Preparation for separation

November 23rd, 2009

I have found recently that I am spending an increasing amount of time working with mums on various projects; for several different clients; for a host of different brands and services. All seem to have similar overarching questions – at least at the core – and surprisingly similar objectives. In each project we are keen to understand what really motivates mum, and then ladder this up to a positioning that makes sense and can be developed into a compelling, unique and break-through proposition for that specific brand (no mean feat!).

After a lot of laddering exercises, in lots of different contexts and with many scenarios posed, all seem to lead to one key issue – the fear of impending loss and separation. And though I have alluded to this in a previous blog, what I find particularly amazing is that no matter the start-point of understanding drivers of these mothers’ behaviour, the real focus is always defined by the future in which the child will be without her. Her strong need to prepare the child for life’s challenges (emotional and rational) drives her to make different choices – but no matter the choice or outcome, the need is the same: preparation for separation.

Importantly, it doesn’t matter the country or cultural background, there is this common connecting point. Admittedly, at first glance, it appears that there are so many different types of mums and loads of different emotional drivers – I would now argue (especially after the past several weeks of intensive work with mums) that these are merely different facets; different expressions of the same deep-seated need.

Perhaps I am observing a basic biological force, or inalterable evolutionary or spiritual need that must manifested – but even so we must ask ourselves, what are mum-targeted brands doing to capture the deeper mum need state of ‘preparation for separation’?

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In the prime of their lives

November 2nd, 2009

We were asked many years ago, when the kids’ market was growing nearly everywhere, to have a look at another sector that was growing, too – and in some cases, it was growing faster than kids. This was the ‘aging population’ – and 15 years ago, these consumers were lumped in with ‘adults’ and largely ignored.

At that time, we began some basic work, and made some interesting discoveries – most interesting was the strong correlation between consumers 60+ and young people. Importantly, two of the key drivers of behaviour were similar. As a result, we embarked on a path of discovery that has been both enlightening, and incredibly rewarding.

Utilising a similar approach to our kids’ methods, we found that we could engage with and learn from the sector we have come to name ‘Prime Timers’. Just last week we worked with a group for a project that lasted two days – we experienced many things with them, had great discussions, and went shopping with them to experience through their eyes the way the world of consumer products is marketed.

Importantly we learned that they feel they are a ‘forgotten generation’ with regards to marketing messages – most messages are to kids and families. This highlights a powerful opportunity for those products, brands and companies that wish to talk to this consumer segment.

Interestingly, they are extremely confident in regards to shopping for products and services – they are not looking to be told what to buy, but more about inspiration to break routine/boredom (they are even willing to be challenged from their comfort zone).

Unsurprisingly, they do use internet a lot and are reasonably savvy – but still enjoy hands-on shopping for certain things. They tend to feel as if they are smart/canny shoppers – and though aware of ‘marketing’, are motivated by vouchers/offers because it makes them feel clever (rather than liking vouchers because of financial need).

Overall they have a real sense of ‘everything in moderation’ versus obsession with ‘nutrition’ or ‘increase in physical activity’ – they taught us that they get frustrated and confused by the myriad of mixed messages and have therefore resorted to their own definition of ‘balance’.

Most importantly, though, particularly when comparing to previous years’ experience with this consumer age group – they truly seem to be increasingly engaged in all aspects of life, and are not sitting around waiting for life to happen to them. Yes, health issues are of concern, but that is not everything – what is important is ‘living life’, and health and wellness is a means to that end.

And another thing that is particularly lovely about working so deeply with this consumer segment – they are the only group that takes the time to notice the details of the research and give genuine thanks for being asked to participate. They make us feel good for the time we spend with them – and that is incredibly warming and rewarding.

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Mum’s and their BlackBerries

October 23rd, 2009

To me, smartphones have been a bit of a personal phobia. My perception is that I will become addicted to using the phone, and never have a life. Recently mothers taught me that BlackBerries can be more than for work – they can really enrich and simplify life.

Perhaps I am like many people – I jump to a conclusion about a product. All my experience about BlackBerries (and other smartphones, to be honest) has told me – perhaps incorrectly – that they are for work, and for people that are work-a-holics. As I have strong work-a-holic tendencies, I have shied away from replacing my archaic ‘regular’ mobile phone that does simple texts and allows me conversations with those to whom I need to speak. Even when my phone died, I chose the minimum phone I could, and felt that I leapt forward because it actually has a camera (my previous phone did not). I have even, covertly, looked with desire at the new BlackBerries on offer – only to run away, scared (of myself and my potential reaction).

Mums taught me that I may be thinking about BlackBerries a bit narrowly. Even though most people think of BlackBerries for the driven business man, they said, the mums found them to be useful, too.

“Useful for what?” I asked, a bit sarcastically (though my sarcasm was genuinely unintended).

“I can keep up on all the things I need to get done, yet not have to leave my children,” said one mum, proudly.

“I love that I can use all the in-between moments more effectively – when I am waiting for my children after school, or while they are involved in their activities,” said another. “Now when my kids go to bed, my partner and I can spend more time together – rather than me having to do all the stuff that needs to get done in a day.”

“I love that I can answer any question – the answers are at my fingertips, all the time.” She then went on to show me how she googles and learns what she needs to know. “My kids think I’m the best!” she added, proudly.

I am a bit humbled – I admit it. My prejudice was unfounded. A product, initially targeted to one sector, is discovered and provides great benefit to another. And it wasn’t that type of aspirational desire of mums – it wasn’t that they wanted to ‘keep up with the Joneses’. They were genuine BlackBerry fans.

I regularly walk by the phone shop, now. I still look at BlackBerries. My mobile phone contract is up soon – maybe I should reconsider a BlackBerry? I am still a bit nervous for my potential addiction. But thanks to the mums I worked with, I am a big step closer to accepting that a BlackBerry could make my life simpler, not more obsessive.

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Imprinting

October 19th, 2009

Imprinting, to biologists, is a rapid development of a response to a particular stimulus at an early stage of development. This is most commonly referenced to birds and their observed behaviour when newly hatched. In our research work with kids, we have borrowed that term because it best communicates the regularly observed ‘imprinting’ phenomenon, particularly in their responses to certain advertising and communication.

Our understanding of this new idea of ‘imprinting’ developed and grew after numerous observations of kids watching advertisements and viewing other communication materials. The patterns of behaviour did relate to their level of involvement with the advertising, but these patterns also hinted at something much deeper than merely ‘awareness’ and/or ‘enjoyment’. The concept of ‘imprinting’ became even more defined following work we did reviewing trailers of films with kids.

In all ads or ad concepts tested in our projects, qualitative success was determined by awareness (and remembering the story of the ad), the enjoyment and, most importantly, the kids’ ‘take-away’ of the key strategic message(s) of the communication.

Success of any kids’ advertisement would generally be measured by:

. the impact on market and category; and/or
• desire of kids to ask for product or purchase it themselves; and/or
• the stories mothers tell about their kids’ involvement with ads; and/or
• the success of products (sales)

However, we noted that the successful ads (later measured by their in-market success) had one or more of the following common behaviours:

• acting out parts of the advertisement;
• dancing/moving to the music;
• singing the songs; and
• imitating or copying behaviour or sounds or slogans or phrases/statements by the character(s) in the advertisements.

These, in fact, are key triggers of communication success with children, but also can be useful for communication to adults.

This understanding has dramatically changed the way we observe kids viewing ads or other communication ideas. We now actively look for imprinted behaviour, and can recognise these as likely success markers.

Maybe we can now find a better way to talk to kids about vegetables!

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Heart of a researcher

October 15th, 2009

Interviewing and hiring to build a team that is a group of winners is a challenge – and research teams are no different. I find it quite a rewarding experience in the end, but admittedly, the hiring process is a bit daunting.

I think I worry most about the candidate fitting into our organization. By the time they get to the interview, they are already vetted to be able to think, write and communicate concisely and accurately. Their university subjects, grades and even examples of course work may point to the technical ability of the individual – but they can’t fully address the most important attribute: curiosity. Without it, and in good measure, they won’t fit in with us, no matter how well they write or interview.

Such a simple thing, curiosity. Yet it can be the difference between success and failure in research. I think that when we are curious, we seek and find the necessary ‘nooks and crannies’ to best help our clients address their needs. Without curiosity, we merely go through the ritual and routine – usually lacking inspiration and desire to learn.

Curiosity is also a good trait for consumer respondents, too. I would rather discuss ideas with a group that has some real curiosity for the subject. We most always include ‘articulacy’ questions in our screening process – but we are also looking for people that have some interest in communicating opinions and ideas. This can make or break a respondent’s contribution to the qualitative process.

Curiosity is important for those that consume our brands, products and services. It is the job of marketers and brand owners to enhance target consumer curiosity – and though much time is spent in the machinations of the day-to-day business, the overarching need is to generate consumer curiosity.

Back to the original question, though. What makes a good researcher? No matter the other skills (and these can be important), curiosity is key. People who demonstrate a hunger for understanding the topic – whatever it may be – are true researchers at heart.

And to be honest, they are much more fun to be with, too!

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Sleep deprivation

October 12th, 2009

Hearing them whine woke me with a start.

Though the puppies were only a couple of months’ commitment to interrupted sleep, having them did make me think in more detail about our many projects with mums of babies. One important aspect that comes to mind is the fact that mums constantly refer to their lack of sleep. But what do we do with that information?

Though at first jokingly, new mums will then seriously talk about the biggest shock in becoming a mother for the first time was the feeling that she never got enough sleep. And even though told to expect it, it is not nearly as difficult as when she feels it. Mums that have the second or subsequent children are aware that it will happen – so they are perhaps a bit more prepared – but still regularly comment that the lack of sleep is a huge challenge for them.

After we understand this, how can we possibly expect them to grasp all the messages we throw at them – for food for their babies; for personal care products; for investments in their baby’s future? How can we expect sleep-deprived individuals to see confusing, layered and clever messages?

When I think of the research questions we have been tasked to answer, I really need to think of the context in which the answers should be given. It is far simpler to research with mums, away from the beckoning cries of their babies, but in reality, what we learn may be far from the truth. I should be asking her the questions in the context of where those messages are likely to be noticed – not only in the comfort of a research facility, far away from her real life.

Admittedly, there are reasons to pull her out of the context of life and seek her comments and thoughts – but I find it useful AT A MINIMUM to remind her of the sleep deprived moments, and seek her advice as to the best ways and with the best messages to talk to her in those times.

On a recent evening I was watching television, and the baby adverts starting running. Some were great – clear, simple, powerful emotional messages with strong imagery.

Others were a bit complicated and confusing, trying very hard to be clever – so much so that I had to think deeply about what was being communicated.

Thankfully I am not sleep deprived like I was when the puppies were young. I never would have understood (or cared) what the advertisers were trying to say. I wonder, would sleep deprived young mums?

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Posted in Mothers, communication, context | 1 Comment »

No bits please, I’m a kid

October 8th, 2009

No matter where in the world we have worked with kids on various food and beverage projects, inevitably we are tasked to learn from young people about texture. Product developers and marketers, in their desire to add excitement to products and to differentiate, often try to play around with the texture. Inevitably this generates ideas that add texture – often in the form of ‘bits’ or particulates – to the product.

Though intellectually this seems a good idea, it rarely works. Why? Because no matter how hard we’ve tried, the vast majority of kids just don’t like bits (particulates) in their food. I have seen kids stare in horror at food products that look as if they MIGHT have bits (though amusing to see, it does not make product developers or marketers very happy at all!).

There MAY be one exception to this – but it involves providing a mechanism that allows the child to control the ‘bits’ and put them into the product him/herself. Examples of this are the yoghurt products that have a separate cup or tray with pieces that the child then blends into the product – but even in these products I have seen many children eat the yoghurt and the particulates separately.

This is a physiological phenomenon – young babies have been observed spitting out particulates in food. This is believed to be an innate behavior driven by safety – some think to protect against choking; others think it is because in our distant history, seeds and particulates may have been poisonous. But whatever the reason, the observed behavior remains the same: kids prefer smooth textures, with no potential of bits or even the perception of bits.

Recurring truths are incredibly interesting. And though I always want to give every product and every idea a fair chance, I suspect that it will be unlikely that kids will learn to love bits in the food – at least in my lifetime.

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Posted in Food, Kids | No Comments »

Blip in the resume

October 5th, 2009

We have just hired some new people, and are really excited to have them as part of our team.

The process of getting hired at CKC is (if I do say so myself) quite challenging. We work diligently to see the calibre of each applicant PRIOR to the interview. We assign tasks prior to agreeing to spend time discussing the detail of opportunities as part of our team.

This has allowed us, over the past few years, to focus our energy on getting to know the individual during the interview, and exploring aspects of their experiences and ambitions.

Recently we were interviewing a delightful candidate – and were really enjoying our chat with her. She had passed all the initial hurdles with flying colours, and we could really see her fitting in well with our organisation. We were chatting through a couple of her previous jobs – and were impressed with her experiences, and were charmed by her honest responses and what we perceived as a fair appraisal of her strengths and weaknesses.

I then asked about a job, working in catering. And though we were definitely hiring a researcher, I was eager to hear about her experience in food handling. We do a lot of work on food and beverage products, and I was interested in two things: her interest in food; and if she had hygiene certification (as that indicates a basic understanding of some important rules when handling food).

She immediately looked embarrassed, and apologised for the ‘blip’ in her resume. She obviously felt that work in a kitchen was not really consistent with the role for which she was interviewing. She then went on to describe the difficult, but challenging aspects of that job, and what she learned from doing it.

I wish I could impart an important thing to all young people looking to launch their careers. Particularly when starting out, it is important never to be ashamed of working – no matter the job or position. If you feel that you will be judged poorly for taking on assignments that are ‘beneath you’, then perhaps that company or position is not going to be worthwhile.

I explained this to our candidate when I offered her a job. I love people who are not afraid to work.

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It’s all about control

October 1st, 2009

I am frequently asked, “what is the most important driver of behaviour of kids?”.

Because kids’ lives have become more complex, and the numerous things they like have become more fragmented. We all know that technology has driven the fragmentation, so I don’t need to talk more about that – we get it. Bur interestingly, fragmentation has highlighted a bigger, transcending truth.

Even in this modern, high-tech world, when children are young, they do not control much of their world – but they want to. In broad generalisations, they are told when to get up, when to go to school, what to eat, when to do homework, even when to play.

The number one, most important driver of kids is control.

It doesn’t matter the age – though of course, the age/stage of development dictates the manifestation of control. Babies show a desire for control by wanting to roll over, then stand up, then walk on their own. “Me do it! Me do it!” rings continuously. As they mature they then want to make choices on their own, go out with their friends on their own, and ultimately move out on their own – and then they have their own kids and start the process over again.

This striving for control easily translates into popular food and beverage products. Selecting the flavour of ice cream in a supermarket or ice-cream shop is one example. Selecting the topping to go on ice cream gives a bit more control. Having multiple choices of inclusions for ice cream provides even more control.

To use another example, even the simple act of pouring out a bowl of cereal and adding milk gives a child control. Food and beverage products that enhance the target aged child’s perception that he or she is ‘in control’ is more likely to have appeal than those products that do not.

It’s not just food, successful products in all categories are likely to be popular – at least in part – by the sense of control the child, tween or teen feels. Video games, internet sites, even iPods/MP3 players all deliver control quite brilliantly.

When asked the question about what is the most important driver of kids, I have no hesitation in responding. When developing and marketing products for kids, if you deliver control, I believe (and it has been proven again and again) that you’re more than half way to success.

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A patchwork truth

September 28th, 2009

It’s funny when connections are made, and pieces fit together – sometimes when working on something completely unrelated to research, or any specific project.

That happened recently, when doing something as obscure (and many would say ‘eccentric’) as patchwork quilting.

I have often seen handmade quilts, and marveled at the fine craftsmanship, the beauty, and the fact that each is a very personal artistic expression that is also utilitarian – it has a useful purpose beyond mere display. Layer this with the resurgence (at least anecdotally) I have seen with consumers of all ages, genders and backgrounds, in ‘handmade’ or ‘homemade’ things. During many in-home and other contextual research projects I have become aware of the increasing trend in revisiting this old-fashioned, traditional craft.

We had recently redecorated a room in our house, and were looking for the perfect centrepiece – we were not sure if it was a painting, or perhaps even a small sculpture. We wanted it to make a statement. At around the same time, coincidentally, we were visiting my sister, and her in-laws were there. They were chatting about the beautiful quilts the mother-in-law had made. We saw pictures, and we were inspired. We knew that a hand-made quilt would be exactly what our new room would need. We expected at the time we would commission one to be made (to make it our own ‘perfect statement’), but as we explored possibilities, I knew I wanted to make it myself.

I have already spent a lot of hours on our quilt – and I must say it is becoming quite beautiful. I have many hours to go – and though a great deal of work, it is also the kind of work that lets my mind wander; lets me think.

This is where the ‘a-ha’ starts to come in.

As you sew each individual square, you only get a glimpse of the whole. Though intricate and beautiful in its own right (and sometimes you become obsessed by the little flaws that end up being lost within the total quilt), the real beauty is when it is all pieced together: the whole is certainly greater than the sum of its parts.

I was working on a particularly troubling research project when my patchwork quilting suddenly provided a much needed perspective.

Sometimes in research we become so obsessed by the small ‘square’ we do not see the context of the larger quilt. It is in the overall that the beautiful insight is revealed. The same is true of the various cultures in the world – individually we are all unique and so different – each beautiful in our own right. When cultures are pieced together, only then can we see a richer, deeper beauty that the different ‘squares’ provide.

And though a very different outcome than I expected, this patchwork truth has begun to enlighten my other projects, and provide a new perspective. And as I sit and painstakingly sew the top layer, through the thick batting, to the backing, I now smile a bit more – and see the overall quilt in a completely new way: no longer just a statement for our room, but an important life/work lesson.

I can’t wait to start the next one!

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