Can you believe that your client, Part I

Can you believe that your client, Part I One of the most common market research is to find the customer wants and desires, or their hot buttons. But what if traditional market research identifies the wrong hot buttons? What happens if market research indicates that conventional hot buttons freeze your fingers? What is the level of market studies, using thermometers malfunction? A recent scientific study of teachers Horský Dan, Paul Nelson and Steven S. Posavac published in the Joual of Consumer Psychology This study examined possibility.The (Horský D., Nelson P., Posavac SS. Claiming the preference for the choice of Ethereal, but practical: How the tangibility of attributes affecting the value attribute weights and extrapolation Choice. Joual of Consumer Psychology, 2004, vol. 14, 1 and 2, pages 132-140) compared the attractiveness of five sporty car attributes calculated using responses from a survey of the market (what they say) and the attractiveness of the same five attributes derived from actual purchase behavior of car buyers (what people do). The five attributes are performance, reliability, comfort, prestige and attractiveness Foreign Styling.The with the performance, reliability, comfort, prestige, style attributes and abroad, calculated using the answers to queries Market study were 0.13, 0.22, 0.13, 0.16 and 0.20. The relative attractiveness of the same five attributes, calculated using the actual market were 0.24, 0.21, 0.13, 0.00, and 0.19 (note the change in the number in bold and underlined). According to the authors:? A drastic change in the way instead of the average weights occurs ... In particular, the attribute of tangible results, previously one of the least important attributes on average, is now the most important for sport sedan buyers. ? On the contrary, the weight of the Prestige, an intangible attribute, falls dramatically and becomes less important attribute. The remaining attributes change little. This? Radical change? has serious implications. The implication of our findings is that stated preferences may not be highly predictive of actual decisions of consumers, because the relative importance of various attributes of the value of extrapolation and choice. This finding is worrying because of the reliance on professional marketing research data on attitudes, intentions to purchase, and to attribute importance ratings. If the predictions based on stated preferences are markedly different from the reality of marketing? decisions (eg, product positioning, advertising emphasis) made based on the data indicated preference may be optimal. In other words,? Estimates of choice based on stated attribute importance were wrong. Abstract:   Therefore, one can believe what they say about their wants and desires? Yes, if the formula that has become what the people say what people do. If you are not using this formula, be prepared for some surprises during the application of raw materials customers? suggestions.Mike T. Davis, SCI, Rochester, NY   We are the inventors of computer vision ", a psycholinguistics based program that analyzes the language that people use to describe themselves and their environment, and? Becomes what the people say what people do?. When customers hire our services, send your data quality. We have input data for the computer, which calculates the psychological intensity, or psytensity every idea in the text. Then isolate the ideas as psytensities, and the document in a report that includes our "Do this, do   That? recommendations. Within one week of receipt of data, the results to the client. SCI clients include many Fortune 500 companies such as Apple Computer, Sears, Allergan Pharmaceuticals, Chrysler, Citibank, IBM, Motorola, Anheuser-Busch, Gannett Newspapers, and Xerox. It will also   many small firms and individuals are aware that the intuition of the computer? is the only tool for a correct analysis of the text.