Sep 21 2009
People Go to the Root
Interesting article on ProImpact7 (bit.ly/GSND0) about the average consumer research process. It turns out that 58% of consumers start their product research at manufacturer’s website. Not online retailers, not consumer advocates sites. No. They go straight to the root of the info.
This is hardly surprising, given that it is the manufacturers that have the most amount of information about their own products, and not the retailers. In fact, it makes sense fundamentally. Retailers have to pump out information about all the products they are selling, while promoting themselves as the most important product. This is an overwhelming task, especially given that they have to deal with thousands of thousands of ever-changing products. No wonder they have little interest or time in creating a cohesive product-centric message.
Manufacturers, on the other hand, have the exact informational capability that consumers are looking for. They are more likely to produce accurate and up-to-date product data, show comparative benefits of various product models, and are interested in creating a community around products they make.
So, next time you are shopping for a new memory stick, camera, toy or a desk - find out who makes the ones that you liked in the past. It maybe that the manufacturer will be the biggest help in determining what product fits your needs best.
