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Consumer Insights
Why we need them.Meeting 2
Sweet Spot Section 1
• Consumer insight + brand insight = ss• Marketers who are satisfied with surface
insights and don’t use brand insights miss the ss.
• Use the 5th P: People/personalization• We need to know who are customers are
and how they look at life.
Consumer Insights
• What four things should a marketer should know about you? Why?
• What are you thinking about now?• How do your thoughts differ from
marketing objectives?
For each client or brand:
1. Define your customers the way they think about themselves.
2. Look at life from their point of view.3. Think about the best ways to bring your
products and services to consumers.
EXERCISE: How will you do the above with parents buying video games for their kids?
Make a connection
• Describe an advertising message that made a connection to you.
• What action did you take after the connection was made?
• Do advertising messages always lead to behavioral changes?
Persuasion and persuading
• What person have you tried to persuade recently?
• What were you trying to accomplish?• What was the outcome?• What insight did you use for success?• What insight did you miss for failure?
Consumer’s shoes
• How would you put yourself in the shoes of a consumer 65+ with an active lifestyle whom you wanted to persuade to buy Rockport walking shoes?
• How would you put yourself in the shoes of a teenage consumer whom you wanted to persuade to drink milk?
Insight research
Don’t conduct consumer research if:
• Research isn’t necessary in this instance.• Previous research answered your questions
appropriately.
Why research fails
The wrong questions are asked• Researchers anticipate answers and guide
resultsQuestions are asked incorrectly• Just asking changes the situation• No such thing as scientific objectivity
Why research fails
Experiments are conducted• People are not animals in labs• Relationships are created outside traditional
facilities• Natural habitats are the best settings for
informal group discussions
Why research fails
Researchers interrogate• Disclosure rather than discussion is
desirable• Terms and assumptions must be explainedPeople don’t mean what they say• Pleasing the moderator (halo effect)
Why research fails
The ‘gap’ between what people say and do is not recognized
Numbers don’t inspire creativityPeople interpret research differently• Moderator notices body language• Observer draws different conclusionsResearchers stick to old rules• Creativity means thinking out of the box
Research AssumptionsQualitative methods• Ask reasons why; seek
meaning• Use natural setting• Rely on subjectivity• Pose a research
question• Find multiple truths
Quantitative methods• Record how many,
how often, when• Use standardized
forms and spaces• Seek objectivity• Test a hypothesis• Find a single truth
Qualitative Researchers
• Want to know the categories of meaning consumers use in everyday life
• Use observation and unstructured interviews to probe meanings
• Allow concepts to emerge from the data• Collect and interpret narrative data • Analyze data using codes and categories• Establish relationships with consumers
Meaning is key to understanding
• What is your favorite possession?• How did you acquire it?• What story can you tell about what it means
to you?• How can this insight help to understand
how to sell you a brand?