Polls for the 2016 U.S. presidential election and the 2015 Brexit referendum were widely considered polling fails. Some postulate that was because the shy Trump or Brexit voter wouldn’t tell pollsters how they really felt and then acted in a way that shocked both nations.
But what does that have to do with market research?
As a rule, we haven’t been listening to this segment.
Should we include these voters in our studies? Should we make them feel comfortable? Or should we allow them to stay silent because they think we don’t want to hear from them? Yes, yes, and no. If you don’t find a way to reach them, you’ll be missing vital information. Just like the polls did.
There’s a lot learn about this audience. How big are these groups? What makes them different (including gender differences)? Does market research have the same problem the polls do? (Spoiler alert: It does.) How can you learn more about what they need?
Slipping on your Ethical Frames can help you understand all of this. Contact me and I’ll show you how to use them.
Visit my booth at Quirk’s, March 5th and 6th and pick up a free copy of my latest book: Marketing Landmines: The Next Generation of Emotional Branding. (While supplies last.)