As a marketer you may be considering spending a part of your budget on ‘testing’ the theory of performance predictors on a sample of your customer base at a focus group. Unfortunately, this is unlikely to provide any meaningful validation of the concept.
Quite frankly, the ego of the focus group participants will get in the way of the truth. They will make comments like, “I select lawyers based on non-subjective factors such as service provision and price, not the number of diplomas on their walls!” But don’t be fooled, this is pride talking.
In reality, it is very rare that a prospective customer acts in a totally rationale manner when making a purchase decision. Emotions cloud our judgement when we are attempting to make a rationale purchase decision.
You are, however, able to test the effectiveness of individual performance predictors in your marketing communications. For example, you may promote one form of guarantee for a specified time, and when the time lapses, change the guarantee. You can then assess the impact of the two guarantees and select the most effective to move forward with on a permanent basis.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment