MAKING READERS TICK. Nisa Bayindir Strategist Consumer Psychologist

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1 MAKING READERS TICK Nisa Bayindir Strategist Consumer Psychologist

2 Insights about me A strategist, researcher, consumer psychologist, digital marketer aka a [non-fiction] storyteller.

3 The power of knowing

4 This was effective marketing.

5 So is this.

6 Consumer Decision: Simple Easy NEED Personality marketing INTENTION repeat TRIGGER Evaluation AWARENESS INTEREST Perception PURCHASE culture EVALUATION discontinue Attitudes

7 The What is not always enough. Embrace the discomfort in knowing the Why

8 It s a love story... Brand behaviour Consumer behaviour Love/passion Self connection Commitment/ loyalty Quality/ durability Interdependence Brand Relationship Quality - Fournier, 2010

9 The landscape is richer [and more dependent] than ever. strategy vision PRODUCT INNOVATION advertising SOCIAL MEDIA trends brand profit consumer salience conversion personality CONTENT engagement ECOMMERCE

10 A misunderstood protagonist? Ms/Mr Research and Insights IT S EXPENSIVE! AND BORING! ALSO TIME CONSUMING! REQUIRES [EVEN MORE] PLANNING! SALES DATA IS ENOUGH!

11 The twist to the plot

12 Experience without theory is blind, but theory without experience is mere intellectual play. Immanuel Kant

13 Your experience: Invaluable

14 INSIGHTS > RESEARCH

15 A researcher relies on your insights to design research. Observe your team Identify the researchcurious team members Allow them to explore and present hypotheses Test and learn Together Observe consumers daily Identify relevant groups Recruit your own panel Bring them on-board on a regular basis Get first hand insights from loyal consumers

16 Have a crush on the consumer:

17 MICRO LEARNINGS FOR MACRO PLANS

18 One question at a time Microsurveys are cheap and speedy solutions. 1 to 3 questions - for burning questions Help decide on next steps on research Useful for hypotheses validation Explore OnePulse, VoicePolls, Typeform, Clickinsights, SurveyMonkey, GroupSolver, UserTesting.com etc.

19 FOCUS ON THE QUESTION NOT THE ANSWER YOU NEED

20 Question à Statement GENERATE What are the readers doing? - Statistical facts and thought starters ü Website analytics ü Sales metrics ü Google trends & autoprompts ü CRM engagement reports ü Social media metrics ü Sentiment / topic wheels ü A/B testing ü Social conversation coding or EVALUATE Why are they doing it? - Insights and inspiration ü Consumer safari ü Co-creation sessions ü Guerilla testing ü Social media polls ü Vox pops ü Brand advocates & influencers ü Forums & message board analysis

21 CURIOSITY HAS NO FORMULA

22 Trust the curiosity Netnography: A term coined for the Star Trek franchise Ethnography is mirrored online, and social media communities are still goldmines. DIG INTO YOUR SOCIAL AUDIENCE DATA.

23 MAKE THE MOST OF TRIALS

24 Hot off the press? Let me check! Try relevant tools, make the most of new tools offers. Shop around.

25 But of course Call on the experts for bigger projects, like Segmentation All moderated user tests Quantitative studies Long term research strategy Attitudinal studies Multi source data merge and analyses Ethnographic studies Theory development Global studies Phased user testing

26 Finally Insights as a discipline is not a short story it s a series. Market your consumer to the business not just to your consumer. You are your researchers best match. Enjoy the story! Making Readers Making Tick Readers with Nisa Tick Bayindir with Nisa Bayindir 2017

27 Thank you. Get in touch Nisa Bayindir