CONSUMERS KNOW A LOT – BUT HOW MUCH IS ACCURATE? I laugh every time a client corrects for me the perceptions highlighted by respondents in research. I laugh because I know the customer is both right and wrong. They are wrong to the extent that the facts they have to hand are not correct, while […]

CONSUMERS KNOW A LOT – BUT HOW MUCH IS ACCURATE? I laugh every time a client corrects for me the perceptions highlighted by respondents in research. I laugh because I know the customer is both right and wrong. They are wrong to the extent that the facts they have to hand are not correct, while they are right to the extent that the way they perceive the situation, and not the facts, determine how customers behave. Indeed, we ALL (including you and me) buy on the basis of perception – irrespective of how close that perception is to reality. In reality, reality matters little. I listened to an interview on ABC 24 today in which a GP was asked about the problems caused by Dr Google. Clearly this was a reference to the amount of information available to consumers on line and the extent to which that information, accurate or…