Consumer Research – Part 1

When I have made up my mind that I’m going to spend money on a “big ticket” item, here’s what I do to decide which one I’ll get.

I. Identify the issue I want to fix.
I know that doesn’t sound much like decision-making, but it is crucial.

Here’s what I mean: Let’s say I am going to buy a car. I ask myself some questions to figure out my focus.

1. How will this item be used? If I’m just going to work and home, then I want fuel-efficient and nothing fancy. If I want to be able to carry 7 people and pull a trailer, then an SUV meets my needs better. If I want to carry trash to the dump, I can make do with an old pickup truck.
2. What problem will this item fix? If my car is unreliable, then I want to be sure to get one of higher quality. If my car is uncomfortable, then comfort should be high on my list. This point is especially important because when you’re tempted to buy something that is a status symbol but doesn’t solve the problem, this will be the deciding vote. Don’t forget the original purpose for the purchase!
3. How urgent is the need for this item? One time I went somewhere to get the oil changed in my car and found out I had a potentially harmful tire issue. It had to be replaced- no research or thought needed. But if you don’t like something because it’s ugly or “so last year”, then the urgency to replace it isn’t high.
4. Have I thought of all possible solutions? If I need to haul a bunch of stuff but only a couple times a year, should I just rent a box truck or borrow one from a friend? If I buy one for myself, would I be able to rent it out to others to keep it moving? If I get a trailer instead, where would I store it?
5. Do I know anyone who has a similar problem that they have fixed with some item? Can I try their solution?

What I’m trying to accomplish with this exercise is to identify the priorities- in order of importance. Salesmen are often most interested in priorities that are lower on my list (see #2 above), so I have to keep reminding myself that Product X, while neat and shiny, does not satisfy my top priority and thus it is worthless.

Really? Worthless? Isn’t that a bit harsh? Why yes, dear reader, it is harsh. But my purpose isn’t to waste my money. I’m trying to spend a dollar in order to get a dollar’s worth of product or service. So yes, in that purpose the product is worthless. And don’t you forget it.