Our research studies over the years on the impact of change on loyal consumers show that they are excessively sensitive to change, But what is interesting is the fact that, parallel to the drive for stability, there is a drive for change. We call this contrary set of drivers the Change-Costancy conflict and respond to change. The intent in this paper is to get the heart of this conflict and understand how it impacts the loyal consumers' choice and behaviour.
This paper utilizes the authorsâ experience in automotive interior design development within Johnson Controls to provide insight into consumer awareness, design-related issues and vision; art and expertise, the sense of workmanship and vision of designers; and the sensitivity of a consumer driven corporation with a vision.
Elements of the design and operation of large scale surveys introduce sources of error not adequately dealt with in normal textbook formulae. Nevertheless, it is often possible by comparing the results of replicated surveys to arrive at objective and empirical estimates of accuracy and lack of bias in such surveys. Further, it is necessary to do this to convince our clients of the reliability of our work. Apart from the reliability of a survey, it should also be sensitive to changes in the situation. Examples of the sensitivity of opinion polls are given indicating how substantial variability and unpredictability in the way people's views respond to outside events implies that predictive models, especially in the course of an electoral campaign are fraught with danger. The unpredictable electorate reigns supreme and the opinion polls can only reflect, with as short a time lag as possible, the present rather than the future state of public opinion.
I am concerned here with an attitude to pre-testing as much as a particular technique. Overall measures of advertisements are needed but it is in this area that the arguments arise. Incidentally, I shall be talking purely in terms of television advertising. Such overall measures are useful in the creation of advertising. When a particular advertisement is demonstrated as bad the account and creative groups no longer need spend their energies in arguing why it is a good advertisement. With or without the benefit of diagnostic material, ideas start flowing on how to improve or replace the advertisement. A system of pre-testing should be sensitive. That goes without saying - except that we don't always get it. Theatre gift choice change has proved rather insensitive for instant coffee advertisements in Britain. Sensitivity is essential. In setting up a new system I wanted sensitivity. On the other hand I was willing to "disconsider" validity. I don't want to actually go on record as saying that validity is not important - but too much concern with validity inhibits the development of techniques and their understanding.