How many times have you heard a brand exclaim they are data-driven? It’s a phrase that many brands are using, but what goes into the data that drives them? Why are those brands so confident in their data-driven decisions? Below are a few considerations regarding data cleaning and data analysis when leveraging data for your brand.
Many of us have been there, either as part of the merger or the merge-ee company. This is a journey for both corporate staff and consumers/customers. It is critical that these key parties be given the right level of information at the right times in order for them to feel confident in the change and in the brand. People are looking for cues that they will benefit from, or at the very least not lose something based on, the new construct.
2 points for each of these things you’ve heard before:
- “It would be over budget”
- “We’ve tried that before”
- “Upper management won’t buy in”
- “It’s not differentiated enough”
- “That’s gonna take too long”
- “Not enough margin”
- “Too similar to competition”
- “Not compelling enough”
Got some points on the board? A bit disheartening, isn’t it? It’s really easy for us to get swept up in the “why it won’t work” and to poke holes in ideas before they’ve been given room to grow.
We kick off our brand positioning projects with one-on-one stakeholder interviews. Why? Because getting an understanding of how organizational leaders perceive the promise of the brand and the needs of the target audience is critical to success. In addition, these interviews help to paint a picture of what is “blue sky” possible for the brand in the future. And it doesn’t hurt to get that extra touch of buy-in to the project at the onset.
As I reach my third year as an insights analyst with the Fountainhead team, I can’t help but think back to my last year of undergrad. I knew the basics of market research. I knew that I was interested in people and their motivations. I knew that there was so much I didn’t know. The funny thing about learning on the job is you don’t notice how much you’ve learned until you take a second to reflect and think how little you knew before. Looking back now, here are five key awakenings I’ve had from my time with Fountainhead.
In the “Before Times,” October 24 through November 17, 2019, to be exact, Fountainhead fielded quantitative research among 1,221 people ages 16-22. While that’s not the whole of Gen Z (it’s largely defined to go down to people age 7 or 8), we believe that this upper age range was best equipped to share insights about their habits and their world.
Now more than ever, it’s critical that brands are trusted by consumers. Trust is foundational in any relationship, and it is of heightened importance at any time of uncertainty. Trust is both a logical and an emotional proposition. Trust is about transparency, but also predictability. But how is trust conveyed? Or better yet, how is trust earned?
We’ve been in this industry a long time. Longer than we really want to admit. And we’ve heard many objections to conducting research that are pretty easily overcome. We’re here is to assure you that consumer or customer research is your friend.
Once upon a time…
When you hear those four words, you tend to think of stories. From lullabies, fairy tales and cartoons to books, movies, videos and social media, we as humans are wired to engage with stories. But when was the last time you used a story to present insights? We usually don’t equate insight presentations with storytelling. However, stories are a powerful way of communicating information.