The New Frontiers of Marketing Research & Marketing Theory

Measuring the Un-MeasurableInnovations in Marketing Research

February 23, 2011

Bruce P. MillerPartner

Market Data Corporation

The New Frontiers of Marketing Research & Marketing Theory

M D C Market Data Corporation

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Today’s Agenda New frontiers in neuroscience and virtual reality New marketing theory

Changes how we think about and use “Segmentation and Targeting”

Builds Brand Love . . . to impact brand positioning and communication efforts in the future

In conjunction with . . . MDC partner Jeremy BailensonProfessor of Communication

Director of Virtual Human Interaction Lab Stanford University

vhil.stanford.edu


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Implicit Memory

Today’s technology has validated what we knew – implicit memory exists and impacts behavior

Cognitive

Rational, cognitive thought

process

Non Conscious

More emotional . . . information which is less

accessible to us

Influence Behavior DifferentlyExperimental psychology has proven that a

consumer’s Implicit Memory affects behavior


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Unscramble these sentences . . .

1. named John dog the bingo

2. vacations fun are Florida in

3. couch the gray is new

People complete tasks more slowly when their subconscious is primed with “senior citizen” cues


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Implicit Memory Most non-technological measurements of

implicit memory use priming and reaction time

We’ll highlight two . . . . LDT (Lexical Decision Task) Change Blindness


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Lexical Decision Task (LDT)A Word Association Test

Respondent is “primed”○ Visual Prime: a package, a logo, a commercial○ Audio Prime: music, radio ad○ Sensory Prime: taste a product

○ We show a series of words (e.g., satisfying) and non-words (e.g., latibr) on the monitor – one word/non-word at a time

○ The speed with which each word is recognized is timed, in milliseconds

○ The words that are recognized quickly are the words that are associated with the Prime


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H&R Block Brand

Customers (extremely high satisfaction and retention rate) fast, thorough, experienced dependable, capable, alert, helper, fair, honest friendly, convenient, open, welcome, ready

Non Customers were splitGood for some people, but not for meStrong rejecters

Explicit Results Implicit Added This . . .

Led to highly successful ad campaign – showing how H&R Block will make money for consumers

Customers & Favorable Non-Customers scary, uncertain, careless, incompetent,

cheater longshot, billion, grow, ambitious empower, solution, advocate

Category concerns and hopes, and the belief that H&R Block can be

the solution


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Foster’s Beer Brand & AdvertisingAustralia

The Brand & Australia Share . . . outdoors, rugged, vacation, boundless, party, original, dating, popular, tough

The Brand brave, winner, quality, power, uplifting

The Commercials did not alter image at all


Ad campaign adjusted

Negative associations with

Australia that could hurt the brand and

need to be managed

hostile, redneck, dirty, mean, psycho

girls, sexy adventurous,

free, rebellious, party, American

The Commercials


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Robotix PackageCurrent & Two New Box Options

Two new boxes are better than current

“A” better at communicating escape, fantasy and mystery

“B” more childish and dull


Box “A” – with green logo

Evaluated logos in isolation

“A” RED LOGO

somewhat threatening – violent, dangerous, scary

“B” GREEN LOGO

NASA, adventure, daring, rugged, energy, irresistible, beautiful, original, sophisticated

Old Box New Box BNew Box A


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Two basketballs will be tossed back and forth Count the total number of times the two basketballs are caught

BASKETBALL DEMO


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KAYAK DEMO

What is changing in the picture?


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VENICE DEMO

What is changing in the picture?


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What was happening? The perceptual system cannot possibly process all visual

details from any given scene Visual cortex picks and chooses by predicting what is

important in a scene

Change Blindness Experiments Show us what features are important when people process a

visual scene Implicit imagery tells us whether it is important because it is

“good” or “bad” . . . and what imagery it communicated (natural, fun, etc.)

Especially useful in packaging research

Change Blindness


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Canada Dry Package

Color Logo Mountains Crown Shield Map of Canada Text

○ Ginger Ale○ Caffeine Free○ Since 1904

Results led to package re-design guidelines . . .what elements to maintain, which have license to change,

which should change

Current Package

Color Variants

Shield Variants

Logo Shading Variant


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The Virtual Store As a Testbed


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Applications of Virtual Reality

Retail and merchandising evaluations Packaging evaluations Pricing reactions New product discovery and acceptance

○ Create a lab – new model of potential

Brand worlds and brand development Development of personal avatars placed into

these different worlds to understand implicit feelings

Obvious Applications

Not SoObvious

Applications


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TSI*Facial Identity Capture

* Transformed Social Identity


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How Will You Vote?


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Brand Love

The next evolutionary step . . .


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Brand LoveThe Next Evolutionary Step in Marketing

• Mad Men Era• Product Growth Explosion• Driven by Manufacturing and Pent Up Demand

(2 Wars)

60’s & 70’s

• Refined Segmentation• Opportunity Segments• Barrier Segments

Early 2000’s

Refined Targets

Innovation

Brand + Product= Brand Experience

Brand is MORE than the Sum of:[Brand + Product= Brand Experience]

Identity to Connect With


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Brand Love Science Has opened the door to

a new evolutionary step Unique phenomenon

Lovers of a specific brand are uniquely different from lovers of other brands in the category

And, most importantly, it is these differences that draw them to the brands they love

Lover

Believer

Favorable

Uncommitted

Rejecter

Understand what drives brand love and move consumers

up the pyramid


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Lover Differences The differences are deep and real; they are based in

each individual’s make up (biology and psychology) – the foundations of who they are as people

Consumers’ basic motivations drive them to a brand and are translated and interpreted in the brand and product experienceIn effect, what the brand stands for

operates as a magnet attracting consumers – and consumers’ motivation drives them to the connection


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Brand Dynamics The role of the brand has changed

More than an identity Must be the crystallization of the brand promise – the connection point that

links consumers’ motivations to the experience The brand is the conduit of the experience – the magnet that pulls

people to it – it stands for the essence of a person on a deep level Brand must stand for the shared core values of the consumer and the

experience As such, the brand provides the energy behind the choice – it becomes a

metaphor of the individual and the experience

ConnectionPoints

Core Values & Motivations

Interpretation of Values & Motivations though Brand Choice

& Experience

Unifying Values What the brand

& person stand for


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Brand Love Goal Create brand love and grow our

brand lover segments The brand is idealizedIt places a stake in the ground based

on unifying valuesIt stands for something and this

something connects with what consumers stand for, creating a true bond and connection

BRAND


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We Become Better As in all stages of evolution, this process

maximizes the previous stages We are better able to:

Fulfill the promise of segmentation Deliver Deep Insights (create new research

methods) Develop stronger Brand Relationships and

Connections


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Thank You

The New Frontiers of Marketing Research & Marketing Theory

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