Embed Size (px)
DESCRIPTION
Seth Godin wrote, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” In other words, people don’t consume brands, they have relationships with them. Understanding a consumer-brand relationship can provide the insight to drive brand and product development. Here are five digital qualitative techniques that get to the heart of consumer-brand relationships.
Citation preview
5 digital qualitative techniques that get to the heart of consumer-brand relationships
#1 Mobile Spotter Diaries This captures people’s encounters with a brand out in the world to understand its presence in a person’s life. An example of a spotter diary would be to have participants post a picture and a description of where they encountered Apple on a given day.
#2 Photo MetaphorA simple metaphor activity asks participants to post an image that represents a particular brand. Using images as vehicles for metaphors is a powerful way to help people access their emotions, as Gerald Zaltman described in ‘How Customers Think’.
#3 Letter WritingHaving participants write a letter to a brand is one of the simplest and most powerful activities to use in understanding how people truly feel about a brand. It takes them into the realm of describing a relationship, where emotions surface more easily.
#4 Can it Go There?This activity asks participants to discuss a new idea (brand extension, marketing campaign etc.) for a brand. They post their opinion, and are invited to comment on other participants’ answers. Setting a task to interact with others fuels discussion, capturing expression and granting rich understanding.
#5 EulogiesIn a eulogy activity, participants are asked to imagine what the loss of a brand would mean to them and how they might replace it. For example, how would you feel if you could no longer buy your favorite brand of soup? This activity gets to the heart of a consumer’s affinity to a product.
Want to learn more?
Get in touch at:[email protected] call +1 503.808.1492.
www.revelationglobal.com
Check out the full webinar
NextResearch in the moment
