One of the more aggravating things in my family is when some of my fondest relatives go on and on about how they want something. Yet, when presented with exactly what they ask for they no longer want it. I refer to that as doubletalk, even if it’s a lose definition. I can’t think of any other way to describe the persistent sentiment that the grass is always greener.

Turns out, consumers are much the same way. At my previous job we had entire teams of analytics and user-experience folks dedicated to cracking this puzzle. When asked face-to-face about their likelihood of purchase consumers consistently said one thing but went home and did another. While that’s certainly one of those “grains” of salt worth considering with any research it’s especially important when determining how to mold your product and market to consumers.

Beware of the "I want one of those" consumer statements

Let’s say, for example, you are driving down a freeway and see a mint-condition 69 Mustang sparkling with metallic paint and chrome rims. You take pause to mention it only to drool at the driver’s hair blowing in the California wind. The first thing most people would say is how much they would love to have that car and presumptively be that crazy-haired driver. Yet, when it comes time to make a purchase on a car more people choose a Toyota Camry. As an auto maker doing field studies with pictures of concept cars that mirror a 69 Mustang and a 2010 Camry you had better be careful what questions you ask and how you interpret them.

Fine, make a few sexy convertibles but make sure you keep your finger on the pulse of the Camry buyers because that’s what will drive your business to success. Perhaps you don’t make cars but the same concept can be applied to your business. Most people I’ve talked to haven’t had enough interaction to realize that consumers speak doubletalk!

analytics · consumer · doubletalk · marketing · user experience