Der Benutzer lebt in seinem eigenen Universum. Dieses besteht aus einer Vielzahl an Vorlieben, Eigenschaften und Merkmalen. Um Produkte & Services zu verkaufen, helfen uns soziodemographische und geographische Merkmale den Kundenstock einzugrenzen. Weiters dienen psychologische, sozialpsychologische, soziologische und kombinierte Kriterien dieser Notwendigkeit. Aus meiner Sicht ist das Verstehen des Kunden und bleibt das Begreifen seiner Bedürfnisse die Kür.
Die soziodemographischen Merkmale fokusieren auf soziale und wirtschaftliche Aspekte, geodemographische Kriterien auf regionale Unterschiede. Wir wissen also über Geschlecht, Alter, Haushaltsgröße, Haushaltseinkommen, Berufsgruppenzugehörigkeit, Sozialschicht, Familien- / Lebenszyklus, Religion, Staatszugehörigkeit und regionale Merkmale bescheid. Diese Daten sind in den Industrienationen leichter zugänglich als in Entwicklungsländern.
Entwicklungsländer haben oft kein Meldeamt. Ausführende Organe und jene, die mit Daten für statistische Erhebungen arbeiten, keine Kontrollmechanismen. Mit dieser Aussage hatte mich ein Professor an der Westminster University schockiert. Nicht zuletzt um gleich darauf zum Besten zu geben: Man stelle sich ein Schiff überfüllt mit Menschen vor. Dieses schwankt und versucht, auf die andere Seite des Flußes zu gelangen. Der Meldebeamte (Statistiker) versucht so viele Menschen wie möglich zu befragen und deren Daten zu erfassen. Kommt das Schiff an, bevor alle Daten erfaßt wurden, ist das die Realität die wir in Zahlen erfahren. Nicht jedoch, welche Hürden der Beamte auf sich nehmen musste, um einen geeigneten Ort zur punktuellen Datenaufnahme (Schiff) zu erreichen. Mehr könne man nicht tun.
Für mich ist das ein exzellentes Beispiel für die zu hinterfragende Glaubwürdigkeit der veröffentlichten Zahl. Wir kennen die Umstände nicht, unter denen Daten erfaßt wurden, wir werden meistens keine wahrheitsgetreue Erläuterung für die Herleitung erhalten können. Das Bemühen und akribische Zusammenführen an statistischen Zahlen kommt in vielerlei Publikationen zutage. Dies wurde mir besonders klar, als ich für die Data Development Group (World Bank) tätig war. Wir arbeiteten an einer Wissensplattform für Statistiker aus 20 afrikanischen Ländern.
Zurück zur Validität der Daten in Industrieländern. Anhand der erhaltenen Daten werden Märkte untergliedert, Segmente geschaffen, Zielgruppen (Benutzergruppen) abgestimmt und die korrekte Positionierung des Produktes kreiiert. Schlägt ein Aspekt fehl, oder ist z.B. das Timing der Kundenansprache (Frische österreichische Äpfel im Winter), die Inhalte nicht für das Endgerät optimiert – C’est la vie (that’s life).
Wir können also eine Vielzahl an Schrauben drehen um die richtige Einstellung zu erhalten. Dazu müssen wir eintauchen in das Universum des Kunden, ihn zu verstehen suchen. Seine Bedürfnisse begreifen, das was er will (want) und das was er braucht (need) zu unterscheiden wissen.
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