Knowing that consumer behaviors are driven by emotions, Marketers roll out emotional content on social media. They succeed in compelling consumers to like, click, and share their messages. However often, likes and shares do not covert to sales. Consequently, marketers struggle to justify the ROI on social media spend. Why?
Emotional marketing only works when consumers subconsciously identify with the experience they get using your products and services. It isn’t about clicks or likes. It is about the feeling of pride, ownership and belonging when they purchase from you. Consumers want brands to listen to them, learn their likes, dislikes and buying preferences – right from the first engagement to product selection to post-sales service.
We help Marketers to do just that! Our actionable insights for marketers cover five major aspects of consumers buying behavior:
What is their purchase selection criteria?
Who influences their buying decision?
Will your product or service fit their budget?
Is this the right time for them to buy?
Is your marketing campaign going to appeal with them?
We need to talk if:
1. You want to launch a new marketing campaign, or a previously launched campaign has not gone as planned
2. You want to introduce a new product or a service, or a previously introduced offering isn’t producing the desired results
3. You are not confident that the identified sub-segment is right or could be zoomed-in or zoomed-out
4. Your sales are lower (or higher) than the projections
5. You are not sure if the buyer personas you developed are accurate and want them validated using deep micro-segmentation
Thousands of new products & services are introduced every year. Only a handful of them win customer approval. What differentiates successful products from the unsuccessful ones? The primary difference is that failing products fail to solve a real customer problem.
To build products and services that customers love, product professionals need to answer 3 sets of questions:
1. What jobs are consumers trying to do?
2. What problems they are trying to solve?
3. What gains do they want to achieve?
We help answer these questions and provide unique insights during different phases of the product lifecycle.
To test new ideas, brands need consumer views on those ideas. We facilitate this through a series of Usage & Attitude surveys. Our community provides valuable insights into how consumers perceive your organization, your products, and what else do they want you to innovate.
For a new concept, you want opinions from potential users. Our community is the perfect group for that. They provide unbiased views on whether the concept(s) will address real customer problems and address which known or latent needs. This helps you decide which concept(s) to take forward to the prototyping stage.
Once a prototype is ready, our community provides vital input on how the prototype is and how the initial branding & packaging looks. This iterative exercise helps Product Managers reach to a stage where you gain confidence that the prototype, branding, and packaging have matured.
A good marketing strategy comprises of 3 stages:
1. Identifying consumer segments that are most likely buyers and identifying their unmet needs
2. Learning consumer preferences that influence their buying decisions
3. Advertising to those consumers using smart characterization that consumers will identify with
Most marketers have resorted to psychographic profiling. However, reaching out to real consumers and learning their buying preferences and motivations remains a challenge. Most brands apply expensive analytics tools and their intuition on whatever sales and consumer data available from online tools. The intent is to develop personas which become the brand’s identity. So what was intended as an exercise to identify potential buyers and their unmet needs becomes a tool that only serves advertising. Sounds familiar?
Placing Consumer needs at the heart of Segmentation
As humans, consumer behaviors are influenced by several political, environmental, societal, and personal events. And changing behaviors bring in new needs which stay unaddressed. Right segmentation helps brands determine whether consumers would be willing to buy their product or service.
We micro-segmented our community to arrive at small enough cohorts that help brands carry out effective Conjoint Analysis. Our ability to quickly create, disband and recreate consumer cohorts helps brands present various attributes and find out as to which ones would increase the likelihood of purchase. This results in mapping products and services to the mostly probable buyer segments, helps in drafting the most appropriate messaging and advertising ROI optimization.