Imagine if you had a map connecting your consumers sensorial experience of your brand with their emotional journey. Now imagine you also had the same map for your competiton and finally you had a map of the "ideal" emotional journey. You would have the perfect guide showing you exactly the areas you need to improve in your consumers' brand experience in order to meet the ideal. Sounds exciting right? Read on
With high inflation and a cost of living crisis its vital to protect your brand from competition from private label. Private label brands typically deliver what the consumer expects of them. If the consumer is not clear in their own mind why the branded version is better, why would they spend more to buy it? Read on
When you focus upon the consumers’ emotional journey you can identify which parts of your brand journey need to be improved and how you can improve them to enhance the consumers’ overall feeling towards your brand. Often brand owners have an over focus and oversimplification on the positive elements, and ignore the sequencing, intensity and nature of the consumers' entire emotional journey that delivers an overarching positive effect which can be accentuated, or even improved, by the occasional ‘negative’ aspect. Read on
Our consumer’s relationship with our brand is a romance. It requires hard work on our part to maintain and nourish that relationship. But, if we think about it only in practical, logical ways we miss the point. We must focus upon our consumers’ emotional relationship with these events. If we can focus upon and understand our consumers emotional journey over time with our brand. If we can focus upon the romance, then we can nurture and nourish that relationship. We can build it over time, we can weather the inevitable knocks and, perhaps, live happily ever after. Read on
Flavor is important, but it is the holistic conscious and unconscious message that the consumer infers from the flavor that we need to understand. A simplistic preference test is asking the wrong question. Understanding the psychology of the consumer experience helps us to create new and modified products that work for the consumer and ensure brand evolution and longevity. Read on
Good quality Behavioural Science–– the understanding of the psychology and emotions of our consumers- is essential to maximise the understanding of the behaviour and drivers behind the data. Read on
It may be a seemingly desirable goal to produce products that raise the fewest objections and complaints. However, products that divide the audience, that stand apart, are the ones that have the strongest advocates, they are the ones that change the market and create distinctive careers. Read on
We all know that the way to build a long lasting relationship is through a deep emotional connection. So why then do so many brands still shout about how great they are, and why do so many of those that claim to target their consumers’ emotions barely scratch the surface, never really accessing their consumers’ deeper emotional needs? Read on
It is emotional cues that differentiate a brand from its competitors more than anything else. They prompt consumers to choose a brand of preference - or to believe that they are all the same and choose the cheapest. When you understand these cues, you can shape your product development and your communications strategy to maximise the right cues to positively differentiate your brand from its competitors. Read on
In order to help Mars in their quest to improve children's nutrition we had to dig deep into the desires and motivations of children as well as mothers. It was imperative to understand the conflicts, tensions and compromises that were being made and why. We were then able to develop a taste profile that was immediately appealing to children with different flavour variations to appeal to younger and older school age children while also having sufficient real food values to appeal to mothers. Read on
When you think about your consumer journey, think about what is it that differentiates your journey it from your competition. What makes it different? What makes it stand out? What makes it memorable? And, most importantly, What makes the consumer choose to come back to experience your journey rather than that of your competitors? Read on
Identifying the best product to drive growth is not just about identifying a product that consumers “like.” In order for it to succeed the product must answer a real need in the consumers’ lives. This need may be currently unrecognised, or it may be satisfied by something else. In either case we are asking consumers to change their behaviour and that needs a special approach. Read on