As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the prejudice-without-knowing. We present a narrative method that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped our client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity and supported this view.
As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the prejudice-without-knowing. We present a narrative method that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped our client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity and supported this view.
Philips Lighting needed insights in garden needs with the potential to make a change in the garden lights market. It was important for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers). This presentation reviews the innovative and engaging process of 'co-creating' insights: mating consumer insights to company knowledge. This helped Philips go beyond the obvious, without the fallacy of 'thinking inside-out' The presentation also shows how co-creation of insights can help a brand come up with high impact concepts.
Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this paper is to challenge current thinking about segmentation and to offer alternatives. The author will show that value-based segmentation models will not be the answer to the declining value and predictability of segments. To the contrary, the simplification of these models may only make things worse. Collecting data from marketing experts, corporate research managers, scientists, media buyers, consultants and heads of research companies, the data provides a framework to understand when and under what conditions segmentation models can and can't work, and an insight into what is possible beyond segmentation.
A research without questions asked? The consumer in lead of moderation and analysis? Results in the form of consumer generated cartoons of archetypes and 200 consumer generated stories? Our presentation is exactly about this: a narrative project that helped the Dutch Government to better understand the perspective of the young consumer on drinking, driving the designated driver. We will take you through the process and the results. Be ready for a paradigm switch!