The direct marketing‐direct consumer gap: qualitative insights

The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry‐funded project to investigate how consumers interact with direct marketing. The programme was qualitative, based on both individual depth interviews and group discussions. A theme of “paradox” emerged from the research in a variety of ways. Consumers generally take a pragmatic view of marketing activity, but at the same time they are sceptical of much direct marketing. The research identifies consumers’ key concerns with direct marketing as: privacy, control and relevance. The resulting “gaps” between direct marketing practice and consumer expectations and desires produce clearer areas for the direct marketer to address.