In a world where everything is quantified and measured, and business decisions are based on data, you can’t risk trying to guess what your stakeholders want. It can be expensive and damaging to make a mistake because you relied on your teams’ most probably accurate but potentially faulty intuition.
So how do you get the information you need without wasting time or money? Technology has revolutionised the relationship between brands and their stakeholders, by creating new communication channels and opportunities to understand consumers better.Younger generations are also eager to interact with brands, and are receptive to communicating with you should you want it (check out the post about millennials here). The stakes are high for all teams working in marketing and beyond, as brand to consumer relationships have become more fulfilling but also carry higher expectations. The consumer has a better understanding of the brand in terms of its transparency, it’s content, and the quality of its offer and product, and won’t accept information that feels misleading or disingenuous.
Understanding how and why you’ve been specifically chosen to provide a service, satisfy a desire, create the greatest product or software is the key to bringing out the best of your company and creating strategies that communicate effectively with your consumer.
Rather than isolating the consumer as an anonymous figure to be researched, proded and analysed, we want you to start putting the consumer’s voice where it belongs: at the centre of your choices. We realise that all sounds very good and well, but what does that mean exactly? Bringing a “volunteer-customer” to every team in order to have a say in all the decisions they make?
It’s not that hard. We’ve gathered seven different examples of companies using Zinklar to solve very specific issues they were facing, which you might have experienced before and can take some inspiration from.
1. Which new product should we launch?
A large food and beverage company did not have time to consider which, among the five new product concepts they’d designed, would be the one worth developing into a successful product. They asked 300 consumers, in real-time, to evaluate each idea, what they were interested in, the different characteristics it had, and make a choice to buy one of the five. They quickly discovered which concept held the most interest for their consumer, and made the choice without any fuss.
2. Is our packaging communicating what we want it to?
A chocolate and sweets company needed to change its packaging for legal reasons and took this as an opportunity to re-think their entire brand image. They wondered whether it was truly that which they wanted to communicate, and what their consumers saw in the packaging and brand image.
They asked their target consumer what kind of things they associated with the packaging of their products. They discovered that the majority of the connotations that were assigned to it were positive (as they’d wanted!) but that they did not get the sense that the brand was of ‘premium’ quality. This information led them to reconsider how they were packaging their products, and develop a new image that would more accurately reflect the ideals of the company.
3. What’s the competitions’ (bloody) secret?
A national retailer wanted to understand what made their competition so successful, when surely they were in the same industry, offered similar products and had high-quality service, etc. The acuteness of our profiles allowed them to choose specific targets and identify the people who were more interested in their competitor, and more importantly why.
They asked what they valued most about them, and what they preferred about it over the rest. The study gave insightful information about what the competition was doing right and why, and the team went as far as identifying what they were lacking and how they could improve on it.
4. Is this innovation affordable?
An IT company wanted to develop a new software for their clients. It would have to be developed externally and required an investment, that would set them back time and money for the following quarter. They used Zinklar to figure out whether the service would be profitable and if it truly fit with their clients’ needs. The decision had to be made fast, as the company that would develop it was pushing to close on the contract.
To get to know the frequency of use of similar services, offered by other companies in the sector, they launched a study that revealed that these services were expensive to develop and time-consuming, but also not very useful. Confirming that its costs were decidedly elevated and its benefits limited, they decided that they would step out of the agreement and reconsider, saving themselves time and money.
5. Why does our merchandising sell so little?
A television production company had been trying to understand, for quite some time, why one of their programs’ merchandising was lagging behind the rest. Any new ideas, even ones that had been successful among test groups, were faced with lower sales than expected. They decided to use Zinklar to try to understand where they were failing.
Thanks to a study directed to an objective public, they understood the problem wasn’t the merchandising itself, but the program. Despite having a good audience, it was neither appealing nor interesting enough to convince its spectators that the merchandising products were worth the money. They re-evaluated their strategy and managed to re-orient their budget.
6. Will this new line of products be successful?
A cosmetics company wanted to confirm their target market’s interest in a new line of products, which was due to launch. They completed a market research study with their target consumers in order to study the relationship they had with similar products launched by the competition, how often they bought it, the attributes they granted more importance to, what could be improved on in the current selection, etc.
As part of the final study, they also revealed part of the concept and packaging of the new line. The response confirmed that not only were consumers highly interested in the type of product but that they would be highly interested in the brand’s specific product line. This positive feedback gave them the green light to successfully launch earlier than expected.
7. Is our new ad working for us?
A car manufacturer wanted to have an accurate representation of the success of their new television ad, which was to air in prime-time television. For this purpose and just 30 minutes after the first live broadcast of the ad, they launched a market research study through Zinklar that used nationally representative samples to understand how far their ad had an impact on the ethos of the company. They were able to find out if the spectators remembered the spot accurately or not, spontaneously or only when suggested by the question. They took the chance to also inquire as to the preferred advertisement modality and channel, and so garnered enough information to rate their present campaign and develop strategies to optimise their next campaigns.
Make business decisions safely by listening to your biggest stakeholder – Your consumer
These seven examples, based on real-life uses of our platform, illustrate how important it is to use the potential of agile market research as an integral part of your business model. You can support all areas of your work by relying on it: from market and segmentation to product, innovation and branding. Your consumer will be invited to be a part of your decisions, and you won’t need to wait or disregard results because they’re delivered too late.
June 12, 2018
A different way of doing research
The biggest advance in human technology by far is that it can now gather, process, and interpret massive amounts of quantitative data. But is that enough to assume we’re more knowledgeable or informed? We’ve said it before and will say it again, market research methodologies are lagging behind and keeping…READ ARTICLE READ ARTICLE
April 29, 2018
By Jordi Ferrer
The Challenge of Traditional Research
“The challenges for traditional research: new data, stakeholders and methods” by Jordi Ferrer, co-founder of Zinklar, was voted as the best article of 2016 in “Research and Marketing”, in AEDEMO’s Annual Gala, celebrated on the 30/03/2017. We reproduce the article here in full. The main challenge of companies in Market Research is….READ ARTICLE READ ARTICLE