Clay Dethloff is an expert qualitative researcher who excels in uncovering consumer perceptions and motivations. Below is a collection of blogs he has written.
Are You Ready For Some Football? Are You Ready For Some Ads? According to Ad Age, a 30-second spot for the Super Bowl is going for approximately $7 million. Given all that money, it is critical that the ads have a purpose and a driving strategy, and fits within the overall campaign.
Throughout my career in marketing research, I’m constantly reminded of the importance of stepping back and seeing the world through the eyes of the consumer. To better understand the consumer perspective, and make sure that we do understand the world from the “eye of the beholder” (i.e. consumer), we at Decision Analyst have found an overall approach of going in-depth and in-the-moment in our qualitative research endeavors often provides richer insights and a better understanding of the consumer.
Newton’s law of inertia: this law basically states that an object at rest will stay that way and that an object in motion will continue with the same speed and in the same direction unless that object is acted upon by an unbalanced force. The COVID-19 pandemic has been an unbalanced force that has acted on two objects: consumers and organizations.
Regardless of the “when,” watercooler (or more correctly, Zoom) conversations are turning to what the normal will be like in the future. A key part of our life that may be changed in the future is what a consumer group is, and their associations with “groups.” People by nature seek to belong to groups, and a general sense of community is important and needed.
At Decision Analyst we have found that conducting workshops with internal stakeholders after the presentation of the marketing research results can be one of the most effective conduits for change that a business can employ. Workshops allow all of the relevant stakeholders involved to come together at one time to begin the process of moving decisions and behaviors through the organization.
What is Information Polarization… I think of it as basically giving precedence or importance to information or things that you like, things you are associated with, or things that closely match your own values or desires; and sometimes ignoring or discounting those things you don’t. But what happens when Information Polarization is taken out of the consumers’ hands?
Business, like gardening, is not static; it’s a living and changing thing. With both, you have to expect the unexpected. An early frost as well as various insects can derail or completely wipe out a garden. Similarly; poor product launches, new competitors, etc., can cause businesses to perform below expectations. I believe that several of the principles and rules of thumb used in gardening can apply in a corporate setting.
In today’s world, what role do retail stores and establishments play in the consumer’s purchase journey? What are your customers actually doing inside your retail store or establishment when they purchase a product or service? As a retailer, how do your “brick and mortar” establishments fit into the consumer’s purchase journey, compared to online shopping?
Throughout history, we have looked toward the horizon to see what is before us as we chart our ways through the seas. We are trying to find the smoothest course. In business, we too often look inward and focus on the here and now, rather than what may be a ways off, out on the horizon. It is critical that organizations continue to keep an eye looking outward.
Companies and organizations around the world are using segmentation to identify those groups of customers. As segmentation has evolved, many types of segmentation schemes have been developed; there are segments by product or service needs, sensitivity to price, geographic area, demographic segment, or psychographics and lifestyles. Each of these segmentation types can have their benefits or place.