7 things about brand research
TRANSCRIPT
7 Things To Know AboutBrand Research
Dave NemiahMarch 15, 2013
© 2013 David Nemiah
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Agenda
7 things about brand research…1. Various tribes2. Multiple agendas3. Techy tool kit4. Focus…hidden drivers5. Drives new business6. Inspires creative7. Guides optimal design
© 2013 David Nemiah
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1. Researchers come from various tribes
Account Planning
User Testing
Web Analytics
1970 20101980 20001990
Market Research
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Tell the truth
2. Researchers have multiple agendas.
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2. Researchers have multiple agendas.
Tell the truth
Support client goals
© 2013 David Nemiah
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2. Researchers have multiple agendas.
Tell the truth
Feed great creative
Support client goals
© 2013 David Nemiah
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2. Researchers have multiple agendas.
Tell the truth
Feed great creative
Support client goals
Consumer & Market
Knowledge
Guide Brand Comms
Move People To Buy
Common Purpose:
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3. Researchers have a techy tool kit.
• Secondary research
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3. Researchers have a techy tool kit.
• Secondaryresearch
• Qualitative
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3. Researchers have a techy tool kit.
• Secondaryresearch
• Qualitative
• Quantitative
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3. Researchers have a techy tool kit.
• Secondaryresearch
• Qualitative
• Quantitative
• Statistics
© 2013 David Nemiah
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3. Researchers have a techy tool kit.
• Secondaryresearch
• Qualitative
• Quantitative
• Statistics
• Models
Maslow’s Hierarchy
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• Observation“See things others don’t see”
• Deductive thinking“Pull things apart to see problem/opportunity”
• Inductive thinking“Put 2 + 2 together to see higher order patterns”
• Analytics“Computerized view of patterns hidden to human view”
4. Researchers focus on hidden drivers.
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5. Brand research drives new business.
• Price of entry• Signal of world class team• Promise of great creative• Proof of ROI• Differentiates the firm
Brandview
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• Insights into hidden drivers…
• Fuel powerful creative….
• Moves the consumer mind
6. Brand research inspires great creative.
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7. Brand research guides powerful design.
But brand research also feeds the process from start to finish:
• Establishes a common frame of reference• Socializes to hidden drivers• Excites team as to possibilities & inspires creative thinking• Paves the way…creates appetite for powerful, user-centered design• Establishes a “logic train” that builds support/buy-in for final deliverables
• Validation research has an important role in process…
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• Reports are too long• Reports are too frequent• Running out of ideasThank You!