I had an interesting conversation the other day. \u00a0It stemmed from the name of this networking lunch group that I am part of. \u00a0It\u2019s called Burgers & Granola (B&G). \u00a0The name of the group originated a few months ago, when we started to meet on a regular basis.<\/p>\n
At the time, we had a conversation on online advertising, and how most advertising is moving towards behavior based marketing as the \u201ctruest” form of understanding how a person is likely to behave. \u00a0One person in particular described how there should be a different setting so that you can chose whether you are being marketed to because of your behavior as opposed to your intentions. \u00a0Interesting idea but it felt as though I heard this before.<\/p>\n
In a way. We\u2019re talking about attitudinal vs. behavioral marketing. \u00a0Most of the marketing used to be attitudinal (answering questions like \u201cHow do you feel about X?\u201d), and there\u2019s been a big push towards behavioral marketing (Measuring patterns like \u201cWe know that you don\u2019t buy X\u201d). \u00a0Advocates of behavioral marketing will tout the fact that people lie to themselves (\u201cI need to lose weight, so should buy granola\u201d) but that their behavior is better model for what they actually do (\u201cI bought a burger instead\u201d). With big data, low cost of processing and storing data, and advent of mobile and digital (see my post on demographics of 1). \u00a0There is good evidence that behavioral marketing is here. \u00a0But does that mean that attitudinal marketing is gone?<\/p>\n
I would argue that it\u2019s not. \u00a0Attitudinal marketing comes very much from primary and qualitative research. \u00a0Things like focus groups, phone interviews, participatory meetings, email and intercept surveys are tools used for attitudinal marketing. \u00a0It has very much a role in helping understand people\u2019s perspective on a topic (e.g.: politicians), but also in understand why certain behaviors did not happen (e.g.: why didn\u2019t you buy product X), to develop clues as to how to refine the product. \u00a0You could argue that A\/B testing allows to do this, but realistically for certain products (a TV, a banking account) A\/B testing might be hard to successfully study.<\/p>\n","protected":false},"excerpt":{"rendered":"
I had an interesting conversation the other day. \u00a0It stemmed from the name of this networking lunch group that I am part of. \u00a0It\u2019s called Burgers & Granola (B&G). \u00a0The name of the group originated a few months ago, when we started to meet on a regular basis. At the time, we had a conversation […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[59,82,30,1],"tags":[],"class_list":["post-108","post","type-post","status-publish","format-standard","hentry","category-analytics","category-marketing","category-research","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5yPko-1K","_links":{"self":[{"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=\/wp\/v2\/posts\/108","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=108"}],"version-history":[{"count":0,"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=\/wp\/v2\/posts\/108\/revisions"}],"wp:attachment":[{"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=108"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=108"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/notyourtypicalmaps.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}