This is the seventh in Motista’s series of cartoons by award-winning cartoonist Tom Fishburne, titled “Moments of Truth.” We’re looking forward to your input on this cartoon. To say thanks for your input, we will send the first five folks who comment a print of this “Marketoon” signed by Tom (U.S. addresses only).
There’s nothing like a good consumer quote for a presentation or meeting. One good verbatim quote injects “consumer perspective” and “truth” into the discussion.
The truth is that the consumer should always be front and center in the marketing conversation. And social media, of course, lets us read minute-by-minute what passionate consumers are saying about our brands.
This slightly more real and hard-hitting Marketoon created by Tom Fishburne for Motista simply exposes how current research options actually separate us from what’s really motivating our consumers. In a continuous state of compromise, the marketer here has to consider the expense, the wait, the time and the faults of existing options.
The fact is we’re in a faster moving, data-driven world. Intelligence solutions need to adapt to fit into this new world—especially those that help us understand and connect with consumers. Companies—and market researchers—who rely on decades-old methods risk falling behind. And while social media provides unprecedented convenience, does it really tell us the “why” in what’s motivating consumers in their lives? We know that consumers don’t often express—or even consciously know—their deepest, most personal motivations. We can easily garner their opinions on products and features. But does someone readily admit or acknowledge that they’re buying a brand to fit in? Or to look successful?
Marketers know that more connected customers—customers who see your brand as a means to attaining something important in their lives—are better customers. They’re more likely to buy, pay more and even advocate for you to their friends or on social media. “Consumer connection” is a precious asset to boost business performance. But, we as marketers still struggle to deliver on it.
This Marketoon, in my opinion, is a call for us to be more progressive. Motista’s clients want high-quality consumer intelligence right now, as they solve problems and build campaigns. For them, “what’s most motivating consumers” is always front and center.
For your next meeting, don’t just settle for a quote. Surprise everyone with current, data-driven intelligence on what’s really motivating consumers to buy.