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Kim Goodwin – Right Research, Right Value

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Kim Goodwin – Right Research, Right Value

  1. 1. Right Research, Right Value Kim Goodwin @kimgoodwin Marketing Festival 2017 Prague
  2. 2. Not a marketing expert
  3. 3. ♥ Right value Marketing drives beliefs & behavior Right customer Sets expectations
  4. 4. Right customer Product & design satisfy goals Supports brand ♥ Right value
  5. 5. Opinions
  6. 6. Analytics Refinement, not generation Tactics, not strategy Metrics, not brand
  7. 7. Clear, shared understanding
  8. 8. Should we do a survey?
  9. 9. Surveys feel like science
  10. 10. Self image
  11. 11. Invisible habits
  12. 12. Kim Goodwin 1. Direct observation
  13. 13. 2. Real conversation
  14. 14. outsourced research
  15. 15. All the consultants are like:
  16. 16. Between 6-20 interviews to see patterns
  17. 17. Enough to see patterns in goals & behavior
  18. 18. Ask for specific stories (especially good & bad ones) - What they did - With whom - Where - When - How - Why
  19. 19. 2 types of goals: End goals (results they want)
  20. 20. Experience goals (how they want to feel)
  21. 21. –Johnny Appleseed Control the conversation vs. Extend the anticipation iStockPhoto
  22. 22. Further reading:
  23. 23. ways this creates marketing value
  24. 24. 1. Potential value propositions
  25. 25.
  26. 26. • Get better Live better Feel less alone Make a difference Live better, together TM
  27. 27. 2. Help improve the journey
  28. 28. Visa Weather Book a car Meals Security FAQs
  29. 29. 3. Help influence decisions
  30. 30. But: like me isn’t looks like me
  31. 31. A “person like me” is contextual 🏢Frequent business traveler, no children 📷Demanding wildlife photographer 💊Someone with my health issues & values
  32. 32. 4. Evaluation criteria for style
  33. 33. “It’s not cheesy enough.”
  34. 34. Brand Goals Experience attributes (visually inspiring adjectives)
  35. 35. What feels secure?
  36. 36. 4 swirl-reducing benefits Defining value Reducing pain Influencing decisions Defining “style” goals
  37. 37. 5. Rich source of language
  38. 38. surveys
  39. 39. Observe & talk with people
  40. 40. Get them to tell you stories
  41. 41. It’s fun!
  42. 42. Thanks! @kimgoodwin kimgoodwin@mac.com

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