Consumer brand research
Consumer brand research
Alexis de Tocqueville, a young aristocratic French lawyer, traveled to the United States in 1831 to study its penal system. His visit resulted in the classic Democracy in America, a masterpiece of United States cultural and political analysis. Without framing it as such, he offers a compelling statement early in Volume One of the power of emotional imprints upon the human mind, and how they guide us throughout life:
[To understand a man] we must watch the infant in his mother’s arms; we must see the first images which the external world casts upon the…mirror of his mind, the first occurrences which he witnesses; we must hear the first words that awaken the sleeping powers of thought, and stand by his earliest efforts—if we could understand the prejudices, the habits and the passions which will rule his life. The entire man is, so to speak, to be seen in the cradle of the child.
Some 170 years ago, de Tocqueville had it right. To understand consumers and identify their emotional drivers, good consumer research uncovers what the consumer does not know that they know, by reaching into the subconscious and uncovering what was imprinted at an early age when encountering a variety of experiences for the first time.
It is these imprints — the first experiences in life — that are the context by which a consumer will see things throughout their entire adult lives, and react to communications and experiences intended to influence them.
Before the importance of research into the effects of human emotion upon brand development were understood by some, de Tocqueville prophetically pointed the way to success. He could foresee the power of those first impressions in most any effort to own the conversation within any industry, even in today’s popular culture.
He understood there is no second chance to make a first impression.
Consumer brand research - To learn more about this author, visit Steve Cranford's Website.
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An early discussion of brand research and the power of human emotion in driving consumer decision-making comes from what might seem a surprising source.
Alexis de Tocqueville, a young aristocratic French lawyer, traveled to the United States in 1831 to study its penal system. His visit resulted in the classic Democracy in America, a masterpiece of United States cultural and political analysis. Without framing it as such, he offers a compelling statement early in Volume One of the power of emotional imprints upon the human mind, and how they guide us throughout life:
[To understand a man] we must watch the infant in his mother’s arms; we must see the first images which the external world casts upon the…mirror of his mind, the first occurrences which he witnesses; we must hear the first words that awaken the sleeping powers of thought, and stand by his earliest efforts—if we could understand the prejudices, the habits and the passions which will rule his life. The entire man is, so to speak, to be seen in the cradle of the child.
Some 170 years ago, de Tocqueville had it right. To understand consumers and identify their emotional drivers, good consumer research uncovers what the consumer does not know that they know, by reaching into the subconscious and uncovering what was imprinted at an early age when encountering a variety of experiences for the first time.
It is these imprints — the first experiences in life — that are the context by which a consumer will see things throughout their entire adult lives, and react to communications and experiences intended to influence them.
Before the importance of research into the effects of human emotion upon brand development were understood by some, de Tocqueville prophetically pointed the way to success. He could foresee the power of those first impressions in most any effort to own the conversation within any industry, even in today’s popular culture.
He understood there is no second chance to make a first impression.
Consumer brand research - To learn more about this author, visit Steve Cranford's Website.
Like this article? Share it with your friends
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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