Today’s consumers are constantly evaluating and selecting products within an ever-changing context. Experiences ranging from c-stores to club channels, grocery and retail, to online purchases, are inextricably interwoven to the context and mindset of consumer decisions. What does this mean for marketers? Based on the particular context of the consumer, it can radically effect their perceptions of your product, packaging, messaging and price. This is where marketers have a very powerful opportunity to dig deeper and uncover the unique implications of product perception based on the context of the consumer. Qualitative research can provide the answers.
As a qualitative researcher, I really like to think of myself as more of a “humanologist”. It’s my job to get up close and personal with consumers, and get “under the hood” of human behavior. Understanding how the delicate nuances of context translates into which products consumers select for purchase never gets tiring or old. Our human motivations, drives, and persuasions are essentially timeless, and yet ever-changing based on context. For example, a person looking at a product in the context of a crowded, noisy shopping mall may have a completely different perspective about the same product while looking at it in a catalog. Or, a consumer within the context of a movie theater may be willing to spend substantially more money on a box of candy than they would at a c-store store. It’s understanding how to specifically market to your consumer within each unique environment that makes context so powerful.
The effect of context, is an intensely important variable that plays a crucial role in the “not black/not white” nature of humans that continues to intrigue us at Sivo Insights. That’s why we are so passionate about sifting our way through the gray areas to provide our clients with a clear, crisp understanding of their consumer’s contextual behavior. Understanding the effects of context will provide the precise insights you need for anticipating your consumers needs in each unique environment. Is it time to take a deeper look “under the hood” of your consumers?
~ Marilyn Weiss
President & Founding Partner