Consumer Savvy?

The whole issue of consumer empowerment was intriguingly explored in three papers during the Consumer Insight session yesterday at the MRS conference.

As Andy Barker from RI and Sue Haynes from Clerical Medical first discussed much has been made of the rise of the 'savvy' consumer in recent years, a knowledgeable, knowing and sceptical consumer, aware of the guiles and ploys of advertising and marketing speak.

The pair set out to explore the reality of this myth. The results of eight groups showed that, although consumers may have more access to knowledge on brands and suppliers, that this is not necessarily used in the purchase of routine fmcg items. The sole purpose of advertising is seen as shifting products, with consumers tending not to see the more nebulous aspects of advertising. Brands are generally perceived as names to label goods, but little else. Ultimately there was little evidence that consumers find brands and/or advertising interesting.

Barker and Haynes hypothesise that the average consumer is not as knowledgeable or savvy as originally given credit for. In fact, consumers are generally unwilling to rock the boat or rewrite the rules of the game, even if knowledge has been picked up along the way.

Petra van der Heijden of Network Research then went on to discuss the paradox of TV viewing in the UK - where on the one hand, the public want more external regulation, yet, on the other hand, are capable of controlling what they watch through the simple on/off switch.

Finally, Sally Marsden from Leapfrog and Rob Poynton from On Your Feet, put forward a lively argument that brands are paralysed by words with an over emphasis on written definitions and that unless it is possible to translate them into the way a brand behaves, it has no real meaning.

The pair are using improvisation techniques to look at how brand values exhibit themselves in terms of behaviour. Mixed group sessions of up to 20 participants acting out a show have proven to be effective in terms of demonstrating actions for brand values/behaviour. They are of the opinion that improvisation is about committing to action and so seeing and learning things that otherwise would not have been apparent.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.