A Wonderful Advantage of Innovations in Market Research

Pakistan companies are yet to utilise the marvel of marketing technology to explore the depth of behavioural sciences to hook consumers. In fact, ask any experienced marketer in the country regarding behavioural economics to sensory insight, programmatic or neuro-research is like asking a four-year-old kid about rocket science.

Whereas the world achieving wonders to unlock the mystery of behavioural sciences to reach out consumers through neuro-research and behavioural economics to sensory insight and even programmatic, our marketer is still exploring the limit of consumer greed.

Failure to understand or explore consumers’ cognitive theories that how the certain brand world affecting consumer behaviour and consumer perception regarding the certain brand world, the brands in Pakistan still religiously believe in forced marketing penetration theory of the long past and contributing nothing in the behavioural economics of Pakistani consumers.

Marketing messages whether ATL or BTL of the local brands are still failed to interpret the core reasoning of the consumers’ actions as what they buy and when they buy under the effect of message decoding, causing uncertainty of rational decisions for them to modify their messages’ frequency.

Similarly, by virtue of dead progress in the national behavioural economics technology, marketing companies have failed to prioritise marketing opportunities, incentives or offers are needed and what pain points that annoy consumers should be removed.

To understand consumers and to reap better results modern marketing technology is indisputably enriching companies biggest assets, their brands. Researching consumers through latest technology with the core art of marketing is the best combination for any brand to edge over its competitors.

In this cut-throat competition no one wants to indulge in wrong decisions so it is very obvious to set brands in the right direction by getting rid of assumption based data, generated by human suppositions.

Contrary, while researching consumers the personal touch is not lost utterly. Whereas technology has improved successful understanding of the market and its ever-changing dynamics, the personal touch with evidence-based knowledge is the ultimate gain for the companies. The combination is lethal but required utmost precaution because after all, behavioural sciences are inexact scholarship.

But again, technology is slowly overcoming inaccuracy of this unknown dimension of human nature. As reported part of marketing publications, the following are some example of technological approaches to understand consumer behaviour to make a better marketing decision that have a progressive effect on brands.

Andy Smith, director of consumer insights at The Hershey Company, which owns brands including Hershey, Kisses and Reese’s, says neuro-research provides knowledge on why and when people eat confectionery. He works closely with emotional intelligence company RealEyes.

“People are emotional creatures and by using neuro-research we can show that someone is feeling an emotion rather than just asking them about how they feel when they bite into one of our products,” says Smith, who is also a board member at the global Neuromarketing Science & Business Association.

“We have discovered that consumers will eat chocolate as a small indulgence, so we have to be careful in our advertising about playing on people’s guilt.”

In the field of Sensory Research, Shuttlestock, a picture library brand, had ventured that choosing the right images for online ads can double viewing time, particularly on the desktop.

The brand carried out eye-tracking research, which reveals that images work best if they mirror the target audience’s demographic profile.

For example, consumers who are parents will view ads featuring children longer. Also, using faces can grab people’s attention but ‘busy’ images can turn them off.

6 Comments

  • Abdur Rahim Malik

    I believe that there is so much room for the market to be developed in Pakistan. But I guess there are some brands which do their homework well before developing campaigns. Messages sent by Pakistani brands through TVCs are always based on catchy phrases and jingles. There are some phrases which every Pakistani knows like Honda motorcycles famous phrase and Waves tag line. These brands just keep milking these one time hits which have been engraved in the minds of the consumer.

    The addition of behavioural marketing tactics can be a great help for us marketers to understand our consumers in a much better way.

  • Abdullah Malik

    I believe another main reason why Pakistani companies aren’t focusing at this element of marketing at the moment is the huge costs associated with it. Marketing budgets of many companies are already very restricted and investing in an new marketing medium would require a significant amount of planning and time.

  • Abdur Rehman

    I think Pakistani companies are ignoring the power of some of the relatively newer topics in the field of Marketing. Apart from sensory research there’s also a lack of awareness about certain fields such as ethnography, subliminal perception etc. Realizing the potential of these latest advancements can help Pakistani companies learn more about their customers and adjust their marketing efforts accordingly.

  • Ali Shigri

    neuro marketing has become an essential part for brands inorder to undersrand the consumer and their needs like mentioned in the article when do people eat chocolates?. these neuro marketing research are vital but unfortunately are used only by global brands catering to large base of customer. For national brands they tend rely on other metrics and research to evaluate whats getting response and what is not. Pakistan is a follower country. we follow the adopt and adapt strategy as we are way behind in technology and innovation but we are catching up fast. Marketers follow paid channels like contagious and others which helps them see what is happening in the outside world. how some brand relevant to their industry is doing a campaign that has resulted in significant increase in sales and without hesitation we create an adapt of that campaign and hope for the same results. Before there werent any rating system in TV channels people used to share their stats but now we have many tv channel rating companies like media logic who provide brands with evidence based research on what consumer preferences are what are the future trends we see and who is most liked by the consumers etc. in my view, its a staircase and we have just started using data and research but the time will come when we will be able to use these marketing research for brands to understand our audience. we cannot do anything as of right now but i believe that we can train our future generation about these so that they are trained to think like that and realize the potential of new marketing research. In india when they were told to lower the literacy rate they didnt focus on the current population as it was difficult to manage and train rather they focus on the future generation and teach them to lower the literacy rate.

  • Fizza Hassan

    In my opinion, this fear of wrong decision is a part of corporate culture. There are some groups of marketing professionals who have the power of organizing such events to create awareness of neuro-research (like) on leadership level e.g. CEO Summit. Because such growth with latest technology in pakistan can be accepted sooner if the wave of acceptance awareness move in industry collectively.
    Secondly, marketing agency should come forward as trendmaker.

    E.g. if a paint company think that only distributor have the power of change customer buying decision and a lil incentive would do the job then why should he invest on marketing? But if the awareness revolves in the industry then influence and results will be more helpful.

  • Daniyal Rahman

    Companies in Pakistan haven’t explored the wonders of behavioural science technology in developing marketing strategies, whereas the world is extensively researching in this area to predict consumer spending patterns.

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