Ged Carroll

Category: consumer behaviour | 消費者行為 | 소비자 행동

Consumer behaviour is central to my role as an account planner and about how I look at the world.

Being from an Irish household growing up in the North West of England, everything was alien. I felt that I was interloping observer who was eternally curious.

The same traits stand today, I just get paid for them. Consumer behaviour and its interactions with the environment and societal structures are fascinating to me.

The hive mind of Wikipedia defines it as

‘the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services.’

It is considered to consist of how the consumer’s emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics (especially behavioural economics or nudge theory as its often known).

I tend to store a mix of third party insights and links to research papers here. If you were to read one thing on this blog about consumer behaviour, I would recommend this post I wrote on generations. This points out different ways that consumer behaviour can be misattributed, missed or misinterpreted.

Often the devil is in the context, which goes back to the wide ranging nature of this blog hinted at by the ‘renaissance’ in renaissance chambara. Back then I knew that I needed to have wide interests but hadn’t worked on defining the ‘why’ of having spread such a wide net in terms of subject matter.

  • Countdown on the traffic lights

    Visiting a different country gives you a chance to notice the small everyday things that might be different to your own country. A case in point for me was the countdown on traffic lights in the Chinese city of Shenzhen.

    When I reflected on the countdown on the traffic lights, I started to think about the concept of time and traffic congestion.

    Chinese driving culture

    Time in traffic congestion is not wasted time. Waiting at a traffic lights is a time for catching up on reading, making phone calls, sending text messages or returning emails. Its the sign of hustle for a non-stop operation. Shenzhen is the Chinese dream and the people here aren’t going to waste a minute if they can be hustling for an extra yuan or two.

    Hands-free kits are the exception rather than the norm. I was in a car where a driver fished out assorted Nokia handsets out of pockets in traffic congestion to answer calls and phone other people. Business was conducted on the go.

    I presume the countdown on the traffic lights was to try and prevent road accidents. Chinese drivers have adapted their practices that would drive your average British traffic police officer.  To better use this dead time that would be otherwise wasted. Drivers use the countdown on the traffic lights; as way of optimising their time reading, making phone calls, texting or eating. Once the lights are green, drivers are told how much time they have to get across the junction. More China related content here.

  • The electric scooter

    One of the first things that I noticed about the Shenzhen streets was the prevalence of the electric scooter. They are ridden by young people and old people. They’re used for delivery services, commuting to and from work and going to the buy the groceries.

    They aren’t slick looking Tron light bike type conveyances, or Something worthy of Shotaro Kaneda’s bike that would fit into the Neo Tokyo-like streets of central Shenzhen. Instead the electric scooter looks like an emaciated Honda Cub. It all comes across a bit half-arsed.

    Electric scooter, originally uploaded by renaissancechambara.

    They represent the cheapest form of powered transport in urban China.

    These are probably the scariest things that you are likely to encounter in China, short of being invited to drink tea with the authorities. They are fast enough to be dangerous, but slow enough to be annoying for other road users. They make no sound, not even the rushing of tires on road surface.

    The riders tend to have little skill and view fellow road users as potential targets. They are also not ridden only ridden on the road, but on the pavements and pedestrians have to be constantly in a high state of vigilance watching out for errant electric scooter riders. This being China, no fucks are given. If you wipe out on the pavement, they’ll just ride on. They’re absurdly dangerous.

    Finally, given that most of China’s electricity supply comes from coal fired power stations; and your scooter will last a few years at best – their green credentials are somewhat lacking. More design related content here.

  • Saab

    Saab has been a pioneer in the automotive sector and it is now facing imminent death in the car business. Saab made the first production cars with safety belts, the first headlight washer and wiper facilities, the first impact absorbing bumper, pioneered pollen filters in the air system of its cars and the first CFC-free climate control. Saab along with the Mercedes S-Class it has had a disproportionate impact on the modern car.

    I have a personal attachment to the Saab brand. I can still remember the smell of the interior of a family friend’s Saab 99, the brooding brow over the dashboard that the VDO instruments used to look out from, the heated seats and the ignition key that also locked the gear box.

    stig_blomqvist_rally99

    Motorsport, in particular rallying was the preferred sport of my Dad and my hero didn’t wear a polyester Liverpool shirt, but a set of fireproof overalls. His name is Stig Blomqvist, one of the most talented men ever to get behind the wheel of a car. He has competed successfully in circuit racing and rallying for the past 38 years.

    saab_rally_99T

    Blomqvist’s vehicle during the late 1970s was a Saab with a distinctive avant-garde paint job that caught my imagination as an 8-year old. With the rise of four-wheel drive, he then moved to Audi, and my team allegiance went with him – when Saab bowed out of top flight rallying. But that avant garde paint job still has a place in my heart.

    Saab is now staring oblivion in the face. A financial rescue has been scuppered and the car company is likely to be consigned to the annals of history. At this point Saab reminded me of Apple circa 1996, however one thing Apple had in its darkest hours were fans of the Macintosh platform. I can remember when having an Apple Mac wasn’t cool, but marked you out as a bit of weirdo.  I know, I was one of them weirdos; and thankfully the company is still around making insanely great products that shows my loyalty was not misplaced.

    If I was a potential saviour for Saab; not even a business plan by the best brains from Goldman Sachs would persuade me after reading feedback from the loyal members of the New York Saab Owner’s Club by Michael Corkery on the Deal Journal blog on the Wall Street Journal online.

    Some of the things that caught my eye:

    1. …there are some guys in the club who are going to say : ‘good riddance they haven’t made a good car in a long time.’
    2. There are some vintage guys in the club who say that Saab hasn’t made a good car since 1999…
    3. Over the last few years club members have started bringing their non-Saab cars to meetings. It speaks to the fact that Saab has gotten away from what made them a fun driving car.
    4. There are some people who work with me and will ask for car advice. But unless they are a car person, I won’t recommend Saab. I don’t want them to come back and yell at me.

    I wouldn’t even like to guess what the net promoter score is amongst some of Saab’s long-suffering fans. Saab has lost what it was to its customers. It was no longer authentic, this isn’t about globalisation; its about a company and its brand losing its soul. This happened whilst the company was a completely-owned subsiduary of GM. General Motors is ultimately responsible for management decisions that didn’t just destroy shareholder value and brand value, they nuked it.

    The only bit of Saab that remains is in the camaraderie of the club and vintage vehicles. Graham Brown frequently talks about authenticity being the keystone for successful youth marketing, its also true for marketing to the not-so-young. More on brand related posts here.

  • The Playful World by Mark Pesce

    The Playful World was written by Mark Pesce. Pesce was an early pioneer of the web. He was instrumental in bringing a 3d interface to the web through a standard called VRML. This was an early attempt to provide the kind of immersive ‘matrix’ experience envisaged by the likes of William Gibson and Neal Stephenson in cyberpunk literature. Were a digital double of the real world (or more likely a more attenuated digital version) provides for interactions in the virtual realm.

    Since then he has been applying his ingenuity and enterprise to academia  and futurism for the past decade and a half.

    The Playful World was written about a decade ago, yet was very prescient of today’s cutting-edge web and related technology trends:

    • Augmented web – the web provided a data overlay of the real world with applications like locative digital art and turn by turn directions for navigation. Putting this inside glasses rather than on a screen would mirror some of the human computer interaction work done since the 1960s for fighter pilots.
    • The web of things – items become intrinsically linked to the web with all the security risks that entails as well.
    • Custom manufacturing – smaller production runs, intellectual property becomes more important than manufacturing scale. Globalisation gets transformed. Waste could be reduced, though that would be affected by the kind of prototyping one goes through printing items in 3D printing from an existing file.
    • Gaming – lean forward entertainment becomes more immersive, though a lot of the growth in gaming has already happened

    Pesce knits his experiences together into an engaging narrative that would brings all of it together for the reader. If you want to get where things are going I recommend you have a read of Pesce’s book. You can find more book reviews here. More related content here.

  • New approach to China + more

    New approach to China

    Official Google Blog: A new approach to China – According to Google, IP theft from Google and Gmail being hacked prompted a new approach to China. That’s very reasonable on the face of it, especially given that the IP theft also affected several other companies as well. However Google is uniquely placed to take a new approach to China because it has lots of rewards and few downsides. Such as the fact that Google is under pressure in the US and not doing terribly well in the Chinese market due to credible local competition. Or as another outlet put it Google: Revenues From China Are ‘Immaterial’ | paidContent

    Consumer behaviour

    A Few Good Kids? | Mother Jones – interesting how marketing data is being used. It seems that more work needs to be done on the creative and the approach

    If Your 9-Year-Old Doesn’t Have a Cell Phone, He’s Not Socializing Enough – Fast Company

    What Do Baby Boomers Want From Technology? – Bits Blog – NYTimes.com – some interesting progmatic attitudes to tech

    Media Cache – TV Still Has a Hold on Teenagers – NYTimes.com – Forrester survey of European teens. Conventional media still consumed

    Design

    Snow Peak Official Website – cool Japanese over-engineered camping stuff, love their Baja table out of solid aluminium and titanium cooking ware.

    Hacking with Style: TrueType VT220 Font – I remember this font from my time at Corning Optical Fibres using the plant DEC VAX which provided my first email account

    Economics

    Superfusion: How China and America Became One Economy. – By Daniel Gross and Win Rosenfeld – Slate Magazine

    Asia leading the way | Economist.com

    FT.com / World / Comment – Washington adapts to eastwards power shift

    FMCG

    Taste the Rainbow: Cigarette Makers’ Colorful Answer to FDA Packaging Regs | Advertising, Branding, and Marketing | Fast Company – tobacco companies use visual cues to make up for not being able to bill cigarettes as light, mild or low tar.

    How to

    Sleep success: How to make ZZZs = memory – life – 26 November 2009 – New Scientist

    Ideas

    Edge In Frankfurt: THE AGE OF THE INFORMAVORE by Frank Schirrmacher

    How reputation could save the Earth – opinion – 15 November 2009 – New Scientist – at first when I read this headline I thought someone in corporate communications had been going full belt at the magic mushrooms again. Instead the concept is a kind of green whuffie

    FT.com | Warfighting: The US Marine Corps on agility – interesting take on dealing with chaotic times

    Innovation

    Apple Patent Application Could Presage Thinner Devices – Bits Blog – NYTimes.com

    London

    FT.com | Olympics likely to harm UK tourism

    Luxury

    Cartier drops prices to woo young | The Japan Times Online – interesting move. I remember Armani doing a similar kind of thing with Armani Xchange in the early 1990s, it will be interesting to see the effect that it may have on the Cartier brand

    Media

    FT.com / Media – Disney boss tells Hollywood to rewrite script – internationalise content rather than assume a global media culture, develop online delivery platforms, cut costs, consolidate media franchises

    Online

    FT.com / China – Beijing tightens internet controls – “The internet is developing quickly, there are many loopholes in social management and maintaining social stability faces unprecedented new challenges,” said Meng Jianzhu, public security minister. “We must establish a comprehensive prevention and control social security system that covers the internet and the real world.”

    Retailing

    Retail outlook: Discounters best poised to thrive – USATODAY.com – US is seeing discounters thrive as well

    Security

    FT.com / UK – Watchdog probes sale of mobile phone records – take T-mobile’s licence away and shut them down

    Software

    Microsoft’s Future, Beyond Windows 7 and the PC – NYTimes.com – I can’t believe that the New York Times published this piece on Microsoft. Waggener Edstrom and Frank Shaw must have hit the roof when it came out. The mantra for Microsoft as a client is no surprises, I would be surprised if anyone walked willingly into this piece which eviscerates the corporate reputation

    Apocalypse Then: a two-part series on the lessons of Y2K. (1) – By Farhad Manjoo – Slate Magazine

    FT.com / Technology – Chinese court rules against Microsoft – infringed Zhongyi Electronics property rights.

    Technology

    The BBC is encrypting its HD signal by the back door | Technology | guardian.co.uk

    Cloud computing: Clash of the clouds | The Economist

    E.U. Takes More Time to Review Oracle-Sun Deal – DealBook Blog – NYTimes.com – I hope that Sun Microsystems finds a safe harbour at Oracle

    The Digital Economy Bill is legislatively flawed | Left Foot Forward – piece that I co-authored with my pod neighbour Nick

    Web of no web

    AR to Realize World of Science Fiction — Nikkei Electronics Asia — November 2009 – good overview of augmented reality

    Wireless

    Daring Fireball: Oh Joe You Didn’t – interesting take on is or isn’t Apple earning more money on handsets than Nokia story that been doing the rounds on Twitter over the weekend