The New Frontiers of Marketing Research & Marketing Theory
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The New Frontiers of Marketing Research & Marketing Theory

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  • 1. Measuring the Un-Measurable
    Innovations in Marketing Research
    February 23, 2011
    The New Frontiers of Marketing Research & Marketing Theory
    Bruce P. Miller
    Partner
    Market Data Corporation
  • 2. 2
    Today’s Agenda
    New frontiers in neuroscience and virtual reality
    New marketing theory
    Changes how we think about and use “Segmentation and Targeting”
    Builds Brand Love . . . to impact brand positioning and communication efforts in the future
    In conjunction with . . . MDC partner Jeremy Bailenson
    Professor of Communication
    Director of Virtual Human Interaction Lab
    Stanford University
    vhil.stanford.edu
  • 3. 3
    Implicit Memory
    Today’s technology has validated what we knew – implicit memory exists and impacts behavior
    Cognitive
    Rational, cognitive thought process
    Non Conscious
    More emotional . . . information which is less accessible to us
    Influence Behavior Differently
    Experimental psychology has proven that a consumer’s Implicit Memory affects behavior
  • 4. 4
    Unscramble these sentences . . .
    named John dog the bingo
    vacations fun are Florida in
    couch the gray is new
    People complete tasks more slowly when their subconscious is primed with “senior citizen” cues
  • 5. 5
    Implicit Memory
    Most non-technological measurements of implicit memory use priming and reaction time
    We’ll highlight two . . . .
    LDT (Lexical Decision Task)
    Change Blindness
  • 6. 6
    Lexical Decision Task (LDT)A Word Association Test
    Respondent is “primed”
    • Visual Prime: a package, a logo, a commercial
    • 7. Audio Prime: music, radio ad
    • 8. Sensory Prime: taste a product
    • 9. We show a series of words (e.g., satisfying) and non-words (e.g., latibr) on the monitor – one word/non-word at a time
    • 10. The speed with which each word is recognized is timed, in milliseconds
    • 11. The words that are recognized quickly are the words that are associated with the Prime
  • 7
    H&R Block Brand
    Case
    Study
    Explicit Results
    Implicit Added This . . .
    Customers (extremely high satisfaction and retention rate)
    fast, thorough, experienced
    dependable, capable, alert, helper, fair,honest
    friendly, convenient, open, welcome,ready
    Non Customers were split
    Good for some people, but not for me
    Strong rejecters
    Customers & Favorable Non-Customers
    • scary, uncertain, careless, incompetent,cheater
    • 12. longshot, billion, grow, ambitious
    • 13. empower, solution, advocate
    Category concerns and hopes, and the belief that H&R Block can be the solution
    Led to highly successful ad campaign – showing how H&R Block will make money for consumers
  • 14. 8
    Foster’s Beer Brand & AdvertisingAustralia
    Case
    Study
    Explicit Results
    Implicit Added This . . .
    The Brand & Australia Share . . .
    outdoors, rugged, vacation, boundless,party, original, dating, popular, tough
    The Brand
    brave, winner, quality, power, uplifting
    The Commercials
    did not alter image at all
    The Commercials
    • hostile, redneck,dirty, mean,psycho
    • 15. girls, sexy
    • 16. adventurous, free, rebellious, party, American
    Negative associations with Australia that could hurt the brand and need to be managed
    Ad campaign adjusted
  • 17. 9
    Robotix PackageCurrent & Two New Box Options
    Case
    Study
    Old Box
    New Box B
    New Box A
    Explicit Results
    Implicit Added This . . .
    Two new boxes are better than current
    “A” better at communicating escape, fantasy and mystery
    “B” more childish and dull
    Evaluated logos in isolation
    • “A” RED LOGO somewhat threatening – violent, dangerous, scary
    • 18. “B” GREEN LOGO NASA, adventure, daring, rugged, energy, irresistible, beautiful, original, sophisticated
    Box “A” – with green logo
  • 19. 10
    BASKETBALL DEMO
    Two basketballs will be tossed back and forth
    Count the total number of times the two basketballs are caught
  • 20. 11
    KAYAK DEMO
    What is changing in the picture?
  • 21. 12
    VENICE DEMO
    What is changing in the picture?
  • 22. 13
    Change Blindness
    What was happening?
    The perceptual system cannot possibly process all visual details from any given scene
    Visual cortex picks and chooses by predicting what is important in a scene
    Change Blindness Experiments
    Show us what features are important when people process a visual scene
    Implicit imagery tells us whether it is important because it is “good” or “bad” . . . and what imagery it communicated (natural, fun, etc.)
    Especially useful in packaging research
  • 23. 14
    Canada Dry Package
    Case
    Study
    Results led to package re-design guidelines . . .
    what elements to maintain, which have license to change, which should change
    Color
    Logo
    Mountains
    Crown
    Shield
    Map of Canada
    Text
    Ginger Ale
    Caffeine Free
    Since 1904
    Current Package
    Color Variants
    Shield Variants
    Logo Shading Variant
  • 24. 15
    The Virtual Store As a Testbed
    15
    M D CMarket Data Corporation
  • 25. 16
    Applications of Virtual Reality
    Retail and merchandising evaluations
    Packaging evaluations
    Pricing reactions
    New product discovery and acceptance
    • Create a lab – new model of potential
    Brand worlds and brand development
    Development of personal avatars placed into these different worlds to understand implicit feelings
    Obvious
    Applications
    Not So
    Obvious
    Applications
  • 26. 17
    TSI*Facial Identity Capture
    * Transformed Social Identity
  • 27. 18
    How Will You Vote?
  • 28. 19
    Brand Love
    The next evolutionary step . . .
  • 29. 20
    Brand Love
    The Next Evolutionary Step in Marketing
    Refined Targets
    Innovation
    Brand is MORE than the Sum of:
    [Brand + Product
    = Brand Experience]
    Brand + Product
    = Brand Experience
    Identity to Connect With
  • 30. 21
    Brand Love Science
    Has opened the door to a new evolutionary step
    Unique phenomenon
    Lovers of a specific brand are uniquely different from lovers of other brands in the category
    And, most importantly, it is these differences that draw them to the brands they love
    Understand what drives brand love and move consumers up the pyramid
  • 31. 22
    Lover Differences
    The differences are deep and real; they are based in each individual’s make up (biology and psychology) – the foundations of who they are as people
    Consumers’ basic motivations drive them to a brand and are translated and interpreted in the brand and product experience
    In effect, what the brand stands for operates as a magnet attracting consumers – and consumers’ motivation drives them to the connection
  • 32. 23
    Brand Dynamics
    The role of the brand has changed
    More than an identity
    Must be the crystallization of the brand promise – the connection point that links consumers’ motivations to the experience
    The brand is the conduit of the experience – the magnet that pulls people to it – it stands for the essence of a person on a deep level
    Brand must stand for the shared core values of the consumer and the experience
    As such, the brand provides the energy behind the choice – it becomes a metaphor of the individual and the experience
    Connection
    Points
    Brand
    Core Values
    & Motivations
    Interpretation of Values & Motivations though Brand Choice
    & Experience
    Unifying Values
    What the brand
    & person stand for
  • 33. 24
    Brand Love Goal
    Create brand love and grow our brand lover segments
    The brand is idealized
    It places a stake in the ground based on unifying values
    It stands for something and this something connects with what consumers stand for, creating a true bond and connection
    BRAND
  • 34. 25
    We Become Better
    As in all stages of evolution, this process maximizes the previous stages
    We are better able to:
    Fulfill the promise of segmentation
    Deliver Deep Insights (create new research methods)
    Develop stronger Brand Relationships and Connections
  • 35. 26
    Thank You