Identifying Opportunities with Attitude & Usage Studies
In the always-evolving landscape of consumer behavior, understanding the perceptions around how people feel about your brand, the reasons why they choose it and the context for how they use it can unlock future growth opportunities.
The Fundamentals of Customer Experience Journey Mapping
By Kerry Juhl Do you know how your customers feel about their experience with your brand? Do they love it, or does it leave them feeling frustrated? If your customers don’t love their experience with your products or services, your market share is likely at risk. According to a study from PWC, You cannot afford to […]
Growth Frameworks: A Path to Action & Growth
Our job as Insights Professionals is to not only identify relevant and unique consumer insights but also to apply the information in a way that influences decisions and drives action, resulting in growth. But ensuring that valuable insights are heard, internalized, and acted upon can be a challenge.
ChatGPT is a Soup-Starter, Not the Soup
With each advancement or new tool, there is the inevitable talk of our jobs going away because the latest advancement is expected to replace us. In many cases, with advancement in technology, there are shifts that do render obsolescence.
Great Insights Come From Great Surveys
Are you new to Market Research? Or do you know someone who is new to market research? Many of us came out of business school with no more than one market research class under our belts so that means we had to learn the art and science of market research while on the job.
Building Consumer Personas to Inspire Marketing Strategy
Consumer Personas are a great tool for bringing your consumer target to life for your organization, to inspire growth ideas, new brand experiences and product innovation. It is a representation of your target segment based on a combination of quantitative and qualitative data. It summarizes your consumers’ lifestyle, values, needs, challenges, and preferences, so that it can be easily shared and digested across the organization.
Using Consumer Segmentation to Identify Your Consumer Target
Market or consumer segmentation is a market research approach that allows you to divide a brand’s universe of potential consumers into smaller groups or segments based on their characteristics, e.g., demographics, values, attitudes, behaviors, and geography.
Do You Know Your Consumer Target?
What is a Consumer Target? At the foundation of all great marketing initiatives is a complete and deep understanding of the consumer target. The consumer target is a specific and detailed description of the type of person who has needs or desires that you believe can be served or helped with your products or services.
How to Gather and Leverage Consumer Path-to-Purchase Research
In your brand’s early development stages, you likely gave much thought to the idea of a buyer persona. You researched who you expected to purchase your products, how they would interact with your brand, and which factors would influence them to choose your brand over a competitor’s. You painted a picture of what their needs […]
In Today’s Tech-Driven World, Who Rules the Roost? Talent or Tech?
Don’t get us wrong, SIVO is pro-technology! We are all for technology that enables efficiency and effectiveness. Within the insights industry, online surveys, advances in virtual reality, neuroscience, and even webcams (to name a few) have changed how we collect data.
