I have always been fascinated by the study of consumer preferences — why people choose one thing over another and how manufacturers and businesses have adopted different strategies to tap into these habits. I’ve written in the past about looping, which was identified years ago, explaining the how and why we all are creatures of habit — from getting dressed in the morning to what we put on our hamburger. I’ve also discussed how large companies like Target have been using MIT grads and higher education establishments to tap into data mining analytics and pinpoint what your next purchase needs are. They also study how you are steered into purchasing a particular item by the ads you have been specifically sent via text, email and snail mail. Stimulation of mind and wallet.

Recently I had the privilege to sit in on a fascinating discussion that has taken data mining to a new level. There are now companies that gather enormous amounts of internet data to the point of counting how many people are searching for restaurants that serve (X) or how many google searches there are for recipes that contain (Y). These companies can quickly digest this information and disseminate what will be the most impactful direction a company should be focusing on. Every business is looking for that competitive edge. These companies can break the information out by city, state, regions as well as demographics including gender, age, earnings, education levels and so on. One of the companies discussed securing an online focus pool of frequent flyer consumers that use a product(s) monthly. They show these paid product groupies a media presentation on a specific upcoming LTO. While they are presenting, they can capture their consumer information and within minutes react to rearrange verbiage or content, switch background colors — basically adjusting the message at light speed to achieve the highest scores. They then relay that information to their clients.

I was blown away to learn the scope of data some of these mining companies have. I think about how many times I’ve gone on an array of sites such as Google, Yahoo, Facebook, Instagram, Twitter, Pinterest for recipes, specific ingredient information alone. Using the internet is just a tool we take for granted now. It’s invaluable when I am researching for a new trend or even going to another part of the country looking for a place to eat.

My query this week is: Are you feeling just a little manipulated knowing now that all your actions and purchases you make on a daily basis are being watched, monitored and possibly directed?

Brings a new meaning to Big Brother.

Live well always…

Consumer preferences: A deeper dig into the data mines

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