[How We Work]
1. Gaining consumer insights.
We use many different techniques from immersion in the target’s life, ethnographies, one-on-ones to various quantitative techniques.
One technique frequently used measures the relationship in the gaps between the target market segment, awareness, attitudes, perceptions and behavior (new trial, repeat purchase, frequency of visit, dollar per purchase, and share of wallet). Using this technique you gain insights on setting marketing objectives, communication goals and program strategies.
- A small percent of the total target segment are customers. There exists low awareness but of those that are aware, a high percent have positive attitudes, and corresponding high trial and retrial.
- Insights: Create new customer acquisition objective and a communication goal of increasing awareness. Focus marketing budget and programs toward accomplishing these two objectives.
- High awareness and of those that are aware, low positive attitudes, low trial and even lower retrial.
- Insights: Fix a potential product problem. Establish stronger retention objectives, set communication goals improving attitudes, fix product problem (or potentially store environment if retail category) prior to implementing marketing plan.
- There are many other combinations of examples. The above two were intended to show how the hierarchy of effectors can be used to drive insights that tie directly to determining the marketing and communication objectives that will most drive a specific comapny's business. From these objectives, the next step is to determine the strategies that best align to move these critical drivers of the business.