It may sound funny to even ask this question, but how many businesses really understand their consumers when it comes to developing new products and services, or marketing those products to potential customers? This does not refer to just understanding consumers in the traditional sense of how a product appeals to a specific demographic group. It means really getting down to the nitty-gritty of understanding why consumers act a certain way, how they share information with each other, and what cultural influences are at work in shaping their perceptions and understandings.
This is one area in marketing that is grossly under-represented in contemporary academic and media discussions. Today’s consumers have changed dramatically in how they choose to work with the companies and brands they patronize. They have different backgrounds and cultural foundations, receive and process information in new ways, and want to interact on a more personal level. Businesses and marketers that do not search for consumer insights, or who fail to understand their anthropological backgrounds, will not be able to connect or engage with prospects and won’t be able to motivate them to become customers.
The anthropological approach to marketing is all about understanding culture. Instead of trying to change behaviors, marketers can learn how to play into them and utilize them to their advantage. Since building a brand is based upon establishing an intellectual and emotional relationship, business planners, product developers and marketers must all take the cultural context into consideration. Culture is not just language, but a combination of historical, tribal and mythological characterizations. A greater understanding of cultural insights and anthropological factors increases the marketer’s ability to motivate action and effect behavioral change.
The Importance of Consumer Insights in Today’s Marketing Strategies
