Today’s post is an article written by Brandhook, good friends of ours and the sharpest brand research and insights agency around.
It is always hard when gathering insights, to measure people’s intentions.
At the end of last year a client asked us to find out what a bunch of their consumers would do based on a promotional piece they were going to implement. The punters said they would respond… and if we had-of taken their proclamations on face value, we would have recommended the promotion. We didn’t as it was only through prompting, prodding and probing that we uncovered the truth – the promotion made them feel good about themselves but wasn’t compelling enough to spark the action the promotion wanted. They would stick with what they knew at the end of the day.
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