Consumer Insights - MEMORIZE Flashcards

Vocabulary flashcards generated from consumer insight lecture notes explicitly labeled for memorization.

Consumer insight

A deep understanding of consumers' underlying motivations, cultural meanings and lived experiences that explains WHY they think, feel or act as they do - it goes beyond observed behaviour.

Social desirability bias

The tendency to answer in ways viewed favourably by others rather than fully truthfully - driven by fear of judgement, impression management, or protecting self-image.

Five uses of search data

1) Private desires/anxieties 2) Seasonal/temporal patterns 3) Regional/national variation 4) Competitive dynamics 5) Spotting emerging trends.

Leading indicator

A measure that changes before the later outcome/statistic it anticipates.

L'Oreal fad/trend question 1

Is it compatible with a change in consumer lifestyle?

L'Oreal fad/trend question 2

Does it provide a real benefit?

L'Oreal fad/trend question 3

Is it compatible with other marketplace changes?

L'Oreal fad/trend question 4

Who is adopting it - celebrities only, niche groups, or ordinary consumers broadly?

Semiotics

The study of signs and how meaning is created/interpreted through images, objects, language, design and spatial environments. Meaning is culturally produced, not naturally contained in an object.

Brand positioning - four questions

1) For WHAT benefit? 2) For WHOM? 3) For what REASON (reason to believe)? 4) AGAINST WHOM (competitive set)?

Kapferer Brand Identity Prism - six facets

Physique, Personality, Culture, Relationship, Reflection, Self-image.

Physique

Tangible, recognizable elements / physical brand cues.

Personality

Character the brand would have if it were a person.

Culture

Underlying values and origins of the brand.

Relationship

Type of relationship the brand has with the consumer.

Reflection

Projected or stereotypical image of the brand user.

Self-image

Consumer's inner mirror when using the brand.

Depth interview

A formal, long (often 1h+), one-on-one interview that progressively explores a topic important in the informant's life - requires intimacy, skill and practice.

Interview guide

A flexible, thematically organised set of topics/prompts: introduction -> clear thematic sections -> open-ended, non-leading questions -> probes and follow-ups -> closing.

Interview guideline 1 - Funnel

Move from general -> specific, often facts -> behaviour -> feelings.

Interview guideline 2 - Avoid 'why?'

'Why?' may pressure respondents to give a sensible/acceptable explanation and rationalise even when they do not know the true reason. Prefer 'how come?' or 'tell me more.'

Interview guideline 3 - Avoid yes/no questions

Yes/no questions shut down elaboration.

Interview guideline 4 - Probe

Repeat a key phrase, nod, use silence or ask for elaboration; do not interrupt a rich answer.

Interview guideline 5 - Circle back

Return to an earlier topic for greater depth or connection.

Interview guideline 6 - Explore tangents

Explore useful tangents, then steer back when needed.

Six steps of thematic analysis

1) Familiarise yourself with the data 2) Generate initial codes 3) Search for themes 4) Review themes against the data 5) Define and name themes 6) Write up with illustrative quotes.

Three values of observation

1) Reality check - tests office-formed assumptions 2) Improves experiences - exposes friction invisible from inside 3) Deeper behavioural insight - reveals what people will not articulate.

Spradley grid

Activities, Environment, Interactions, Objects, Users, Goals, Feelings.

Thick description

A detailed account of behaviour that also interprets cultural meaning - what happened, context, what it means and why it matters.

Ritual

A fixed/structured sequence of behaviour carrying symbolic meaning beyond its functional purpose - reduces anxiety, creates solidarity and marks belonging/identity.

From insight to opportunity - five categories

1) Product innovation 2) Service design 3) Consumer engagement 4) Recruitment & loyalty 5) Positioning & differentiation.

Product innovation

New apparel, equipment or features adapted to a consumer need.

Service design

New experiences tailored to a segment such as age, gender or skill.

Consumer engagement

Platforms or communities built around an emerging value.

Recruitment & loyalty

Attracting new adopters or deepening attachment.

Positioning & differentiation

Communication reflecting an evolving cultural code.