Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but social marketing programmes for behavioural change. A case study shares learning and brings to life our entire journey of developing original and holistic insights about consumers' lives, designing insight based interventions, quantifying the potential impact in both financial and behavioural terms, and embedding social marketing capabilities and a consumer-oriented culture within social sector organizations.
Why on earth would you invest time or money interviewing adults when your primary research objective is to understand boy culture? Perhaps it's because you recognize that such adults: namely, parents and teachers are part of the system of relationships that comprise boys' environment. As applied research practitioners, we can benefit a lot from applying an ecological systems approach to our efforts to generate consumer insights, and the Boy Culture research project is a great example. This paper will focus on the project's methodology, and the additive advantage of interviewing multiple structures within boys' microsystems, including target boys themselves, their close friends, their parents, and classroom teachers.
Online conversations in web forums, blogs and other 'user generated content' platforms are a valuable source for gaining unobtrusive Consumer Insights. A new method to analyze this user generated content is Netnography. The Netnography method [interNET & ethNOGRAPHY] is an observant research approach of online conversations in web forums, blogs and other 'user generated content' platforms in the internet. In contrast to quantitative, IT-driven counting of keywords and phrases through web monitoring solutions, Netnography is a qualitative research approach to analyze conversations in order to gain deep Consumer Insights and transfer them into product solutions. The presentation gives an overview of the method as well as the business benefits of the Netnography approach for generating Consumer Insights. The proceeding of a Netnography project will be shown in a case study HYVE conducted together with NIVEA (Beiersdorf) on the topic of sunless tanning.
This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide an actionable segmentation solution. The paper also demonstrates an alternate analytical approach to avoid some of the common pitfalls of segmentation studies that arise through the use of standard factor-cluster approaches. Though the paper focuses on segmentation, it has broader application by demonstrating best practice in how to balance the use of statistical techniques to deliver usable insights. Successful insight activation through an effective, continued dialogue between research and the business, is also highlighted in the paper.
Many brands over the years have talked the talk in terms of being a customer driven organisations, but this has often meant little more than brand teams attending a few customer immersion sessions and testing a few ideas in focus groups and through surveys. The first half of the presentation will demonstrate the importance of approaching your customers in a different way in order to co-create better insights. In particular it will focus on how co-creation fits into a whole new way of thinking about your customers and how they engage with your business. The second half of the presentation will involve the delegates in a crowd sourcing exercise that builds on the theme of the democratisation of insights and ideas by communities. Delegates in groups will decide on the 3 best insights and the 3 best ideas this has stimulated for their business which they have gathered from the conference and present them to everyone - then all together as the Esomar community we will rank the top 3 overall.