As more and more apps for “do-it-yourself” research become available, more and more companies are, well, doing it themselves. While it’s great that, with the meteoric rise of consumer generated media companies are embracing the need to get feedback from customers, these DIY applications often have businesses talking to the same customers over and over. Customers. People who already patronize their business. It’s important to speak to rejecters too – people who don’t come to you, but are also likely loyal to competitive brands. And what about those who used to love you but stopped coming and buying for some reason? That group may be the easiest to convert, yet, you know little about them and their behavior.
You need to know not just WHAT these different groups of consumers do, but WHY they behave the way they do. Otherwise, you only know half of the story, and that half is from people who already know your brand. So Zoomerang away people! But like the device for which it is named, your insights will only lead you right back to where you started. That’s not really progress at all, is it?
