Mental models are explanations of how we receive and interpret information and, ultimately, shape how we make sense of the world. They manifest in language through the conceptual narratives and metaphors we use in our everyday communication. Mental modeling can be tremendously helpful in market research: by understanding mental models and the related narratives (such as Heroic Journey, Transformation, Rescue, etc.), researchers and marketers can develop messaging strategies that more effectively motivate their target audiences to action.MORE…
Consumer Behavior
Feeling the Brand Love: Consumers write love letters to their favorite brands
Whether you are an over-the-top Valentine lovebird with flowers, reservations and sappy gifts ready at the whim OR whether you will cringe at the sight of any shade of pink or red on February 14th, there has long been a debate over whether Valentine’s Day should be observed and how exactly it should be celebrated, if at all. MORE…
Posted in learn
Tagged Behavior, Brands, Communispace, Community, Consumer Behavior, emotion
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What drives consumers’ green behaviors, and how does it affect purchase decisions?
Green and socially responsible marketing will continue to be a big part of the conversation in 2012.
When consumers can see how their purchasing power is an opportunity to make an impact on the environment, they become fiscally conscious of how brand choice can go beyond products alone.
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Posted in align
Tagged Behavior, Communispace, Consumer Behavior, Culture, green, opinion, People, research
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4 Steps to Engaging Mobile Consumers
As mobile devices are embraced by a wider audience of consumers, a new mobile class has emerged.
The freedom and control that connected consumers get from their smartphones and tablets carries new sets of challenges and opportunities for brands and retailers trying to keep in step with consumers’ needs and expectations and for market researchers …MORE…
Posted in learn
Tagged Behavior, Communications, Consumer Behavior, mobile, research, Technology
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Best Buy’s Retail Seasonality Discovery: It’s all about consumer behavior
This has been a peculiar winter in New England—on Saturday it was 59 degrees. Despite the unseasonably warm weather, all I wanted to do was stay close to home, make soup and look into what sort of marathon television opportunity Bravo had on offer. My own behavior in large part mirrors what Best Buy validated via an innovative research program in their Communispace community—seasonality in retail is largely about behavior and not about weather, location or calendar anchors. Customer behavior should then drive the retail calendar of marketing plans and offers.MORE…
Posted in align
Tagged Communispace, Community, Companies, Consumer Behavior, Events, retail
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Relationship-building in China: Do you know what “guanxi” means?
With the growth of business opportunities in China, foreign companies have taken the plunge and jumped right into the China market – without always looking where they leap. As with any business, success depends on many factors and building relationships is just one of them. This is where “guanxi” comes into play.MORE…
Posted in connect
Tagged Behavior, Companies, Consumer Behavior, Culture, Global, People, relationships
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5 Market Research Online Community Case Studies (Webinar Download)
In 2012, according to Greenbook Research Industry Trends’ Fall 2011 Report, Market Research Online Communities (or MROCs) will see “massive” adoption by research buyers. As traditional sources of insight (focus groups, consumer panels) suffer problems with recruiting, attrition, decreased relevance, and respondent fatigue, more brands are turning to market research online communities to build more intimate relationship with consumers.
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Posted in align
Tagged Brands, Communispace, Consumer Behavior, groundswell, Insights, Listening, market research
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Bricks and What?: Online retail growing in Australia
It is predicted by IBIS World that revenue to Australian online retailers is expected to increase to $10 billion over the next 5 years. Currently, online retailing makes up about 5-6% of total sales in Australia, compared to about 12 percent in the US. This trend drove the recent news that Australia Post is planning major changes to its service to support this growing demand including 24 hour pick-up lockers, international product tracking and an increased focus on small to medium businesses.MORE…
