We tell clients all the time, “we want to understand consumer behavior in context.” That’s why the bulk of our work is conducted in the actual retail environment where people make their decisions. We seek to decipher the parenthetical commentary, the behavior they exhibit AFTER the invisible comma in their statements.
For example, imagine all of the quantitative studies that report 79% of people prefer to patronize organizations that support causes that are important to them. Or how about the finding that 85% of people say they prefer to purchase sustainable products? Well, what about the conditions under which those things are true? The 79% PREFER it if they are familiar with the cause, believe it’s a good fit with the sponsoring organization, and the sponsoring brand is already in the consideration set. Preference doesn’t always translate into purchase. And people are predisposed to trying to answer “the right way,” the answer that they believe will have the highest acceptance by other people. So yes, they will purchase sustainable products if they don’t cost more and aren’t inconvenient to access.
So, once you understand people’s conditional behavior, you have a much better chance of inserting your product or service into it. Maybe that’s why this works so well. >> Click Here: Food Calculator Turns Favorite Foods Into Donations
