and needs is a crucial aspect of today's marketing. They change
as the marketing landscape evolves, driven by technology,
innovations, and the expansion of communication channels to
name just a few. And with many organisations operating globally
and regionally, similarities and differences between markets
must be understood in order to leverage economies of scale
and avoid inappropriate products and their positioning.
Our research professionals are trained in international methods
of motivational research who can offer a truly local perspective
from researchers living and working in the markets in question.
This is achieved by combining a unique ability to draw on
the experiences and resources of our regional and global qualitative
expertise, as well as harnessing our linguistic and cultural
understanding to evaluate what is not said as much as what
is.
|
