As a marketer, it is vital to look past the numbers. Many times we associate quantitative research as the most reliable data set of information when making marketing decisions however as humans continue to evolve it is important to conduct strategic qualitative research as this will give additional insight into consumers’ buying habits and patterns as well as their why behind a purchase.
Why the WHY matters
Understanding why a purchase is being made will help you better strategize a marketing campaign enhancing the consumer’s customer journey through your brand resulting and revenue increase. Consumers make buying decisions based on feelings and the emotions evoked by a product. Understanding this and being able to draw strategic informed decision will only help the brand grow as well as provide insights as to what matters to the customer.
We must always remember when someone is asked why they made a purchase, the first thing that is mentioned is the feeling the purchase evoked.
This is why feelings matter and they make the numbers count.