Here’s an interesting article on the gap between what consumers say they want and what marketers think they want. With survey results, nice graphs and charts, the article below is a nice writeup of the actual research paper (below).
The Perception Gap is Real and Deep [Research]
There has been a lot written recently about a “gap” between the perspectives of Social Consumers and Social Professionals. Companies, and those who lead their Social programs, are in some cases working diligently to generate programs that don’t conform to what consumers say they want.
While Social marketers say they know who their Social Consumers are, the research paints a dramatically different picture. The basic benefits consumers expect from brands in Social and those that professionals believe central stand far apart. So, too, do the behaviors and attitudes of Social Consumers in core activities such as commerce and gaming, and the perceptions by Social marketers.
When Social Consumers were asked what they want from Social engagement, their desires were clear: deals, special content and rewards based on their engagement. Customer service ranks dead last in their responses. When Social Marketers were asked the same question, they indicated customer service as the benefit they felt Social Consumers wanted most. Customer needs were well back in the pack of professional presumptions.
Highlights from the report include:
- Social Professionals feel they know who their Social Consumers are, but most have never asked Social Consumers what matters to them.
- Consumers seek deals and special content in return for their Social activity toward brands; Social marketers, by contrast, see customer service improvement as the biggest benefit consumers want in Social.
- Consumer use in Social gaming, daily deals and photo sharing is far more varied than the perception marketers have of it. Consumers appear variable and experimental. Marketer perceptions focus on big winners in each category.
– Randall Noval