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Posted on March 26, 2014 by Sivo Insights
What happens when your female consumers evolve and begin to develop new behaviors? Will you know how to adapt? If you don’t have a confident understanding of Her, how will you know what she wants? While it will always be a necessity to learn more about men’s purchasing patterns and what is important to them, the Lion’s share of power still resides with, and is growing with, women. Continual understanding and marketing insights need to evolve right along with her.
The definition of the modern woman has significantly evolved over the last 60 years, from the consummate homemaker of the 1950’s to the modern day working-woman representing 50 percent of all workers in the United States. More and more women are working, spending, and taking on roles that were once predominantly male dominated.
According to a recent article in the Huffington Post, “In the next decade it is estimated that close to 1 billion women, mostly in the developing world, are going to enter the formal economy and become new economic contributors, as full-time workers and micro-entrepreneurs.”
That means women will have more buying power and influence than ever before.
Here are a few stats to become familiar with:
• In the U.S. and Europe, women account for the majority of college students, and this is trending towards 60 percent.
• Working women in the United States generate $4.3 trillion in earned income annually and now represent 50 percent of all workers in this country.
• They represent the fastest cohort of wealth accumulators — owning 75 percent of the nation’s wealth in the U.S. — and are estimated to inherit anywhere from $12-$40 trillion over the next 20 years.
• Globally women make 65 percent+ of all purchasing decisions, including cars, houses and health.
It’s more important than ever for companies to invest in understanding the complexities of their modern female consumers. It’s time to see the world from her perspective. What types of products and campaigns are compelling, relevant and motivating to her? What does she really want? What will ultimately make her choose your offering over other options? These are the kinds of questions that marketers need to address in order to gain a deeper understanding of who she is and what she wants.
Just like dating, women want to be courted, appreciated and valued. With a little effort, willingness to listen, and eager persistence to make her a priority, companies can equip themselves with the groundbreaking insights they need to win her heart.
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Consumer Behavior,
Qualitative Research |
Tagged
female buying power,
female consumers |
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Posted on January 17, 2014 by Sivo Insights
As a qualitative researcher I am constantly fascinated by the incredible power of subtle, nonverbal communication. Whether it’s a look, gesture, pose or facial expression, the way we communicate nonverbally can often reveal more about who we are and what we want than words alone. As researchers, it is our job to be so in-tune with the consumer that we pick up on those subtle, nonverbal cues that often reveal the missing pieces to a much larger puzzle. But how often do we stop to ask ourselves, “What is my body language saying about me?”
According to social psychologist Amy Cuddy, “Body language strongly affects how others see us, but it may also change how we see ourselves.” By making simple tweaks to our body language, we can significantly affect our outcome.
Cuddy explains that “power posing”, or standing in a posture of confidence, even when we don’t feel confident — can affect the levels of testosterone and cortisol in the brain, and might ultimately have an impact on our chances for success. Whether it’s raising your hands in the air in a victory pose, or placing a pencil between your teeth to make yourself smile, Cuddy believes that we literally have the power within ourselves to not only “fake it until we make it,” but fake it until we become it.
So before your next meeting with your boss, or before you give a major presentation, try striking a power pose of your own. Simply decide what kind of person you want to be – whether it’s confident, powerful or happy, and sync your body language with that mindset. If your body can portray it, you can become it. You have nothing to lose but a more powerful and confident you.
Learn more from Amy Cuddy in the 21 Minute TED talk featured below. I guarantee it will be well worth your while!
~ Marilyn Weiss
President & Founding Partner
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Monthly Musings with Marilyn |
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Body Language,
Nonverbal Communication |
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Posted on December 18, 2013 by Sivo Insights
Have you ever had a bad experience with a product and felt irritated when the store or company didn’t empathize with your frustration? They probably offered you a refund or an alternative product, but what you really wanted was for someone to listen and understand where you were coming from. In order for today’s marketers to fully grasp the emotions of consumers, we must be willing to make an emotional connection ourselves. While it may be tempting to rely on data alone, it requires an emotional, empathetic experience to extract those deeper insights that are often easy to overlook.
According to a recent Fast Company article, Neurophysiologist Giacomo Rizzolatti and his team at the University of Parma, Italy, discovered that empathy is mediated by neurons in the brain’s motor system. According to Rizzolatti, “These “mirror neurons,” give humans the capacity for shared experiences by enabling us to project ourselves into the minds, feelings, and actions of others. He explained, “We are exquisitely social creatures. Mirror neurons allow us to grasp the minds of others not through conceptual reasoning but through direct simulation. By feeling, not by thinking.”
What does this mean for marketers? By shifting our focus from competition to consumer needs, we can provide consumers with a safe sounding board to be heard and understood. As Rizzolati and his team discovered, our brains are literally wired to grasp the minds of others on an empathetic level, it’s just a matter of allowing ourselves to do so. Instead of simply identifying consumer triggers and pain points through data, we need to go one step further and actually feel our consumers’ frustrations and relate on a personal level. When we do this, it’s much easier to get to the root of the problem and develop sincere solutions to improve and innovate.
Research without compassion will give you data. Research with empathy and understanding will give you incredible insights and the opportunity to create brand advocates that last a lifetime.
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Consumer Behavior,
Qualitative Research |
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Consumer Empathy |
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Posted on November 22, 2013 by Sivo Insights
What comes to mind when you think of the word artist? Perhaps you think of a gifted painter, a talented musician, or a visionary designer. What about a qualitative researcher? While it may not be the most obvious response, qualitative research is an art in itself, requiring creative talent, artistry and a passion to explore the unknown.
Art is defined as the expression of human creative skill and imagination.
In order to see beyond what is obvious and logical, a qualitative researcher must possess a creative mind and imagination in order to venture into those gray areas and uncover breakthrough insights. Just like a skilled painter, we dare to imagine the possibilities and aren’t afraid to paint outside of the lines to find the answers.
As qualitative researchers, we are not merely observers, but individual artists completely in-tune with the moods and emotions of the consumers that we interact with. We are experts of unveiling the why and how behind the complexities and the subtle nuances of human behavior. And just like adding the final touch to a masterpiece, we aren’t finished with our work until we discover those little gems of insight that complete the entire picture and evoke the opportunity for innovation.
Is it time for your company or brand to see what it’s been missing outside of the lines?
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Qualitative Research |
Tagged
Qualitative Research,
The Art of Qualitative Research |
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Posted on October 25, 2013 by Sivo Insights
Recently I stumbled upon a very interesting test in the New York Times called, “Reading the Mind in the Eyes”, where participants study 36 photographs of pairs of eyes and choose one of four adjectives that best describes the correct emotion being portrayed. The test measures a person’s ability to understand others’ emotional states. What does this have to do with Qualitative Research you might ask? Well… everything.
As qualitative researchers, it is our job to be completely in-tune with the moods and emotions of the consumers we interact with. It requires a special ability to pick up on those subtle, non-verbal cues that often carry the greatest meaning. In order to understand the “why” behind a consumers purchase decision, it requires a unique eye-to-eye experience that allows us to see up close and personal what happens at the moment of purchase.
Whether it’s a look of confusion, frustration, or a slight smile before the consumer reaches for a product, every look and movement matter. It’s within those key moments that we are able to reveal breakthrough insights that are often undetected by the average eye. While data may reveal powerful insights about purchase patterns and behavior, it requires a trained eye and a tangible, human connection to discover the unexpected.
~ Marilyn Weiss
President & Founding Partner
Posted in
Monthly Musings with Marilyn |
Tagged
Consumer Behavior,
Qualitative Research |
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Posted on October 10, 2013 by Sivo Insights
As most of you know, our Managing Partner, Cindy Blackstock, was diagnosed with breast cancer last year and has been bravely fighting the battle against cancer with incredible character and strength. After a double mastectomy, multiple rounds of chemotherapy and cold caps, Cindy has continued to amaze us with her warrior-like attitude and inspiring courage.
Despite the physical setbacks of cancer, Cindy was determined to continue pursuing her passion of competing in triathlons. Less than 1 year after being diagnosed with breast cancer, Cindy will compete this Saturday, October 12th, in the most iconic triathlon event in the world at the IRONMAN World Championship in Kailua-Kona, Hawaii. Cindy will embark on a 140.6-mile journey that presents the ultimate test of body, mind and spirit to earn the title of IRONMAN.
Not only is Cindy an incredible endurance athlete and breast cancer survivor, she is a hero and an inspiration to us all. We encourage you to cheer for Cindy as she sets out on this inspiring journey in IRONMAN.
Click here to follow Cindy’s minute-by-minute progress during the race and also be sure sure to follow IRONMAN on Facebook and Twitter for all the latest updates!
Breast Cancer Awareness Month
As serendipity would have it, the competition also happens to take place during Breast Cancer Awareness Month. Since her diagnosis, it has become Cindy’s personal mission to educate and encourage women to get screened for breast cancer. If cancer can happen to a top endurance athlete with no family history of breast cancer like Cindy, it can happen to anyone. So please get screened and share this message with your loved ones!
We were so inspired by Cindy’s mission to help women, that Sivo Insights now donates 3% of all profits to Breast Cancer Research & Screening.
Just as the IRONMAN Mantra proclaims, “ANYTHING IS POSSIBLE®”, Cindy is a living, breathing, testimony that you can accomplish anything that you set your mind to! We couldn’t be more thrilled to support our IRONWOMAN Cindy and we hope you will join in celebrating this once in a lifetime moment!
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IRONMAN |
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Posted on September 18, 2013 by Sivo Insights
It seems every time you walk into a store today you are confronted with new products, new brands and new product extension lines. So how do consumers sift through all of the noise to select a product they believe in and connect with? It may be less complicated than you think. While many marketers over the last several decades have focused on brand positioning to “capture” the attention of their consumers, today’s consumers would rather be captivated by an honest and authentic brand.
According to a recent article by Fast Company, “We need to stop buying and selling ideas about brands that don’t have any substance behind them and start enabling people to discover why they should incorporate a company’s brand into their own.”
Today’s consumers easily recognize the difference between a brand trying to “sound” authentic, and a brand that is genuinely authentic and interested in connecting with its consumers on a deeper level.
“If a brand says, “we want to be seen as X,” the correct response from a marketer is ‘Are you actually X?’ or “Then go be X,” because no amount of positioning can swing the needle if you aren’t actually delivering the experience.”
The infamous BP oil spill in 2010 is a prime example. Many consumers felt that BP’s efforts to reconcile the disaster were insincere; some even went so far as to label it BP propaganda. So what caused this disconnect between BP’s messaging, and the poor response it received from its consumers? A lack of authenticity may have been a major factor.
Too often brands try to overcompensate by trying to appear in a certain manner, forcing their authenticity and transparency in front of their consumers with bold ad campaigns and messaging. When in reality, consumers would prefer to see what companies do about a problem, rather than be told what they are going to do about it. While positioning will always be a crucial element of the marketing process, it can easily become a tool for manipulating consumer’s emotions rather than inspiring them with an incredible product and an authentic message.
Whether it’s launching a new product or dealing with a PR disaster, companies that make an honest, authentic effort to understand their consumers on a deeper level will be equipped with the insights they need to connect with and retain their consumers trust and support in the future.
Is it time to reevaluate the authenticity of your brand?
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Consumer Behavior,
Qualitative Research |
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Posted on August 28, 2013 by Sivo Insights
Today’s consumers are constantly evaluating and selecting products within an ever-changing context. Experiences ranging from c-stores to club channels, grocery and retail, to online purchases, are inextricably interwoven to the context and mindset of consumer decisions. What does this mean for marketers? Based on the particular context of the consumer, it can radically effect their perceptions of your product, packaging, messaging and price. This is where marketers have a very powerful opportunity to dig deeper and uncover the unique implications of product perception based on the context of the consumer. Qualitative research can provide the answers.
As a qualitative researcher, I really like to think of myself as more of a “humanologist”. It’s my job to get up close and personal with consumers, and get “under the hood” of human behavior. Understanding how the delicate nuances of context translates into which products consumers select for purchase never gets tiring or old. Our human motivations, drives, and persuasions are essentially timeless, and yet ever-changing based on context. For example, a person looking at a product in the context of a crowded, noisy shopping mall may have a completely different perspective about the same product while looking at it in a catalog. Or, a consumer within the context of a movie theater may be willing to spend substantially more money on a box of candy than they would at a c-store store. It’s understanding how to specifically market to your consumer within each unique environment that makes context so powerful.
The effect of context, is an intensely important variable that plays a crucial role in the “not black/not white” nature of humans that continues to intrigue us at Sivo Insights. That’s why we are so passionate about sifting our way through the gray areas to provide our clients with a clear, crisp understanding of their consumer’s contextual behavior. Understanding the effects of context will provide the precise insights you need for anticipating your consumers needs in each unique environment. Is it time to take a deeper look “under the hood” of your consumers?
~ Marilyn Weiss
President & Founding Partner
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Consumer Behavior,
Monthly Musings with Marilyn |
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Posted on July 15, 2013 by Sivo Insights
They are one of the most tech savvy generations of our day, glued to their smart phones and addicted to the latest and greatest new technology. But they can also be one of the most difficult generations to understand and market to… Millennials. Understanding this complex and elusive generation can pose a real challenge for today’s marketers. So how can companies peel back the layers of these enigmatic consumers and develop a true understanding of this crucial under-30 market? Perhaps it’s time to listen.
In a recent article by Entrepreneur Magazine, Michele Serro, a former associate partner at IDEO, a leading design and innovation consulting firm, and founder of New York City-based Doorsteps, an online tool for prospective homeowners that targets young buyers, shares her perspective on understanding this mysterious market.
“What you’ve heard from the millennial consumer from the start should be what you repeat back to them,” says Serro. “For example, if your customers are most concerned about convenience or reliability, then emphasize those qualities in your marketing. You’re not telling them a story about what they should want or need, you are simply showing that they’ve been heard.”
In order to repeat what’s been heard, you must first begin with sincere listening. As it turns out, this uber-connected; cyber generation simply desires for their voice to be heard and experience a personal, human connection. Qualitative research can provide the ideal setting and human experience that millennials long for. Here are a few examples.
Methods for Unveiling Millennial Consumer Behavior
1. In-Store Intercepts: One excellent method for revealing a genuine glimpse of millennial behavior is right at the source in the in-store setting. It is the ideal place to get at the core of what matters to your consumer. Moderators are experts at observing and thoughtfully engaging consumers at the moment of product selection to reveal truths about what motivates purchase.
2. Ethnographic Studies: Another excellent way to provide a human connection with millennial consumers is ethnographic studies. This method provides a holistic view of consumers in the context of their daily lives—where they live, work, play and shop. It allows researchers to observe how millennial consumers actually use and experience products and services in their own environment, to determine patterns of usage, current level of satisfaction, unmet wants and needs, and suggestions for improvement.
Understanding Millennials takes far more than guesswork. It takes creativity, patience and the humility to listen and observe. If you take the time to understand your millennial consumers on a deeper level, you will lift the veil of mystery and discover valuable insights that lead to real business opportunities.
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Consumer Behavior |
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Posted on June 26, 2013 by Sivo Insights
We’ve all heard the age-old saying that “opposites attract,” but what does that have to do with Qualitative Research and Big Data? As a professional qualitative researcher this means more to me than you might imagine. Not only do I understand and appreciate the unique relationship between big data and qualitative research, I also happen to be married to one of those “Big Data” guys. Ironic? I don’t think so. It turns out it’s a pretty perfect combination.
Not only do opposites attract, they complement one another. Just like a relationship, each person brings a different set of ideas and skills to the table that often complement what the other person may lack. The same concept applies to big data and qualitative research. Neither method is necessarily lacking on it’s own, but when used together they are able to put all the pieces of the puzzle together to create one clear, robust picture.
Today, companies like Best Buy choose to rely on both methods of research to gain a more informed, 360° vantage point of their consumer’s behavior. For example, if a company notices a spike or drop in one of its product lines, big data may be able to provide the numbers, but qualitative research can uniquely investigate the details and tell you “why.” If you don’t know the “why” behind your consumer’s choices, you have an unclear compass to help you navigate the future. Essentially qualitative research helps tell the rest of the story that big data can’t.
Have you ever heard the term “analysis paralysis”? When overwhelmed by mountains of data it can feel impossible to decide where to start or what to focus your attention on. This is where big data needs its better half, qualitative research. Qualitative researchers help you hone in on what’s important in your data, and prioritize what the data is telling you. Don’t become paralyzed by your data, instead make your data work for you by using qualitative research to bring it to life.
Just like all good relationships, “two heads are better than one.” It takes two unique perspectives to gain a greater understanding of a problem and all of its facets for a complete 360° vantage point. So rather than going it alone, let both methods do what they do best and reap the rewards of coming together to unveil key insights and distinct business action steps for a successful future.
~ Marilyn Weiss
President & Founding Partner
Posted in
Monthly Musings with Marilyn |
Tagged
Big Data,
Opposites Attract,
Qualitative Research |
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