IDENTIFY YOUR BRAND’S INNATE NATURE.
Some call it chi. Some call it sixth sense. Some call it gut feeling. Whatever your term, it’s obvious that intuition is a key factor in human relationships. Which is also to say: it’s a key factor in your brand and its relationships. In fact, a deep dive into the full sensory experience of your brand helps train your intuition for marketing decisions. When you’ve fully explored sight, touch, taste, smell and hearing, you’ll innately be able to identify opportunities to expand your brand’s reach.
This is why data is so important. With data analysis, you can uncover unique relationships, patterns and characteristics. In turn, that helps create individual personas and guide decisions.
From a broader perspective, identifying intuitive factors about your own brand can reveal much about your customers’ emotions, which are the cornerstones of decision-making. As consumers, most people believe they make decisions based on a logical analysis of all data. The truth is, emotions guide decisions…and people then find logical arguments and data AFTER to support their emotional decisions.
OUR FULL BRAND AND CREATIVE TOOLKIT OFFERS A VARIETY OF TOOLS AND TECHNIQUES THAT UNCOVER THE HIDDEN NATURE OF YOUR MARKETING:
PRIMaRY QUANTITATIVE AND QUALITATIVE ANALYSIS
With surveys, focus groups, and other tools, you can uncover feelings, behaviors and attitudes toward your brand—as well as perceptions of competitors, the current marketing environment, and so on.
In any given marketing climate, there are a multitude of trends shaping opinions and actions. Identifying cultural macrotrends, as well as trends specific to your industry or geography, will give you greater insight.
BIG DATA ANALYTICS
In conjunction with trend analysis, big data analytics can uncover unique behavioral and emotional characteristics. This can incorporate large scale data, as well as your own unique customer/prospect data. For instance, you might discover that your users skew heavily to a desktop environment (an outlier by today’s standards, as most consumers access online information through their mobile phones). Knowing this allows you to explore the “why” questions. Maybe your users typically interact in the work environment. Maybe your users skew toward a specific hardware/software configuration. Maybe your users work in a few key organizations guided by specific hardware requirements. Knowing this data can guide your strategies and tactics.