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Monthly Musings with Marilyn: Micro-Sourcing for Macro Insights

Posted on January 23, 2013 by Sivo Insights

decision

Do you ever feel overwhelmed when you need to make a decision? It happens to all of us. Whether we’re deciding which doctor to use to receive the best care, or which toothpaste to buy at the grocery store, there never seems to be a shortage of options to choose from. With a never-ending supply of information at our fingertips, all of this “Macro-Sourcing” can become overwhelming and even tiresome when trying to make a decision. According to a recent article by Business Insider, on average Americans make 70 choices a day, so it’s easy to see why people can be indecisive, especially when making an important decision.

Sometimes, rather than going with the 4 or 5 star rating from conventional crowd-sourced wisdom, we want a closer, more personal opinion. Therefore, we use a small, reliable micro-group from within our own extended network, which can bring about an entirely different feeling and peace of mind. In a sense we are “Micro-Sourcing” for Macro Insights. We want those in-depth, experiential insights from a select group of people whom we trust, which will provide us substantial information to make educated decisions. If you think about it, this approach isn’t all that different from in-depth Qualitative Research. Rather than surveying the masses for Macro amounts of data, we analyze and observe a select group of consumers to reveal valuable, hidden insights that make a Macro impact.  If you have a clear understanding of your consumers’ needs and wants, the greater your ability to innovate, heighten brand awareness, and develop satisfied consumers. And what do satisfied consumers do? They will advocate or Micro-Source your brand or product for you.

When it comes to those high-stakes decisions in life; whether it’s picking the right car or the best doctor, Micro-Sourcing for Macro Insights is a no-brainer. Why should it be any different when it comes to understanding your consumer? If you equip yourself with the best possible knowledge when the stakes are high, your insights will be anything but Micro.

~ Marilyn Weiss

President & Founding Partner

 

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“Marilyn is an expert in the study of consumer behavior. She has the unique ability to capture certain subtleties and nuances that would otherwise go unnoticed.”

Research Facilitator
Market Research Firm

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