Beyond Classic Marketing: Tapping into Consumer Psychology for Success
Traditional marketing theory teaches us to begin with a clearly identified opportunity—a gap in the market that’s either unmet or that we can satisfy better than what’s currently available. From there, the process involves developing a product to meet that need, creating a positioning and communications strategy, and launching it.
?
However, many businesses often find themselves with a product first. Convinced that it’s a great product, they then scramble to find the right market to match it.
?
This reverse-engineering of classic marketing theory may not align with the teachings of Kotler, but that doesn’t mean we should abandon the fundamentals altogether.
?
What typically follows is market research—gathering consumer feedback to gauge interest in the product. We look for segments of consumers who show excitement and enthusiasm. But as seasoned marketers know, consumer excitement in research doesn’t always translate into sales success.
?
Why is that?
?
It’s no surprise to those who work in market research, but consumers often don’t tell us the whole truth. It’s not that they’re intentionally misleading, but rather that they often don’t fully understand their own motivations. As humans, we tend to be poor at predicting our future actions, especially when it comes to purchasing behaviour.
?
Daniel Kahneman’s theory of System 1 and System 2 thinking helps explain this. The majority of our decisions, including buying decisions, are made with System 1—automatic, intuitive, and effortless. However, when consumers respond to market research, they engage System 2—slower, more deliberate, and requiring conscious thought.
This disconnect is crucial. To find the best markets for our products, asking consumers directly if they would buy something is often unhelpful. Instead, we need to delve deeper into the System 1 drivers—the unconscious influences that guide most of our everyday decisions. These are the ingrained patterns of thought and behaviour that consumers rely on in a fast-paced, low-effort buying environment.
?
Understanding System 1: More Than Just Emotion
?
While it’s tempting to reduce System 1 thinking to “emotional” decision-making, this oversimplification doesn’t capture the full picture. Yes, emotions play a role, but so do past experiences, habits, and learned responses. For example, when we avoid touching a hot stove, it’s not an emotional reaction, but rather an automatic response grounded in experience—an instant decision that doesn’t require reflection. This too is System 1 thinking in action.
?
So, when we test products, the real question isn’t whether consumers claim they’d buy it or how excited they get. Instead, we must understand the broader, more complex set of experiences, expectations, and emotions that drive consumer decision-making in that category. This means exploring the nuances of their needs, their habits within that space, and their existing brand relationships.
?
领英推荐
The Pitfalls of Quick and Dirty Research
?
It’s tempting, especially when you believe in your product, to rush through market testing—relying on surface-level insights about consumer excitement to push your product to market. But the reality is stark: 70% to 80% of products fail. And while rushing may seem like a shortcut, it often costs much more in the long run—especially when retailers begin to delist your underperforming product.
?
Skipping a deeper understanding of your consumers’ psychological decision-making processes almost guarantees missteps. Quick fixes may provide instant validation but rarely long-term success. It’s not enough to gauge a knee-jerk reaction; you need to understand the underlying motivations, habits, and unconscious drivers that truly shape purchase decisions.
?
Harnessing Consumer Psychology for Marketing Success
?
Understanding consumer psychology is more detailed and involved than simply asking, “Would you buy this?” But this deeper dive provides invaluable insights that can shape not only your target market selection but also your product positioning, communications, and design decisions.
In today’s fast-moving and saturated market, it’s not enough to rely on a great product alone. While reverse-engineering the classic marketing model may be how things often play out in the real world, success comes from doing it properly. If you truly understand the psychological drivers behind consumer decisions, your chances of success multiply exponentially.
?
It’s time to stop throwing products into the market hoping something sticks. By leveraging deeper consumer insights and understanding the invisible forces that shape buying behavior, you’ll be equipped to connect with the right market, the right way—ensuring your product doesn’t just excite consumers in research, but wins them in the real world.
?
?
Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:
Providing Clarity on the Psychological relationships between consumers and brands
?
?
?
?