There's a time and a place for traditional, quantitative, survey-based methods. But today, more and more insights seekers are finding that a good ol' dose of armchair psychology can also work wonders when working with consumers.
Think about it. Consumer behavior is a term that describes how consumers think, feel and react. Psychology is a discipline that seeks to understand behaviors. So, it makes perfect sense that psychological techniques are redefining market research as we seek to better understand buyers' motivations. In fact, there's an entire profession dedicated to the merging of the two fields: consumer psychologist.
We're in a world that's swirling with data. So much so that we don't always have to ask questions to get answers. In fact, research happens in myriad ways. At IIM, we've found that broader insights can be found by listening to the banter that surrounds a subject, whether it's through analyzing text, listening through online communities or other avenues of discovery.
In this vein, consumer psychologists study a whole host of areas. They're exploring how consumers make choices, they're researching the drive and emotion behind decisions, they're studying the impact of a person's social circles on those decisions, and they're investigating the areas where marketers succeed…and where they fail.
If you're interested in bringing a little psychology into your pursuit of deeper consumer understanding, here are some tips on how you leverage your inner Freud during consumer engagements.
Now that you've read the latest on consumer psychology, are you ready to add a couch to your office?
Join the IIM Community and get helpful tips, ideas and solutions for capturing the consumer voice.