We kickoff our brand positioning projects with one-on-onestakeholder 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.
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.
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.
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.
Recently, we were conducting ethnographies about restaurants. Interviews were in and around Atlanta. Moe’s Southwest Grill came up in a number of discussions. And each person that mentioned it also shouted, in the same tone of voice, “Welcome to Moe’s!” Moe’s signature greeting. Hence, Moe’s has a brand ritual.
Are insights “on demand” really within reach? Yes, indeed. Should you reach for them? It depends.
In marketing research, the common wisdom that has prevailed for decades is that for any initiative, there are inevitable trade-offs among cost, speed and quality. But rapidly evolving technology now offers us a dizzying array of well-priced options for blazingly fast data collection, both qualitative and quantitative. The promise of being able to conduct research that is “cheap,” “fast” and “good” without compromise is finally a reality!
Terms like “nonbinary” and “cisgender” may be unfamiliar to some, but the world is changing and those of us that work in data capture have to change right along with it. We should ensure that the questions we ask consumers incorporate the language and perspective of today. It’s only fair to them and the businesses and brands we represent.
Gen Z: people ages 3–23 (ish) and they’ve got spending power. Of course, a 7-year-old is not toting $3,000 around to spend on holiday gifting, but a study by CPC Strategy states that Gen Z as a group is planning on spending more this holiday season. While this same study does note that 66 percent of Gen Z is limited to a budget of less than $250, given the size of this generation, it still amounts to a lot of money.