I recently read an article that resonated with me. It covered the idea of including the consumer in the brand storytelling process so that the resulting brand message is not only compelling, but also meaningfully aligned with the consumer’s values. I felt that the article actually sets the bar for anyone involved in the business of engaging consumers, including those of us in Market Research.
In our increasingly connected, digitally-disrupted world, authenticity is the order of the day. Consumers are seeking transparent and more meaningful relationships with brands. One way of achieving that relationship is through insight development. The techniques brands use to dialogue with consumers,should be engaging, approachable and easy to understand, ones that welcome consumers into an authentic co-creation process. Traditional marketing approaches that position marketers as all-knowing are out of step in an open environment where empowered consumers, who given the right tools and inspiring techniques, will thoughtfully and profoundly express both their obvious and latent thoughts, feelings, behaviors and attitudes. Get out of the way, and allow them to tell you about the product or brand that they will loyally support.
This article reminded me of a recent study we conducted in which we utilized our online social forum, Hive. By allowing respondents access to our unique and engaging tools like eCollage within the confines of Hive, we were able to get twice as much verbal playback as standard open-ends alone. Our Exploring Pet Ownership study revealed non-verbal thoughts and emotions by completing 'a day in the life' exercise through their online collages. Respondents also participated in photo sharing, blogs, product name ideation and generating ideas for the next development in pet products. The insights collected provided marketers with directions for product positioning and potential white space for new products or line extensions.
As I reflect on my first year with BuzzBack, I think about what an exciting time it is to be in Consumer Insights. It’s rewarding to see the breakthroughs we make by providing creative, image-based and engaging tools to consumers who are increasingly willing to return the authenticity favor, by openly sharing and collaborating.
For more information on our Exploring Pet Ownership study or our other Hive studies, click here.