MCCP learnings from culturalactivities:MCCP Cultural Trip #1. 2011Zoo Observation Visit, March
What we did: MCCP Team conducted a familyethnographic experience at Dublin Zoo tounderstand family experiences.Why: Our MCCP DNA is to understand howpeople behave in different environments but ina real not uncontrived way.
Focus on our findings• 1. Observations and learning’s from people’s interaction with animals• 2. Observations and learnings from people’s interaction with people• 3. Observations and learning’s from the animal kingdom
Observations and learning’s frompeople’s interaction with animals
Observation: People approach new aspects ofthe world with a mixture of fear andfascination “When that pelican opens its wings and flew he was terrified, then ran after it to see where it went” Children’s reaction to new animals typifies our approach to new things, we are curious beings but with an inbuilt caution Learning: We need to manage fear and scepticism of consumers in new products and propositions, but harness their natural curiosity
Observation: People have a fundamental desire forinteraction “Hi Penguin, hey penguin, I said hi, HI HI HI PENGUIN” Children’s repeated attempts to speak to the animals highlights our constant desire for interaction Learning: People constantly want to touch, feel, try out and interact with brands and products far more than they will ever admit, we need to let them
Observation: People become impatient whenexpectations are not met “Why is it not playing with a ball mom?” “Mammy is there killer whales…is there sharks…is there dolphins?” A child’s disappointment at the fact that a seal was not playing with a ball in the manner in which stereotypes lead us to believe, highlights the importance of expectation management and delivery. As we can see from the killer whale comment, sometimes expectations are unrealistic Learning: If we manage to create and expectation, we must deliver on it
Observation: You can lead a horse to water,but you can’t make him drink “Look at the baby Rhino son” “Hey dad, look at that big pile of poo” “look dad, there is a digger” Children do not always get excited about the bits we hoped they would. Neither do consumers. Learning: Allow the consumers to find their own areas of fascination with brands. Give them the tools and let them create the excitement
Observations and learning’s frompeople’s interaction with each other
Observations: We engage in repetition typebehaviour to build our own excitement “The penguins. Let’s see the penguins” “Yeah, the penguins, the penguins are great” “Yeah, penguins, lets go and see the penguins” Both parents and adult engaged in frankly annoying levels of repetition, however this was an effort to create excitement in each other Learning: We need to understand how people build up experiences and help them to do this
Observation: If an experience is not share itsnot worth having We witnessed a child running up to the penguin enclosure shouting in excitement. When the child turned around and its friend was not in tow, all excitement in the animals was lost. As if the experience was now pointless without company Learning: We are fundamentally social in all thing we do. We need to understand how group versus solo consumption of any experience or product affects it
Observation: We have a strong ritual of storytelling We witnessed parents elaborate wildly on the life a tiger has in the zoo after being asked by a child where the tiger was. We use stories to build context, to entertain, to explain, to teach and to make sense of the world. Stories are the currency in which people share information Learning: We need to form our communications into easy to digest stories that people can understand. We can borrow from use and create stories.
Observation: We have a strong desire forachievement and recognition “look how good the picture I took is” We have a need to be liked. We need to feel we have achieved and that this has been recognised by other Learning: Allow people to feel as thought they have achieved, or give them a way to be recognised by others as being different
Observation: We use reward as a motivator fordesired behaviour in others “Jack at this rate you are going to end up with minus stars” Parents use the promise to reward to control children just as brand use the promise of reward to try and control consumers Learning: We must understand the nature of reward, how can we make people feel rewarded?
Observation: Operate at the same level as theconsumer Observation: To fully engage children in the experience parents are going down on one knee to get on the children’s level before discussing with them all the animals that they can see Learning: Many brand/consumer relationships are much like parent/child relationships. Coming down to the consumers level when talking to them makes things more engaging. It allows brands to see the world from their eyes and changes the relationship from one of authority towards one which is peer to peer.
Observations and learning’s from the animal kingdom
1.Stand out with your Brand DNA Every business needs to standout in the market place. But stand out because of what you are in your essence, not with cheap tricks. The parrot stands out effortlessly because of what it is, not because of what it tries to tell everyone it is
2. Be agile in the marketplace We know the importance of be flexible and agile in a marketplace where people want quick turnover, adaptability and tailored solutions. You need to be able to move quickly and accurately. Like the squirrel monkey, we need to remain agile
3.Know your strengthsObserving the penguins at the zoo it was clear that the penguin feelsnaturally at home in the water whilst alien on land. It is in the area whereeach of us is strongest that we can deliver most for the company as awhole.
4.Have multiple strengthsSimilar to the last point, we need to know our strengths but also developwhere we are weak. If we are uncomfortable in the water, we need to learn toswim better.
5.Be self sufficientLook at our friend the bird, on top of the Rhino, feeding from the skinparasites in her larger friend. Without the Rhino, the birds food source islost. The bird is not self sufficient.
6.Go past the low hanging fruit and look at things from a different perspectiveThe giraffe has developed its physiology based on the fact that the lowhanging fruit is in a crowded place. He has adapted himself to be able toreach further to get the really juicy morsels. We need to reach for a juicierlife. The giraffe also reminds us to look a things from a different perspective