“Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales” by Linda Goodman & Michelle Helin is a worthy addition to the literature on customer research. It describes a method of learning about customers by conducting in-depth interviews aimed at identifying “emotional triggers” that influence how and why customers buy products and select certain suppliers over others.
These emotional triggers bear a resemblance to the “deep metaphors” described in Zaltman & Zaltman’s “Marketing Metaphoria” but the means of getting to them is much more akin to the story-gathering and sensemaking methods we’ve discussed in this blog than in the collage-making at the center of the Zaltmans’ approach.
The authors’ description of the complexity and emotion of the sales process, and how customers can reveal their true feelings within open-ended interviews, are excellent. I’ve done projects like this and my approach has a lot in common with Goodman and Helin’s. They neatly summarize the difficulty with the most-prevalent customer research method–the survey:
Frequently, surveys include a list of choices that are ranked in order of priority or in order of preference. For example, customers may be asked to rank the importance of a number of considerations impacting the shopping experience. The list might include cleanliness, helpful sales staff, good lighting, neatly displayed merchandise, competitive prices, good selection and so forth.
Although the ranking would accurately report how customers rated the choices they were given, there’s still one little problem. Their actual “hot button” might never have been on the list.
There are also many case studies that add richness and depth to the ideas. The volume and variety of case studies is the best part of the book.
I wished Goodman and Helin talked more about the sensemaking process – the method of distilling insight from the interviews. In my experience this is the “secret sauce” of the entire approach and not a straightforward process. It would have been valuable for the authors to describe how they got from the customer interviews to the “emotional triggers” that were central to each of their projects.
Finally, I would have loved for the book to cite external sources that inspired their thinking. It’s possible that they came up with this approach completely alone, but it’s more likely that their ideas stand “on the shoulders of giants“–it would be a significant benefit to their readers if Goodman and Helin could, in a future edition or on their website, include notes and a bibliography.
(Thanks to Tom Gibson for pointing out the book to me.)
Related posts:
The weird, alchemical process of distilling insight from stories
“Marketing Metaphoria”: the deep insights behind the products we buy
