shobha prasad festival of newmr 2017
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TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
TheFickleMistressLoyalConsumers,ChangingBrandsandtheChange-ConstancyConflict
ShobhaPrasadDrsh%StrategicResearchServices,IndiaFebruary,2017
TheFickleMistressLoyalConsumers,ChangingBrandsandtheChange-ConstancyConflict
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
IWANTCHANGE.IDON’TWANTCHANGE.
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
TheConstancyDrive TheChangeDrive
Theconflictattheheartof
rela6onships
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Passionatedevotee
SeAledspouse
Master-Servant
Illicitliaison
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Inwhatcategoriesdoyouhavebrandsthatyouareloyalto?(Ineachcategoryofloyalty)Howlongdoyouwantyourbrandtostaythesamebeforeyoucanallowittochange?
Theminimumchangeperiodrangedfromafewmonthsto“never!”fordifferentcategories…
Wecirculatedalistof25categoriesamongst14menandwomenprofessionalsintheir20’sandasked…
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Soaps,skincare,cosme6cs,someclassicmotorbikes,staplefoods
Cellphonemodels,consumerdurables,socialnetworkingsites,
automobiles,OS
Fashionaccessories,mobileapps
Changeconstantly
Giveusasenseofstability
Consumersfeel
OwnershipandControloverthe
brand
AnchorCharacteris6cs
Personalisa6onRitualisa6on
AnychangeinloyalbrandsinAnchorCategoriesisdisrupIve&disturbing
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
THESTORYOF“NEWCOKE”1985
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
areusedbyconsumerstodrivechange/upgradetheirlives
ChangeCharacteris6csTechnologybasedExternallydrivenFlauntpoten6alSociallysignificant
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Ineachbrandthereisaneedtodiscerntheconstancyandthechangeelements
BrandsinAnchorcategories
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Theconflictcomestotheforefrontatthe
MomentofChange
The3stagesofresponseofloyalconsumerstochangeintheirbrand….
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Stage1
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
ResponsetochangeinGmaillook...
“...AsanappreciaGvenodtothosewhogotGmailofftheground,pra
cGcally
asevangelists,GIVEUSWHATWESIGNEDUPFOR.
….Yes,I’veseenthen
otesthatthechangeiscoming,ANDI’VELOATHE
DEVERY
DAYEREITSARRIVAL.
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
S6ckorTwist?
Stage2
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Thestrongerinclina6onistoadaptratherthan
breakup
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Needfordialoguingwiththe
consumerinthisphase…
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Theconsumer’ssenseofownershipis
revalidated…thebondcon6nues
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Noop6onbuttoTWISTifchangeisinthe“NoChangeZone”…findanewbrandontherebound
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
“PreviousBrandNostalgia”
Feelingsfortheex-flameKeepsaneyeonthebrandforalongImeaPerReconciliaIonifcircumstancesareright
Stage3Aberabreakup…
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Momentofchange S6ckorTwist
“YOUARENOTTHEONEIMARRIED”
Returntooriginal(ifsomethinghaschanged)
SEARCHFOROPTIONS
Findnewbrandandadapt
PREVIOUSBRANDNOSTALGIA
Strengthenedbrand
commitment
Con6nuewithsamebrand
GrowingmulIplicity
Loosenedbrand
commitmentCASUAL
FLIRTATIONS
LIKETHECHANGE DONOTLIKETHECHANGE
DRIFTAWAY
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Howdoesthisaffectusinresearch?
Mostresearchisaboutmeasuringorpredic6ngtheimpactofchange
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Mostofourpretestsfornewideasorproduct/brandchanges
• Confrontrespondentswiththechange&andgaugein-the-momentresponse
• Obenexposethechangeinfragments…notprovidingthewholepicture
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Werarelycontextualisetheresponsetochangeagainstthenatureofemo%onal
rela%onshipwiththebrand
…ourloyaltydefini%onsarelargelybehavioral.
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Arewefactoringintheemo%onalimpactofhavingtoletgoofthefamiliarandcomfortable,toembracethenew?
Doweadequatelyuncovertheemo%onalnuancesthatunderlieloyaltyandmayreallydriveresponsetochange?
LOYALTYISANEMOTIONALBONDCHANGEISANEMOTIONALPROCESS
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
HolisIcApproachtoResearchingChange
AssessthenatureofemoIonalrelaIonship
withthebrandUnderstandifthe
category/brandisanAnchororaChangecategory/brand
Iden6fyAnchorandChangeElementswithinthebrand
ExposeconsumerstochangewithDeprivaIon
ofcurrentproduct
Traceresponsetochangeoveraminimumrelevantperiod(dependingon
category)
ConsumerAdvisoryPanelsforalongerterm
engagement
4
2
3
1Rela6onshi
p/loyalty
segmenta6on
5
6
TemporaryDepriva6on
technique
Keepbrandsdynamicandevolvingwithoutbreakingthebondwithloyalconsumers
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Thankyou
Changeisnevereasy.Youfighttoholdon.Youfighttoletgo.
TheWonderYears
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
ThankYou!
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TheFickleMistressShobhaPrasad,Drsh6StrategicResearchServices,India
Festival of #NewMR 2017
Q&A
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