Blogs by Clay Dethloff
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.
Where’s My Herd? Connecting with Consumers in a Post-COVID World by Clay Dethloff
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, but what will it look like in the future?
Workshops: A Conduit For Change by Clay Dethloff
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 in a brand, a new concept, an existing product line, etc., to come together at one time to begin the process of moving decisions and behaviors through the organization.
Breaking Through Information Polarization In An Online World by Clay Dethloff
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?
Helping Your “Garden” to Thrive: Ideas to Help Your Business Grow by Clay Dethloff
Business, like gardening, is not static; it’s a living and changing thing.
With both, you have to expect the unexpected and be prepared for it. An early frost as well as various insects can derail or completely wipe out a garden. Similarly; recalls, poor product launches, new competitors, the threats of trade wars, etc., can cause businesses to perform below expectations. We do quite a bit of work helping our clients understand and wade through the changing environment they find themselves in, and I believe that several of the principles and rules of thumb used in gardening can apply in a corporate setting.
What Are Consumers’ Current In-Store Shopping Behaviors: Playing in an Omnichannel World
Posted by Clay Dethloff
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?
Keep an Outward Focus
Posted by Clay Dethloff
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 or, at the very least, trying to avoid the hidden reefs. In business, we too often look inward within our “ships” (or companies or organizations) and focus on the here and now, rather than what may be a ways off, out on the horizon. It is not that these internally focused efforts are unnecessary, but it is critical that our organizations also continue to keep an eye looking outward in order to keep watch for paths forward, small areas of turbulence, or for gale-force storms.
We Need to Motivate Those Segments
Posted by Clay Dethloff
Market segmentation as a practice has been around for a while now, and companies and organizations around the world are using segmentation to identify those groups of customers who have similar wants and needs and to then try to fulfill those needs.
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.
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