The unifying factor is the Consumer Experience - it is all about the consumers!
The Marketing Clinic: The Consumer Psychologists
You have plenty of information about who your consumers are and what they do, how they use your product, you may even know their address and email. But it is only when you understand why they respond as they do and how your communications and your products affect this behaviour that you truly understand your products and your consumers.
We focus upon the consumers’ emotional journey and how this is affected by their interaction with your messages and your products. We understand and explain to our clients why and how specific changes in messaging, packaging, product, etc. can make huge differences to the way their consumers respond.
Liking is an emotional response. Consumers are very poor at expressing what they mean when they say they “like” something or why they like it. It is like asking someone what Coca Cola tastes like – “well, it tastes like coke”. But when you can deconstruct the emotional journey that leads to “liking” and the important communication, sensorial, experiential cues that prompt liking and preference, then you can really understand what it is about your product that engenders affection, repeat usage and advocacy and how these can be improved or replicated elsewhere.
At the Marketing Clinic we are Consumer Psychologists. We start by understanding the consumers’ emotional involvement with the product, how it makes them feel, which are the good emotional responses and which responses are less desirable. We then understand how the product or brand affects the emotional response. We understand which tiny aspects of the experience prompt specific emotional responses and why. We are then able to make clear and actionable recommendations for positioning and communications as well as very precise product recommendations to give our clients experiences that their consumers love delivered by products they are loyal to, return to regularly and recommend to their friends.
Your most valuable consumers are your brand advocates whose passion and commitment enthuses and converts others. These have all been on an emotional journey from encounter through acquisition and adoption to advocacy. Understanding what motivates them either to remain in a stage or to progress should underpin the brand strategy. From such insights we can orchestrate the journey to move consumers forwards.
We developed the Consumer Commitment Curve to explain the stages so we could decode where brands had most issues and identify how to solve the problems. It is this use of our Emotional Database to overcome issues that makes us able to work across categories to such advantage.
Many brands are great at the Encounter phase – recruiting new consumers to trial – but then fail to turn interest into brand loyalty. Other clients we have worked with have serial consumer triallists –but they still find a problem that is stopping them being true advocates. (See the Dr Pepper case study for how we dealt with just such an issue).
Do you understand where the biggest hurdles are that you have (unknowingly left or placed) in the way of your consumers moving through the stages?. If you do not yet understand what needs to be done to facilitate and improve the journey – then this is your next strategic decision – and we can help. We decode the consumer Experience and show how best to dial up the desires and decrease the deficits and then we can help you to Deliver Preference – It’s what we do!
Understanding Consumers better is what we do!
It is by understanding consumers better that we help our clients Deliver Preference for their brands, products and services. Preference is delivered by understanding far, far better the current consumer, the lost consumer and the potential new consumer.
That is why we have a unique set of tools and techniques that does just that
What their motivations and desires are, how they change and how your brand, product or service either exceeds those desires (hence setting the consumer on the path of loyalty) or disappoints (hence setting the consumer onto the path of your competition!)
It sounds that simple – because the concept is really easy to grasp.
The challenge comes in being able to identify the sequence, the hierarchy and the significance of the triggers and the moods and that requires our knowledge, skills and techniques.
Emotional responses are culturally driven. The way that consumers respond to a product in the USA is not necessarily the same as the way they respond in India. The emotional outtake sought by the consumer from the same product will often be different in China from that in Germany. The way consumers in The Philippines respond to a particular taste or texture may be completely different from the way they respond in Mexico.
We have experience in markets around the world tailoring global brands to specific markets and in developing products and/or messages that work across a number of markets. We have a network of associates for operational and logistical support in markets throughout the world, but always conduct the crucial research ourselves wherever our clients ask us to be.
Recent projects have covered the following breadth of categories:
Food & Drink – The Psychology of Taste, Diet & Health – The Psychology Of Dieting & Healthy Eating, Oral Healthcare, Cosmetics & Personal Care – The Psychology Of Beauty, The Dentist Visit – The Psychology Of Fear!, Finance – The Psychology Of Money, The Psychology of Saving, Charities – The Psychology of Giving, Lifestage Decisions – The Psychology Of Death & Bereavement…
The unifying factor is the Consumer Experience – it is all about the consumers!
The Marketing Clinic: The Consumer Psychologists
Between us we have over 20 years’ experience in consumer research preceded by considerable experience of doing it all on the client side in Food and Drink, Banking, Retail and more. We understand the needs of our clients and empathise with their challenges. We bring a fresh, challenging but supportive, enthusiasm to all of our projects that clients find exciting and valuable. We would love to work with you and help you to get to the true heart of your brand and how it evokes passion in your consumers.