IMC 304 Exam 2
3 Steps Prior to Conducting Secondary Research
What questions do you want to research and answer? Market performance? Trends? Factors? Competitors in the marketplace? Positioning? Performance? Brand facts? Positioning? Target Audience? Profile, behavior, attitudes, etc... What information do you need to answer the question? Where can you find information?
Quote from Jon Steele, Planner WPP truth, lies and advertising
"Without research we are flying in the dark...no radio, no compass, and no fuel gage."
Quote on creativity applied to research
"The aim of the best advertising research is to embrace consumers; reach a deeper level of understanding of the way they think, feel, and behave; and then use those observations and discoveries to kick start the creative process and begin to build a relationship with them through ..." communication. Steel, TL&A. p. 105.
Brand personality
-Helps you explore emotional connections and human characteristics people associate with brands. -Asks consumers to think of your brand as a person helps to understand how your brand is perceived vs others. Symbolic meaning brands acquire The set of human characteristics associated with a brand (Aaker,1997) Types of physical and psychological attributes that define your brand persona. If your brand was a person, what kind of clothes would it wear? Where would it spend time? How would it feel about global events, pop culture, and so on? How would it speak? How would it treat other people? What kind of people would want to hang out with your brand? ex we did in class: coke vs. pepsi lexus person vs. mini cooper person
Insights through interviewing
-In-Depth Interviews - one-on-one (face-to-face) session with carefully planned questions about an individual's feelings and motivations. -planning interviews: Who do you want to talk to? What is it you really want to know? What type of questions will you ask? Where will you interview? -determining the people to study Determine your target population Decide how to represent this population Sample Size Types of sample Random selection Criteria Stratified random sample: Dividing the population into subpopulations based upon distinct characteristics. Draw your random sample from each subpopulation
Primary data
-Information that you collect specifically for the purpose of your research project. -Tailored to your specific research needs Needs uncovered during secondary research Collect the information you want to know Understand the consumer - deep level (preferences, hidden motivations, etc...) Reported in the way you want to know -Greater control Size, location, time frame, methodology, respondents... -Proprietary information Information advantage -Select the source (the population sample from which you collect the data)
Brand sales data
-Sales data : All organizations collect information in the course of their everyday operations. Sales orders are received and delivered Costs Sales reports Invoices Sales by territory Sales by customer type Prices and discounts Average size of order by customer, customer type, geographical area Average sales by sales person Sales by pack size and pack type, etc.
Gather Information to Get Insight and Predict The Future
-Secondary Information Sources -Primary Information Sources Qualitative Methods - Studying Humans and asking GREAT questions Observation Talking to People Interviews Ethnography Focus Groups Quantitative Methods Surveys Experiments
How focus groups work
-determine topics and goals -identify potential participants -prepare a moderator/discussion guide that outlines the questions -choose a location -require 6-12 participants (with incentive) -conduct a 90-120 minute session led by trained moderator -analyze the session and present a thorough written/oral report preparation: Screener Location Discussion guide Moderator Keen observational skills Ability to guide discussion Ability to suppress own personal views Respect for participants (active listening, eye contact, concern for comfort) ex. Citibank national city bank --> citibank ex. coca cola freestyle -5 characteristics =Small group of people selected and assembled by researchers =Possess certain characteristics Anonymous Homogeneous - specific characteristics Provide qualitative data Open-ended questions Researcher - moderator, listener, observer, analyst =Focused discussion to explore/discover/gain understanding =Report findings to understand the topic of interest and help in decision making
Ethnography
A branch of anthropology dealing with the description of cultures. Observing people in their natural environment. What people say and what they do are two entirely different things. Ethnography gives you an opportunity to observe, first hand, what life is like from someone else's point of view. -advantages Actual behavior is revealed Causal factors can be identified Real - Researchers see things in their natural state (not artificial or contrived) -disadvantages Time consuming Expensive "Thick data" - a lot of data is collected Hard to extrapolate same to population ex. proctor and gamble Observed people in their homes cleaning floors. Noticed a lot of time was spent cleaning the mop. Led to the innovation and communication of The Swiffer (current sales of +$500 million) ex. Chi chis mexican grill ex. miller lite ex. general mills` General Mills hired anthropologist, Susan Squires to "rethink breakfast" Researchers arrived at consumers' homes at 6 a.m., armed with video cameras and the tools of ethnographic research, ready to study families during their morning rituals. Insight: "Breakfast" has become an individualized and intermittent series of snacks eaten up to 11:00 a.m. Yet, it is still perceived as the most important meal of the day, so parents struggle to find the right foods for their children.
Consumer insight
A consumer insight can be defined as: A previously unrecognized or unexploited deep understanding of a consumer behavior, attitude or need that can be used to unlock opportunities - require a different mindset -fresh: it might be overlooked or forgotten -relevant: when played back to other target consumers it should strike a cord -enduring: building on a deep understanding, it has potential to remain relevant over time -inspiring: all the team should be excited about it, and see different but consistent applications Make empathetic connections that are future focused because they beg the question "So what?" They unlock opportunity and inspire action.
Perceptual mapping
A perceptual map is a graph of how various brands are perceived by customers among attributes, benefits, values or a combination of variables. Attribute Map - characteristics Benefit Map - consequences of attributes Value Map - belief or meaning derived from the benefit Combination Map -Displaying/graphing in two or more dimensions the location of products in consumer's minds. 1. identify a set of competing brands 2. identify important attributes through qualitative research 3. conduct quantitative marketing research 4. plot brands on two dimensional brands
Netnography
A qualitative, interpretive research methodology that adapts the traditional, in-person ethnographic research techniques of anthropology to the study of online culture and communities. ex. case study- starbucks
Advantages and Disadvantages of Secondary Research
Advantages: Cost and time effective Easily accessible Immediately available Provides background View research and data collected by others. Good basis for primary research Extensive range of data can be collected Disadvantages: Varying or hidden definitions Measurement Error Source Bias Reliability Relevance Time Scale Ethics not disclosed May not answer specific questions
Using VALs
Archetypes: recurring patterns of human behavior Through a combination of psychology, demographics, and behaviors marketers/planners can use the VALS types to select the best targets, understand motivations, identify insights, position their brands, and communicate effectively.
How to do an ethnography
Begin without a hypothesis Go to their turf: Shop-a-long Get people to DO the activity rather than just tell you about it. Insights can come from the disparity between their words and actions Motivations, rituals, unconscious beliefs Take pictures and video of surroundings -insight will come from knowing consumers better in their natural setting
Marketplace data
BDI and CDI are indices comparing the relative strength of a market to overall sales. The Brand Development Index (BDI) is an index compared to overall brand sales. BDI = (% Market Brand Sales / % Market Population) x 100 The Category Development Index (CDI) is an index compared to overall category sales. CDI = (% Market Category Sales / % Market Population) x 100
Primary Research-Why
Beyond personal experiences and secondary sources, there are a number of primary research methods and tools to see the world from the eyes of specific consumers. "Ultimately, the best insights come from being out in the world". Kocek PGAP pg. 29 "The real value that you bring as a planner is in providing a unique point of view, which usually means finding sources of information that no one else is looking at"
Why is that important to you?
By continually asking "why is that important to you?" the interviewer maintains control of the interview by creating a perception of genuine interest while maintaining neutrality
Surveys/questionnaires
Characteristics: Quantitative Large quantities of people Survey design is important Ranking Likert scale Closed Ended Questions 3 Key Factors to Success: Order bias - randomize responses Question phrasing - influences answers/results "favor or oppose taking military action in Iraq to end Saddam Hussein's rule" 68% favored military action, 25% opposed. "favor or oppose taking military action in Iraq to end Saddam Hussein's rule even if it meant that U.S. forces might suffer thousands of casualties" 43% favored military action, 48% opposed. Survey length Long = survey fatigue Will the answers to these questions tell me something I don't already know? Will the answers to these questions help me solve the problem? Do I need to quantify something?
Methods to test strategy
Check the 'potential' of an advertising idea or concept and are usually done in before the idea is made into a campaign. Interviews Lab test Focus Group Example: Medical Services Brand
Open ended vs. close ended questions
Closed Questions: Questions for which the answer choices are either given to the respondent or understood by the respondent Examples: "Is your hair black, brown, or red?" [Choices provided] "Are you interested in research?" [Choice implied: yes/no] Closed questions limit the breadth of information that a respondent has to offer. Open Questions: Questions that allow the respondent to answer without presented or implied choices Examples: "What color is your hair?" "What are your interests?" Open Question Words: What? Where? Who? When? How? Why? * Sometimes "Why?" can imply there is a right answer - Be Cautious!
Focus group parts
Conducting (Getting insight) Name tents Setting Materials Moderator/Discussion Guide Moderator - strategies to engage -self appointed expert -the rambler -the dominator -the shy participant -the participant who talks very quietly
ways to segment market
Demographic - most popular, but most risky Identifying WHO To Talk To (Target Market) ex. bic for girls Geographical - where people live Psychographic -focuses on what makes individual consumers tick—their attitudes, values, personalities, lifestyles, and communication Leo Burnett for Wilson Sporting Goods found they could classify consumers by involvement in tennis as a sport -> 30% Beginners, 25% Socializers, 25% Competitors, 20% Buffs. Would each segment have a different sweet spot they would respond to in advertising/communications? Attitudes Liberals vs conservatives Environmentally concerned vs unconcerned Behavioral - past actions or purchase behavior Buying Patterns Frequent or heavy users Loyal or discovering the brand Brand Benefits Sort people by the benefits the brand gives to them. Example: Toothpaste whitening, sensitive, cavity fighter, fresh breath Organic Kids Usage Rates Cultural Background Generation VALs ex. Vaughnt football stadium
Possible subpopulations to sample
Demographics Psychographics Geographics Behavioristic
When is ethnography useful
Developing a brand position or repositioning a brand Trying to understand how a consumer uses a product or service in the context of his or her daily life When it is important to observe consumer behavior first-hand versus asking for recall after-the-fact The audience is hard-to-reach (e.g. teenagers, moms with babies, the affluent); or as a complement to more traditional qualitative (focus groups) or quantitative (usage and attitude studies) approaches. Launching/developing a new product - positioning or the idea
What is a trend?
Dictionary: A general direction in which something is developing or changing A fashion: "the latest trends in modern dance" Trends help us understand and predict consumer behavior and develop strategy that will be relevant to consumers in the future. Eventually, a trend becomes the new normal ex: UBER
Techniques used in focus groups
Direct Open questioning - traditional interview Sub grouping - work independently, show output and ask for reactions. Self administered questioning Forcing individual independent position before presenting it to the group. Check lists Lists of brand characteristics, personality traits, benefits (carefully timed to give room for spontaneous reactions and answering) Confrontation with stimulus material Products, packaging, advertising, promotional material, ideas, concepts (verbal, visual) Indirect Laddering technique - reveals/shows how people connect brand facts to how the brand meets their own needs. Uncovers hidden motivations. Projective techniques (Indirect) - exercises or questions based upon the thought that people are more readily able to project their feelings on others than attribute to themselves.
A perceptual map is a positional tool
Draw visually what you know. Take information and look at it all at once. Assess strengths and weaknesses relative to competing brands along certain criteria important to the customers. Identify the competitive advantages for the brand as it shows differentiation among products in the customer's mind. Point out market opportunities or no market opportunity Empty spaces near an ideal point (meaning an attractive market segment) on the perceptual map represent potential market opportunities. Clusters of points represent POPs...no differentiation/market opportunities Address market shifts to retain or gain a competitive advantage (relating to the product's life cycle). ex. cocacola with all the other sodas ex. fast food places ex. cars ex. beers
Inquiry process
Experience the Brand/Prepare for Research Get the Facts/Gather Data Secondary Primary Quantitative Qualitative Interpret/Infer/Hypothesize Information to Insights Transferring Learning - Briefing Creative Strategy Brief Creative Inspiration
Trend reports example
FAITH POPCORN'S TrendBank 17 organizing principles that taken together profile the states of mind and mood of key consumers. Documented to have a 95% accuracy rate, the Trends predict how consumers will be feeling, the impulses that will motivate them to buy one product over another, and serve to underpin thinking about marketing strategies, products, and services they'll accept - or reject.
Analyze interactions in focus groups to find insight
Focus groups provide several sources of data: Flip chart notes Written summary of what was said, who said it and descriptions of interaction. Transcripts of discussion Focus group activity responses Code and analyze content Key words Context Sentiment Response
Focus groups
Focused on transactions vs. relationships A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. It generates a narrative of participant interaction. Focus groups help understand people at a deeper level - how they think. -Uses: Deepen understanding of consumers Determine motivations Test ideas, creative, promotions Solicit feedback before advertising launches Understand competitors Market/Brand perceptions Produce insights for developing strategy Help improve the planning and design of messages, campaigns, communication, media, programs, etc.... -what focus groups can tell you How groups of people think or feel about a particular topic or situation Give insight into why certain opinions are held by certain groups -cannot tell you Valid information about individuals Valid "before and after information Information that you can use statistically to represent other groups of people.
Hypothesis testing
Hypothesis Testing is a useful tool to form a tentative answer to a problem which helps guide the direction of the research and analysis to solve the problem. Hypothesis testing = test how people will respond to the idea and determine the probability of success. Hypothesis is an idea about why people behave the way they do in a given circumstance. three characteristics: 1. They are initial hunches or intuitive answers to questions asked. 2. Hypotheses form a basis for testing it through analysis to either support or reject that initial hunch. 3. The hypothesis is what the process of discovery focuses upon. Hypothesis: It is possible to create your own space (even in a crowded marketplace) by creating a perceived point of difference versus the competition.
The Information You Get is Dependent Upon The Questions You Ask
In qualitative methods: Use open-ended questions Avoid leading questions Probe issues in depth Let the participants lead the flow
Public opinion surveys
One of the world's leading archives of social science data, specializing in data from surveys of public opinion. The data held by the Roper Center range from the 1930s to the present. Most of the data are from the United States, but over 50 nations are represented ex: polls
Laddering
Laddering is an in-depth interviewing and qualitative analysis methodology (questioning technique) Laddering is a structured process of questioning which connects the attributes or characteristics of a brand to the benefits that brand gives to the consumer to the values those benefits serve in the customer's life. -attributes (feature) --> benefits (consequences/how it relates) --> values (internal need) Uncovers emotional reasons consumers feel at a deep level by prompting the respondent to think critically about the connections between the brand's attributes and his/her personal goals (the motive behind preference for a brand). Provides a deeper basis for understanding how people make choices Identifies positive and negative associations Reveals motives "real" motivations behind consumer preferences A laddering interview involves using a series of directed probes to uncover attributes, consequences, and values associated with a brand. Means->end theory - "Why" the consumer uses the brand. -Laddering Objective = Uncover Values for Differentiated Positioning
Successful interviews
Mirror your consumer - dress, demeanor, etc. Look in the eye vs. at your notepad Tell why you are interviewing - to understand...find out why... No judgement. State you have no vested interest in answers. Act interested. Make the first questions easy ones. Move from general to specific Ask "why". It is the most important question you can ask. Learn from the professionals - Oprah, Jimmy Kimmel, Barbara Walters, etc... Set the tone Listen as if in a normal conversation and focus on general impressions. After 5-6 interviews, review the audio recording to look for remarks that are expressive or insightful. Listen for how people express themselves as much as to what they say. (I'm just a student...). Listen for what people don't say. Listen for patterns across interviews Avoid being too literal Don't filter responses.
Collecting and Understanding Information Creates The Pathway to IDEAS
Not to simply describe a situation, but to guide the way to the future Data should tell a story Provide MEANING, not just random facts Provide inspiration - new way of thinking
Human observation
Observation = what you saw and heard Qualitative method of collecting, recording and analyzing information to answer the question WHY? Obtained through directly or indirectly watching and observing others in natural or planned environments. -Advantages Experience our consumers' lives firsthand People behave naturally, not their "ideal selves" See actual behavior Observe interactions -Disadvantages Control over the environment Time consuming Possible distraction Do not understand motivation -Three types: Covert observational research - The researchers do not identify themselves. Either they mix in with the subjects undetected, or they observe from a distance. Overt observational research - The researchers identify themselves as researchers and explain the purpose of their observations. The problem with this approach is subjects may modify their behavior when they know they are being watched. "ideal self" rather than their true self in what is called the Hawthorne Effect. Researcher Participation - The researcher participates in what they are observing so as to get a finer appreciation of the phenomena.
Collect Evidence to Understand Why Field Research
Observe - look for little clues What did you see and hear? How do you make sense of it? (turn observation into insight) Frame observations into an actionable and inspiring narrative
Segmentation
Organizing tool: Identify commonalities among groups of people to classify people and pinpoint insights. Use information to pinpoint WHO to talk to. What do they like to do? How do they think? How do they feel? (different groups think and behave differently) Segmentation is dividing and grouping together similar characteristics or attributes of a brand and potential audiences into distinct groups with distinct needs, characteristics or behavior.
Insight organizing tools
Perceptual Mapping Segmentation Hypothesis Testing
Advantages and disadvantages of focus groups
Potential for lots of insights Gain guidance into complex behavior and motivations Fast, easy to set up, relatively inexpensive Stimulates dialogue and new ideas (chaining/cascade effect) Snowballing of ideas Social interaction effects Interaction between consumer/customer and client Group dynamics
Values and Lifestyle Segmentation (VALS)
Predicts behavior by concentrating on self-orientation and resources -Innovators are consumers on the leading edge of change, high incomes, high self-esteem and abundant resources to indulge in any or all self-orientations. Image is important to them as an expression of taste, independence, and character. The "finer things in life." -Survivors. These consumers have the lowest incomes. They have too few resources to be included in any consumer self-orientation and are thus located below the rectangle. They are the oldest of all the segments, with a median age of 61. Within their limited means, they tend to be brand-loyal consumers. -Thinkers are high income motivated by ideals. They are mature, responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. Practical consumers and rational decision makers. -Believers. Modest income motivated by ideals. They are conservative and predictable consumers who favor American products and established brands. Their lives are centered on family, church, community, and the nation. -Achievers. High resources motivated by achievement. They are successful work-oriented people who get their satisfaction from their jobs and families. They are politically conservative and respect authority and the status quo. They favor established products and services that show off their success to their peers. -Strivers. Low-resource group of those who are motivated by achievements. They have values very similar to achievers but have fewer economic, social, and psychological resources. Style is extremely important to them as they strive to emulate people they admire. -Experiencers. These consumers are the high-resource group of those who are motivated by self-expression. They are the youngest of all the segments, with a median age of 25. They have a lot of energy, which they pour to physical exercise and social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on new products and services. -Makers. These consumers are the low-resource group of those who are motivated by self-expression. They are practical people who value self-sufficiency. They are focused on the familiar-family, work, and physical recreation-and have little interest in the broader world. As consumers, they appreciate practical and functional products. -Example: Cars Chevrolet - belongers - "The Heartbeat of America" BMW - achiever - "The Ultimate Driving Machine" Volvo - safety conscious - "Volvo for Life"
Syndicated sources
Simmons: Demographic/Product Use/Media Habit Surveys Surveys that study the lives of American consumers. +10,000 households participate in the National Consumer Survey Gather information on the lifestyles, media habits, and product/brand preferences of American families. Gfk: Demographic/Product Use/Media Habit Surveys Surveys that study the lives of American consumers. +10,000 households participate in the National Consumer Survey Gather information on the lifestyles, media habits, and product/brand preferences of American families. GFKMRI also incorporates volume (how much is used) in addition to if they use it at all (penetration)
Social listening
Social "listening" helps companies tune in to what customers are saying and respond in real time with messages that better reflect their here-and-now sentiments and interests ex. blogs, news, twitter, forums, videos, reviews, images, facebook, etc. -Social Relationship Management (SRM) gives companies the ability to not just follow what customers are saying on social platforms, but to engage with them, respond, and deliver marketing messages as conversations happen. ex. "you can still dunk in the dark" with oreos during the blackout
Motivational studies and VALs
Studies and groupings of consumers to help understand underlying motivations The best known is the Values and Lifestyles (VALS) study which classifies Americans into nine motivational segments based on Maslow's Hierarchy of Needs. It explains product and brand use in terms of each type's values and lifestyles. -maslows hierarchy of needs -VALs framework
The PEW research center
The Pew Research Center is a nonpartisan American think tank that provides information on social issues, public opinion, and demographic trends shaping the United States and the world.
Generational Segmentation Understanding & Insights
The assumption behind generational theories is that during each time period, or as a result of the previous period, significant events occurred, shaping the way each generation behave and act. -1909-1945 Matures (50 Million) are also called the Silent Generation were influenced by two world wars and the depression. Called 'Silent' because of a perceived lack of interest in raising issues or speaking publically for change, they were also cautious, conventional and somewhat fatalistic. Members of this group value security, comfort, and familiar, known activities and environments. -1946-1964 Boomers (83 Million) up in times of great social change and, to some extent, freedom. As a result, they are characterized as experimental, individualistic and social-cause oriented, which is why they are often attracted to associations, charities and not for profit organizations. -1965-1979 Generation X (40 Million) - the first generation of 'latch-key' kids - where both parents were likely to be in the workforce. They were also exposed to rising divorce rates and corporate 'down-sizing', which saw parents lose their jobs. Accordingly, they value their independence, are less loyal to employers, and favor a good work-life balance. -1980-2000 Generation Y (Millennials) 71 Million. 25% of the U.S. Population. - the technology generation - the first to grow up with the internet and the age of instant communication. Consequently, they rely far less on the traditional methods of information dissemination - they have the internet at their fingertips and are more likely to question the 'norms' that have existed in business. They are also more aspirational and, unlike Gen X before them, are attracted to successful brands. They account for 21% of discretionary purchases. 53% already have children. Gen Y members are much more racially and ethnically diverse and they are much more segmented as an audience aided by the rapid expansion in Cable TV channels, satellite radio, the Internet, e-zines, etc. The speed of the Internet has led the cohort to be similarly flexible and changing in its fashion, style consciousness and where and how it is communicated with. Gen Y kids often raised in dual income or single parent families have been more involved in family purchases...everything from groceries to new cars. 50% of Millennials would be more willing to make a purchase from a company if their purchase supports a cause. 46% have 200+ facebook friends. They are content creators and users. Being useful is the new cool - they value brands that enhance their lives. 80% want a brand to entertain them. 40% want to participate in co-creation of brands. 70% feel a responsibility to share feedback with companies after a good or bad experience. -2001- present iGEN or Generation Z (23 Million and growing) - the most diverse, most connected, multi-tasking, media consuming, socializing, creative, motivated generation ever. .Gen Z kids will grow up with a highly sophisticated media and computer environment and will be more Internet savvy and expert than their Gen Y forerunners. Higher levels of technology will make significant inroads in academics allowing for customized instruction, data mining of student histories to enable pinpoint diagnostics and remediation or accelerated achievement opportunities. They thrive on positive reinforcement for their completed work. They have grown up with a being "special" mentality.
Government data sources
These may include all or some of the following:· Population censuses· Social surveys, family expenditure surveys· Import/export statistics· Production statistics· Agricultural statistics ex. USA.gov
Projective questioning
Thinking back on your life so far, is there anything you'd go back and do differently? If you could change places with anyone for a day, who would it be and why? If you could go forward or backward in time, which way would you go? Why? If you won the lottery tomorrow, how would it change your life? Is there a movie that you feel captures your life or how you feel about life? What values or experiences do you think define you?
Trade associations
Trade associations are generally membership-supported organizations whose mission is to offer assistance and represent the interests of those operating in a specific industry. One of the many tasks performed by trade associations is to provide research information and industry metrics. ex. national restaurant association
Trend watchers
Trendwatchers - People who study human interaction and predict new behavior by watching the innovations that set new consumer expectations. Two components: External change Human needs Trend watchers are looking for innovations that change human expectations. Once they've been created, they spread.
Ask consumers questions to determine their perception of brand- perception is reality
Types of physical and psychological attributes that define your brand persona. If your brand was a person, what kind of clothes would it wear? Where would it spend time? How would it feel about global events, pop culture, and so on? How would it speak? How would it treat other people? What kind of people would want to hang out with your brand? Ask questions to help you determine if your brand's existing physical and psychological attributes match your audiences' wants and needs from a brand in your market? For example, let's match car brands with famous personalities to better illustrate this point. Hummer Toyota Volvo Kia Arnold Schwartzeneger (big) Tom Hanks (reliable) Julia Roberts (safe) Snooki from The Jersey Shore (cheap)
Interviewing techniques
UNDERSTAND MOTIVATION Projective Questioning - what do you see Projective questioning helps you gain insights into a person independent of product use. Uncovering broad motivations. An understanding of the inner world of the individual. Brand Personality - associations Helps you explore emotional connections and human characteristics people associate with brands. Laddering - Uncovers hidden motivations. Uncovers how people connect brand facts to how the brand meets their own needs. -maslow's hierarchy of needs
Segmentation watch outs
Useful tool to shift from understanding differences to classifying people in groups so you can address the things they have in common, but be careful of the following: Stereotypes Bias Multiple classifications - belongers and achievers
Projective techniques
Word association - Participants are asked to read a list of words and to indicate the first word that comes to mind. The answers provide the researcher with a variety of "consumer vocabulary" associated with brands. Example: Coffee... Sentence completion - Subjects are given an incomplete sentence, story, argument, or conversation and asked to finish it. Sentence completion is useful when time is limited, but a depth of feeling needs to be tapped. Picture storytelling - Subjects are asked to role-play, act, draw or paint a specific concept or situation. Focuses on the way a subject constructs something rather than on what it represents. Mind Mapping - a diagram for representing tasks, words, concepts, or items linked to and arranged around a central concept or subject. Cartooning - "Bubble" drawings or cartoon tests provide an opportunity to fill in the thought or speech bubbles of the characters depicted in ambiguous situations that are of interest. Two characters are shown. One speech/thought balloon is filled in. The respondent is asked to assume the role of the other person and fill in the empty balloon.
Journey to Insight and Inspiration
data --> information --> insight --> inspiration
From data to insight
data- collected observations information- codified data, tabulations, summary reports knowledge- analyzed data, useful facts, standards, processes, trade secrets, intellectual property insight-deep understanding, make connections, relation or causation, unlocks opportunity, actionable, can be basis for innovation
Marketplace data sources
ex. neilson, statistica, advantage solutions
Secondary research sources
google search Company information - sales reports, prior studies, customer feedback forms, etc... Competitive information - annual reports, website, articles, studies, etc... Trade Associations - industry data Syndicated sources Market Data - CDI, BDI, Sales Share, Brand Rankings Federal government-census PEW Trends publications
Finding insights is like the...
layers of an onion -symptoms -underlying conditions -root causes
Primary research methods
quantitative -surveys -experiments -mechanical observation -simulation qualitative -focus groups -indepth interviews -human observation -case studies
Brand hierarchy pyramid
top: VALUES (Core Beliefs) = a person's principles or standards of behavior; one's judgment of what is important in life. A need internal to a person. middle: BENEFITS (Consequences of the attributes) = an advantage gained from something or how a product relates to a person. bottom: ATTRIBUTES (Features) = a property of a product. The property/quality or feature regarded as a characteristic or inherent part of someone or something.
Brand laddering
top: high order benefits bottom: functional benefits top to bottom: emotional benefit: how consumer ultimately feels about brand and reward consumer rewards: the reward the consumer gets from product benefits product benefits: what product attributes deliver directly to consumer features: functional/physical characteristics of product
Interference
using your observations to make a guess about an object or an outcome. this can be a scientific opinion. insight/interference= meaning (the emotional WHY)
Observation
when studying something describe only facts you can see, touch, smell and hear. not an opinion.