Consumer insight- mental resources to win customers.docVIP

 PAGE \* MERGEFORMAT 23 Consumer insight: mental resources to win customers On the consumer insight approaches, many market research companies, as well as individual advertising agencies and consulting firms have a relatively sophisticated research tools and models of. One commonly used tool for the basic divided into three categories: laboratory method (equipment testing, provides games, etc.), quasi-laboratory method (small group discussions, depth interviews, etc.) and non-laboratory method (projection research, mystery customers, no tips monitoring, etc.). Corporate marketers who understand the application of these tools process is not important, because the professional body can do for you. Important is how these tools to win the minds of consumers of resources in order to find self-improvement or development opportunities. Obedient humanity, or to change human nature? Do consumer insight, it may face a problem with human nature, ‘contest’. In the end obey human nature? Or to change human nature? Different people have different opinions. Some people think that human nature is a very self-absorbed and stubborn ideology, it is like a tiger’s tail, untouchable. There were some who thought that human nature is the essence of soft, flexible, and you can at least to change part of it. From a static point of view, compliance seems to be the best option, because it will make it easier for consumers to know you and accept you, even love you. For example, Nescafe coffee in China, when the defeat of Jimmy’s, in fact, is obedience to the ‘human’. They appeal to people with a consumer point of targeting the most fundamental motivation for drinks, there are also Chinese people with the time to show off their own identity, the psychological needs of a very popular ‘tastes great’ with the Maxwell form a difference, and thus greatly vast number of consumers loved and respected. However, from a dynamic point of view, in fact, the right to change the ‘human nature’, i