How to Make Research Visible
Andrea Sharkey, Senior Manager of Market Insights, CBC
- AAA available accessible appetizing
- Available – can’t be on a schedule, needs to be on our terms not theirs, how can we be the Netflix of data
- Accessible – bite-size, makes sense to the user, understandable, dashboards let people ask the questions they want and everyone gets the same access to that data, no silos of different data. Everyone works with the same set of data therefore all data matches. Executive summaries are always available.
- Appetizing – visually appealing to clients. Most people use PowerPoint. Some of the best stories have pictures. Use a graphic designer to make everything clean and readable. Good data won’t just stand on its own.
- Find the right tool to share your data. It doesn’t aways have to be PowerPoint.
- Rethink your results. Stories are told differently with dashboards. Ppt means you control the story and you dictate what people pay attention to. People might start at the end of a story when they use a dashboard. Dashboards free your time but they might affect the understanding of the story. Maybe add some invites into the email so they know what to focus on. Produce the huge reports for people who need it and give them the dashboard. Find the right balance.
- Be willing to evolve, willing to pivot. Solve concerns along the way
How to Avoid the Pitfalls of Brand Positioning
Johanna Faigelman, Founding Partner and CEO, Human Branding Inc., Sarah McNab, Partner and CSO, Human Branding Inc.
- Have you experienced having the wrong target in mind, ignored the power of an established positioning, positioned too focused on the product
- Companies assume everyone will be very excited about their product, hard to be objective, that’s why outside suppliers help to bring objectivity
- Everyday consumers did not perceive a need for google glass, and professionals and B2B who did have a need were not a priority. Main ebenfit was it’s handsfree format. Positioned as for the general public but they didn’t see a broad need – entertaining breastfeeding moms whose hands are full is not a large market. They should have targeted police officers who need recording while hands free, etc.
- Target store positioned incorrectly. Canadians expected it to be the same in canada as in the USA – get a lot more for less and make sure the shelves are stocked. But target didn’t respect their positioning. Need to know your established brand so build trust and loyalty, leverage equity.
- Positioning is too product focused. Why do you need an emotional benefit when the product is so good. Being too functional is more about problem solving and not brand building. Competition can replace or improve on functional beenefits leaving a brand in the dust. You CAN talk about the performance of a sneaker to enhance athletic performance. Adidas looked at trends of casualness as a cultural shift in order to grow the size and appeal of their brand. Leveraged the athleisure trend. Create a cult status for your brand.
- Anthropology is teh study of human behavior and culture, and is completely applicable to marketing research,
- [ICEBERG ALERT! 🙂 ]
- Set the context. What is the right target and what makes them tick. Understand the motivations. Identify the white space.
- Understand the rational and emotional hot buttons. Do laddering based on a range of proactive statements, imagery, archetypes to pull out what is inherent in this brand.
- Need the Premise, promise, and proof in the positioning statement.
- Don’t stay in the space where you think the answers are. Go outside the space, push it.
Influencing the Corporate Strategy Agenda with Research Insights by Claire Brooks, ModelPeople & Dina Lawson, McNeil #CRC2014 #MRX
- Help your senior execs to play, and learn, and act upon consumer insights by involving them in the journey
- Empathy needs to be at the heart of the strategic agenda
- help executives become strategic learning conductors – embed insights, involve stakeholders, help others uncover insights on their own
- this is a strategic learning journey
- important to immerse in strategic context
- put people in the middle of consumers, cultural/semiotic, social/family, channel/retail, technology/media
- you only have 15 seconds with executives, need to curate an immersive experience
- use virtual ethnography; use mobile ethnography to make sure you have articulate consumers
- need to activate learning by identifying insights and scope
- don’t leave executives with impressions, create time in the field for them to express what they’ve heard and learned, keep it simple focused on AHAs
- need to inspire
- story telling using video and other graphic media
- Case study – nutrition in India – the desk is dangerous place from which to view the world ~John LeCarre
- many client assumptions turned out to be very wrong in india
- need a local research partner experienced in the techniques
- Case study – korea – there may be language difficulties so be as visual as possible
- Take your business partners on the journey with you, from objective to key business issues so everyone knows exactly what to do
- turn all of your materials into a really good actionable page
- don’t just deliver on a functional benefit – “faster, longer, pinker”
- Mylicon example – for infant gas, very functional. existing product positioning was not inspirational at all. People saw the product as a life saving product not a fussy baby product. Role of product wasn’t enabling a mother child bond, it was as a magical, god-made product. Completely different positioning for brand. Video played an essential role in proving to the board the positioning was wrong.
- Product may not change but consumers are always changing.
- The Oscars of Marketing Research: Peanut Labs’ Chief Research Officer wins ESOMAR’s Excellence Award for the Best Paper
- 22 things we care about more than privacy
- Why do people like marketing research surveys?
- In which I rant about showing data in presentations #MRX #CRC2014
- How marketing researchers can start being more ethical right now #MRX
- How Funny and Clever Earns Budget and Respect by Adam Cook, Pilot Media, Inc. #CRC2014 #MRX
- Immersive Ethnography and Other Unconventional Research on a Budget by Clinton Jenkin, Barna Group #CRC2014 #MRX
- Discover the Science of Fascination by Sally Hogshead, Fascinate, Inc. #CRC2014 #MRX