Nav: Home

Locating and leveraging inside sources of consumer insight

April 27, 2016

Most people do not really know why they buy what they buy, eat what they eat, or do what they do! As consumers we can make something up or answer a survey, but we don't know buying trends and behaviors as well as those directly in the field. Sales associates or food service workers, for example, watch dozens-- or even hundreds-- of consumer decisions every day. These experts are the Inside Sources.

Most consumer researchers utilize focus groups, surveys, or laddering interviews to understand what people do and how to change it. New research from the Cornell Food and Brand Lab, published in the Journal of Consumer Marketing, shows these efforts often come up short on real insights because they overlook inside sources that frequently or intensely deal with the target market. For instance, if a study were being done on golfers, inside sources might include the caddy, pro shop staff, groundskeepers, golf instructors, or country club waiters. Whoever they may be, inside sources can provide unexpected, notable observations about the behavior of the target population that would not otherwise be brought to researchers' attention.

This study shows an inexpensive, direct approach for locating, questioning and leveraging inside sources to find solutions for behavior-based problems. According to the author, Brian Wansink, Professor and Director of the Cornell Food and Brand Lab, inside sources can be invaluable for both marketing insights as well as public health insights: "Who do you think has more insights about why people buy fish instead of beef - the person who buys it once a month or the butcher who sees people buy it 100 times a day?"
-end-


Cornell Food & Brand Lab

Related Behavior Articles:

Religious devotion as predictor of behavior
'Religious Devotion and Extrinsic Religiosity Affect In-group Altruism and Out-group Hostility Oppositely in Rural Jamaica,' suggests that a sincere belief in God -- religious devotion -- is unrelated to feelings of prejudice.
Brain stimulation influences honest behavior
Researchers at the University of Zurich have identified the brain mechanism that governs decisions between honesty and self-interest.
Brain pattern flexibility and behavior
The scientists analyzed an extensive data set of brain region connectivity from the NIH-funded Human Connectome Project (HCP) which is mapping neural connections in the brain and makes its data publicly available.
Butterflies: Agonistic display or courtship behavior?
A study shows that contests of butterflies occur only as erroneous courtships between sexually active males that are unable to distinguish the sex of the other butterflies.
Sedentary behavior associated with diabetic retinopathy
In a study published online by JAMA Ophthalmology, Paul D.
Curiosity has the power to change behavior for the better
Curiosity could be an effective tool to entice people into making smarter and sometimes healthier decisions, according to research presented at the annual convention of the American Psychological Association.
Campgrounds alter jay behavior
Anyone who's gone camping has seen birds foraging for picnic crumbs, and according to new research in The Condor: Ornithological Applications, the availability of food in campgrounds significantly alters jays' behavior and may even change how they interact with other bird species.
A new tool for forecasting the behavior of the microbiome
A team of investigators from Brigham and Women's Hospital and the University of Massachusetts have developed a suite of computer algorithms that can accurately predict the behavior of the microbiome -- the vast collection of microbes living on and inside the human body.
Is risk-taking behavior contagious?
Why do we sometimes decide to take risks and other times choose to play it safe?
Neural connectivity dictates altruistic behavior
A new study suggests that the specific alignment of neural networks in the brain dictates whether a person's altruism was motivated by selfish or altruistic behavior.

Related Behavior Reading:

Best Science Podcasts 2019

We have hand picked the best science podcasts for 2019. Sit back and enjoy new science podcasts updated daily from your favorite science news services and scientists.
Now Playing: TED Radio Hour

Anthropomorphic
Do animals grieve? Do they have language or consciousness? For a long time, scientists resisted the urge to look for human qualities in animals. This hour, TED speakers explore how that is changing. Guests include biological anthropologist Barbara King, dolphin researcher Denise Herzing, primatologist Frans de Waal, and ecologist Carl Safina.
Now Playing: Science for the People

#SB2 2019 Science Birthday Minisode: Mary Golda Ross
Our second annual Science Birthday is here, and this year we celebrate the wonderful Mary Golda Ross, born 9 August 1908. She died in 2008 at age 99, but left a lasting mark on the science of rocketry and space exploration as an early woman in engineering, and one of the first Native Americans in engineering. Join Rachelle and Bethany for this very special birthday minisode celebrating Mary and her achievements. Thanks to our Patreons who make this show possible! Read more about Mary G. Ross: Interview with Mary Ross on Lash Publications International, by Laurel Sheppard Meet Mary Golda...