The New Frontiers of Marketing Research & Marketing Theory


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The New Frontiers of Marketing Research & Marketing Theory

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