Question

Would garbology be more effective in conjunction with other types of research? Why or why not?

Answer 1

Consumer goods market has become highly competitive over the past decade. Companies face difficulties in knowing the customers' purchases and their consumption patterns. Many types of researches are carried out by the researchers in order to know the consumer purchasing and consumption patterns. However, a new method of research has been developed known as Garbology. Marketing researcher sorts through the garbage being trashed by the people outside their homes to know the brand preference. Through this, the consumption pattern of the people is known and this information becomes their first-hand knowledge to researchers of what customers are willing to purchase and what products will not be sold in a particular area.

For example under one garbological study, women of a particular area did not use bottled baby food. But, in the analysis of these garbage, it was found that women preferred prepared baby foods. Thus, analysis of the belief system regarding food consumption was known through garbology. Thus, such first-hand knowledge can add to the mitigation of research of complex consumption pattern of customers.

But, on the contrary, garbology research violates the privacy of respondents unless they are consented to share the garbage for research purpose.

Competitive intelligence provides reliable and effective information which is mostly based on the facts and they support decision-making process in a business. Market research and competitive intelligence comes into play when you need to choose the right consumer for gaining the right information.

Even though, there is fine line between legal and illegal aspects of garbology method of research, it is only the end result which will justify whether this methodology is effective or not. But since many consumer goods companies have tried this methodology and are still using it, it seems to be a useful marketing research tool. Thus, garbology has its own place in research and can be counted with other types of research as well.