example of output
TRANSCRIPT
-
7/29/2019 Example of Output
1/15
1StepStep 44: Sharing Results: Sharing Results
-
7/29/2019 Example of Output
2/15
StepStep 44: Sharing Results: Sharing Results
To share the results, we need to use modulation approach tocommunicate the results to create a medium to illustrate thefindin s and interrelationshi of the findin s
Models: Systematic correlation of attributess ng p c ures o us ra e e consumers wor
meaning
Video: Video clips from focus groups or ethnographic research, ,
environment impact their choices & perceptions
Sounds: Voice clips can help to make the points clearer and help
Animation: Animatic characters can help to simulate events and
show relationship
6
-
7/29/2019 Example of Output
3/15
What inf l uences consum ers value?What inf l uences consum ers value?
SocietyAttitude
Media/ Communicat ionNorm Goals
Family
Value
Belief
Behavior
Needs
Preference
Basically, consumer behavior is also shaped to a large extent by social factors, such asfriends, family relationships, mass media and other aspects of the environment to
motivate and influence their norm, belief , and preference.
Awareness of these influences can help marketers to identify groups of consumers who
tend to think, feel, or act similarly and separate them into unique market segments.Aspects of the marketing programsuch as product design, advertising, and pricing
can then be tailored to meet the unique needs, values, and goals of these distinct
groups.
-
7/29/2019 Example of Output
4/15
Analyzing Consumer s Values,
Relationship
Media/ Communicat ion
SocialNorm s/ Values
EducationTradit ion
VALUES
CultureFamil y values
Religion
Past
Chi ldhood/ Upbringing
urrenSocial circle,
l i festy le,work,
u ure rec on(t endency of
f u tu revalue/ in terest )
n eres
-
7/29/2019 Example of Output
5/15
The Brand ModelThe Brand Model
Worried free
Relaxed
Modern mom
Friendly
Like to ex lore
Mom as supervisor
e
Easy to put on
Great absorbency
Always happy
all the time
Cheerful
and learn newthing
Optimistic
Exploring
More freedom
Comfortable
Brand X
Well fit
premium price
No irritation
Baby feel comfortable
LivelyPositivethinking
Superior absorbency anddryness
Soft
lifeBalance natureand technology
Well design
Well selected
est protect on or everysituation
Understand babysneeds
Blue cloud
Modern
Natural
Dynamic
Brand Barrier:
5
Premium brand that balance betweentechnology and purity
g pr ce s t e ma n arr er or
adopting the brand
-
7/29/2019 Example of Output
6/15
The Benef it s Model
Good signalGood signal Good priceGood priceFEATURES
Understandeach other
Reducelanguage
Good client PreventAccomplishcommunication
To succeed in business ,
I need flexibility, speed
and convenient.
FUNCTIONALBENEFITS
clearly barriersobjective
End business
deal
Connect anytime
anywhereGood business
No negative
feelingsCheap
The communication
needs to be clear.. We
Good profit Growth Good profit Good image Save money
they understand us.. ifthis is achieved price is
second priority
Confident Ease frustrationFeel that I am
credible
Relaxed For business objective,
we need to close the
EMOTIONALBENEFITS
Successful &
ea as as as poss e
RicherIMPACT ON LIFE
-
7/29/2019 Example of Output
7/15
Example of Out put : Consumer X-ray
-
7/29/2019 Example of Output
8/15
Example of Output: Purchase Criteria
Most ImportantXXX consumers
unc on s a so very mpor an . ey wan e mos
complete function (with strong emphasis on good camera,
good sound quality).
Price is a key criteria that is considered together with brand.- -
balance of brand, price and function.
Brand has to be credible, well known, reliable and moredurable. Some consider the dropping in value of the HHP of
can resell at a good price like Nokia..
Design is emphasized on being modern, handy, sleek and slim aswell as in-trend. Mid-end are also inclined towards trendy model
.touchscreen, Qwerty and both touchscreen & bar in the same
one. Design is more important for 26-35 group when compared toother groups.
Summar and business im lication
-
7/29/2019 Example of Output
9/15
Example of Output: EmoScale
Product A Service A
I satisfy with the promotion
provided. (Brand A)
I aways receive goodrecommendation from call center
when I have problems
I feel proud that I purchase theright product, it fits with my need.
(Brand A)Im loving it!
Im loving it!
shops
Im happy with it!
Everything is ok, hi-speednetwork
I use this brand because its network cover
Im happy with it! Nice!many area.
SUMMARY AND RECOMMENDATIONS
-
7/29/2019 Example of Output
10/15
Life Stage Needs Hot Buttons
Needs for
Moms of adults
Moms with
Moms of teens
Value for money
Price sensitively
Price sensitivity
Health needs
Beauty needs (self)
Cleaning &
refreshing esp.
repair & restore
Security (reassured
cleanliness & germ
free)
Moms with young
kids(0-3 y.o.)
young kids
Working women(Married without
Skin benefits
Skin Benefits (smooth
and radiant skin)
Health Benefits
Value for money
Convenience
(availability of
products) Thailand
germ free) Remove bad odors &
refreshing Indonesia
Product for family
Indonesia
about price
Anti-aging (clean but
do not make skin
dry)
College students
& first Jobbers(Single)
College students
& first Jobbers(Single)
Clean but do not
make skin dry
Brand focused
Remove tirednessIndonesia
(cleanliness, germ
free) Thailand
Value for money &
Pampering selfIndonesia & Thailand
Product X needs vary across life stages. Students and First Jobbers tend to focus on skinbenefits and indulgence benefits. Women with kids tend to seek product that are mild to skin and is
10
.
benefits since they want the outcome of younger looking skin and preventing aging.
-
7/29/2019 Example of Output
11/15
Example of Output:Example of Output: Different Groups &Different Groups &
Seeking Pleasure
Indulgencelover
Innovative
Seekers
Practicalist
Com romiser
BeautyseekerEnergizer
Focus onCost
Focus onBenefits
Naturalist
MasculinitySeekers
BrandFocused
Users
Health
Seeking Safety
MildnessSeeker
2823
COMPROMISER IS CONCERNED ABOUT THE PRICE AND BENEFITS WHILE HEALTH CONSCIOUS
ARE CONCERNED ABOUT SAFTY AND BENEFIT. BEAUTY SEEKER NEED BENEFITS AND TRADE OFFWITH PRICE. EXPLORER NEEDS NEW THINGS, LESS CONCERN ON PRICE
-
7/29/2019 Example of Output
12/15
Consumer Profiling: WomenConsumer Profiling: Women
College students& first Jobbers(Single)
Beauty-oriented Love & career are important Experimental (Thailand) Socially active (Both)
Experimental New productlaunch and promotion areappealing
Follow the trend esp.
Skin benefits (smooth, soft &radiant skin)
Confidence seeker Clean but do not make skin
1
Insecure about the future
Face challenges fromcompetition (Both)
Focus on self-image wantto be accepted andappreciated
Brand focused Attractive, trendy and colorful
packaging
Remove tiredness(Indonesia)
Working women(Single, Married
Beauty-oriented Balancing life and career is
important (More concerned
Focus on benefits andprice value seeker
Brand is important but not the
Skin Benefits (smooth andradiant skin)
Health benefits(cleanliness,
2
in life)
Independent Ambitious
benefits & ingredients
Value for money (both) Pampering self (Both)
kids (0-3)
u : u ylife with kids
Need to be economical Less self focused concern
about looks but do not havethe time to take care of kids
u Needs to be economical
u y Convenience (availability of
product) Thailand Serve needs of self, baby and
family members (Both)
3
ore respons e e s essFUN
Frustrated about balancingwork and life (Both)
Concern about kids health(Thailand)
11
-
7/29/2019 Example of Output
13/15
Needs and Purchasing Influencer by Life
Not so much concerned about brand-look mostly at price & benefits e.g.,removing bad odor/wife or children
For me the most important is that itkeeps me smelling good. we men
sweat and it tend to create odor.Father of 14+ yo kid, Indonesia
influence choice-seek good value
Select base on own needs i.e.cleanliness, eradicate odors, kills
...
The product should make me feel clean
and able to prevent bad odorsFather of 4-9 YR old kid, BKK
germs an am ar y ome se ec sbrands but ask their wife to buy for
them-price is important-need productfor the familySome let their wife select for them but
selects for their children-select familiarbrands/easy to find.
Some are concerned about economicneeds of family and hygiene)
I pick a soap for myself. I like
make soap. I think Lifebouy is forkids, Lux is for women. I am not
comfortable with those brandsYoung males, Indonesia
I just use the same brand.. It is familiarand easy for me..dont see why I have to
changeFather of 4-9 y.o. kid, Indonesia
Start to choose personal soap(IND) and select based on
functional benefits (clean, not
dry skin-few wants whitening -
My kids are growing up. It is important
for me that they dont get sick. I like
seeing them playing but I want to
protect them too.Married man, with kids, KK
College First jobber Married Father Father with Father with Father with
o . ome young n ones amales select BW based on
males needs
15
stu ent w t out w t - yr
kid
- yr - + r
-
7/29/2019 Example of Output
14/15
Your Assignment
Business Objectives
Understand consumers life & lifestyle. What is their life like? Whatis important to their lives?
Explore needs of consumersUnderstand purchase criteria & factors that influence choices
What are the ideal car that they desire?
How can we turn this into a new roduct conce t?
-
7/29/2019 Example of Output
15/15
Discover The Difference
2011 InsightAsia Discover The Difference Between Information & Insight