Do you complete online surveys about your experiences when you shop, eat out or swipe reward cards when making purchases? Chances are you do. And the likelihood that you've been contributing to the collection of marketing data for a very long time without realising would probably alarm you. But alas, it's relatively harmless! You've probably been taking part in this type of market analysis or research for many years and your habits and opinions have helped shape your most loved and admired brands even if you don't realise.
Using those pesky reward cards at the check out (you know the ones! They are usually buried deep in your purse and you struggle to find them under pressure) actually obtains a lot of information without your direct knowledge. They instantly track where you are, what you've purchased and make comparisons, projections and assumptions on your shopping habits. This data is collected, analysed and reports on how to keep up with consumer demands and how best to evolve their products. It's a good way for companies to work out what is working and what's not. Not only that, but when you signed up for the cards you have also provided a lot of information about your demographic like your age, your address, your likes and dislikes maybe. You have a whole marketing profile and you're providing some really good marketing data!
I recently read a paper on 'The hidden side of loyalty card programs' 1. They highlighted the blindside of using such things as loyalty programs by providing so much information without your knowledge. You don't think about what you're actually providing to the company when you're handing over the card. You have just told them what you like to buy, at what time of year and where just to name a few! It is a rather powerful way to gather a lot of information whilst 'rewarding' the user. I have to admit, i do partake in swiping cards and getting tailored emails and redeemable vouchers. It sucks me in to continue to return shopping at that particular establishment as i feel like i'm getting something back but in fact I'm being rewarded for my data.
On the other hand, the most notable and direct way to get information from you and your habits is through the national census. It gathers an enormous amount of data which is then analysed and stats are made available for the public and allows the Government (and relevant departments including businesses and other organisations) to make informed decisions for the country, business and alike based on the research and analysis of the data. They provide a number of services to understand and use the data obtained from the census as well. One such tool is one that i tried out for myself this week. It asked a few simple questions about me and where i lived. And after working through the survey I was rewarded, yet again, with a cool info graphic snapshot about me and provided comparable information taken from the 2011 Census 2.
Check out Spotlight 2.0 for yourself at http://spotlight.abs.gov.au and create your very own personal info graphic to see where you fit in Australia. You may just be surprised by some of the facts and figures! I know i was!
So from conducting these types of direct and indirect surveys businesses are able to better understand their markets, consumers and how to grow or diversify. It can also help identify problems and make better marketing decisions by formulating strong marketing strategies.
Let's go shopping!…
RM
References;
1. Professor Steve Worthington, Monash University & Josh Fear, The Australia Institute, December 2009, 'The hidden side of loyalty card programs', retrieved June 13 2014, http://www.buseco.monash.edu.au/centres/acrs/research/whitepapers/hidden-side-of-loyalty.pdf
2. The Australian Bureau of Statistics, June 2014, http://abs.gov.au
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