Wait, what? Isn't one of the main sources of research what consumers say?
That's right. When we conduct research, we get answers from consumers based on our concerns. However, we must keep in mind that we need to view their answers by also understanding why they answered that way.

I'll share two common cases. Case 1: In many surveys, questions about factors influencing purchasing decisions often yield answers that price is the most important, or one of the top three important factors in product or brand selection. This kind of response can be a trap; the recommendation taken from these results is to lower prices or give discounts. However, this approach isn't always the right solution. In fact, consumers from various economic backgrounds consider price, but their budgets differ. Consumers with limited budgets will be more careful in choosing products, while consumers with higher budgets might be willing to pay more for added value. Instead, we also need to explore other factors that can increase product value. This can be seen from other top 3 or top 5 answers. By providing more value, price is no longer the sole consideration for consumers. This shows that we shouldn't just listen to the voice of consumers, but also understand what influences their decisions.

Case 2: I've conducted studies for restaurants several times. When asked why they never visit a particular restaurant even though they know about it, many consumers answer that the location is far. In this context, the answer is clear and leads to the recommendation to open a new branch, based on the assumption that the closer the location, the higher the likelihood of visits. Let's analyze again why consumers answer that the location is far. Why does a distant location become a reason, when deeper analysis shows that many consumers are willing to travel far if there's value that compensates for their effort? For example, when observing visitors to the GIIAS exhibition in Tangerang, many of them came from outside the Greater Jakarta area (JABODETABEK). So, instead of opening a new branch, a more effective strategy might be to increase the appeal of the restaurant itself, perhaps with the experience offered, providing customer testimonials, and offering a unique menu, so consumers will be more motivated to visit even if the location is far.

Both cases illustrate the importance of not only hearing what consumers say but also understanding why they say it. Thus, we can make more accurate recommendations and not blindly accept what consumers say.

Do you have other cases? Please share them!