Marketing Currents - Business and Marketing Current Events

IBM Study Finds Consumers Are Disappointed By Marketers


While there is an abundance of insight from the marketer’s point of view, a new report from IBM/Econsultancy reminded me that we don’t have much perspective regarding what consumers think of marketing. In a novel piece of research, 4 out of every 5 consumers say that brands don’t behave as if they really know them—the translation is the marketers aren’t marketing effectively to consumers.

Click here to read the story at

Discussion Questions:

  1. What is market research?
  2. Why do you think the data uncovered through research might be important to a marketing professional?
  3. What is consumer behavior?
  4. Why do you think brands study consumer behavior patterns?
  5. According to this story, 4 out of every 5 consumers feel brands don’t market as if they know them. What do you think that means?
  6. In your opinion, are you disappointed in the marketing efforts of your favorite brands? Why or why not?
  7. Why is it important for marketers to create an authentic connection with consumers?
  8. What do you think marketing professionals can do to create a more authentic connection with consumers?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.