For those of you who are too young to remember, the Rosetta Stone provided archaeologists with a means of translating ancient languages. Buying behavior is as core to the study of Market Research as language is to archaeology. If you don’t understand it things can be quite difficult.
It would be interesting to compile a list of questions regarding Buying Behavior and use their answers as a way of categorizing respondents. Using segmentation analysis we could arrive at a labeling scheme that might be quite useful. For example, early adopters that would accelerate purchasing decisions using a credit card, who are brand fixated and own many of the hottest “goodies”, might be one category elucidated by our analysis. Those who were price sensitive, price over brand and kept their plastic for today’s essentials, would define a second and vastly different crowd. If we knew what the segments were and how they were distributed in the target population we were studying, then we would have a new set of targets that could be used in combination with demography.