One of the challenges with studying consumer behaviour is that the behaviour itself is incontrovertible, but the interpretation of that behaviour is often much more open to debate: what caused what? What can be inferred… Sneak Preview: When Is a Fact Not a Fact
You’d be hard pressed to find any marketing text book that doesn’t talk at some point about “consumer need”. It’s a simple enough concept: the products that will do best are those that meet a… The Consumer Need Myth and Why Customers Really Buy
Having suggested that perception is far more important that the reality of experience in determining consumer behaviour, you might think that finding out how a consumer perceives your brand is a useful exercise. And, of… Consumers: Reality is Over-rated Part iii
Judging from the replies yesterday, some of you are certainly familiar with the concept that customer perceptions may not tally with reality. Indeed, it’s fair to say that there are even a few cliches on… Consumers: Reality is Over-rated Part ii