The “WHY” behind customer decisions
Market Research can include quantitative like surveys, comparison, segmentation, and forecasting that validate many important business decisions. However, people are complex and quantitative can only seek to understand “WHEN” and “HOW” of human behavior.
But qualitative research that include, 1 on 1 interviews, focus groups, ethnographies and behavioral science are more focused on understanding the “WHY” behind customer behavior. When a brand or business understand “WHY” it is then easier to persuade the customer to engage with their brand or business.
Qualitative In-depth Interviews
The bureau of health of a major city was seeing an uptick in teen drug use. The team wanted to build a campaign to address youth in a way that they would listen. Past campaigns were of limited effect.
We designed a deep dive qualitative plan to extract the unconscious factors that motivated teens to try drugs. Also, we added a brainstorming session with the teens to elicit their input into possible messaging campaigns. Using behavioral science technique of resonance code extraction, we pulled out the motivators that were hidden deep inside the teens. Using sample marketing campaigns, then had the teens provide feedback on efficacy.
Research Impact
Shifted marketing messaging to address the underlying factors affecting teen drug trial.
Co-created a more effective marketing campaign with Health Bureau team and teens.
Measuring in process – campaign testing indicate increased reduction in willingness to try drugs.
A major home décor brand was struggling to maintain their customer base. The company was experiencing diminishing brand awareness, unresponsive marketing and reduced store traffic. We conducted 24 in-depth 1-1 interviews with customers to understand perception of the brand and uncover the unconscious reasons behind lack of brand engagement.
Took those perceptions and unconscious metaphors and feed into a perceptual mapping (quantitative) survey of 2400 customers to validate the size of the perceptions. We plotted the Home Décor client against all their competitors in the mapping.
Research Impact
Home Décor client uncovered the new position for the brand.
Shifted marketing messaging and product offering to fit new positioning.
Uptick of new customer traffic +34.6% in 2 months
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