Today’s Research Brief has a worthwhile story about the different ways people approach an online search: For answers, education or inspiration. Click here to see the story.
Implications: It’s worthy to note that the different search preferences might not just belong to three different types of people; they could all apply to any one person depending on whether they are looking for a solution at work, entertainment at home, or a price quote at some store in between.
Likewise, when thinking about your target consumer, you might interact with a wide variety of needs, depending on the purchasing circumstance. For example, a restaurant patron wants an entirely different ambiance for a business lunch than they might want later in the week during “date night.” Someone might shop for a personal-use commuter car using different criteria than when that same consumer is shopping for a first vehicle for their teenage son or daughter.
That’s why knowing your customer is not enough. It’s important to break your target consumers into sub-targets and target segments, and then understand the different benefits being sought, depending on either what they’re shopping for, when they’re shopping, or both.
Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.
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