All posts filed under: Shopper attitudes and behaviours

Brand participation - not everyone is in the market at once

Brand participation: Not everyone is in the market at once

It’s tempting to think of consumers in binary terms in relation to the brands you are responsible for: in, or out; buying, or not buying; loyal, or not loyal. But for many brands, the status of an individual can be more complex. At any given point in time, people can take on other roles in relation to your brand, and in relation to your competitors’ brands, that nevertheless have a direct influence on your competitiveness.

Follow the brand insights

Follow the brand insights

At his presentation at The Un-Conference, Chris Wren included this deceptively simple observation: “Follow the insights,” he suggested, “Wherever they may lead”. I was struck immediately by the extent to which brands don’t. Too often it seems research functions as something of a confirmation bias – reinforcing beliefs that are already deeply held.

Why consumer brands are increasingly personal

Why consumer brands are increasingly personal (and what that means for you)

This is the year of wearables it seems. Morgan Stanley are predicting shipments will top 70 million this year and grow to 248 million by 2017. But the thought that wearables themselves will feature in consumer and business spending across areas ranging from fashion and fitness, healthcare and insurance also points to escalation of another trend. Products and services are now less about what consumers have or get and more about who they are and want to be.

The next era of brand conversations

The next era of brand conversations

Too many brands continue to fail at convincingly placing what they have to offer inside the lives of the people they are trying to reach. A lot of that seems to come down to a simple mis-alignment of priorities: whilst marketing teams ponder data and speak earnestly about really understanding their buyers as individuals, those interests are not reflected as clearly as they should be in what they end up saying.

Brand truth: fascinating insights into what holds true for consumers

We don’t always mean what we say in social situations – nor, it appears, in research. That seems to be the key take-out from recent research (delicious irony!) by Chip Walker and the Y&R research team. In their recently released study, Secrets and Lies, (thanks Hilton for the reference and for the introduction to Chip) the team concludes that consumers’ conscious motivations differ markedly from their true deep drivers. In fact, they’re often the opposite of what they say. Those conscious-unconscious biases are also reflected in the brands that people say they like versus those they actually like. Consider this: “The top 10 conscious brands are Amazon, Google, Apple, Target, Whole Foods, Starbucks, McDonald’s, Facebook, AT&T and Prius. That contrasts with the order of the top 10 brands consumers favor unconsciously: Target, Amazon, Facebook, Whole Foods, National Enquirer, Exxon, McDonald’s, Apple, Starbucks and AT&T.” While it’s important to recognise that, for the purposes of the study, people were asked to rank a finite list of brands not to nominate those brands from scratch, the contrast …