CONSUMER CONTACT

project Information needs

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.

project Information needs

the customer perspective.
-> what are the customer's needs, wants and desires with regard to the category / segment? - functionally ? intellectually ? rationally ? emotionally ? - what is the relative hierarchy of needs, wants and desires ? -> what is the status of satiation of customer motivations in this segment ? - what are they pleased with ? satisfied with ? delight factors ? - what are they seeking and not finding ? what do they wish from the brand ? -what would they really be reaching for when they reach for the brand ? -how does one articulate their affiliation with this brand ?

-> 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 ?

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the product perspective.
-> what truly is the range as a product ? What does it offer? - what are the most recognizable properties of the product proposition ? - what is the core product competencies of the brand ? -what does the customer believe the brand is really good at ? - where does it fall short ? - what does the customer expect ? presume ? - what do customers believe they are being offered here ? - what do customers expect in terms of variety within the brand? -> what is the expected experience of using the range? for different consumers? what are the similarities ? what are the differences ? what is consistent ? what is unexpected ? what defines the experience and makes it unique ? what does it represent to each target ? -where do attitudes and behavior correlate ? diverge ? - when is it appropriate/used ? not appropriate/not used ? - what would guide her to use the brand in a particular situation ? -what is the promised social interaction ? analogs ? -which lifestyle/societal trends can the brand participate in? -> what benefits does she attribute to the product ? - what would influence a customer to choose the brand ? functionally ? intellectually ? emotionally ? societally ? -what are the factors ? the criteria ? -> what is the brands value proposition ? - what is the state of fit between product and brand ? - how does the consumer assess value ? quality ? how do price, flexibility, access, quality, reliability and other factors impact value perceptions ?

project Information needs

the brand dimension.
-> - what are the key elements that comprise the brand proposition ? emotive ? objective ? sensory ? affiliative ? embedded ? -> what is the customers relationship with the brand? - how do customers articulate their potential affiliation with the brand ? - what is the perceived profile of a the brand customer ? how are they viewed ? -> what is the heritage of the brand for customers ? - how timely are the values for which the brand stand ? - in what ways is the brand relevant today ? to whom ? in what ways ? - which are passive and which are dominant traits ? - which elements separate the brand from others in the segment ? - what is the brands perceived distinctive competence ? -> what regions of opportunity are appropriate for the brand to position themselves against in the future ? - which ones can be claimed ? - what are the inherent advantages ? risks ? - what is missing today ? how come ? -> what is the brands product/brand proposition ? - what is the state of fit between product and brand ? - how does the consumer assess value ? quality ? image ? - what is the value equation ? -how do price, variety, other factors impact value perceptions ?

project Information needs

communications perspective.
-> how does the customer recognize the brand? - which elements can make something uniquely the brand and not something else ? - what are the visual equities ? - what are the associative assets ? - what does each associative asset contribute to the brand image ? (consider logo/name/promotion/advertising/direct marketing/etc.) - how do these represent (or not) the values of the brand proposition ? -> how would the customer interpret the message of the brands communication efforts ? - what communications equities can get reinforced ? - what is the communicated distinctive competence ? - what is the perceived ideal positioning or platform ? - how does the customer respond to it ? - where is the intended appeal ? relevance ? involvement ? -> how does the customers perception of the brand communications efforts fit with intended marketplace communications ? - how does it work against competitive positions ? - how do they portray competitive positions based on communication ? - what are they responding to ? - what ideas are they finding themselves drawn to ?

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communications perspective. (cont.)

in what ways might the intended communication efforts impact positive and negative perceptions of the brand ? - can they fully leverage the equities and opportunities presented by the brand ? - what permissions does the customer extend to the brand based on intended communications efforts ? -> how well can the intended communication efforts deliver against consumer needs, wants and desires ? -> what communication equities exist and are leverable in future the brand communications ? what are the untapped areas ? -> what strategic and tactical equities exist in other arenas of communications (visual identity and packaging, PR, websites, television commercials, outdoor promotions, events, celebrity endorsement, parent company heritage or national origin equities)

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.