three rational reasons for purchasing a spa were relaxation, therapeutic benefits, and year-round pleasure. The top three emotional reasons were conversations, relationships with loved ones, and the desire to unwind and regroup their thoughts.   Marketing Strategy: Of all the statistics in this study, this is perhaps the most important, because it helps you understand why your customers purchase spas. After all, consumers purchase as a result of their emotional responses. They react to primary obvious benefits, and they also react to hidden emotional benefits.   With the information you gleaned from this statistic, you should consider writing a press release with the headline, "Rescue Your Marriage Using This Little Known Secret." The article could go on to talk about how marriages are breaking up right and left and the number one reason from a womans point of view is lack of conversation. Then you could talk about how little husband and wives communicate. Consider finishing the article telling the readers how regular spa users have quintupled the amount of conversation in their marriage, and that purchasing a spa has dramatically improved their relationships and literally saved their marriage in some cases.   Lastly, you should consider offering the reader a free Special Report about how spas can save their marriages. The number one selling book of the 1990s was John Grays Men are from Mars, Women are from Venus. Do you think there is a lot of interest in this subject? YOU BET!   Using Consumer Research to Create Powerful Marketing Strategies For Any Small Business Industry   You just received eight concrete examples of how you can use consumer research to develop solid, practical marketing strategies. Although we used examples from the spa and pool industry, the process used to develop these marketing strategies is the same for any industry. Some of the strategies may be more practical and successful than others, and but the fact is that you can glean some very important information from these statistics and use them to your advantage.   Use research about customers purchasing habits from your industry, and start creating more effective marketing strategies for your small business right now.       13 Elements Of A Winning Small Business Advertisement     Nobody can guarantee a winning ad. The only way to know for sure is to test it. But there are several elements that you can incorporate into your ad or sales letter to give it a better chance of being a winner. Use these elements as your own personal "winning ad checklist."