The Science of GUT

Recommendations are in our DNA

So I have an idea — creating digital tools to empower consumers to help one another find and purchase quality goods; a nascent team willing to build the product; but did my vision match up with the research? Turns out it does. After pouring through research studies by A.C.Nielsen, Forrester, Pew and countless others I discovered my gut was right — we trust each other more than any ad or algorithm when it comes to making purchasing decisions.

In fact, research shows that 90% of consumers worldwide trust the purchasing recommendations of friends and family. Whereas only 56% reported trust in advertising. (84% of Millennials those age 18 to 34 report distrusting advertising.) 90% of people also cited the leading reason for a purchase was a recommendation from a family member or friend. With those two 90s pinging in my head I had memories of another friend — Friends with Rachel, Joey, Chandler, et all. I’ll be there for you….

Digging deeper for further validation, I discovered that research out of Arizona State University revealed that seeking recommendation is a form of protection that is hardwired in us. It is a part of our DNA.

Why we seek recommendations makes sense? But why do we give them. At first, I thought we did so not for truly altruistic reasons but to receive incentives. Coupons, cash rewards, insider access. But in a phone call with angel investor, BzzAgent and Word of Mouth Marketing Assocation founder David Balter, I learned otherwise. I don’t remember his exact words but his sentiment was backed up by research. 99% of people report making purchasing recommendations to friends and family because they either had a good experience with a product or brand or they want to help their friend or family member find a good product that fits their needs.

Cool; I thought now onto climbing mountains in Vermont and beyond.