When considering the participant’s role in traditional survey research, you could think he or she takes up the role of a ‘judge’. In this role, consumers rate you on your performance and help you improve. Nevertheless, the extent to which we allow participants help brands improve, is rather limited in surveys. Survey research mainly focuses on consumers rating your brand, without taking into account the other collaboration roles they could take up in research.
The tip of the iceberg metaphor is often used in marketing in general and in qualitative research in particular. Indeed, we can only but admit that it is a pretty powerful image that very well symbolizes the mind of the consumer. When interacting with a human being, you get to see his external self which is the tip of the iceberg. But this external part is only a fragment of what that human being is all about: their motivations, needs, perceptions, fears, aspirations, ambitions, etc., i.e. the huge portion beneath the surface, that’s what you’re looking for when trying to understand and predict consumer behavior.
As published on How Cool Brands Stay Hot on October 1, 2013. Did you know that an average GenY’er joins 2.5 social networks or that about 80% of GenY’ers log on to social media every single day? Find out all about Millennials and their use of social media in our brand new Generation Y infographic. Discover the main drivers for using social media and where they consult them the most.