In this second article published by our partner Visionary Marketing, we will discuss the theme of state superposition related to quantum marketing. This is probably the best-known subject in quantum physics, due to the popularization of Schrödinger's cat paradox. In marketing, overlay can be similar to the different roles a prospect can play.
Superposition of states: when the prospect occupies several supperposed roles
What is the principle of superposition applied to marketing?" A consumer is several people at the same time. This is called a role," explains Christophe Benavent. The consumer can be in several roles at once: for example, the mother who wants to buy candy for her daughter to please her finds herself confronted with her role as a mother who must monitor the health of her children.
The state of a particle varies: its position, its movement, its mass, etc.. However, it is impossible to know this state until the particle measurement has been performed, and this measurement freezes the state which cannot then evolve. However, before measurement, the particle can be in an infinite probability of states.
Example in B2B Marketing
In the case of the purchase of a new CRM solution, the budget manager who has the final decision of the purchase will be confronted with his professional role which forces him to refuse a too expensive solution. But he will also be influenced by his role as a friend of the CRM manager who is in favour of this solution and who asks him to accept. Like a particle, the prospect will potentially be in two states at once, although at the end he will have to take a solution, buy or not buy.
Schrodinger's cat experience
Schrödinger's cat is an illustration of the principle of superposition. Edwin Schrödinger formulated a paradox in 1935: a cat is placed in a closed box, where there is a system comprising a toxic gas connected to a switch. The switch is connected to a particle that has a 50% chance of disintegrating: if it disintegrates, it activates the switch that diffuses the deadly gas. However, as the behaviour of the particles is random and unpredictable, we only know if the atom is disintegrated (and therefore the dead cat) or not, by opening the lid of the box. As long as the box remains closed, the cat must be considered both alive and dead.
Thus, this metaphor of quantum physics teaches us that the client's condition cannot be known until he has been questioned.