New research was just released that demonstrates a big shift in how consumers buy and what influences their purchase. Traditional ads no longer have the same power to shape consumer opinions as they once did. Amazon (the ultimate cost and quality comparison, along with others) influence consumers more than ever. The studies were based on the “compromise” effect – (see NYT article below for the full story) are probably now saying to yourself, ho hum… and why is this news? Well, it took a while for the establishment to document what most of us already know and practice organically. However, some of the results of the study suggest that digital feedback in the digital world allows marketers to see what works and what doesn’t – what messages are influencing customers and which ones aren’t. And they can make adjustments accordingly…and very quickly. This is all very well and good, and excellent support (although the writers and researchers don’t see it from the customers’ point-of-view, so they are still missing the point) for my position that customer-focused information and insight right from the beginning…pre- advertising/marketing/PR efforts and spending, is more valuable than measuring what works after you’ve spent all that time, money and effort and then correcting it.