Consumer Research
Introduction to Quantitative and Qualitative Research
Overview of the Consumer Decision Process
Quantitative Research
Qualitative Research
Developing Research Objectives
Types of Secondary Data
Consumer Research
Introduction to Quantitative and Qualitative Research
Overview of the Consumer Decision Process
Quantitative Research
Qualitative Research
Developing Research Objectives
Types of Secondary Data
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Core Web Vitals SEO Workshop - improve your performance [pdf]
Decision Making Process Presentation - Workshop 5
1. The process of
making
decision
Workshop 5
5th of March 2014
An analysis by:
Claude Dorliat
David José Espitia
Andres Montealegre
Jose Miguel Peaa
Carolina Pereira
2. Products
Workshop Objective
Register the decision making
process of consumers.
“ ”
Coat
as garment product
TV set
as electric appliance product
Method
In-depth interviews to three
different consumer targets.
“ ”
3. Interviewed panel
Interviewee 1
Age: 24
Job: student and teacher
Gender: male
Social status: 6
Interviewee 2
Age: 48
Job: housewife
Gender: female
Social status: 6
Interviewee 3
Age: 56
Job: lawyer
Gender: male
Social status: 6
4. Deep description of the decision process
Need recognition
Discrepancy between actual
and ideal state
Search of information
External Sources
Internal Sources
Choice
Post-purchase Evaluation
Evaluation
Decisionmakingprocess
The iterative way consumers decide how,
when and what products to buy.
Cognitive-based decisions
Affective-based decisions
Feedback and Satisfaction
Heuristics
Algorithms
6. Interviewee 1
24 year old man
Interviewee 2
48 year old woman
Fashion
Protection from weather
Interviewee 3
56 year old man
Protection from weather Being well dressed
Fill the room
Decoration
Entertainment
Information
Entertainment
Information
Need Recognition
8. Interviewee 1
24 year old man
Interviewee 2
48 year old woman
Magazines, Tunways,
Boutiques, Friends,
Experience
Interviewee 3
56 year old man
Store, Trying on clothes,
Previous experience
Store, Trying on clothes,
Previous experience
Internet First on Internet and then
with a Proffesional.
Previous experience
Friends and consumers
Internet
Precious experience
Source of Information
9. Source of Information
TV
Previous experience with brand
(Tradition, reliability, familiarity)
Internal Source
External Source Objective, High quality information
(Store, professionals, internet, family
and friends)
Coat
Internal Source
External Source
Previous experience with brand
(Tradition, reliability, familiarity)
Objective, High quality information
(Store, magazines, boutiques)
10. Source of Information
TV
Previous experience with brand
(Tradition, reliability, familiarity)
Internal Source
External Source Objective, High quality information
(Store, professionals, internet, family
and friends)
Coat
Internal Source
External Source
Previous experience with brand
(Tradition, reliability, familiarity)
Objective, High quality information
(Store, magazines, boutiques)
14. WHY?
Perceived Risk
- Financial Risk
- Performance Risk
- Risk Aversion
Degree of Expertise
Knowledge External Sources
Involvement
Involvement External Sources
Consideration Set
Consideration Set External Sources
15. Bounded Rationality
- Incomplete or imperfect information
- Cognitive Processing Capacity
Evaluation of
Alternatives
Heuristics
- Availability: basing judgments on events
that are easier to recall.
- Representativeness: making a judgment
by simply comparing a stimulus with the
mental prototype or exemplar,
- Anchoring: starting with an initial
evaluation and adjusting it with
additional information.
16. Interviewee 1
24 year old man
Interviewee 2
48 year old woman
Best look and best fit
Interviewee 3
56 year old man
Availability,
Representativeness and
Anchoring
Evaluation of Alternatives
Algorithms
Availability ,
Representativeness and
Anchoring
Availability ,
Representativeness and
AnchoringHeuristics
Best look and best fit Best look and best fit
17. Interviewee 1
24 year old man
Interviewee 2
48 year old woman
«I compare the styles and
buy the one that is more
pretty »
Interviewee 3
56 year old man
Availability
Representativeness and
Anchoring
Evaluation of Alternatives
Algorithms
Availability
(Brand Loyalty) and
Anchoring
Availability,
Representativeness and
AnchoringHeuristics
“I first search on Internet
for the product, compare
brands, go to the store,
receive help form specialist,
look at the product in real
life and buy it”
“I visits the general store,
examine all brands, go to
specialized stores I
consider best, search for
word of mouth information
and look in the Internet“
18. Choice
Cognitive Decision Models
- By brand or attribute at a given time
- Whether compensatory or non-compensatory
Compensatory Non-Compensatory
By Brand MAUT Conjunctive/Disjunctuve
By Attribute Additive Difference
Weighted Additive
Difference
Lexicographic
Elimination by aspects
Take the best
19. Choice
Cognitive Decision Models
- By brand or attribute at the same time
- Whether compensatory or non-compensatory
- Compensatory: a mental cost benefit analysis in which negative features
can be compensated by positive ones.
- Noncompensatory: a simple decision model in which negative
information leads to rejection of the option.
- Multi-attribute Model: consumer focus on brands but face tradeoffs
between conflicting attributes.
- Disjunctive: a non compensatory model that sets acceptable cutoffs to
find options that are good
20. Interviewee 1
24 year old man
Interviewee 2
48 year old woman
Interviewee 3
56 year old man
Choice
Brand and attributes
Cognitive processing
Brand
Cognitive processing
Brand
Cognitive processing
Brand and multi-attributes
Cognitive processing
Brand and multi-attributes
Cognitive processing
Brand disjunctive
Cognitive processing
21. Satisfaction
Importance of Feedback
- Determining and facilitating future decision processes
Related to Satisfaction
- Use of internal sources previous experience
- Use of external sources reduce risk
- Heuristics not necessarily lead to biases
If dissatisfied
- Return or change product
- Buy a alternative or similar brand
22. • Decision process varies according to the product and the consumer
• Individual differences (personal interests and goals) may explain
discrepancies in the process
• Commonalities:
• Needs being satisfied
• Use of primarily external sources
• Use of heuristics
• Differences:
• Cognitive choice rules
• Product attributes considered
• All consumers appeared to be processing by brand, they differed
regarding the compensatory or non-compensatory processing of
attributes.
Conclusions
23. Marketing strategies and recommendations
Coat
TV
1) Lots of information regarding
product characteristics.
1) Present information consistently
across different media.
1) Word of mouth potential target
for marketing strategies to spread
information of product
characteristics.
24. Marketing strategies and recommendations
Coat
TV
4) Emphasize the brand’s tradition,
reliability and quality.
5) Emphasize positive consumption
experiences through advertising
(availability heuristic).
6) Brand that does not dominate the
TV market present itself as similar
to the category prototype.
7) Product as the perfect tradeoff
between price and quality
25. Any
questions ?
Thank you
Workshop 5
5th of March 2014
An analysis by:
Claude Dorliat
David José Espitia
Andres Montealegre
Jose Miguel Peaa
Carolina Pereira