Tag Archives: Guest Blogging

A Look Back at TMRE: Staying Relevant with Today’s Consumersn

In the upcoming weeks, we’ll be featuring insights from The Market Research Event 2012 attendees. In today’s update, Dave Gustafson shares his notes on Day 1 Track 1:
Trends Track: Using Metaphor Elicitation to Capture the Mood of the Nation
with Stephen Hahn-Griffiths, Chief Strategy Officer, Leo Burnett.

Brief: Staying Relevant with Today’s Consumers

Stephen suggested there are six meta types of consumers (based on a driving metaphor):
1) Arrivers,
2) Engineers (plan methodically),
3) Lonely Travelers (feel handcuffed),
4) Easy Riders (middle of the road; non materialistic),
5) Dismayed Mechanics (need a jump start; something is missing in their life), and
6) Defensive Drivers (need help/assistance; live pay check to pay check).

He emphasized the need to increase comfort with what a brand stands for, with a focus on participation, motivation, resonance and relevance. He cited several examples of different approaches companies currently use to increase comfort:
‘ Panera ‘ creating comfort through quality
‘ Zappos ‘ comfort through customer experience
‘ Fidelity ‘ comfort through road to financial future
‘ Kellogg’s/Frosted Flakes ‘ comfort through rituals/nostalgia
‘ Jet Blue ‘ comfort via amenities

How do today’s brands stay relevant with today’s consumers?
How can we keep our customers engaged?

This leaves us with some interesting questions marketers need to ask themselves:
1) What meta type(s) does my brand serve?
2) Where does my brand fit on the ‘road to comfort’?


Dave Gustafson is a career market researcher based in the Philadelphia area. In addition to owning and running his own boutique market research firm, he is the Chief Advisor at Spych Market Analytics, LLC. Dave can be reached at dave@SpychResearch.com

Wish to submit your insights for inclusion in this series? Email submissions to Michelle LeBlanc at mleblanc@iirusa.com 

Where Are You on the Digital Ladder of Insight?

Leading up to the 2011 Measure Up event we asked industry experts to share some opinions with us on the field. Today’s post by Pat LaPointe explores the Digital Ladder of Insight. For more information on Measure Up, download the brochure here.

I’ve been working on updating the ‘Ladder of Insight’ I published several years ago to reflect some observations on levels of measurement sophistication with respect to digital/social attribution. From what I see in the marketplace, companies seem to be at one of four levels in their pursuit of better insights’

Level 1 ‘ Monitoring chat boards; counting Tweets and followers; measuring owned-media activity (site visits, sourcing pages, etc.); using last-click attribution. Seeing a very limited view of digital activity and hoping to correlate outcomes with observed behaviors.

Level 2 ‘ Above plus tracking sentiment for self and competitors; monitoring Google query volume for a few dozen key terms; using syndicated research to dissect online information searching and buying pathways; ‘allocated attribution’ methods based on views/touches across digital exposures based on samples of cookie and clickstream data.

Level 3 ‘ Above plus integrated view of digital and traditional tactics in a common analytical attribution model that establishes direct and indirect effects of digital, and social (both online and offline WOM) within the context of ALL marketing/selling tactics.

Level 4 ‘ Above plus comprehensive online pathway monitoring based on full digital data sets from own site, referring sites, and ad placement servers. Accurate digital attribution derived when sampling is no longer required.

As you move up in levels, you gain more accurate perspective and find more ways to improve the effectiveness of marketing spend – which is increasingly measured in terms of both dollars and man-hours. But more importantly, you gain competitive advantages to exploit your insights and you get refreshed insights faster.
But before concluding that this is the path to marketing excellence, it’s worth remembering a few decades-old ground rules of marketing that seem to be even more important in the digital era:
- Innovation brings buying attention to your product/service offering. Manufacturing or borrowing interest (celebrities, discounting, etc.) are expensive and short-lived ways of drawing attention to yourself. If there’s nothing substantive for people to talk about, all the social media effort in the world won’t amount to much more than a digitally collective yawn.

- Online chatter about your category/brand is usually just a fraction of total chatter. Don’t underestimate the impact of offline WOM, particularly for lower-interest categories where consumers aren’t likely to want to tweet or blog.

- Given the increasingly fragmented battle for consumer attention, sound segmentation is more than ever the key to getting relevant value propositions in front of the right customers. Just because you produced a ‘killer’ online video doesn’t mean millions will want to view it.
If you have thoughts or ideas on how to improve on this ladder, please share’

__________________________
Pat LaPointe is Executive Vice President at MarketShare, and Managing Editor of MarketingNPV Journal, the most widely read journal of marketing measurement, available online FREE at www.MarketingNPV.com.

Call for Guest Bloggers for TMRE 2010

Earn a complimentary All-Access pass to one of the world’s largest market research events by serving as a guest-blogger. As a guest blogger at The Market Research Event, you’ll have access to the amazing visionaries, authors, academics PLUS retailers, manufacturers, industry authorities and explorers. With six track sessions, networking hours and innovative sessions ‘ you’ll learn and have a great time and this premier event.

Responsibilities will include attending specifically assigned sessions and blogging live or same day. You must have industry experience within the market research field. In exchange for guest blogging, you will receive an all-access pass to the event $3,000+ value. Guest bloggers are responsible for their travel and lodging.

Apply today by sending your name, company, biography and links to your blog directly to TMRE Media Marketer, Jennifer Pereira. Deadline for submissions is Friday, October 15, 2010 at 12pm EST. Early submissions encouraged.

Call for Guest Bloggers for TMRE 2010

Earn a complimentary All-Access pass to one of the world’s largest market research events by serving as a guest-blogger. As a guest blogger at The Market Research Event, you’ll have access to the amazing visionaries, authors, academics PLUS retailers, manufacturers, industry authorities and explorers. With six track sessions, networking hours and innovative sessions ‘ you’ll learn and have a great time and this premier event.

Responsibilities will include attending specifically assigned sessions and blogging live or same day. You must have industry experience within the market research field. In exchange for guest blogging, you will receive an all-access pass to the event $3,000+ value. Guest bloggers are responsible for their travel and lodging.

Apply today by sending your name, company, biography and links to your blog directly to TMRE Media Marketer, Jennifer Pereira. Deadline for submissions is Friday, October 15, 2010 at 12pm EST. Early submissions encouraged.