01 November 2010

Trust What Consumers Do - Not What They Say

If this theme sounds familiar - it is. I believe firmly that consumers lie when asked questions. Not deliberately but well its because people find it very hard to express what their behavior will be in certain circumstances. Indeed time and time again people when questioned give different answers from their actual behavior. This week Gerry McGovern tackled the subject head on in his weekly piece.

I have to say I agree with him. One of my friends is a professional focus person. He is paid on a regular basis money to participate in focus groups. Some times 4 times a week. He makes a nice bit of pocket money for a retired person.

Interestingly that Erick Schmidt of Google said "People want Google to tell them what to do" did he gather that information from behavior - possibly, did he gather it from surveys - absolutely.

In Gerry's view, the worst way to design a website is to have five smart people in a room drinking lattes. The longer you leave them in the room the worse the design becomes. The next worst way is to have 15 customers in a room drinking lattes. What people say they do and what they actually do are rarely the same thing.

Why? Mostly because they say one thing and behave differently as a result of trying to be good. People will verbalize the higher more proper result but still behave differently. Its a bit like saying you will go on a diet....

And that my friends is the truth, or at least what I am saying....

With thanks to gotsole for the image.

No comments: