2 Questions to Demystify Experience Research
We all love the idea of an “experience.” So much so that marketers have extended it to include every interaction we have with a brand. And it’s true, there’s something fun and aspirational about calling an activity an “experience” rather than, say, shopping or…breakfast.
But with the definition of experience becoming so broad, we often find clients unsure about where they can best use research to inform the experience they create for their customers. We help them narrow in on where consumer insights can make the biggest impact by asking two key questions to start:
Who is your priority right now: people who already know your brand, or a new audience segment?
Are you trying to fix a problem, or identify a new consumer need?
By understanding what our clients need to know, we can recommend the right experience research approach.
Typically, experience research entails a combination of interviews, focus groups, and surveys. But when a client is seeking to understand their audience’s needs and motivations on a deeper level, we recommend mobile, in-context research.
An in-context study could take us inside consumers’ homes or allow us to accompany them on a shopping trip. And because participants submit their responses and videos in-the-moment, from their phones, we get unfiltered, honest insight into their wants and needs – and that is what allows brands to create experiences that connect on a human level and drive loyalty.
Take, for example, a CPG client trying to determine how to stand out at the grocery shelf. Asking shoppers to take us to the grocery store with them (via mobile video) allowed us to better understand the lens through which they view this aisle of the store; in this particular category, consumers were scanning for novelty, not trying to locate their old standby. Hearing shoppers talk through their thought processes within the context of their actual grocery store gave us new insight into what it would take to grab attention and drive trial. When paired with research about the ingredients the same target consumer always keeps on-hand, the product and marketing teams were able to generate ideas for new flavors, cart-stopping packaging, and stickier messaging.
Ready to talk about the experience your brand wants to create? We can help.
