Linguistic Gymnastics
Page 1 of 3
A new tool that can help marketers reduce the uncertainty surrounding consumer research.
Why rely simply on someone's word when you can rely on their actions?
Expanding consumer choice, proliferating media channels and tighter margins have heightened the need for marketers to pinpoint real product and brand differentiators, and devise new ways to communicate them.
Progressive brand owners and agencies are now challenging the accepted wisdom and conventional methodologies. They are exploring alternative techniques to inspire and drive their communication strategy.
Up to now most have focused on consumers' opinions, voiced at traditional research groups. These rely heavily on what people say they will do in the future and their reactions to advertising, product samples and creative concepts. However, the opinions are often gathered in a relatively false setting - typically a stranger's front room in suburbia - and encouraged by a few drinks and a £20 attendance fee. The weaknesses in this approach are obvious, and they are prompting marketers to explore new options.
