Archive for the ‘attitudes’ Category

Preparation for separation

Monday, 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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Posted in Mothers, Motivation, attitudes, behaviour | No Comments »

In the prime of their lives

Monday, 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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Posted in Consumer, Prime Timers, attitudes, behaviour | No Comments »

Mum’s and their BlackBerries

Friday, 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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Posted in attitudes, behaviour, communication | No Comments »

Heart of a researcher

Thursday, 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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Posted in attitudes, career, curiosity, relevance | No Comments »

Blip in the resume

Monday, 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

Thursday, 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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Posted in Kids, attitudes | No Comments »

Love versus relevance

Monday, September 21st, 2009

The answer I gave to the attendees at the meeting surprised even me.

I was meeting a couple of weeks ago with a very big, world-wide brand; a household name. This brand has become so well known, that is it synonymous with caring, but can also be perceived to veer toward sappiness.

I was sharing our research findings with this group relating to our work with mothers around the world, and providing what I felt was a modern context. I am particularly proud of our work with mums because it is deep and insightful, and at times very moving. There are many examples I gave of ways to profoundly and genuinely connect with mums, and I tried to provide a structure in which (I felt) that they could be successful in moving a big brand forward.

Then the question was posed: “Which is more important – loving a brand, or that brand being relevant?”

At first I thought this was an easy question. Loving a brand is certainly more important, of course! But before I spoke, I thankfully reconsidered. Love is warm and fuzzy – and it feels good. Relevance on the other hand is important, and calls us to action.

I love lots of things, but their relevance is what makes me do something different; something important; something that will alter the status quo. And though good to love, it is important that we maintain relevance.

How many couples separate because they are no longer relevant to each other? They may still ‘love’ each other, but it is the relevance that keeps them together. Brands must stay relevant to their consumers, or else they become merely nostalgic and revered, but not a part of consumers’ lives.

My answer. “Relevance is more important than love.” In brands, yes, but also in our lives.

The answer I gave to the attendees at the meeting surprised even me.

I was at a meeting a couple of weeks ago with a very big, world-wide brand; a household name. This brand has become so well known, that is it synonymous with caring, but can also be perceived to veer toward sappiness.

I was sharing our research findings with this group relating to mothers around the world, and providing what I felt was a modern context. I am particularly proud of our work with mums because it is deep and insightful, and at times very moving. There are many examples I gave of ways to profoundly and genuinely connect with mums, and I tried to provide a structure in which (I felt) that they could be successful in moving a big brand forward.

Then the question was posed: “Which is more important – loving a brand, or that brand being relevant?”

At first I thought this was an easy question. Loving a brand is certainly more important, of course! But before I spoke, I thankfully reconsidered. Love is warm and fuzzy – and it feels good. Relevance on the other hand is important, and calls us to action.

I love lots of things, but their relevance is what makes me do something different; something important; something that will alter the status quo. And though good to love, it is important that we maintain relevance.

How many couples separate because they are no longer relevant to each other? They may still ‘love’ each other, but it is the relevance that keeps them together. Brands must stay relevant to their consumers, or else they become merely nostalgic and revered, but not a part of consumers’ lives.

My answer. “Relevance is more important than love.” In brands, yes, but also in our lives.

The answer I gave to the attendees at the meeting surprised even me.

I was meeting a couple of weeks ago with a very big, world-wide brand; a household name. This brand has become so well known, that is it synonymous with caring, but can also be perceived to veer toward sappiness.

I was sharing with this group about our work with mothers around the world, and providing what I felt was a modern context. I am particularly proud of our work with mums because it is deep and insightful, and at times very moving. There are many examples I gave of ways to profoundly and genuinely connect with mums, and I tried to provide a structure in which (I felt) that they could be successful in moving a big brand forward.

Then the question was posed: “Which is more important – loving a brand, or that brand being relevant?”

At first I thought this was an easy question. Loving a brand is certainly more important, of course! But before I spoke, I thankfully reconsidered. Love is warm and fuzzy – and it feels good. Relevance on the other hand is important, and calls us to action.

I love lots of things, but their relevance is what makes me do something different; something important; something that will alter the status quo. And though good to love, it is important that we maintain relevance.

How many couples separate because they are no longer relevant to each other? They may still ‘love’ each other, but it is the relevance that keeps them together. Brands must stay relevant to their consumers, or else they become merely nostalgic and revered, but not a part of consumers’ lives.

My answer. “Relevance is more important than love.” In brands, yes, but also in our lives.

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Posted in Love, Mothers, attitudes, relevance | No Comments »

Thriving in paradox

Monday, September 14th, 2009

It is inevitable that consumers will contradict themselves. I would have a difficult time recalling a project in which this hasn’t happened. To discount the contradiction, and even more importantly, to discredit the opinions of someone who contradicts themselves in a discussion, is a huge mistake.

During a project in Nigeria this message truly sunk in.

We were working to qualitatively test a range of foods that would provide added nutrition. I recall this specific consumer group for a number of reasons, not least of which was the fact that their transport was two hours late, and the team was waiting a long time. To be honest, they were getting impatient – and I felt the burden of this (because I had been part of organizing the session) and was becoming quite stressed.

When the women finally arrived, it was an immediate flurry of stunning colours and a buzz of energy. Each of the respondents had dressed up – this was a day out for them, after all – and they were incredibly bubbly and full of sunny, relaxed, happy smiles and open body language. These women sauntered confidently in, grabbed some food, sat down, and were ready to begin – seemingly oblivious to being two hours late!

The team woke up a bit, and we got started, but to be honest, I always sensed that they were a bit annoyed at being kept waiting. We did progress with the research – we discussed general themes of their lives and feeding their families and the importance of nutrition generally. We showed them several new ideas for food products and sought their feedback as well as their level and drivers of interest or rejection.

One of the ideas that tended to rise to the top in the discussion was one, ironically, about convenience and being on time. Nutrition was implicit in the idea, and was interesting to them, but the main driver of their interest in the idea was about not needing to take the huge amount of time to prepare a staple part of their meal so that they could be on time for all the other things that were expected of them. No matter what we discussed, the respondents kept coming back to that idea, and kept being intrigued in the promise of being on time.

The team that was with me – most of them clients – were ready to throw out the learnings from the group. “They say they love that idea, but why then,” they asked “were they so late – and really didn’t seem to care about time?” The team had talked themselves into believing that the group was merely choosing that idea because they felt that we wanted them to – and that they were just being polite. I was tasked to probe this point.

When I went back to the group of respondents for the wrap-up questions, I asked them straight out. “Why, if the idea of being on time was so important to you, were you two hours late? Obviously being on time wasn’t so important for you today.”

They looked at me, as if to question why I had lacked the life wisdom to ask such a ridiculous question. One woman, previously not so outspoken in the group, offered her thoughts. “Sometimes,” she said, “two things that are opposite can both be true. It’s a paradox, but true.” Others then built on what she said, convincing us that even though they weren’t often on time, being on time is important to them.

Instead of finding which of the opposite answers are the truth, we are far better served to find how both truths live together. Paradox is alive and well, and we can thrive in it.

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Posted in Nutrition, Perspective, attitudes | No Comments »

Modes and attitudes

Thursday, September 10th, 2009

Though we often recruit consumers based on their attitudes to a wide array of questions and complex algorithms, it is important to understand that these are merely models and tools and not ‘the answer’.

Once, for a special project, we were asked to cluster mums for qualitative and ethnographic work into specific segments. These segments were based on a comprehensive study that clustered mums into supposedly distinct groups. The idea was to talk to mums of various types – each type together – to be better able to separate the learnings into the clusters. Though this seemed rational and logical, and could be useful in the right context, it can also be misleading. We learned this the hard way.

As part of our recruitment procedures, we did the recruit in two phases, and had a re-screen of the attitude questions. We learned that about 1/3 of the mums changed from one segment to another. At first we were concerned that we were somehow creating the erroneous responses, but with further investigation, we realized that we were doing things correctly – it was the mums that changed their answers.

Were the mums lying on the initial or subsequent interview? No – in fact they were being truthful and ‘in the moment’. We explored further and found that, depending on the time of day, mothers answered the attitude questions differently. We saw clearly that context was key: when we talked to her in the morning as she was getting kids ready for school and trying to get them out the door, she was in a suitable mindset or ‘mode’ – and this ‘mode’ governed her attitudes; when we conducted the interviews in the evening, when the kids were in bed, she was in a different mode, and had slightly different attitudes. We learned that there are several key ‘modes’, and then we learned some of the triggers that initiated change from mode to mode.

The same is likely to be true for any segmentation or attitude cluster of consumers. As humans we have more than one ‘mode’ and each of these are likely to modify our attitudes.

We need to take our segmentation thinking to the next level – from static attitudes to more fluid ‘modal’ thinking. Instead of trying to bucket consumers into various segments, we should learn to find the triggers that move us from mode to mode – and the understanding of these triggers can be very useful as we build our marketing and communication plans.

And more importantly, we can better evolve our consumer understanding from 2-dimensional segmentations to the 3-dimensional context of the various mindsets and ‘modes’ which we all go through.

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Posted in Mothers, attitudes | No Comments »