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Should brands take a stand? How Insight Teams can help brands make a better decision

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Fed by the high-profile Nike Colin Kaepernick campaign, the idea that brands should take a stand on social issues is gaining prominence.
Surveys show that millennials claim they want brands to take a stand. But when they do, the brand doesn’t necessarily benefit as much as they expect. For example, a recent survey found that only 12% of young people had a top of mind association of a cause with a brand. What has been lost is in this debate, is that surveys overstate what is really going on. That’s because in the real-world people make trade offs that surveys don’t capture. This presentation will review how to conduct market research to help brands make more realistic decisions about whether a brand should take a stand on a social issue.
This presentation was part of the 'Challenges in Modern Market Research' webinar on 29 August 2019.

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Should brands take a stand? How Insight Teams can help brands make a better decision

  1. 1. Should brands take a stand? How MR can be used to help make a better decision Karen Tibbals Ethical Frames LLC www.ethicalframes.com August 2019
  2. 2. Sponsors Communication Gold Silver Visit NewMR.org
  3. 3. Taking a stand is all the rage
  4. 4. Photo credit: Deposit Photos
  5. 5. Deloitte Survey: Most CMOs disagree with taking a stand 0 10 20 30 40 50 60 70 80 90 Yes No Appropriate to take a stand https://cmo.deloitte.com/xc/en/pages/articles/cmo-survey.html
  6. 6. The Debate in the Brand Planning World • Consumers want brands to stand for something, to be relevant
  7. 7. The Debate in the Brand Planning World • Consumers want brands to stand for something, to be relevant • No, they don’t!
  8. 8. Gap between intention and action!
  9. 9. There is always a gap between intention and action • Measure the gap by using the right questions in the right way • Discrete choice trade off between product benefits and brand purpose • The group who will choose a brand purpose over product benefits is small, much smaller than the hypothetical percentage • Usually about 10% - varies by product category • This group is not millennials! It crosses generations. • Best metric: have taken another related action, such as donated money, boycotted a product, etc. Summarized from The Myth of the Ethical Consumer by Devinney et al.
  10. 10. Dos and Don’ts Dos • Do your homework • Do a survey among your target audience • But use trade off questions • Ask about other actions taken by respondent concerning issue • Ask if it will alienate a key target group • Determine what is right for your target audience Don’ts • Don’t take what people say literally • Don’t bother with age segmentation
  11. 11. • My website: www.ethicalframes.com for a free white paper on this issue • Other resources: • Myth of the Ethical Consumer By Devinney et. al. • My new book: Marketing Landmines available on Amazon • Available for consulting at info@ethicalframes.com For more detailed information
  12. 12. Q & A June 2019 August 2019 Ray Poynter NewMR Karen Tibbals Ethical Frames
  13. 13. Sponsors Communication Gold Silver Visit NewMR.org

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