In order to deliver a winning brand experience and compete in today’s marketplace, it is fundamental for brands to put their consumers at the center of their business strategy, understand what they really want and re-evaluate old strategies and assumptions.
A plethora of multi-approach efforts exist in other industries (in fact, it's cluttered with IT, Social Media, Mobile, etc…). But there is no integrated effort to do that in the market research industry.
The kickoff meeting should no longer be day one of not really knowing what’s motivating consumers. Marketers need to start the process with data-driven intelligence about what’s really motivating consumers to buy, stay loyal or advocate.
The message for MR is that we have to become experts at engaging consumers in a multi-cultural context, while also developing whole new methods of research that are non-disruptive and fit into their overall lives on their terms, not ours.
Wrapping up a busy week of postings, here's a hodgepodge of results from recent studies relating to trends in online adoption and consumer usage of the channel. Also, a couple of great articles on innovation!
Consumer anthropology to be the merging of science (anthropology, sociology, semiotics) and art (storytelling) toward helping those who create products and culture understand and connect with those who consume it. Story is what communicates culture.
The old forms of mass broadcast do not give consumers sufficient information. Individuals are increasingly used to interacting with content, rather than passively receiving messages. Individuals are not content with being told something.
