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Most Market Research is a Waste of Time and Money

by DPaulson on Jun 4, 2009

From the desk of Dr. Paulson, President of Allegiance Research Group of Alexandria, VA, “Most market research misses the mark.” He goes on to explain, the best way to understand consumer behavior is with “context.” In other words, unless you get specific you will never understand purchasing behavior.

The bulk of marketing research consists of: 1) analyzing demographics; 2) constructing psychological profiles; and 3) asking about purchasing behavior after the fact.

Demographics are useful but limited and consumer profilers are a little like “criminal profilers.” They are helpful but you still have to visit the scene of the crime.

Interviews or focus groups, after the fact, are also problematic. We know that purchasing is largely emotional and post-experiential interviews miss the emotions.

Dr Paulson believes that just as “all politics are local,” all purchasing is contextual. You must understand the what,...Read More >>



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