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Why are customers saying one thing
and then doing something else?
The	Festival	of	NewMR,	March	2020	
Nicolò De CarolisStef...
Sponsors	
Gold	
Silver	
	
	
The	Festival	of	NewMR,	March	2020
ARE CUSTOMERS SAYING ONE THING
AND THEN DOING SOMETHING ELSE?
WHYStefania Gogna
Semiotician / Brand Strategist
Italy - Mil...
SOCIETY || CULTURE
SOCIETY	
CULTURE	
CULTURE	
CULTURE	
CULTURE	
Residual Culture
Dominant Culture
Moving to…
Emergent Cult...
CHOICES
THAT CONFLICT
WITH THE
PREVAILING
CULTURE CAN
BE BOUND
TO FAIL
Sometimes we don't see
CHANGE
until it's past the p...
2014 2020
Teen agers’ Idols
in the UK
TOP UK INFLUENCERS
*Clustering – Reinert’s Method
Dendogram DHC
(Descending Hierarchical
Classification).
It is aimed at obtaining clusters e...
*Clustering – Reinert’s Method
Dendogram DHC
(Descending Hierarchical Classification).
Each cluster is a “world”,
a cognit...
MAPPING
THEMES*
CL3	
*gen-mas	
*age_15	
CL2		
*gen-fem	
*age_16	
CL1		
*age_17	
1. Self-
Entrepreneurial.
(Make a living)....
HOW
NARRATIVE
DEVELOPS
In contrast to early online applications, which
were seen as refuges from real life,10 today’s
onli...
We have helped
Instagram become its
own multibillion dollar
economy, the influencer
industry where people
become brands an...
Same Brand in different countries
We are aware of our role in local communities, we are committed
and we are “good neighbo...
Ikea Indiamakes everyday brighter
Everyday life at home becomes brighter when you look at your home differently.
Change your point of view, India!
@ikea.india
Times are changing in India, and how Indians are living in their
homes has t...
Space for every human kind (personas)
Artists:
One reason why we got to love drawers is
that they hide all our secrets, in...
Product design for human matters
@ikea.india
Each of us has different needs and daily problems to solve.
Ikea products are...
Ikea Home Stories 1/2
@ikea.india
Ikea India has created an Instagram TV format called “Ikea Home Stories”, similar to
“Ex...
Ikea Home Stories 2/2
Thanks to this kind of communication, Ikea shows itself
as an ally to the consumer trying to solve s...
Creative intelligence
@ikea.india
13 Tot.
5 Med.
Distance
AVG !
Human
presence!
format mix
12 Close-up
26 No
Yes 4
8 Singl...
Ikea Germany
Deutschland macht den alltag heller
makes everyday brighter
Inspire people by giving them a kind of aesthetic...
Inspiring solutions
@ikeadeutschland
Ruhezone im Kinderzimmer. #EKORRE
#meinIKEA
#ikea #kinderzimmerideen #kinderzimmer
#s...
Descriptive micro-copy are like paintings
@ikeadeutschland
Ikea wants to propose to its German target aesthetic solutions,...
#meinIkea
Ikea furnishings provides aesthetic
solutions you probably hadn't thought
of, yet.
They can save space or create...
Tipps & Tricks
@ikeadeutschland
This idea that Ikea solutions can be yours comes to reality also
thanks to the “Tipps&Tric...
#zuhausebei
It’s interesting here that Ikea Germany collaborates with
influencers related to interior design themes, using ...
Creative intelligence
@ikeadeutschland
12 Tot.
8 Med.
Distance
AVG !
Human
presence!
format mix
7 Close-up
27 No
22 Single...
Same brand, different
communication strategies for
different countries.
Ikea adapts its content strategy to specific countr...
Digital Strategist / Semiotician
Italy – Milan
decarolis.nicolo@gmail.com
- Nicolò De Carolis
Semiotician / Brand Strategi...
Q & A
The	Festival	of	NewMR,	March	2020	
Ray Poynter Nicolò De CarolisStefania Gogna
Sponsors	
Gold	
Silver	
	
	
The	Festival	of	NewMR,	March	2020
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Why are Customers saying one thing and then doing something else? Slide 1 Why are Customers saying one thing and then doing something else? Slide 2 Why are Customers saying one thing and then doing something else? Slide 3 Why are Customers saying one thing and then doing something else? Slide 4 Why are Customers saying one thing and then doing something else? Slide 5 Why are Customers saying one thing and then doing something else? Slide 6 Why are Customers saying one thing and then doing something else? Slide 7 Why are Customers saying one thing and then doing something else? Slide 8 Why are Customers saying one thing and then doing something else? Slide 9 Why are Customers saying one thing and then doing something else? Slide 10 Why are Customers saying one thing and then doing something else? Slide 11 Why are Customers saying one thing and then doing something else? Slide 12 Why are Customers saying one thing and then doing something else? Slide 13 Why are Customers saying one thing and then doing something else? Slide 14 Why are Customers saying one thing and then doing something else? Slide 15 Why are Customers saying one thing and then doing something else? Slide 16 Why are Customers saying one thing and then doing something else? Slide 17 Why are Customers saying one thing and then doing something else? Slide 18 Why are Customers saying one thing and then doing something else? Slide 19 Why are Customers saying one thing and then doing something else? Slide 20 Why are Customers saying one thing and then doing something else? Slide 21 Why are Customers saying one thing and then doing something else? Slide 22 Why are Customers saying one thing and then doing something else? Slide 23 Why are Customers saying one thing and then doing something else? Slide 24 Why are Customers saying one thing and then doing something else? Slide 25 Why are Customers saying one thing and then doing something else? Slide 26 Why are Customers saying one thing and then doing something else? Slide 27 Why are Customers saying one thing and then doing something else? Slide 28 Why are Customers saying one thing and then doing something else? Slide 29 Why are Customers saying one thing and then doing something else? Slide 30 Why are Customers saying one thing and then doing something else? Slide 31
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To deeply understand people’s behaviours and to get Actionable Customer Insights it’s becoming more and more important going beyond Observations and Information.
We are not studying a sole reality but many. That’s why Cultural Studies are so relevant, in a rapidly changing scenario. Brands are Cultural Artefacts; they don’t exist outside a Culture.

We will see a multi-way methodology for Qualitative Research, through actual case studies that reflect how Brands can tap into Popular Culture, how they can connect with different lifestyles, how they can understand cultural motivations behind rationalities (Deep Insights) and how they can communicate to new generations. We will answer the question: Why Cultural Mapping allows us to Think Outside the Box.

This presentation forms part of the online Festival of NewMR webinar series. Presented by Stefania Gogna, & Nicolò De Carolis - both independent semioticians, and consultants.

Why are Customers saying one thing and then doing something else?

  1. 1. Why are customers saying one thing and then doing something else? The Festival of NewMR, March 2020 Nicolò De CarolisStefania Gogna
  2. 2. Sponsors Gold Silver The Festival of NewMR, March 2020
  3. 3. ARE CUSTOMERS SAYING ONE THING AND THEN DOING SOMETHING ELSE? WHYStefania Gogna Semiotician / Brand Strategist Italy - Milan www.stefaniagogna.com info@stefaniagogna.com Nicolò De Carolis Digital Strategist / Semiotician Italy – Milan decarolis.nicolo@gmail.com
  4. 4. SOCIETY || CULTURE SOCIETY CULTURE CULTURE CULTURE CULTURE Residual Culture Dominant Culture Moving to… Emergent Culture
  5. 5. CHOICES THAT CONFLICT WITH THE PREVAILING CULTURE CAN BE BOUND TO FAIL Sometimes we don't see CHANGE until it's past the point where it is possible TO CHANGE.
  6. 6. 2014 2020
  7. 7. Teen agers’ Idols in the UK TOP UK INFLUENCERS
  8. 8. *Clustering – Reinert’s Method Dendogram DHC (Descending Hierarchical Classification). It is aimed at obtaining clusters each of whom with similar vocabulary within, but different from other clusters. CLUSTERING* THE MAIN THEMES
  9. 9. *Clustering – Reinert’s Method Dendogram DHC (Descending Hierarchical Classification). Each cluster is a “world”, a cognitive-perceptive framework. 34,8 34,2 31 CLUSTERING* THE MOST SIGNIFICANT WORDS
  10. 10. MAPPING THEMES* CL3 *gen-mas *age_15 CL2 *gen-fem *age_16 CL1 *age_17 1. Self- Entrepreneurial. (Make a living). Look after yourself. 3. Trust No One. Be Heard. 2. Constructing an Identity. Be Seen. *Clustering – Reinert’s Method. Based on the chosen clusters, the software calculates and provides the most significant position of each cluster, giving context to them.
  11. 11. HOW NARRATIVE DEVELOPS In contrast to early online applications, which were seen as refuges from real life,10 today’s online environments reflect, complement, and reinforce off-line relationships, practices, and processes 1. INSTAGRAM IS CENTRAL AS A WAY TO: DEVELOPING AN IDENTITY CREATING AN IDEAL SELF GETTING SOCIAL APPROVAL (INCLUSION) HAVING A PERSONAL ‘AUDIENCE’ 2. SELF DISCLOSURE IMPRESSION MANAGEMENT SOCIAL COMPARISON SHOWING COMPETENCES REINFORCING RELATIONSHIPS *Similarity analysis allows to identify the words relations, providing information on the words connectivity thus helping identify the structure of the discourse.
  12. 12. We have helped Instagram become its own multibillion dollar economy, the influencer industry where people become brands and where brands reach people through other people, fuelled by our attempts to solve the great mystery of how one looks in the eyes of another. I ‘d had an online audience for 6 years! Posts on my public account were mostly from my personal life. It’s incongruous with my authentic self who simply wanted to make things and connect with people. It’s all about receiving praise for being myself. Connecting Express Explore I think I am a writer and an actor and an artist but I haven’t believed the purity of my own intentions ever since I became my own salesperson too. By the time I had Instagram I was already used to watching myself multiply. I’m still an advanced child rather than an average adult. Over the years the blog established a small but robust following, robust enough that studio canal’s marketing department felt it was worth quoting from my post about Roman Polanski’s rape conviction on the poster for his film carnage. Leadership
  13. 13. Same Brand in different countries We are aware of our role in local communities, we are committed and we are “good neighbors” because, whatever we do and wherever we carry out our activities, we want to have a positive impact on people and the planet. - ikea.com
  14. 14. Ikea Indiamakes everyday brighter Everyday life at home becomes brighter when you look at your home differently.
  15. 15. Change your point of view, India! @ikea.india Times are changing in India, and how Indians are living in their homes has to change too. And it is changing. Our life at home can become brighter when we look at our houses differently, and furnishing can help us find new solutions and new ways to live our daily spaces. Ikea can do this.
  16. 16. Space for every human kind (personas) Artists: One reason why we got to love drawers is that they hide all our secrets, in all shapes and forms. Clothes? Store them in. Accessories? There’s space for that too. Stationery? They’ll fit in as well. Mom: Dream of your child's room to look this neat? Swipe to know the answer. Hide the mess and let your child easily slide out and carry the boxes. Want to make it more interesting? Just label them so no toy ever goes missing. Now that sounds fun. For everyone. #HideDontSeek #MakeEverydayBrighter #IKEAIndia Gamer: Untangled wires. Games in an order. No missing pen-drive. It’s a gamer's paradise with the 6 shelf HELMER drawer unit. It’s time to up your storage game. Visit IKEA Hyderabad store or shop online in Mumbai and Hyderabad. #HideDontSeek #MakeEverydayBrighter #IKEAIndia @ikea.india The-day-after-chair: We all have that one chair for clothes that are not too dirty and can be worn again. It’s time to replace ‘the chair’ with a clothes rack, that sorts out your wardrobe and makes morning decisions easier. #MakeEverydayBrighter #IKEAIndia Photographer: With a new beginning, keep your favourite old memories close. From photographs, letters, notes and art pieces - there’s a place for all of them at home. #MakeEverydayBrighter #IKEAIndia
  17. 17. Product design for human matters @ikea.india Each of us has different needs and daily problems to solve. Ikea products are designed to give concrete and effective answers for those who choose them. Seeking peace of mind? Organize. Find everything you want, right when you need it. Dream of your child's room to look this neat? Missing your favorite shade of lipstick? They are a way to discover new spaces and solutions in domestic environments that the consumer has always known. The Ikea target is looking for organization, pragmatic solutions to everyday problems and pleasant experiences. Homes and furniture have to be lived by people. Ikea solutions are designed to be lived together.
  18. 18. Ikea Home Stories 1/2 @ikea.india Ikea India has created an Instagram TV format called “Ikea Home Stories”, similar to “Extreme makeover home edition”. Ikea experts meet Indian families, learn about their issues in terms of home living, and then they will solve those issues with Ikea solutions, to change their space management, and to make their days brighter.
  19. 19. Ikea Home Stories 2/2 Thanks to this kind of communication, Ikea shows itself as an ally to the consumer trying to solve space organization problems with furnishing solutions. Time, passions, moments are yours, and what is yours, is unique. Ikea is an enabler of a relaxing experience and a well-organized daily routine. @ikea.india
  20. 20. Creative intelligence @ikea.india 13 Tot. 5 Med. Distance AVG ! Human presence! format mix 12 Close-up 26 No Yes 4 8 Single image 1 Video 9 Multi- image Our AI Supported methodology allowed us to discover also trends and patterns in the @ikea.india communication strategy: Ikea India often chooses to play with 2 kinds of frames (TOT. to present the environment and close-up to reveal little secrets). Furniture is the most common subject of the Ikea India content production. Human presence is registered only in 4 media (video/ images), and they are always together. Ikea often chooses a multi-image format showing the overall solution in the first photo of the gallery, and sharing a little secret with the user in the second one. It seems to tell him to come closer… Little satured color AVG 0% 100% 15% 50% Bright color AVG *makes everyday brighter 0% 100% 60% 50% Our Image recognition base analysis tags the corpus using these keywords. 20/28 contents present a dominant hot hue30% 16% Cold hue Hot hue 70% 24%
  21. 21. Ikea Germany Deutschland macht den alltag heller makes everyday brighter Inspire people by giving them a kind of aesthetic regulation.
  22. 22. Inspiring solutions @ikeadeutschland Ruhezone im Kinderzimmer. #EKORRE #meinIKEA #ikea #kinderzimmerideen #kinderzimmer #stauraum #kinderzimmerdeko Quiet zone in the children's room. #EKORRE #meinIKEA #ikea #kinderzimmerideen #kinderzimmer #stauraum #kinderzimmerdeko Maritime Vasensammlung. #GODTAGBAR #meinIKEA #ikea #dekoliebe #classicblue #inspiremeinterior Maritime vase collection. #GODTAGBAR #meinIKEA #ikea #dekoliebe #classicblue #inspiremeinterior Auf unserer Bilderleiste aus Metall machen Pflanzen auch eine gute Figur. #MALMBÄCK #meinIKEA #ikea #dekoliebe #interiorinspo Plants also look good on our metal picture bar. # MALMBÄCK #meinIKEA #ikea #dekoliebe #interiorinspo Die Lieblingsstücke immer im Blick. #HEMNES #meinIKEA #ikea #hemnesliebe #stauraumideen #dekoliebe The favorite pieces always in view. #HEMNES #meinIKEA #ikea #hemnesliebe #stauraumideen #dekoliebe
  23. 23. Descriptive micro-copy are like paintings @ikeadeutschland Ikea wants to propose to its German target aesthetic solutions, combinations and patterns that the target can adopt into their homes. Ikea uses combined visuals and texts in order to let the micro- captions explain the visuals. They are strongly linked together. Exactly like the caption of a painting in an exhibition. Erich Heckel Canal in Berlin, 1912
  24. 24. #meinIkea Ikea furnishings provides aesthetic solutions you probably hadn't thought of, yet. They can save space or create it, even where you do not see it right now. The sofa can also stand in the middle of the room. So you have space behind for a sideboard. Tomorrow's outfit is behind the mirror. This saves time and you can stay in bed for a few more minutes in the morning. Sloping roofs are no problem with our PLATSA storage system. Just five more minutes ... We shouldn't think into the boxes. But today we can not avoid it. New Year’s Resolution: never look for socks again. With our order helpers, the drawers remain tidy. They can also have a kind of personality or talk on behalf of the brand to engage the costumer and to empathize with him. Using #meinIkea (#MyIkea) the brand wants to communicate that it provides solutions that can become yours. You can do it by choosing and combining Ikea solutions @ikeadeutschland
  25. 25. Tipps & Tricks @ikeadeutschland This idea that Ikea solutions can be yours comes to reality also thanks to the “Tipps&Tricks” YouTube format. In those videos, professional Ikea Interior designers give interior design advice and ideas on how to combine the products, making the most of the characteristics of each. On Ikea German official YouTube channel, you will find helpful and inspiring interior design ideas for your home from our IKEA interior designers every Tuesday at 3 p.m.
  26. 26. #zuhausebei It’s interesting here that Ikea Germany collaborates with influencers related to interior design themes, using the hashtag #zuhausebei (#athomewith). It asks to other kinds of experts, that are supposed to be reliable on social media, to give tips and suggestions to its target. From the semantic point of view, it is interesting that while Ikea says “My Ikea” (Ikea is yours), it is saying “live your home with other (interior designers/influencers) that can be on your side while you are choosing how to decorate your home”. Your house is yours, but you can count on us and our experts if you need. @ikeadeutschland Create storage space or show decoration? Who says you can't have both? #zuhausebei @altonastories #IKEAregram #NORDKISA #meinIKEA #zuhausebei @ninake76 the #KNIXHULT table lamp perfectly matches the wall color. Sleep among flowers. #zuhausebei @minimaschine #IKEAregram # GJÖRA #meinIKEA
  27. 27. Creative intelligence @ikeadeutschland 12 Tot. 8 Med. Distance AVG ! Human presence! format mix 7 Close-up 27 No 22 Single image 2 Video 3 Multi- image Our AI Supported methodology allowed us to discover also trends and patterns in the @ikeadeutschland communication strategy: Ikea Germany often chooses to present the entire environment and the overall solution. It gives you all the info that you need to understand the effect of a specific combination of elements. The pieces of furniture are the sole subject of Ikea Germany’s content production. The human presence is not registered. Ikea often choses a single image format in order to show the overall solution in a unique frame, used to inspire and educate the target 20/28 contents present a dominant hot hue No satured color AVG 0% 100% 12% 50% Bright color AVG* *makes everyday brighter 0% 100% 70% 50% Our Image recognition base analysis tags the corpus using these keywords. Cold hue Hot hue 70% 50%20%
  28. 28. Same brand, different communication strategies for different countries. Ikea adapts its content strategy to specific country needs and makes sure that it fits to different cultural contexts. As a result, Ikea has different brand images in different countries, that are specifically created based on a specific cultural environment. It makes it without changing its brand values!
  29. 29. Digital Strategist / Semiotician Italy – Milan decarolis.nicolo@gmail.com - Nicolò De Carolis Semiotician / Brand Strategist Italy - Milan www.stefaniagogna.com info@stefaniagogna.com - Stefania Gogna Thank You Thank you for your attention!
  30. 30. Q & A The Festival of NewMR, March 2020 Ray Poynter Nicolò De CarolisStefania Gogna
  31. 31. Sponsors Gold Silver The Festival of NewMR, March 2020
  • jcunniet

    Mar. 19, 2020

To deeply understand people’s behaviours and to get Actionable Customer Insights it’s becoming more and more important going beyond Observations and Information. We are not studying a sole reality but many. That’s why Cultural Studies are so relevant, in a rapidly changing scenario. Brands are Cultural Artefacts; they don’t exist outside a Culture. We will see a multi-way methodology for Qualitative Research, through actual case studies that reflect how Brands can tap into Popular Culture, how they can connect with different lifestyles, how they can understand cultural motivations behind rationalities (Deep Insights) and how they can communicate to new generations. We will answer the question: Why Cultural Mapping allows us to Think Outside the Box. This presentation forms part of the online Festival of NewMR webinar series. Presented by Stefania Gogna, & Nicolò De Carolis - both independent semioticians, and consultants.

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