From Georgia to Georgia: Asking Qualitative Questions Across Your Brand Footprint

From Georgia to Georgia: Asking Qualitative Questions Across Your Brand Footprint

by | Aug 9, 2017 | Innovative Brand Research, The Qualitative Difference

Killer business instinct. It’s praised in business and critical for any growth strategy. But no one relies on instinct alone. Great CMOs, Insight Managers and VPs of Business Development know research informs their killer instincts. New products and services and reinvented old ones all require research when your company is ready to put together a marketing strategy.

Quantitative research is familiar and reliable. It yields deep pools of data and statistics. Customers are polled about their experience and are asked to distill their feelings about a brand, product or service. Certain quantitative research may also rate a consumer’s degree of internalized brand loyalty or preference

Numbers are powerful, but they only take you so far in understanding your consumers and your brand. Data tells you what people’s intentions are – what they think they would do or choose or what they plan to do or have done. But deeper meaning that identifies behaviors and taps into opinions, beliefs, cultural nuances and feelings simply cannot be quantified.

Enter the ethnographic approach to solving problems.

Crack the Nut

At Big Squirrel we believe that “cracking the nut”  for your brand is based on talking to people. It’s about spending time with consumers in the environments where they live, breathe and interact with your category, your competitors and your brand. It involves revealing truths that lie beneath the surface of what someone says, getting to the heart of what they really mean.

We don’t come to the table with a hypothesis, assumption or guided questions that manipulate responses. Instead, we engage in meaningful conversation with you and your consumers to develop a deep understanding of the challenges your brand faces. We then reach into our bag of tools and ask probing questions that inspire people to thoughtfully consider their own reality in new ways. We observe the unscripted product and brand interactions people have in real-time, in real life settings.

To truly gain a competitive advantage for your brand, you must push hard to get beneath the surface. We look for patterns that identify what unites people–no matter their lifestyle or demographics. We identify what is trending and what driving these trends, taking into account how these findings and insights translate across cultures, whether it is Atlanta, Georgia or Tbilisi, Georgia.

Brands who come to Big Squirrel aren’t looking to get more data on their consumer or product experience. They’re not trying to gauge brand loyalty to complete a report. Our clients are looking to master the understanding of their market to create a deeper impact across the entire brand. Ultimately, action must be taken from the results of our research, so we focus on identifying how to create deeper connections and more meaningful relationships with people.

Our projects are designed to use a proven ethnographic approach to move brands closer to their consumers. Taking a deep look at your brand through the lens of a qualitative approach might look something like this:

Industry at Large

  • Who is innovating in the industry?
  • What larger global trends may affect your industry positively or negatively either in the immediate future or in the long-term?
  • What category conventions can you challenge and change?
  • Are their cultural, regional or national issues on the horizon that could have a major impact on your company?
  • What can you learn from other brands outside your category?
  • What does it take to be a thought-leader in your industry?

Target Market

  • What is the personal effect your product or service provides?
  • How does your loyal consumer perceive your brand? How is this different from other consumers?
  • What are the triggers that motivate consumers to engage with your brand? What are the hurdles that prevent engagement?
  • Will your brand equity translate to a new generation of people or will your marketing message need revision?
  • Are your marketing messages effective across the entirety of your brand footprint?
  • How are influencers eroding your brand position?
  • Is your target market changing?
  • Is you brand promise still relevant to your most loyal buyer?
  • Outside your category, who is doing the best job reaching this target market and what are they doing?

Competition

  • Who do your consumers perceive as your actual competitor(s)?
  • Is there a dominant competitor in your market?
  • How does your company deliver your solution to the target market differently than your competitors?
  • Is another company or approach to what you provide currently disrupting your established flow of consumers?

When the numbers aren’t enough, we’re ready to go deeper. Here’s how we’ve moved beyond the numbers to reveal intimate and personal stories that demonstrate how to better connect people to brands:

The Rush to Plus

The Rush to Plus

by | May 17, 2017 | Innovative Brand Research

Lately it seems like everyone is jumping on the plus sized bandwagon. With mainstream clothing brands like JCrew expanding the sizes they carry in store (and posting apologetic notes about it) to mid-market brands like Target creating their own plus line of clothing, brands and retailers of all kinds are trying to clue in to the needs of a dramatically underserved market. Since plus apparel is a rapidly growing area of retail — US sales of plus apparel rose 6% in 2016! —  it’s no wonder that brands and companies want to get in on the money to be made — and fast! But meeting the needs of plus women will be about more than just making clothes in her size.

Based on our research and work with plus women, we predict brands playing in and entering this market will face two key challenges: culture and consumer.

CHALLENGE #1: Culture is slow to change.

One of the biggest challenges facing brands entering the plus market is that culture hasn’t quite caught up. Plus women are acutely aware of the differences between plus and non-plus. Non-plus sets the standard in retail, fashion, advertising and inspiration. There are a multitude of sources that represent a vast diversity of styles for non-plus women — just flip through any mainstream fashion magazine on any give day. When plus women are featured, it’s “a thing” and there are only a handful of plus models that are considered to appear in mainstream fashion magazines. How many magazines does Ashley Graham have to appear in before she’s recognized for her beauty and not her beauty AND her size?

The current offering for plus women at retail further reinforces cultural norms that non-plus is the place to be. In most department stores, non-plus is prominently featured with mannequins outfitted from head-to-toe in trendy clothes with details and embellishments. There’s a huge selection and variety of styles to choose from and a wide range of price options. Plus is usually relegated to the back of the store, with a small and cramped space that lacks the same selection, details, style and pricing options. Worse yet, many stores have the plus section next to the maternity section. (No, we’re not kidding — have a look next time you’re in a department store.) This type of treatment makes plus women feel like second class citizens. They are clearly an after-thought, not a valued consumer. It’s the brand and retailer’s onus to take responsibility for their treatment of plus women, helping to shift cultural norms in a direction that’s more positive for plus.

The plus section is adjacent to the maternity section in a lot of stores.

CHALLENGE #2: All plus women are not the same.

Many brands entering and playing in the plus size market are looking at plus women as a group rather than individuals. This is a complex, dynamic group of women with differences in attitudes, opinions, lifestyles, and preferences. It may sound like a given that not all plus women are the same, yet this group gets treated by brands and retailers as if they all want exactly the same thing. One huge misconception is that plus women want to be smaller or are ashamed or embarrassed by how they look. Brands and retailers create clothes for plus women that cover and hide instead of accentuating and flaunting. Many plus women are completely comfortable in and extremely proud of their bodies, but are limited by the choices and styles that brands and retailers are providing them. Fashion for all women is a means of self-expression. Imagine how it must feel for plus women not to be able to express themselves and have brands and retailers that support a positive self-image?

Understanding how individual plus women feel about their bodies, their different life stages, and where they find inspiration will be the foundation for key points of difference for brands and retailers that want to speak to plus women. No amount of focus groups and surveys will paint an accurate picture of the differences in experiences and attitudes of these women. Really understanding this dynamic group means getting to know them on a deeper, more personal level. It means living with them, shopping with them, listening to them and recognizing their individual needs, feelings, desires and expectations. Understanding the subtle nuances will enable brands and retailers to take the steps necessary for plus women to feel valued, inspired and excited.

Imagine how it must feel for plus women not to be able to express themselves and have brands and retailers that support a positive self-image?

What should brands and retailers entering the plus market do?
As the rush to plus continues, it may be a good time for brands and retailers to pause for a minute to ask themselves some key questions: How can brands and retailers help to positively shift cultural norms in favor of plus women? And how can they get to know plus women on a deeper, more personal level to better meet their needs, expectations and desires? With a little focused effort, there’s a lot of opportunity for brands and retailers to minimize the gap between plus and non-plus and to provide a positive and inspiring experience for a group of women who have been overlooked for too long. 

Keep in mind, this isn’t a problem for just the plus market. All brands and retailers should get to know any audience they serve on a deeper level along with gaining an understanding of the cultural context that influences experience, desires, and decisions. This is the key that enables the delivery of a meaningful, unique, and memorable experience in a crowded market. 


Interested in getting to know the plus consumer (or any audience) on a deeper level?

We would love to help! Let’s start a conversation. 

Successful brands and people have 3 things in common.

Successful brands and people have 3 things in common.

by | Nov 10, 2015 | Uncategorized

Whether you are a brand or an individual, the ability to achieve success is built on a foundation of 3 decision-making filters:

1. CORE VALUES

Your core values are the things that you believe in. They define you or your brand in terms of what you think is important.  Think about your own core values. If you are thinking things like HONEST or TRUSTWORTHY, throw these out. These are table stakes.

Coke has done a great job in defining their core values. Regardless of what you may think of their products, these values are rock solid and provide a great filter how to act: from Coke’s point of view, does what we do or offer embody these values: uplifting refreshment, universal connections and stubborn optimism?

Your core values guide your behavior. Knowing what your core values are helps you know how to act with consistency and focus.

 

2. DIFFERENTIATION

Too often, we see brands try to differentiate based on WHAT they do. “WHAT” you do is not something special. There are many others who do what you do.  It is WHY you do what you do that makes you special.

When you articulate why you do what you do, it allows you to stand out from the crowd in a way that cannot be copied.

Nike sells shoes – that’s what they do. But, so does Reebok, adidas and many other brands. Nike differentiates itself based on why – and that is a philosophy to bring innovation and inspiration to every athlete in the world. This WHY guides their marketing and product development to focus on who you are and who you want to be – which in turn leads to success because they are able to create a powerful connection between the brand and consumers that has nothing to do with the shoes or the WHAT they do.

 

3. MISSION

Your Mission is about your aspiration for your future and how to act to bring this to life today. Having a strong mission provides you with a clear path to follow. It brings together the future and the present. Too often, we see brands stuggle to be succesful because they are only focusing on the future or the present in isolation.

Starbucks mission is to inspire and nurture the human spirit, one person, one cup, one neighborhood at a time. This filter aligns employee actions with the hopes of the brand. Future goals married with present actions.

Think about what your mission is and ask yourself if you daily actions are advancing you to realizing your goals and if the answer is no, then you are limiting your own chances for greater success.

In summary, remember the key decision making filters for success are three things: articulating and acting on your core values, defining your point of difference based on why you do what you do and acting in a way that marries your future goals with your daily actions.

Big Squirrel is a brand consultancy that fuels curiosity and wonder about people, culture and brands.

We are happy to answer any questions or help you or your brand find greater success!

The New Urban Baby

The New Urban Baby

by | Sep 15, 2015 | Uncategorized

Although birthrates have continued to decline over the past 10 years and have hit an all-time low this year, it certainly doesn’t mean people have given up the idea of having a family. In fact, during this same 10 year period, pet ownership and spending has sky rocketed to unprecedented proportions.

Meet Lassie, the new urban baby. 

Pet owners are fanatical about their pets. Organic dog food, low-fat cat treats, acupuncture post-surgery therapy and dog spas are common place in today’s pet owner’s world.  Gone are the days that your dog waits in the backyard for you to get home from work. Dog owners now drop Fido off at doggie-daycare, where he gets groomed, walked and entertained for 8 hours and the proud owners can log in to see Fido via the doggie-cam throughout the day. 

Kaya isn’t just my dog, she’s my family. I plan my day around what we’re going to do together, what she’ll enjoy, what will make her happy. I can’t imagine just going off to work and throwing her in the backyard by herself all day. I wouldn’t like that, so why should she?

Dylan

Dog Owner

The first step in understanding pet owners today is understanding the different mindsets people have around what it means to own a pet. People are so passionate about their pets that to stop at saying they are family members would be a mistake. Pets represent even more.

Pets aren’t just part of the family. Pets are your personal brand.

I buy my dog special food, I get him groomed every other week, I have his nails done and his ears cleaned. He gets acupuncture once a month and goes to doggie day care 4 times a week. I do all those things because I want him to look good and be happy because that says I’m a good dog owner.

Mick

Dog Owner

Pets mimic life.

I have 2 dogs and 2 cats. They fight. They play. Some days they hate each other and some days you see them all sleeping together on the couch. I imagine it’s not that much different than having kids. You just have to teach them how to get along and accept that they are all different. Some days you look at them and think they are angels and some days you don’t. But, at the end of the day, I love them all.

Kristen

Dog & Cat Owner

Pets are a lifestyle.

We definitely plan things around what we can do with the dog. We camp so the dog can be with us. I started running so we could exercise together. And we drive now instead of flying so the dog can join us on family vacations. I wouldn’t dream of doing anything without considering how it affects Floyd.

Wayne

Dog Owner

Pets know you better than your human friends.

Oscar just seems to know when I’m feeling low or when I need to laugh. He has a radar that understands me like no person ever has.

Frank

Dog Owner

We don’t just train our pets – we try to understand their psyche.

It’s not enough that Sandy comes when I call him. I want him to tell me what he wants and what he needs. And he does. In his way. I am just learning what his way is and what it means.

Tammy

Cat Owner

There’s nothing rational about how much money people will spend on their pets.

My boyfriend and I broke up and we decided to have joint custody of our dog, Simone. He’s in NY and I’m in LA so every month we trade off which means one of us has to fly across the country to pick up the dog. Is that extreme? Maybe, but it’s better than not having Simone in my life.

Sandy

Dog Owner

Pets reflect the qualities we desire in people.

Shelby’s my tester – if she doesn’t like you, then no second date. If she jumps on your lap and is happy to see you, even if you just met, then I know you’re okay. She’s a great judge of character.

Jenny

Cat Owner

There are 81 million homes in our country alone that boast either a cat or dog today. And there is a lot more to this industry than selling dog food. Pet owners are not only fanatical, but extremely loyal and passionate.

Pet owners spend time researching the best treatments, brands and care options. They want to spend money on their pets and are willing to spend lots of it to the point of irrational (pet spending hit $34.4 billion in the US alone last year according to the American Pet Products Manufacturers Association).

All this points to a growing target audience that expands the idea of pet ownership beyond just simple companionship and the role of the pet extends to more than just a family member.

We’d love to hear your thoughts – what role does your furry friend play?

Comment below or get in touch with us for more insights on the role of pets and their meaning in our lives today.

Research: You’re doing it all wrong.

Research: You’re doing it all wrong.

by | May 16, 2014 | Uncategorized

Big Squirrel recently spoke at a DesignSpeaks event in Portland, Oregon on the topic of research and developing brand strategy. Our focus? YOU ARE DOING IT ALL WRONG. Research is an interesting topic to explore. It is a lucrative industry that has yet to evolve much since the 80s. Focus groups and quantitative surveys still dominate the pack, but are these the most effective ways to really get closer to people and learn about what influences how they think, feel and act? To be impactful, research needs to be creative, interesting and engaging for everyone involved. Gone are the days of sitting behind the glass eating M&Ms while a moderator asks participants to rate the likelihood of purchasing one toothpaste over another. Research should provide insights into how people really live and make decisions.

So where do we start?

We have to understand that everything is different now and how people live is fundamentally changing, including the ways we define ourselves, our relationships, how we’re influenced and who is influencing us, and the various media we use to express ourselves. Not only is the way we live different, our expectations for what we want from brands has changed as well. Hope is no longer enough to sustain us. Every consumer now has a voice and believes it should be heard. Using that voice and sharing is the new social currency, which means it is now more important than ever before for brands to listen to and respond to consumers.

What does this mean for research and insight development?

A lot of time and money is spent behind the glass of focus groups. This reveals intention, Not true action. Intention gives us an unrealistic perspective whereas action shows us real human behaviors. As researchers, the best way to get past intention to understand real human behaviors and what drives action is to change what we do and how we do it.

Regardless of how big or small a brand is, there are some universal ideologies behind what it takes to conduct great research and get to the heart of what motivates and influences how people think, feel and act is universal.

THESE ARE OUR 7 GOLDEN RULES OF RESEARCH:

angel-205x300Rule #1

Who a person is today is often very different from who they want to be.

Everyone has dreams and aspirations. Research should provide a perspective on who a person is right now versus who they want to be, identifying opportunities for how a brand might help them bridge this gap.

Rule #2

People are stupid. But they are still people, not data points.

Demographic profiles don’t tell you what is important to know about someone. Research needs to help identify segments that are based on actions and behaviors, attitudes and beliefs, not age, gender or product usage.

Rule #3

If you have an agenda to prove, you will prove it.

Research isn’t about soothing egos, proving a point or killing creative. Research is about learning. So, ask yourself: are you willing to be wrong about everything you think you know about a consumer, a brand and the category? If you aren’t, then you have an agenda to provide and you shouldn’t do research.

Rule #4

Live with people, in their environment, in the moment.

There’s no replacing actually talking to people and the best environment to do this is on their own turf. If you want to learn about how people really use a product or feel about a brand, you have to be with them in the moment of consumption.

Rule #5

What you see is as important as what you hear.

People will always tell you they don’t watch TV or they aren’t influenced by advertising. But, this doesn’t mean it is true. Research should be done with someone in their environment so you may observe their behaviors and see for yourself what is really influencing their decision making.

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Rule #6

What people say and what they mean are not the same thing.

You have to remember it is not always easy to articulate thoughts and especially feelings. You may have to ask the same question in different ways or come up with games that help people to connect the dots so they can successfully articulate their real emotions.

Rule #7

Seek the universal truth(s).

Too often, research is designed to look for differences as opposed to understanding what truly unites an audience. The big insights that are universally shared by an audience are the things that will allow you to create a brand that has genuine impact.

Research should provide insights into how people act and what influences how they think and feel.

When you conduct research that is designed to get at what people love, what they hate, what makes them tick and what excites them, you will be able to identify real insights and craft a brand strategy that is emotionally charged and relevant, allowing you to connect with your audience in the way you intend.

 

It’s time to stop wasting money and energy conducting research that doesn’t yield real results.

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Got a nut to crack? We’d love to help you!

Please feel free to reach out to us with any thoughts, comments, or questions.