It’s often claimed in market research circles that perception is everything. I suspect this stems from the thought that, provided the customer perceives things as being good then that is what matters, be it customer service, product quality, your brand’s image. I’ve come to the conclusion that this is a really stupid way of thinking about consumers. Let me explain… In one sense, perceptions are all that customers have to provide in market research. Life isn’t absolute when you’re living it. For example, I’ve been having some lower back ache (too much time spent writing in a bad chair) and have been treating it with a physiotherapist and lots of exercises. Unlocking my lower back has caused other parts of my back to react and the other night I turned over and stretched at night and managed to pull a muscle higher up my back. Now, at the moment, my […]
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