This presentation explains the importance of understanding your customers and in turn emphasises the need for your business or brand to be well understood by them. It then offers 10 ways in which insights from market research can help you drive your business forward with confidence.
February 2012 - Marketing Roundtable - Chris KochmanskiAnnArborSPARK
Smarketing: When the marketing possibilities far exceed your means, being smart with your plan is more crucial than ever.
New media. Many media. Too many media. The menu of marketing options just keeps getting bigger. Yet your time, money, and energy remain scarce. What should be your marketing priorities? How should you allocate your marketing resources? What marketing investments will work most effectively and efficiently to help you find, win, and grow profitable customer relationships? Our expert panelists will advise. They have built smart marketing plans for everything from sole practitioners to industry giants.
A Brand Measurement Workshop for Marketing PioneersJosh Braaten
How do you measure your brand as easily as you measure your website? Find out the Brand Measurement Workshop, presented by Josh Braaten of Brandish Insights. You'll learn what metrics to focus on and how to use them to grow your brand (and your revenue).
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
February 2012 - Marketing Roundtable - Chris KochmanskiAnnArborSPARK
Smarketing: When the marketing possibilities far exceed your means, being smart with your plan is more crucial than ever.
New media. Many media. Too many media. The menu of marketing options just keeps getting bigger. Yet your time, money, and energy remain scarce. What should be your marketing priorities? How should you allocate your marketing resources? What marketing investments will work most effectively and efficiently to help you find, win, and grow profitable customer relationships? Our expert panelists will advise. They have built smart marketing plans for everything from sole practitioners to industry giants.
A Brand Measurement Workshop for Marketing PioneersJosh Braaten
How do you measure your brand as easily as you measure your website? Find out the Brand Measurement Workshop, presented by Josh Braaten of Brandish Insights. You'll learn what metrics to focus on and how to use them to grow your brand (and your revenue).
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
One of the most important and often overlooked marketing strategies is identifying and communicating your organization's unique value proposition. By understanding what characteristics distinguish your organization from others in your industry, you will be able to craft messages that are better targeted to your audiences and more effective in getting your audience to purchase from you.
Ken Esthus, account director, Marketing General Inc.
Tracy Taylor, executive director, Natural Products Foundation
Key Learnings For Brand Marketers - SXSW 2016Gemma Craven
SXSW Interactive has wrapped for another year. Here are key takeaways for brand marketers from this year's event. Be sure to check the notes for full talking points!
Workshop on How to Think Strategically.
We teach brand leaders to think strategically. We show them how to ask the right questions before seeing solutions, how to map out a range of decision trees that intersect and connect by imagining how events will play out. We take them through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We look at strategy from a competitive position, consumer connectivity, core strength and situational
Learn about creating relevant and powerful customer experiences that connect with, and engage, your target audience. Find out how cognitive biases (such as the "curse of knowledge") make messaging challenging and why businesses, nevertheless, need to align their departments and create a customer-centric culture.
See how you can create relevant customer experiences by focusing on four dimensions:
1) right customer -> segmentation & targeting,
2) right message -> strategic message map,
3) right time -> customer journey,
4) right channel -> opportunity mix.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
What are the seven most common sales and marketing mistakes ?
What does good collaboration look like ?
How does it impact sales performance and results ?
What happens to customer experience ?
Why is CRM and other business technology alone not a guarantor of success?
Peter Strohkorb's talk on customer experience management, customer centricity and sales and marketing alignment given at the TOTAL Customer Experience conference in Melbourne, Australia in May 2016
Everybody talks about the disconnect between sales and marketing. But no-one can tell you HOW to resolve it.
Well, these slides tell you HOW to do it, or contact us and we'll do it for and with you.
Wilmington, NC Marketing Small Midsize Biz Hollywood Style Black Friday LaunchedEric Potgieter
Business owners are taking advantage of GreenMarsMedia's Black Friday and Cyber Monday amplification campaigns for exponential growth, serving more customers and selling more of their products.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
Would you like to understand your customers better than you currently do? Would you like to create mutual value that gives you a competitive edge? Habit5 can help. We're a new kind of market research and marketing consultancy business. Our aim is to assist our clients in achieving an Outstanding Understanding(TM) of their customers and their market. If you would like to know more do take a look at this introductory presentation, then why not get in touch with us. We'd love to hear from you. http://habit5.co.uk/contact/
One of the most important and often overlooked marketing strategies is identifying and communicating your organization's unique value proposition. By understanding what characteristics distinguish your organization from others in your industry, you will be able to craft messages that are better targeted to your audiences and more effective in getting your audience to purchase from you.
Ken Esthus, account director, Marketing General Inc.
Tracy Taylor, executive director, Natural Products Foundation
Key Learnings For Brand Marketers - SXSW 2016Gemma Craven
SXSW Interactive has wrapped for another year. Here are key takeaways for brand marketers from this year's event. Be sure to check the notes for full talking points!
Workshop on How to Think Strategically.
We teach brand leaders to think strategically. We show them how to ask the right questions before seeing solutions, how to map out a range of decision trees that intersect and connect by imagining how events will play out. We take them through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We look at strategy from a competitive position, consumer connectivity, core strength and situational
Learn about creating relevant and powerful customer experiences that connect with, and engage, your target audience. Find out how cognitive biases (such as the "curse of knowledge") make messaging challenging and why businesses, nevertheless, need to align their departments and create a customer-centric culture.
See how you can create relevant customer experiences by focusing on four dimensions:
1) right customer -> segmentation & targeting,
2) right message -> strategic message map,
3) right time -> customer journey,
4) right channel -> opportunity mix.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
What are the seven most common sales and marketing mistakes ?
What does good collaboration look like ?
How does it impact sales performance and results ?
What happens to customer experience ?
Why is CRM and other business technology alone not a guarantor of success?
Peter Strohkorb's talk on customer experience management, customer centricity and sales and marketing alignment given at the TOTAL Customer Experience conference in Melbourne, Australia in May 2016
Everybody talks about the disconnect between sales and marketing. But no-one can tell you HOW to resolve it.
Well, these slides tell you HOW to do it, or contact us and we'll do it for and with you.
Wilmington, NC Marketing Small Midsize Biz Hollywood Style Black Friday LaunchedEric Potgieter
Business owners are taking advantage of GreenMarsMedia's Black Friday and Cyber Monday amplification campaigns for exponential growth, serving more customers and selling more of their products.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
Would you like to understand your customers better than you currently do? Would you like to create mutual value that gives you a competitive edge? Habit5 can help. We're a new kind of market research and marketing consultancy business. Our aim is to assist our clients in achieving an Outstanding Understanding(TM) of their customers and their market. If you would like to know more do take a look at this introductory presentation, then why not get in touch with us. We'd love to hear from you. http://habit5.co.uk/contact/
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
The 1st in Asia | Growth Marketing Academy
🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻
👉🏻Join Now: https://bit.ly/3kUligs
【5 Tips to Create Successful Content in the COVID-19 Era Like The Economist】
✍🏻What will I learn…
1.How to optimize your content marketing efforts in the harsh period
2.How to communicate effectively with customers and find the right balance between “tone-deaf” and “COVID-fatigue”
3.How businesses can stay relevant, emerging at the end of this crisis as winners
4.Current examples from The Economist to showcase these skills
👨🏻💼Meet Our Speaker - Alice
Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index.
🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
👉🏻 learn more: https://www.growthmarketer.academy/
Buyers can now discover nearly everything about companies, products and
services from websites and other Web sources, including what customers are
saying on social media.
ORM - Digital Transformation in Travel and Transport ORM
Because of digital, marketing has more meaning. It’s the skilful pursuit of understanding and monitoring customer behaviours.
It’s about creating insight-led strategies that move a
business forward. Learn how to side-step the obstacles
that stop your marketing firing!
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events. http://www.lexisclick.com/
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events.
Building Your Online Strategy
Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
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Youtube – https://www.youtube.com/startuplviv
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
2. 2David Jones, Managing Director, Habit5
• Full Member of the Market Research Society (MMRS)
• Fellow of the Institute of Direct Marketing (FIDM)
• Chartered Marketer (CIM Diploma)
• 15 years in Planning and Strategy roles at leading
regional communications agencies
• 10 years in senior client side roles, including being
Head of Communications at first direct
• Balanced appreciation of research, marketing, brand
and customer needs
• Led research and consulting projects for:
Intercontinental Hotels, first direct, HSBC,
The Open University, Travis Perkins, Budget
Insurance Group, Thompson & Morgan, Bravissimo,
Topps Tiles, Acdoco, Keycamp and many others
Who am I?
3. At Habit5 we believe that the brands that
understand best, demonstrate this
understanding and are in turn understood by
their customers, will do best in their markets.
3
4. We believe the brands that understand
best, demonstrate this understanding and
are in turn understood by their customers,
will do best in their markets.
Humans have a deep
seated desire to be
understood, it is a key
part of the social
construction of the
self.
4
Why
Find out more at: http://www.scoop.it/t/human-understanding
5. Brands need to be
very well understood
by their customers in
order to lead their
markets.
Simon Sinek – Start with why
5
Why
6. There is a growing
imperative on brands
and businesses to
demonstrate
understanding and
deliver value, based
upon the data they
hold on people.
6
Why
7. -
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
Current needs
Future needs
Preferences
Use of information
Pricing
Overall Understanding
Brand Why
Brand Understanding
Comparative
Satisfaction
Recommendation
MUM Score
Mean score
Top score
Lowest score
7
Why
Source: Habit5 - Mutual Understanding Measure 2013
The leading brands get a lot of things right
but they can still make improvements in
understanding.
8. But how to navigate your business
into this advantageous position? 8
How
9. Research serves to make building
stones out of stumbling blocks.
Arthur D. Little
Founder of International Management Consultancy 9
How
What is research, but a blind
date with knowledge.
William Henry
1774-1836, British Chemist
Research is formalized curiosity.
It is poking and prying with a
purpose.
Zora Neale Hurston
American folklorist, anthropologist, and author
Research
10. Research is a
means to an
end.
The end is
insight.
10
How
"A new understanding, probably of
human behaviour or attitude, as a
result of which action may be taken
and an enterprise more efficiently
conducted.“
Jeremy Bullmore
Former President of the Market Research Society (MRS)
11. 10 ways in which
research can help
drive your business
forward.
11
How
12. 1. Predict future needs
Using desk research, horizon scanning,
scenario planning or simply asking the ?
12
How
21. 10. Test for success
Using prototypes, beta & hothousing 21
How
The 2 T’s of Test
The Planning T
The Design T
22. 10 ways in which research can help
Drive your business forward with confidence 22
1. Predict future needs
2. Improve understanding of current needs
3. Learn from life
4. Build upon behaviour
5. Appreciate how customers like to do things
6. Collaborate on product improvements
7. Get the price right
8. Evaluate brand strength & performance
9. Measure customer satisfaction
10. Test for success
23. 23
THANK YOU.
David Jones
Managing Director
T. +44 (0) 1522 519388
M. +44 (0) 7702 596260
david.jones@habit5.co.uk
www.habit5.co.uk
Where
Main Office Location:
Habit5
Unit S15
Sparkhouse
Enterprise@Lincoln Building
Rope Walk
Lincoln LN6 7DQ
UNITED KINGDOM
If you would like a copy
of this presentation.
Please give me your
business card or send
me an email and I will
provide a Dropbox link
to it.
Welcome
Thanks for coming along
Hopefully you’ll get some value from my talk today on….
Do ask any ?s you may have at the end or over a slice of pizza
So, a rather existential ? To start us of ‘Who am I? (to talk, I guess)
I’m not going to blow my own trumpet through this you can have a read for yourselves.
The bottom line is that I’ve got a lot of practical experience to draw upon.
I’ve got to an age where it would be great to have a little less experience to draw upon. Get a few years back.
That said Habit5 itself is only one year old so – new beginnings…
To kick us off with a hypothesis of sorts, if you like…where all good research should start from…
“At Habit5 we believe that the brands that understand best, demonstrate this understanding and are in turn understood by their customers, will do best in their markets.”
It sounds like common sense in many ways. But very few brands and businesses achieve this.
Mainly because it takes, expertise, time and effort.
So why do it? Why bother?
First and most importantly because…
Humans have a deep seated desire to be understood, it is a key part of the social construction of the self.
I want you to understand me because what you say to me and your behaviour around me, helps me understand myself.
Social media has created a new platform for understanding, misunderstanding and being understood in multiple ways.
You can find out more on human understanding on my Scoop.it curated topic that starts with John Locke’s ‘Essay on Human Understanding’ from 1690 and goes right up to today.
Perhaps less obvious, is that brands need to be well understood by their customers in order to lead their markets.
Ted Talk guru Simon Sinek has written a compelling book and delivered an equally compelling talk on the importance of starting with ‘Why’ your brand or business exists.
His very simple Golden Circles model illustrates that market leading brands most of their time communicating ‘Why’ they exist. Their purpose. Their mission. What they stand for or against. Some time communicating about how they do things and a small amount of time communicating about what they do.
Follow and also ran brands do the opposite.
Thirdly, there is a growing imperative on brands and businesses to demonstrate understanding and deliver value back, based upon the data they hold on people.
The EC Commissioners are threatening to introduce legislation in 2015 enabling consumers to compel a brand to digitally forget them.
This is already hitting search engines following an EU Court of Justice ruling in May this year.
The brands and businesses that get this right will outperform their competitors.
The leading brands get a lot of things right but they can still make improvements in understanding.
We ran some research back in the autumn of last year that looked at how well 20 leading UK brands understood their customers and in turn how well they were understood by their customers, across a sample of 1,128 UK Adults.
We call this the Mutual Understanding Measure.
What we found amongst other things was that:-
Whilst Amazon does lead on ‘Use of information’ performance on this dimension lags that in all other areas
Very few brands are doing a good job at explaining in a memorable and compelling way ‘Why they exist’
There was a big performance gap between the best and worst performing brand on every dimension, even though we only researched household name brands
The market leaders on understanding in every industry sector researched had the most satisfied customers and the customers most prepared to recommend them
Customer understanding goes deeper than satisfaction and recommendation (because there is more at stake – they really know me, what I like, the way I like to do things) and understanding is likely to be a stronger indicator of long term customer loyalty
But how to navigate your business into this advantageous position?
Research can help. It isn’t the full answer but it can help a lot.
In research we like to use verbatim quotes.
Here are a few good ones on research itself….
I should stress that research is a means to an end.
The end is insight.
What do I mean by insight…
"A new understanding, probably of human behaviour or attitude, as a result of which action may be taken and an enterprise more efficiently conducted.“Jeremy Bullmore is a highly quotable chap…he also said…
“Why is a Good Insight Like a Refrigerator?
Because the moment you look into it, a light comes on.”
Hopefully, I have convinced you of the importance and business benefits of understanding your customers better.
What follow are 10 ways in which market research can help you do that…
Habit5 is currently working with Best Western hotels on a brand strategy out to 2020.
Putting this in place has involved lots of desk research on all published sources looking at future trends and industry projections.
Scanning the horizon for ‘adjacent’ opportunities – new indirectly related digital technologies that could enhance the hotel guest stay experience.
If you don’t do this already, subscribe to emails from the likes of springwise, trendwatching and trendhunter, look out for things that could positively or negatively impact your sector or category.
Mashable, Wired and KickStarter can give you a different take on the near or now future. As author William Gibson said “The future is here, it is just not evenly distributed yet”.
Why not ask your customers about how they see the medium to long term future? We encouraged HSBC to do that in order to support its marketing of ‘financial planning’.
Back to the here and now.
How to get a better handle on your customers or clients - current needs?
Asking them in research can make a lot of sense.
Consumer concerns around being sold to are largely removed, particularly if the research is done independently.
This can help them open up and reveal more, safe in the knowledge that their input is anonymised.
You can use qualitative research – semi-structured flexible 121 depth interviews or focus groups informed by how personal or social the purchase tends to be
Alternatively….
Quantitative research – online or offline surveys, questionnaires and sampling, etc can yield a lot of insights here.
To investigate the degree of fit between what the customer needs and what your product or service delivers.
You may want to work your way up Maslow’s Hierarchy of Needs to see which higher order needs your product is, or could meet – how aspirational is it? how readily can it be personalised, customised or individualised?
A research investigation of customer needs could inform a segmentation of your base, into clusters that share the same motivating needs.
Just studying where people live, the environments they inhabit can tell us a lot – formally this is called ethnography.
Whilst often used in relation to tribal cultures it can just as readily be applied to the UK:-
- We investigated how hotel rooms were left by guests for a leading hotel chain to inform room design.
- Recent experience in conducting research for the Woodland Trust the presence of sunrooms full of toys were a recurring theme – all spoke of creating more space and valuing a middle space between outside and inside, also a strong desire on the part of parents to keep their children positively occupied and engaged
- Mystery Shopping the customer experience can be illuminating too – for First Buses we left cuddly toys on board to test out the Lost Property Customer Service standards
Exploring how people behave can deliver great insights too through…
Personal observation
Accompanied shopping online or instore
Mechanical observation
- eye-tracking analysis of web pages, a technique we’ve used in testing prototype software for HSBC business managers across Europe
Data analysis
- We are currently examining patterns in ‘out of catchment’ ticket bookings for Lincoln arts venues
Understanding how patterns of thought influence behaviour are key too
I imagine that you’ve heard of ‘Behavioural Economics’ a field popularised by Noble Prize-winner Daniel Kahneman, that amongst other things investigates cognitive biases like: anchoring effect and the optimism bias that illustrate we are all a long way from the highly rational ‘Economic Man’ of classical theory.
Practical ‘Nudge’ applications of Behavioural Economics have emerged ‘Pension Opt Outs’ rather than ‘Pension Opt Ins’ being a current topical example.
Have you mapped out the touchpoints or contacts in your current customer or client journey?
Doing so can often reveal significant weaknesses..
Points were customer expectations are not being met or set
Badly worded procedural or administrative letters and emails
Hard to navigate process steps
We’ve got lots of experience in mapping each step in the journey, examining: data held, customer feedback, communications used, opportunities missed, etc
And providing practical recommendations on how to improve things.
Your customers or clients probably already know, from being on the receiving end, how to make significant improvements to your product or service.
Why not engage their help.
We’ve recently devised and run both online and offline co-creation sessions with teenagers for the Woodland Trust, to inform the development of new ways of engaging with the charity.
Research has proven approaches to product and service pricing optimisation that don’t rely on Brucie…
Westendorp’s Pricing Sensitivity Model (PSM) on the right, might not be as much fun but it gets the job done, when applied in quantitative research.
You may decide to invest in marketing your brand but how to evaluate the performance of that investment, over time, given that the sales impact might be deferred or hard to pinpoint.
Market research can apply tried and proven models to track the performance of a brand through time and compare performance against key competitor brands.
Different brand health or brand dynamics models can be applied to reflect the kind of industry or sector being researched.
Monitoring how your business, product or service is performing for customers on an ongoing basis can be vitally important.
Net Promoter Score (NPS) as illustrated here, is one way to track the positive or negative impact of experiencing a particular touchpoint upon a customer.
NPS score or Customer Satisfaction Indexes can be a useful and necessary counterbalance to profit targets.
This form of research is a good predictor of the future sustainability of profits and the trajectory of the business.
Research can help you learn fast about how to achieve new things successfully.
That might involve running prototype research – as we did for Optima Graphic Design on be
half of BHF and UEFA for a new healthy eating app they were developing.
Or
In designing test marketing or hothousing in such a way that the results will be robust and repeatable upon rollout.
That’s at about a 95% Confidence Level with a +/- 3% Confidence Interval.
Hopefully either now or in the future your business will benefit from the insights that research can reveal.
Are there any easy questions?
Are there any questions you would like to put into research?
I have a question for you..to leave you with.