A Quote by Katie Hafner
No longer do companies study consumers' psyches only by asking people what they think about technology and how they use it. Now they conduct observational research, dispatching anthropologists to employ their ethnographic skills by interviewing, watching and videotaping consumers in their natural habitats.
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If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.
I think of companies like Nokia having anthropologists who study how people use cell phones, who do that kind of commercial and marketing work, selling out to corporations. I wonder if that has something to do with the image of the more innocent anthropologist, now gone.
Media companies' hit-focused marketing did not emerge in a vacuum. It reflects how consumers make choices. The truth is that consumers prefer blockbusters.
When companies try to guess what consumers want, they essentially make the choice for consumers.
For decades, media companies have largely controlled the tools through which consumers were told what to buy, wear or think. Now consumers possess the same ability to produce, distribute and curate content and distribute it to their peers in real time across social media platforms.
Disclosure of the full monthly costs that consumers pay is the first step to ensuring that cable companies stop taking advantage of consumers.
If consumers weren't thinking this way, companies would be a lot less responsive. Right now, consumers don't really have a way to get information about where exactly their clothing is coming from - that's a barrier. We have labels on your eggs, "cage-free hens." They need to get something along those lines to allow the consumer to discriminate.
The consumers are asking for, they lose their office. Their task is service to the consumer. Profit and loss are the instruments by means of which the consumers keep a tight rein on all business activities.
Critics of consumer capitalism like to think that consumers are manipulated and controlled by those who seek to sell them things, but for the most part it's the other way around: companies must make what consumers want and deliver it at the lowest possible price.
If consumers are strong, if consumers are protected, if they can trust the marketplace and feel confident that they're not being cheated here and there, then consumers can drive this economy forward.
As we think about the future, one of the things we will do is to make sure PayPal becomes the central part of consumers' lives, how we enable consumers to manage and move their money more efficiently, easily, and less expensively than some traditional ways.
Companies are very, very good - better than consumers themselves - at knowing what consumers are actually craving.
The paradox of Steve Jobs's career is that he had no interest in listening to consumers - he was famously dismissive of market research - yet nonetheless had an amazing sense of what consumers actually wanted.
Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.
Consumers no longer want only a great product - they want to buy products from companies that align with their own character and values.
Consumers will purchase high quality products even if they are expensive, or in other words, even if there are slightly reasonable discount offers, consumers will not purchase products unless they truly understand and are satisfied with the quality. Also, product appeal must be properly communicated to consumers, but advertisements that are pushed on consumers are gradually losing their effect, and we have to take the approach that encourages consumers to retrieve information at their own will.
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