Consumer Insights

1. Consumer Insights Why we need them. Meeting 2

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.

3. 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?

4. For 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?

5. 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?

6. 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?

7. 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?

8. Insight research Don’t conduct consumer research if: • Research isn’t necessary in this instance. • Previous research answered your questions appropriately.

9. Why research fails The wrong questions are asked • Researchers anticipate answers and guide results Questions are asked incorrectly • Just asking changes the situation • No such thing as scientific objectivity

10. 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

11. Why research fails Researchers interrogate • Disclosure rather than discussion is desirable • Terms and assumptions must be explained People don’t mean what they say • Pleasing the moderator (halo effect)

12. Why research fails The ‘gap’ between what people say and do is not recognized Numbers don’t inspire creativity People interpret research differently • Moderator notices body language • Observer draws different conclusions Researchers stick to old rules • Creativity means thinking out of the box

13. Qualitative methods Ask reasons why; seek meaning Use natural setting Rely on subjectivity Pose a research question Find multiple truths Quantitativemethods Record how many, how often, when Use standardized forms and spaces Seek objectivity Test a hypothesis Find a single truth Research Assumptions

14. 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

15. 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?