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Strategic Market Research (Chapter 6): Getting to the Heart of Respondent’s Emotions
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Strategic Market Research (Chapter 6): Getting to the Heart of Respondent’s Emotions

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What determines whether market research makes a difference for an organization? The difference is the approach. Strategic market research is an approach that makes a large impact on the companies that …

What determines whether market research makes a difference for an organization? The difference is the approach. Strategic market research is an approach that makes a large impact on the companies that use it. In Strategic Market Research, author Anne Beall shares her unique approach for conducting market research. In addition to talking about qualitative as well as quantitative research, Strategic Market Research provides real-life examples of how these concepts have been applied in businesses and non-profit organizations. Implementing the strategic approach from the beginning to the end of a project provides information that inspires and changes organizations.

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  • 1. Strategic Market Research by Dr. Anne E. Beall Prepared by Matthew A. Gilbert, MBA Chapter 6: Getting to the Heart of Respondents Emotions
  • 2. Start with the Heart
    • Emotions play a large role in how people view brands, products and services.
      • We often give rational reasons for our decisions but emotions are often where our decisions actually start.
    • Common Sense Is Wrong: We make better decisions when our decisions are involved.
      • Making decisions on gut feelings is a positive.
      • Consider Malcolm Gladwell’s “Blink.”
  • 3. Start with the Heart
    • Strategies to access respondent’s emotional core:
      • Projection Techniques
        • Projecting feelings onto other people.
        • Projecting feelings onto characters.
      • Associations
        • Word associations.
        • Image associations.
      • Accessing hopes, dreams and aspirations.
      • Storytelling.
      • Salient memories.
  • 4. Creating the Right Atmosphere
    • Begin session by encouraging people to be honest and to openly express their thoughts and feelings.
    • Use nonverbal expression to create a comfortable, accepting environment: nodding, eye contact.
    • Sometimes people share something very personal.
  • 5. Projection Techniques
    • They/Them: Ask respondents to imagine someone else is experiencing something and to ask them how that other person feels.
      • Example: If you’re curious what fears people have when buying a car so ask respondents to describe feelings that other people have when they buy a car.
    • Characters: Ask people which characters or even celebrities represent them.
      • A way for people to share information about themselves in a more indirect, less vulnerable way.
  • 6. Associations
    • Give a brand name and have respondents share the words or phrases they associate with it.
      • Create a map showing words with strongest associations with a particular brand (mentioned by the most people).
    • Have respondents create a collage with images.
      • Images are a different language richer than words.
  • 7. Associations
  • 8. Associations
  • 9. Hopes, Dreams and Aspirations
    • People don’t buy “stuff,” they buy visions of the future and perceptions of who they want to be.
      • Example: Buying exercise equipment is about trying to achieve a desired physical form.
    • People buy products and services to bolster a specific self perception.
    • Why buy the items for the life we want to have.
  • 10. Stories and Memories
    • Stories are a verbal way of expression emotion.
    • When people tell stories of how they purchased items, they are really telling a personal narrative.
    • Ask respondents for specific memories:
      • “Tell me about the first time you heard of Pepsi?”
      • “What is your first memory of Pepsi?”

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