People As The 5th P

Consumer insights on dialogue

Interesting points made in an article by Brian Solis, principal analyst at Altimeter Group, in the January edition of Marketing News.

“Understanding the needs and expectations of people inspires an important element often missing in day-to-day business strategy — empathy.”

It’s difficult, if not impossible, to get empathy from data and analytics.  Empathy comes from talking to customers and prospects to determine what their needs and wants are and why.

This requires a dialogue — in-person, on the phone, via email or social media.  This dialogue allows the marketer, or any employee for that matter, to ask a very important question — why?

You may have to ask a respondent “why” four or five times to get to the emotional driver behind their needs, their wants and their decisions.

Once you understand the emotional connection a consumer has, or wants to have with a product, service or brand, you can begin to deliver that emotional connection.  However, it must be done with humans, not data.

What are you doing to understand the emotional drivers of your customers and prospects?


About Chipotle for Life

An integrated marketing professional who generates insights from analytics to increase revenue. My blog for marketing now resides at After getting requests from a number of people about my eating and exercise routine, I've decided to begin sharing about my healthy obsession with Chipotle and exercise.
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