Professional Documents
Culture Documents
analysis and reportage undertaken by us would seek strategic insights and new ways of thinking about the brand.
information needs identify our curiosities in four principal arenas : -> the customer perspective, -> the product perspective -> the brand perspective -> the communications perspective please also note that the questions laid out in this section represent our curiosities and interests as they pertain to the objectives for this project and not a discussion guide for customer contact.
-> what are the customers concerns worries, anxieties ? - where are the frustrations ? negativity ? disappointment ? worries ? - how are these presently resolved ? - what are the characteristics of the resources that bring about resolution ? which concerns are traded off ? how does that work ?
-> what variations exist across different types of customers ? younger vs. older ? psychographics? - how do different attitudes and behaviors impact the customers interaction with this segment ?
Prosumer catalysis
consumer engagement Systematic, objective approach to observing and/or contacting the consumer.
-> direct contact with consumers via a variety of conventional, unconventional and unique qualitative techniques : person-on-the-street intercepts, in-depth interviews, focus groups, triads, buddy groups, secret shoppers, professional peer panels, -in-home interviews, in-store interviews, cyber-walks collage ideation sessions, visual brainstorming, etc. depending on what it is we want to learn
-> try to observe the consumer in their own environment -> consider anyone that might impact involvement : the influencer, the decision-maker, the purchaser or the end-user -> in these irreverent, intimate, proprietary approaches, responses to rational and emotional questions are derived rather than demanded, offering access to both the left-brain rational & right-brain emotional of customer involvement with the product and brand
Emphasis is on what is useful, not what was found, to analyze, not to report
CONSUMER CONTACT outside-in consumer listnership criterion to finalize target constituencies would include
Income, education and status criterion Usage & behavior : manics / specifics / surfers. Societal : families / couples / soloists Life-stage : transitionals / arrivers-achievers / early-late nesters / empty nesters 1. Focus groups consumer assisted brainstorming would seek to gather insight into how macro and analog trends are shaping our category, as well, the motivations guiding consumers towards, and away from the proposition. Where possible, these sessions are conducted in a casual setting so client participants can interact with consumers. In this approach, responses to emotional questions are derived; to evoke idealized brand values These sessions will be designed to explore multiple regions of opportunity for identifying, developing, expressing and articulating product ideas. 2. Adwalks In this proprietary format, consumers will be guided through a structured exploration of the various aspects of the brand promise with an eye to isolating visual or communication equities. 3. Productwalk individual participants are guided through competitive service environment in a one-on-one setting covering access & convenience, product & services mix, social character, service experience, & perceived benefits as well as needs gap.