Presentation on theme: "Why we need them. Meeting 2"— Presentation transcript:
1Why we need them. Meeting 2 Consumer InsightsWhy we need them.Meeting 2
2Sweet 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/personalizationWe need to know who are customers are and how they look at life.
3Consumer InsightsWhat four things should a marketer should know about you? Why?What are you thinking about now?How do your thoughts differ from marketing objectives?
4For each client or brand: Define your customers the way they think about themselves.Look at life from their point of view.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?
5Make a connectionDescribe 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?
6Persuasion 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?
7Consumer’s shoesHow 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?
8Insight research Don’t conduct consumer research if: Research isn’t necessary in this instance.Previous research answered your questions appropriately.
9Why research fails The wrong questions are asked Researchers anticipate answers and guide resultsQuestions are asked incorrectlyJust asking changes the situationNo such thing as scientific objectivity
10Why research fails Experiments are conducted People are not animals in labsRelationships are created outside traditional facilitiesNatural habitats are the best settings for informal group discussions
11Why research fails Researchers interrogate Disclosure rather than discussion is desirableTerms and assumptions must be explainedPeople don’t mean what they sayPleasing the moderator (halo effect)
12Why research failsThe ‘gap’ between what people say and do is not recognizedNumbers don’t inspire creativityPeople interpret research differentlyModerator notices body languageObserver draws different conclusionsResearchers stick to old rulesCreativity means thinking out of the box
13Research Assumptions Ask reasons why; seek meaning Qualitative methodsAsk reasons why; seek meaningUse natural settingRely on subjectivityPose a research questionFind multiple truthsQuantitative methodsRecord how many, how often, whenUse standardized forms and spacesSeek objectivityTest a hypothesisFind a single truth
14Qualitative Researchers Want to know the categories of meaning consumers use in everyday lifeUse observation and unstructured interviews to probe meaningsAllow concepts to emerge from the dataCollect and interpret narrative dataAnalyze data using codes and categoriesEstablish relationships with consumers
15Meaning 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?