Mercator

Marketing Research

It ain't what you say...

The excellent India Knight in her weekly column in the Sunday Times (Feb 3, 2013) points out that what women say they want and what they actually want aren't always the same thing. Cultural imperatives may demand that women say they want men to help more at home but, privately, Ms Knight assures us, the Cif man (whoever he is) is not their dream date. At a time when 'pop surveys' are more commonplace and easier to conduct than ever, the discerning marketer will seek out the distinction between what is said and what is meant. Anyone can use Survey Monkey, but a human with a good track record in marketing research will always give you a better chance of getting the interpretation - and the important decisions - right. [Link]