Decoding consumers, categories and brands
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This document provides an overview of how to conduct a brand decoding and consumer analysis. It outlines the importance of understanding the client brief, problem identification, setting objectives, exploring product categories, understanding the brand and relevant brand models, decoding the consumer through research and psychographic profiling, and identifying key insights. The goal is to gain an in-depth understanding of the consumer, category and brand in order to develop effective marketing strategies.
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Decoding consumers, categories and brands
- 2. Agenda Importance of a brief Problem Identification Setting objectives Business Objective Marketing Objective Exploring Categories Primary & Secondary research Key Information Areas Understanding the Brand Brand Basics Relevant Brand Models Archetypes Decoding Consumer Know the consumer Psychographic profiling Identifying gap Key Insight
- 4. THINGS TO DO Before the meeting - RESEARCH Company Leadership In News Recent Campaigns Stage of Brand Life Cycle Competition During the meeting – LISTEN Take notes Ask questions about the following: • Project type • Purpose • Marketing Objective • Business objective • Competition • Target Audience • Current Challenge – Reasons? • What’s the reason for the brief/project? • What are we looking at achieving? • Goals and objectives for us to fulfill After the meeting – DEBRIEF Prepare a brief/debrief Send a debrief document to the client Get feedback on additions required if any Client sign-off
- 6. “Judge a man by his questions rather than by his answers.” — Voltaire Understand the client’s business and process Ask questions about their problems and challenges Their future plans? Vision? Where do they see themselves in the near and distant future?
- 8. Business Objective Push in-store walkins Increase Volume of online sales Drive sales through X,Y,Z Marketing Objective Increase Brand Awareness Shift current perception Change user behavior
- 10. PRIMARY & SECONDARY RESEARCH PRIMARY Store visits Point of Sale location Talk to – Store Staff, employees, customers Perception Mapping Surveys SECONDARY Newspaper articles Slideshare Research publications and reports Brand Website Brand communications - Mainstream and social NEVER MAKE ASSUMPTIONS!
- 11. KEY INFORMATION AREAS THE BRAND Product attributes Functional attributes Positioning HISTORY Past trends Industry challenges Category truths COMPETITION Market share Brand Share Perception Mapping Share of Time Share of Wallet Offline/Online FUTURE PROJECTIONS Economic Policies Cultural events Reasons for growth or lack of it KEY FACTORS Infrastructure support Consumer Buying Patterns Economic Socio-political CURRENT TRENDS Industry facts & numbers Relevant economic & political trends
- 13. PRODUCTS, LEADERSHIP & BRANDS Understand the Brand – Parent Brand, the products, product variants, Functions, their mission, vision and philosophy. What is the difference they are creating in the lives of people through their products? Stage of product life cycle the brand is in? What is it that they are looking at achieving? Ownership patterns, leadership vision and their thoughts Who are the leaders behind the brand? Do some Linkedin stalking. Analyze past communication of the brand (TVC, print ads, social media etc.) Analyze Brand guidelines Understand the perception, positioning and the TG they are targeting by evaluating their communication Articulate and Summarize
- 24. KNOW THE CONSUMER Draft a survey questionnaire to know more about the consumer and their relationship with the product category and the brand. Know more about their socio-economic background, factors influencing buying behavior and their aspirations Create Psychographic profiles of the consumer to give a human persona to the number of the TG that you are talking to. Identify the need gap by matching the category and brand offering to the consumer need that the brand or product seeks to fulfill
- 26. WHAT IS AN INSIGHT? “A deep truth about the customer, based on their behaviour, experiences, beliefs, needs or desires that is relevant to the tasks or issue and rings bells with target people” How Do I Get Insights? 1. Know what you are looking for 2. Define the focus for "insight mining" 3. Get help from market research professionals 4. Use different tools 5. Get closer to your consumers 6. Read between the lines 7. Look below the surface 8. Explore the differences 9. Look for quantity 10. Keep discovering