Do you wish to find out more about your customers / consumers? What they think? Do you wish to know about their attitudes and how to make them loyal customers? You need to know about the attitudes of customers / consumers because attitudes drive behavior.
Do you wish to know as to how to convert consumers and make them new customers? Do you want to know what your competitor is up to?
Our model of consumer insight study is just what the Doctor ordered.
Consumer Insight Studies
We probe and discover the heart, mind and soul of people whom we know well
Consumer Insight Study is a process to understand consumer behavior and discover attitudes that drive behavior. It is conducted among 35-50 friends, associates, relatives in order to discover honest and spontaneous responses regarding their lifestyle, their relationship with the category and brands and their view regarding various advertising messages. We also observe consumers at point of sale/ service delivery points and all other places of customer interaction.
- ‘Consumer insights’ is all about discovering what we do not know.
- We probe and discover the heart, mind and soul of people whom we know well.
- We discover why people do what they do.
Since it is conducted among modified friendship groups of five persons we get honest responses i.e. we know them and therefore understand their responses well.
We discover attitudes that drive behaviour of selected target groups in the case of purchasing and usage of selected category. These insights could be leveraged in all marcom activities.
We also discover key words (vocabulary) and emotional buttons that could be used for communications.
- Ideas, concepts can be also tested through a CIS.
- Insights could be discovered in a relatively short period of time.
- We can come back to the group again and again for clarifications.
Insights are discovered. The information is qualitative and more value based, as it studies the consumer in their own environment or turf.