However, the way people make decisions many times, is with their heart not their head. We know there is a big difference between what people say and what people do.Sometimes people don't know what they want until they are forced to make a decision, as in the voting booth. Reason #2: People have two ways of thinking about things and whichever one is in control at the moment will direct their behavior. We find most often in our work that these causes are hidden down in the emotional subconscious. It’s important to look for the causes of the behavior to see what Customers really want. You might complete research where Customers tell you they want something, implement that something, and see no change in Customer behavior. Many times there is a hidden part of how a Customer feels that drives their behavior. What they wanted for the election was “hidden” in their subconscious, down in the emotions. Why? Because sometimes the voter didn’t know what they wanted yet. Even if they were reaching a broad sample of the British population, the answers they got back might not have been accurate. So they, like all of us, were scratching their heads when the dust settled, and the Conservatives won a clear majority. They were earnest in their efforts to get a sample on which they could predict where the election was headed. The pollsters weren’t trying to get it wrong. Reason #1: It is a complex process to understand what people (and Customers) want. Since many marketers are also responsible for polling for their brand, maybe we can glean some wisdom from the polling failure by taking a closer look at why 3 Reasons Why People Say One Thing and Do Another. So why did people say they were going to vote one way and then change their mind? My take is people often say one thing and do another. On election night the Conservatives won a majority-a great shock to everybody! no one political party would be the outright winner/have a majority. All the polls leading up to the election said it would be a Hung Parliament, i.e. Last week the UK elected a new government.
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