I have asked around and they answer is always the same. “NO, I hate It!” “That’s not music!” “I rather read a book!” “Why waste my time?” Friends, acquaintances and colleagues all seem to agree. Almost no one is willing to admit that they too, listen to Reggaeton or watch Keeping Up with the Kardashians… If it was up to my informal marketing research, the fact that top Reggaeton performers and all of the Kardashians are millionaires, will be a conundrum at the level of what’s on the other side of Black Holes in space.
But we don’t need Astrophysicists to talk to us about Reggaeton and the Kardashians, we need Marketers (just in case there is somebody like me that loses sleep thinking about these things).
When you ask questions to understand the behavior of consumers towards certain products, it is not uncommon to obtain answers that reflect intentions and not their actual behavior. That’s when experiments in marketing kick in, and discover through observation what people do, and not what they say they do. As technology progresses, it gets harder to hide those Guilty Pleasures. We have Data that is supported by habits, and digital tools that reduce errors when it comes to preparing surveys. Nowadays, thanks to digital surveys, marketers that conduct experiments are able to randomize the options in questions that present different statements to avoid negative bias. People tend to be more positive towards the first statements, so being able to shuffle the options among the people taking the survey tends to produce better results to analyze.
And don’t even get me started with eye tracking technology, and those people being observed ordering a salad, but craving the bacon and cheddar french fries. Pizza Hut knows what I’m talking about: “Pizza Hut’s eye-tracking menu knows what you want before you do”
STATUS: WONDERING IF MY STRABISMUS HAS SOME MARKETERS AT PIZZA HUT GOING NUTS!