Inside the Mind of Funeral Consumers

Several years ago the Funeral Service Foundation commissioned an unorthodox market research project. They retained one of the foremost market research firms – Olson Zaltmanto study the funeral consumer’s unconscious thoughts about funerals. They broke the research into two segments:

  • What consumers actually thought about funerals at the unconscious level
  • What consumers actually want in the form of their own service

The results were profound but, as with so many other things, it got lost in the day – to – humdrum that is funeral service. Of the funeral homes that have applied the findings, all have had significant consumer response and success.

Here is the first segment of a powerful video on how you can actually disrupt your own funeral market.

This week: what people really think about funerals, funeral homes and funeral directors.


  1. John Cunningham August 1, 2018 at 10:41 am - Reply

    Sorry, but this fellow lost all credibility with me when he stated at 7 minutes in, that “cremation means no service” – wrong, and “no service means no revenue” – wrong again. Our firm is 90% cremation and we have many meaningful Traditional Funerals followed by cremation, we have Celebrations of Life and Memorial Receptions. Even our direct cremation families often select optional merchandise.

    • Alan Creedy
      Alan Creedy August 1, 2018 at 11:12 am - Reply

      John, I am pleased you are having such good success. Remember, the majority of your colleagues in North America are still stuck in the old cremation mindset.

  2. Matthew Jones August 2, 2018 at 10:51 am - Reply

    I have enjoyed reading and hearing about this research over the years. I believe it is important to our healthy survival. With this interview, the point of interest that stuck out to me is that the public and family is really hoping to be transformed in the funeral experience. Generally, I assume this is a transformation from sadness to hope. I would love to hear more thoughts about how we can assist in this transformation every time we serve a family. Is anyone out there really offering an experience that promotes this type of transformsation? Also, this interview seemed to end early Alan, will there be a part-two? Thank you

    • Alan Creedy
      Alan Creedy August 2, 2018 at 10:54 am - Reply

      matt, will be doing a blue ocean tour at just such a place in early 2019. will let you know. stay tuned for next segment next week.

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