Transcript Research for Branding - communication management

RESEARCH FOR
BRANDING
Why research?
Research
function
Basic
formulation
Evaluation
and valuation
Developing a brand strategy is usually
supported by research. The strategy
will detail the goals and rationale for
the brand, providing both information
about the market and its place in the
market, including competitor insights.
It will also cover audience insights and
brand values and, from here, key
messages about the brand can be
developed.
A strategy will identify
where a brand will
differentiate and feed into
the creative development
process.
Research and analysis of
the market, as well as of
the brand’s competitors
and its audiences, are
critical to any brand
development.
Many brand agencies will have
specialist research teams (or
freelancers) who focus on
customer and social trends and
insights.
Research may be used at any
stage in the brand process:
from testing a brand name, to
monitoring how people
interact with a website or with
a product on the supermarket
shelf.
Research option
Branding
research
Self research
/internal
reseach
Customer
analysis
Competitor
analysis
How to analyze?
Internal Factor Analysis/ external factor analysis
•Describe all factors –
•Internal : find out your entity’s strength and weakness,
•external : find out your entity’s opportunities and strength
Making SWOT matrix -•Put the IFE / EFE results to the SWOT matrix
•Give a points for each of IFE and EFE results –
•Find out which one is the best way for your grand strategy
CONSUMER ANALYSIS
A customer analysis
• A customer analysis may address the major trends that affect the
brand as well as the motivation behind customer buying and
changing audience attitudes.
• Customer profiles are helpful here to ascertain the types of people
that will buy into the brand, including their attitudes and needs, as
well as in producing guidelines as to how to reach that audience.
Consumer Analysis
Trend
Segmentation
Motivation
Consumer
Insight
Trend analysis
 TRENDING TOPICS
 LIFESTYLE
 IDOL
 ETC
Motivation
Motivation
The driving force within
individuals that implies them
to action…
(Schiffman and Kanuk, 2007)
• what makes any living creature go in search
of something whether it is lions seeking
shade or customers looking for a cold drink.
Motivation
•  process that lead people to behave as
they do
Motivation in marketing
• it's all about finding out what your
customers really need (and want and the
difference between those two concepts)
and what they are willing to do to get it.
• It's also about finding out how much you, as
the marketer, are willing to do to satisfy
those customers.
Content
theories
Motivation
theories
People has a set of needs
which they pursue  what
motivates
actual process of motivation.How to push someone to act -Process
theories
Individual set their goals and
choose how to get the goals
using a calculation process
Motivation : content theories
Freud : focus on consumers
emotion and feelings
Murray’s manifest Needs
theory : 20 needs
Maslow’s hierarchal needs
Motivation :
content theories
Higiene (Herzberg’s two
factor)
ERG
(existence, relatedness,
growth)
Mc Leland’s need theory
Muray’s List of needs
Abasement
Achievement
Affiliation
Aggresion
Autonomy
Counteraction
Deference
Defendence
Dominance
Exhibiton
Hermavoidance
Infavoidance
Anviolacy ( a composite
or inafoidance,
dependense, and
counteraction)
Nurturance
Order
Plat
Rejection
Seclusion
( the opposite of
exhebition)
Sentience
Sex
Succourance
Superiority
( a composite of
achievement and
recognition)
Understanding
Maslow’s hierarchal needs
Goal setting :
Goal specificity, goal difficulty,
and goal acceptance
Motivation :
process theories
Reinforcement Theory/ operant
conditioning => positive or negative
factors or situation
expectancy theory
Consumer Involvement
Involvement :
•a person’s perceived relevance of the object
based on their inherent needs, values, and
interest.
Object :
• brand/product, advertisement, purchase
situation.. AL OTHER ENTITIES
Level of Involvement
• consumption
at the low end
of
involvement
Inertia 
Flow state 
• when
consumer truly
involved with
a product
• EXCELENT
LOYALTY
Cult Product

SEGMENTATION
RESEARCH
Segmenting
Detail on MARKETING
COMMUNICATION
• Dividing the market into groups
of people who have similar
characteristics in certain key
product-related areas
Targeting
• Identifying the group that
might be the most profitable
audience
Segmenting and Targeting
• Market aggregation strategy
• When planners purposefully use one marketing strategy that
will appeal to as many audiences as possible
• Market segmentation
• Assumes that the best way to sell is to recognize differences
within the broad market and adjust strategies and messages
accordingly
5-23
Types of segmentation
Demographic
segmentation
Geographic
segmentation
Psychographic
segmentation
Behavioral
segmentation
• Sociodemographic
segments
• Niche markets
• Defined by some distinctive
trait
Benefits
segmentation
5-24
Targeting
Targeting the right audience
•The target is described using the variables
that separate this prospective consumer
group from others who are not in the market
Profiling the target audience
•Describing the target audience as if they are
people you know
•Used in developing media and message
decisions
5-25
Consumer /
customer
INSIGHT
Build a deep understanding
of you potential consumer /
customer
Example of insight’s successfulness
Consumer Insight
consumer • n.
•1) a person or thing that
eats or uses something.
•2) a person who buys
goods and services for
personal use: [as
modifier]
•consumer demand.
•(Oxford dictionary 7th
edition)
customer • n.
• 1) a person who buys goods
or services from a shop or
business.
• 2) a person of a specified
kind that one has to deal
with:
• he's a tough customer.
• (oxford dictionary 7th
edition)
insight
insight (1)• n.
•1) the capacity to gain an accurate and deep
understanding of something.
•› an understanding of this kind.
•2) Psychiatry awareness by a mentally ill person
that their mental experiences are not based in
external reality.
•- DERIVATIVES insightful adj. insightfully adv.
•- ORIGIN ME: prob. of Scand. and Low Ger. origin.
•(oxford dictionary. 7th edition)
Insight (2)
•a clear, deep, and sometimes sudden understanding
of a complicated problem or situation, or the ability
to have such an understanding.
•(cambridge dictionary )
Consumer Insight
• Consumers can seem fickle and
contrary, but when you have the
right information they’re actually
pretty predictable
• Consumer insight focus on
measuring and bring a deepen
understanding of consumer
(customer) from every angle, then
give producers the tools and
insights to make informed
decisions
http://www.nielsen.com/sg/en/soluti
ons/consumer-insights.html
• statements that capture a clear
and deep understanding of a
consumer's attitudes and
emotions, and they are one of the
key building blocks for a company
to generate ideas for new
products or new services
http://www.greenbook.org/marketingresearch/defining-and-finding-insights-34853
Insight
“Insights are short
statements based on a deep
understanding of consumer
attitudes and beliefs.
“Insights are unknown or
overlooked knowledge about
consumer behaviour and
attitudes.”
“Good insights are short
statements that reflect a
deep and clear understanding
about consumers using
words that a consumer would
use.”
“A great insight is a “deep
discovery” about our
consumer that can be
leveraged to change
behaviour or to grow a
business.”
“Good insights help to
establish a connection
between brands and
consumers in fresh new
ways.”
“A great insight often gets
the reaction - thank
goodness, somebody finally
understands me”.
http://www.greenbook.org/marketing-research/defining-and-finding-insights-34853
clarity
sudden
Deep
complex
Insight
Daily activities / habitual process
For every
action your
consumers
take –
making a purchase, (decision
making process)
watching an advertisement,
browsing a store,
surfing the internet,
Insight areas
engaging in social media –
Etc
consumer’s
mind
Perception
toward
issues
Classic
Insight area
Who, what, where,
when, why
Consumer’s think, feel,
purpose and strategy
Psychologies
How’s their behaviour
are conducted
Function of consumer
insight
Product or concept testing;
Maulana, 2010
Product features;  what is
important to our target
Creative guidance; --.> basic to make
a concept, product development,
communication aproach etc
Missing featuresemotion and
feeling of our customers
Information and Purchasing
channelwhere are the customers
will get inform, notice, get/buy oru
pr oducts
Key of consumer insight
• Not only from brand manager , but also all of organization
members (staff, owner)
• need to be part of organizational culture
• CI manager  directing or collecting all insight
• Insights are useless if its n’t actionable challenge : should
be clear and executable
Basic option:
Consumer insight techniques
• These techniques aim at revealing the consumer’s latent
expectations, desires and visions:
•
•
•
•
In-depth Interviews
Creative Focus Groups
Dialogue groups between consumers and service providers
Lifestyle Screening
http://www.cosight.com/consumer_insight_techniques.html
Categories :
Fourteen Options for Customer Insights
Observational
Ethnography :
Anthropology comes to market research.
•Ethnography is the study of people in their natural or "native"
environments—where they live, work, shop, and play. It is a set of
complementary techniques developed within the discipline of
anthropology. (http://www.ethno-insight.com/ourservices_2.html)
•observing target users in their natural, real-world setting, rather than in
the artificial environment of a lab or focus group\
•.
• The aim is to gather insight into how people live; what they do; how they
use things; or what they need in their everyday or professional lives.
Ethnographic Tool Kit
•Ethnographic research relies on techniques such
as observation, video diaries, photographs,
contextual interviews, and analysis of artefacts
such as for example devices, tools or paper forms
that might be used as part of a person’s job.
•Observations can be made at home, at work, or in
leisure environments. People can be studied with
their family, on their own, with work colleagues,
or as part of a group of friends
https://www.gov.uk/service-manual/user-centred-design/userresearch/ethnographic-research.html
Basic Function
• Ethnographic research can provide extremely rich insight into ‘real life’
behaviour, and can be used to identify new or currently unmet user needs.
• This approach is most valuable at the beginning of a project when there is a
need to understand real end user needs, or to understand the constraints of
using a new product or service by a particular audience.
• n a business or marketing research context, ethnography is used to uncover,
interpret, and understand the consumer point-of-view and the hidden rules of
environments. Whereas focus groups and surveys rely on self-reporting and
memory out of context, ethnography provides a holistic view of consumers in
the context of their daily lives.
• There really is no substitute for the opportunity to experience what consumers
experience. For example, consumers do not interact with your products and
services in isolation; they are affected by changing family patterns, unseen
cultural factors, and other products and objects in the proximate environment.
• Ethnographic research is the best means for getting at these unspoken cultural
and social patterns that shape consumer behavior. Ethnography can be used as
a stand-alone technique or can be used in conjunction with other qualitative and
quantitative marketing research techniques.
Negative
• The term ‘ethnographic’ can be misused, it’s currently a bit of a ‘buzzword’
with some agencies who may not fully understand the approach.
Informant or participant
• In principle, anyone could participate in this type of research. As with any user
research, the recruitment of suitable participants is key. The full implications
of the research should be fully explained to potential participants, as some
may not feel comfortable with this level of intrusion in their lives.
Timescales
• Depending on the study needs and the approach, but 6-8 weeks from briefing
to results can provide rich insight. It may take time to build trust with
participants, and the analysis period needs to be sufficient to be thorough.
• Ethnographic research can be expensive and time consuming, but this
depends on the needs of a particular project. The benefits derived can be
extremely valuable.
Netnography
• the conduct of ethnography over the internet – a method
specifically designed to study cultures and communities online.
• Popularized by Rob Kozinets, the premise is that we can learn a
lot by observing the content and characteristics of online
behavior.
• The sheer volumes of publically accessible (and therefore
observable) blogs, discussion groups, and other communities
mean we have numerous places to observe online behavior.
• Distinctions should be made between netnography and social
media research. Netnography studies a particular group or
community (often over some measure of time), much like an
anthropologic ethnographic study would. Social media research
typically seeks to measure attitudes and behaviors more
broadly; it is common for social media research to gather data
from many thousands of sources.
• Unfortunately, these terms are sometimes used inconsistently,
resulting in confusion.
Social Media research
• Easily track what is being said about your brand,
product, or even competitors across social media sites.
• A wide variety of tools are available, and the
applications of social media research range from
simple early warning systems (alerting you to negative
word of mouth) to in-depth brand perception analysis.
• For more in-depth social media research including
sentiment analysis, customized reporting, and related
services, check out Conversition’s evolisten, Crimson
Hexagon, Cymfony, iTracks, NetBase and Nielsen’s
BuzzMetrics
Text analytic
•Text analytics and social media research go
hand-in-hand, but text analytics can be
applied to any text source.
• Whether it is website feedback forms,
comments on your company blog, openended survey responses, or even customer
letters, any bucket of text can be analyzed
with text analytics tools.
Directed
Example of Biometric function on branding /
marketing research
hops (Interior / Window Design):
•Eye tracking studies enable interior designers to choose color, lighting, architecture, etc. so as to
subtly influence the customer's mood. This includes the use of eye catchers to attract passers-by and
arouse their curiosity.
Package Design:
•Eye tracking can be used both to optimize the look and feel of the packaging as well as the experience
of unpacking the product. Strong competition nowadays between the huge variety of products makes
the package design a key issue influencing sales.
Advertisements / Print:
• Eye tracking allows you to measure what your customers see and therefore to optimize your message
with regard to the intended target group.
Web Design / Online Marketing:
• In web design, the aspect of optimized navigation through the content is of major importance.
Therefore, the design demands more than the purely visual aspect. Usability tests can help you
evaluate ease of use and logical navigation – both of which are essential for keeping the user on your
website for as long as possible.
http://www.smivision.com/en/gaze-and-eye-trackingsystems/applications/market-research.html
Neuromarketing (as a research)
•A very close but distinct cousin to biometrics,
the neuromarketing concept seems simple
enough: by imaging or monitoring brain
activity, we can objectively measure human
response to visual displays or other
experiences.
Neuromerketing : big question?
• However, opinions on validity, best practices,
and even ethics of neuromarketing are diverse.
• Yet, there are plenty of avid believers, and the
idea that we can measure brain activity to
determine what is going to be most effective
(such as in an ad, product package, and in one
famous case, even a magazine cover) is enticing.
Expert interviews
• Forget the phone tag, scheduling hassles,
recording errors, and transcription delays
of yesterday.
• Now by simply tapping into existing
communities, you can get expert
feedback on your burning questions
within a day.
• At a minimum, posting questions on
discussion groups is a great way to
generate or refine hypotheses—always
an important part of the research
process.
• Check professional association
communities, LinkedIn Groups, and
MeetUp Groups to find relevant experts.
Instant pools and mobile
reseach
• You can do a pool in a social
media or mobile
• Mobile research simply leverages
the fact that most people have
mobile phones—so why not send
the survey to the most
convenient device?
• many companies now offering
specific products fo instant pools
such as SurveySwipe, Vovici and
Zoomerang, survey monkey, etc
• How cool is that? Sure, one can
argue that it is not true “market
research”, but it can still be a
useful data source.
Market reseach online community (creating a new commuity)
• CMMC (Community Marketing and Management Council) defines a “community”
as “a group of people who have been brought together, or have brought
themselves together, under a common umbrella And who are having a
conversation with each other.” community : natural vs created
• examples of online communities:
• Dog lovers
• Golf enthusiasts
• Heavy users of a specific category or brand
• Stay-at-home mothers of small children
• Fashion-conscious women who buy expensive purses
• Brand advocates or brand enthusiasts
• In contrast to naturally occurring communities, online communities may be
created or recruited.
http://www.decisionanalyst.com/services/onlinecommunities.dai
Video Research
•New platforms are available that allow you to collect
video-based research input. Maybe you want to see
facial expressions. In some projects, emotional
response can be very important.
•Or maybe you just want to give research
participants an alternative mode of sharing
feedback.
•Ask Your Target Market (AYTM) is one such survey
provider with a panel of webcam-equipped
research participants available, Mindswarms is
another.
• SurveyGizmo has hinted it will be adding video
response support by year-end 2011.
Ideation and
concept testing
Crowdsourcing
• is often associated with the idea of having work
completed, such as for design projects facilitated by
sites like 99Designs and Crowdspring. as “living”
encyclopedia.
•Crowdsourcing also includes the broader concept of
asking a “crowd” for opinions or information
•Ex : An informal approach is to ask a question about
market trends on a networking site such as
LinkedIn.
• Another option is to ask Facebook fan page
members what they think, for example, of a new ad.
•One could even argue that hosting a contest—such
as asking customers to submit videos or tag lines—
is a combination form of market research and
crowdsourcing; by looking at the themes
contestants focus on, the brand learns what is
important to customers.
Idea Management
•A common market research task is to discover customer
needs and wants—sometimes in general, sometimes for
a specific brand or product category.
• Platforms now exist that allow you to generate and
assess ideas from select groups of interest—such as
customers, employees, or broader groups.
•By creating an engaging user interface, these platforms
make it easy for participants to submit ideas, vote on
ideas and engage in conversations.
•Example : BrightIdea, IdeaScale, Spigit, and many more.
•If you have not heard of “idea management” before,
think of it as a combination of idea brainstorming and
concept testing rolled into one.
•
Ex : Like coffee? Then check out the publically
accessible
example at MyStarbucksIdea.
Prediction Market
• The categories of idea management and prediction
markets overlap a bit. From a market research
perspective, the key point is simple: using a web-based
tool to generate, prioritize, and assess ideas (which, in this
context, are predictions).
• Maybe you want to know what behaviors will be more
common in your target market by 2015? Or which of
several new product offerings will have the most demand
in the next 12 months?
• Ask the crowd, whether a broad or narrow one, by
hosting a prediction market. IdeaScale, Infosurv, and
Inkling are just three of the platforms that offer free
trials.* Some astounding results, in terms of prediction
accuracy, have been reported in case studies by Best Buy
and The Iowa Electronics Markets, among others.
Successful customer
insight needs
(James, 2014):
High level
championing
Interpretation
over
computational
skills
A constant beta
mentality
Automation of
everything that
can be automated
Technology that
makes things
simpler
http://www.marketingweek.co.uk/customerinsight-a-luxury-or-a-key-competitiveadvantage/3007893.article
EXAMPLE OF
CONSUMER
INSIGHT RESEARCH
TITLE :
• Wedding Organizer: Consumer Insight
And Market segmentation
METODE
• İnterpretative approach, qualitative
• etnography.
Data collection
• Observation, unstructured interview,
Data analysis technique
• framework the theater metaphor.
Research results
•Segmentation research
•Markt segment wedding organizer :
• the socialite, the wedding
dream, the workaholic couples, the
not idea at all, the wishy washy, dan
the thrifty.
•A Consumer insight
•Insight of wedding actor : bride,
groom, parents, core family,
extended family
Stakeholder
Bride
Insight
Information needs, center of attention,
emotional, perfectionist -- bridezilla
Groom
Wedding party is a women area, rational,
deppressed
Parent
It’s their business, authority, Budget, details
, influenced by others (esecially extended
family)
Family (core family Information gathering, give an advice,
: sister/brother)
helpful
Extended family
Helpful but Over act, bossy, ask privilege,
AHA MOMENT
• -> princess / ladylike ; glam – focus on the bride and parents