Being in the Know

What are the chances that a consumer is likely to forfeit personal information if they have no idea the intent of the questions being asked? Not too likely. When entering a popular restaurant chain recently I was asked, “Where I was coming from?” and, “where was I heading after my dinner?” At first the question seemed not-worth answering to a complete stranger but after my friend had asked what the questions were being asked, (to see if another chain should be built locally), was I more than obliged to answer the questions at hand.

If advertisers are straightforward and forthcoming about the information they are collecting and the reason, consumers will be more comfortable and willing to share their feedback says Isacc Scarborough.

It is just that mentality that raises the question as to whether or not it is more beneficial to allow the consumers full knowledge for what such information is being researched. Comfort plays a large role in an consumer’s ease of providing information, in today’s manipulated-media craze it is important to make the consumer feel like an integral part of the process rather than a specimen. If this comfort is attained the outcome would ultimately benefit both parties.