Hope Felton-Miller September 29, 2017 No Comments

Everybody Loves a Good Story –Tell Your Brand’s Unique Story

Marketers are in love with storytelling, and for good reason. Human beings are hardwired to listen to, connect with, learn from – and most importantly, remember – stories.

Just as the brain detects patterns in the visual forms of nature – a face, a figure, a flower – and in sound, so too it detects patterns in information. Stories are recognizable patterns, and in those patterns, we find meaning. We use stories to make sense of our world and to share that understanding with others. They are the signal within the noise,” according to Frank Rose, writing in Wired.

So as marketers, we focus on telling stories in our content marketing, in advertising, in our presentations. But there is one important story that your firm may be neglecting: your brand story. Read more

Angela Williams September 6, 2017 No Comments

Mining for Marketing Gold – Find the Values that Motivate Your Customers

Motivations are powerful, but are not easy to get people to identify and articulate in marketing research. Because motivations are about unconscious patterns, consumers think, feel and behave in ways that are often automatic and without much thought. However, motivations are always based on very deep and personal values. Depending on the product or service category, or industry, different approaches may be used to pinpoint your customer’s motivations. Read more

Angela Williams August 22, 2017 No Comments

Motivating Employees: The New B2E

Many corporations spend millions – if not hundreds of millions – on marketing campaigns to build their brand with customers. But many forget their brands are delivered by employees. One of the least expensive and most effective ways to strengthen your brand is to have employees who (1) understand and connect with your brand values and (2) are motivated to consistently deliver your brand to customers. Read more

Angela Williams July 21, 2017 No Comments

B2B Marketing: Not as Rational as You Think

Many marketers believe that one of the key differences in B2B and B2C marketing is that B2B purchase decisions are more rational. While it is true that businesses usually include more people in the process, and there may be more analysis and justification, that fact is that B2B purchase decisions are ultimately made by people. And people are not always rational. Read more

Angela Williams June 22, 2017 No Comments

Activating Brand Loyalty in Consumers

In our last blog, we made a case for motivational selling strategies over simple persuasion. Motivational strategies take advantage of marketing materials that connect with customers’ values, a compelling connection that establishes an internally-driven desire for the brand, leading to brand advocacy, and creates long-term financial and brand success. Of course, motivational strategies sell also, but not by simply addressing transient need states, appealing to price, benefits or features, or by comparing themselves to competitors. Read more

Hope Felton-Miller April 7, 2017 No Comments

Think Outside the Recruiting Box for Better Insights

Recruiting the right people is absolutely the critical success factor for qualitative research. But often there is not just one right answer to the question “who knows what we want to learn?”

Of course, they must meet your client’s project requirements if specs are included in the brief.  And it is a good idea to talk to the obvious participants:  a category user,  aware and familiar with certain brands,  recent experience with a product or brand, the list goes on and on. Read more

Hope Felton-Miller March 6, 2017 No Comments

Get More from Qualitative with Pre-Work

Pre-work is about asking qualitative respondents to do some tasks before the focus group, CLT, or in-depth interview (for both in-person or online methodologies) to gather extra information through a different lens, and of getting respondents “into the space” before the interviews even start. This extra information and different lens often combine to reveal deeper and more interesting insights. Read more

Hope Felton-Miller February 1, 2017 No Comments

Lessons Learned From the World’s Largest Focus Group

The Women’s March in Washington, DC and many other cities was the latest in a string of eye-popping political events over the past year, springing up almost spontaneously from a Facebook post, and far exceeding any advance estimate of marchers.  Many have tried to interpret what this unusual event means, often asking, what was the issue for which they marched? What was the objective? What do they want to happen as a result?   Read more

Hope Felton-Miller January 27, 2017 No Comments

What Marketers Should Learn from the 2016 Election: Get Out and Understand ALL Your Customers

Many news sources have written about how the polls failed to predict the results of the recent Presidential Election. (See our summary here.)

In fact, that very failure has marketers questioning themselves and re-evaluating how they approach data and marketing research in their decision-making. The Wall Street Journal summarized this quandary: “In the wake of Donald Trump’s election as U.S. president with a wave of support from middle American voters, advertisers are reflecting on whether they are out of touch with the same people—rural, economically frustrated, elite-distrusting, anti-globalization voters—who propelled the businessman into the White House. Mr. Trump’s rise has them rethinking the way they collect data about consumers, recruit staff and pitch products.” Read more