Archive for the ‘communication’ Category

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.

Tags: , ,
Posted in attitudes, behaviour, communication | No Comments »

Imprinting

Monday, 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!

Tags: , ,
Posted in Kids, behaviour, communication | No Comments »

Sleep deprivation

Monday, 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?

Tags: ,
Posted in Mothers, communication, context | No Comments »