Just as America hasn’t declined to oblivion yet, market research hasn’t died… yet. But it’s certainly on its way. Why?
There are many factors, but primary among them is the death of knowledge. Let me explain.
It used to be thought that a good education was a means to money. But what if you could get the money without the education? Would you? Scores of NBA/NFL athletes are answering that question now. And remember… Bill Gates didn’t finish at Harvard—why would he? Most Americans, being pragmatists and somewhat venal, would tend to agree.
The death of knowledge is a similar pattern of thinking that hastens the end of classic market research by saying: It used to be thought that knowledge was the key to the consumer transaction (i.e., the exchange of money). But what if you could get the transaction without the knowledge? Would you?
Scores of companies are answering that question now. Their view is: Technology has reached the point where, if there are 232 million American adults, I can have 232 million electronic connections or “switches” that tell me if a transaction is possible. Why, then, would I ask a question?
Take smoking. (Ugly example, I know, but it works.) It’s technologically possible to have 232 million switches telling you you can have a cigarette transaction with a certain adult (or, hey, smoking cessation products for that matter).
It used to be the job of market research to assemble knowledge that guided cigarette marketers (or smoking cessation product marketers… alright, alright)—look here for the golden opportunities; the pickings are good with these types of people right here; say this to them and they’ll buy; and so forth.
That’s gone. Or at least the lust for that type of knowledge—“insight,” if you will—is gone. We have it within our power to transact with the consumer without the intermediary of the knowledge. So why not do it?
Having said all that, is this a good development? Clearly not.
Something magic passed from the world when people decided to devalue knowledge. There’s something inherently good about the knowledge itself that enriches life, and life is thus cheapened without it.
Take the example of a date. (I’m a married 57-year-old with five kids, so I don’t date, but the example still works.)
Let’s say a woman agrees to date a certain man, but ultimately seeks to marry a loyal, hard-working soul who loves children (sorry to be so traditional). If she already has an electronic switch or connection that tells her she can transact with him in this way, why date?
Clearly, the answer is that there’s something valuable in the experience of dating itself—the adventure, loss, joy, and heartache of that journey. Similarly, there’s immense inherent value in the knowledge and insight market research brings. But you wouldn’t know that from the decisions being made in the current day by manufacturers of soap, cars, and drinks.
Next article is either about how market research fights back or the death of dating. I haven’t decided which.
Jerry Johnson is president of Cascade Strategies, Inc. in Bellevue, Washington. Visit www.cascadestrategies.com.