The Big Gap Between What Consumers Say and Really Think

Marketers instinctively know that what people say and what they really feel are often very different things. To fully understand the idiosyncrasies of the consumer we are addressing, it is necessary to scratch beyond the surface of their statements.Young & Rubicam’s “Secrets and Lies” survey, conducted in the United States, Brazil and China, reveals that consumers actually hold views that are contrary to what they say. A new stream of consumers has even been found, the “Generation World”, which is very comfortable in its own contradiction.And that explains why campaigns that seem like they are going to hit the spot, then fall very low in the free sweden phone number sms and do not finish working.A few years ago, Heineken ran a campaign targeting Millennials who claimed to have a good person as one of their core values ​​and who hated status. Thus, the beer company launched its campaign entitled “Give yourself a good name”, aimed at improving the image of oneself having good character and a good reputation.


worked? Absolutely. The campaign that was called to be a great success, crashed in the Sweden Phone Number List . So Heineken turned to its current “Open your world” ad campaign, featuring a somewhat wild, dancing, James Bond-like guy who has more to do with traditional status.Consumers hide their motivations Although the North American respondents assured, for example, that the most important thing for them is to give meaning to their lives, in their unconscious motivations sexual satisfaction figures at the top of the ranking. So even though sex sells, provocative advertising doesn’t pay off as well, according to studio director Chip Walker, executive vice president of Y&R. “It’s because people are consciously uncomfortable admitting how stimulating sex is for them.”The study further reveals that although most people are uncomfortable with these internal contradictions, there is a growing number of people (42% of those surveyed) who are increasingly comfortable with their multifaceted identity, a fluid identity and constantly evolving. They are what they have called the new ” Generation World “.It is a reality that has consequences for marketing departments. They will have to rethink the way to segment audiences into uniform layers: the housewife does not always drive a minivan and wears mother’s jeans, for example. They will also have to rethink the type of market research that is carried out, trying to locate the unconscious motivations of the public they want to address, and not only, those that they express aloud, because they do not necessarily coincide.

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