Let Rhino explain about consumers
Consider our friend the Rhinoceros. By rights, he should be a happy fellow. He is quite able to defend himself against other animals, and for humans, there are many tastier foods than Rhino meat.
Ask the average consumer about his or her interest in consuming what is for all intents a powder composed of ground up dead modified hair cells from a fairly unsanitary source, and the answer is bound to be negative.
Conduct a conjoint analysis on all the measurable physical attributes of this powder and you will have a very precise measurement of ... exactly the wrong question.
Instead, explore whether the average consumer would like to improve his or her love life, and relate that human motivation to some mystical aphrodisiac properties in a rhino's horn, and what you have is ... a very panicked rhino.
Does it matter that there is really no aphrodisiac in a rhino's horn? No. Unfortunately for the rhino. It only matters that there are enough interested buyers in the world to keep Rhino on the run.Our friend the rhino is butting heads with the fact that consumer behavior is not truly rational. Consumer behavior is based on an attempt to satisfy deeply held needs. One of these needs is tied up in sexuality. There are several ohter primary needs as well.
Adler tells us that these tend to be based on a combination of overcoming feelings of inferiority, and individual strategies to find satisfaction in life.
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Modern market research has made significant progress in pushing the envelope of analytical models of consumer behavior, but common and highly visible marketing failures indicate that something is missing in this approach. Long-term success in marketing requires an actionable understanding of consumer motivations.
This book details Censydiam's insights into these matters - ranging from the importance of the unconscious in consumer decision-making to the effective use of a universally applicable psychological model that can yield country -specific results.
Motivational Marketing Research Revisited? A new view of old ideas? In a way. 'Motivational research' is almost as old as market research and marketing itself. Still, by the time we first put them to paper some five years ago, our 'old ideas' were totally new.
Jan Callebaut was forty in 1995.It was the year several of Censydiam's clients, heedful of Jung's synchronicity, asked him to analyse the seniors' market. Good reason to explore the sense and nonsense of doubt and fears about advancing age.