Why Scientific Research Trumps Managerial Intuition when Developing Consumer Behavior Strategies

Organizations of all sizes can benefit from consumer research and marketing strategies based on consumer behavior. By understanding your audiences, you can leverage tactics depending on who you’re trying to reach.

Over 40 percent of marketing experts base their decisions on consumer research, according to a Google report. Nearly 90 percent agree that understanding the consumer journey across all channels and devices is essential to business success.

But, there are different ways to conduct consumer research. Using scientific research when learning about consumers, rather than relying on just intuition, brings many benefits.

Beats Bias

Having market and industry experience is always helpful for marketers, but being too thick in the weeds can also have its drawbacks. By utilizing scientific research to learn more about consumers, you can make decisions based on facts, avoiding inevitable bias.

Reduces Uncertainty

Marketing efforts can be pricey and time-consuming. Feel confident about your strategies by developing them based on scientific research and avoid wasting time and money.

Introduces Ideas

Scientific research can help marketers identify opportunities in consumer behavior. Solely relying on managerial intuition can keep you from seeing new product ideas, market prospects and more.

All in all, understanding the different aspects of consumer behavior can enable you to develop marketing plans that increase your influence over consumers. Using scientific research to gather insights on consumer behavior is better than relying on intuition.