SlideShare une entreprise Scribd logo
1  sur  21
Télécharger pour lire hors ligne
Uncovering Unique Audience Insights That
Generate Game-Changing Marketing Results

    Presented by Summit Marketing
      Ric Lipman, Senior Researcher
    Kathy Miller, Senior Vice President
What Can You Do With Precognitive?

•   Ask the same questions you’ve been asking – but filter
    the responses in a new, more productive way

•   Gain new key insights with remarkable speed to market

•   Creatively challenge your existing research

•   Inform a new data capture and overlay strategy

•   Get a firm grasp of:
     – What & how different audience populations think and feel about
       you, your competitors, and the Category?
     – What are the various Aspirational Self-Images of these different
       populations?
Research Overview

•   Cognitive Research
    –   Quantitative and Qualitative
    –   Surveys
    –   Polls
    –   Q&A


•   Precognitive Research
    – Focus Groups (Workshops)
    – In-depth (one-on-one) Interviews (IDI)
    – Ethnographic




                                                       3
The Mind of the Consumer
How the Human Mind Decides

•   What product or service do I buy?

•   Which organizations do I give to?
     – Which cause do I give to?


•   What organization do I join?

•   What do I choose to view?
     –   Television
     –   Online
     –   Print
     –   Etc.
Cognitive Research Limitations

•   Respondents typically edit disclosure in cognitive
    research so studies typically reflect:
     – What a study participant wants the researcher to know about
       him/her
     – How the study participant prefers to view him or herself
     – What they think the researcher wants to know
     – This applies to both group and non-group approaches


•   In addition, group-based cognitive techniques can be
    contaminated/skewed by “alpha” participants and “herd
    instincts”

•   Don’t rely on your audience to give you the answers to
    the questions you have!
     – It’s not what you audience says. It’s what is meant
       by what they say.                                             6
“This Is Not Just Another Focus Group”
•   Precognitive research is a revolutionary approach to
    gathering and decoding consumer responses (i.e. verbal,
    physical & emotional)

•   Cognitive data (including focus groups) simply reveals
    what is happening in a way the consumer want you to
    hear it
     – Precognitive reveals why it is happening and how consumer
       choice can be impacted in the future

•   Rather than focusing on the probability of past behavior
    dictating future behavior, precognitive research reveals
    the underlying motivational triggers that guide consumer
    choice
     – Oftentimes an intuitive assumption is correct. Equally as
       often, it is dead wrong.
The Essence of Precognitive Research
What Is Precognitive Research?
•   A methodology that uncovers unique insights to
    inform the development of persuasive messaging to
    motivate attitudes and influence behaviors

•   By its very nature, is not “off the shelf” but uniquely
    designed for every client

•   Identifies the visual and emotional associations that
    individuals bring to perceptions of a concept

•   Identifies both conscious (evaluations) and subconscious
    (habits) decision-making dynamics

•   Includes psychological, sociological and anthropological
    filters integrated with communications theory and best
    practices
     – Uncovers the heuristics involved in everyday behavior
The Subconscious Decision-Making Process
The Importance of Aspirational Self Image
•   Every consumer has an aspirational self image that
    in some way relates to a product



                                         Who does
                                         your
                                         customer
                                         become
                                         when they
                                         choose/use
                                         your
                                         product?
The Impact of Messaging On Behavior
Successful Direct Marketing

•   40% - Target Audience                    Precognitive
                                             research can provide
                                             critical insights on
•   40% - Offer                              key elements of
                                             effective direct
                                             marketing
•   20% - Creative (Message)



•   What is not considered, but must be considered?
    – Who is the seller (delivering the message) how are they perceived?
    – What is the category and how is it perceived?
Precognitive at Work

            The Advantages of Precognitive Research


•   The importance of how the client is regarded among
    different populations in the market

•   The application of determining the aspirational self image
    of the various populations

•   Changed entire messaging strategy across a wide range
    of campaigns – generating strong results

•   The handshake between research and creative

•   The findings have a long shelf-life and can be
    repurposed to maximize the results of
    future campaigns
Precognitive at Work

        The Salvation Army Direct Mail Messaging Themes


•   Self Interest/Personal Payback
    – Donors want to know the benefits to them when they donate
        • Motivated by social and emotional benefits
    – Keeping the community healthy pays off for all


•   Karmic Fortune
    – Donors motivated to give by relief from problems
    – “For years I have given. It’s OK to receive.”
    – Redemption through guilt giving


•   Goodness/Building for Future
    – Speaks to desire to create a stronger community
        • Invitation to community-wide involvement
    – Donors want to be part of something bigger than themselves
Precognitive at Work
The Salvation Army Direct Mail Messaging Themes
                   The Results

                 In head-to-head
               testing that included
                nine precognitive-
              inspired creative test
                cells, all but one of
               the test cells won in
                at least one of the
                    key metrics.
Precognitive at Work



Effectively positioning an Army program to civilian hiring managers.
                      Which logo was selected?



        1                        2                         3
Precognitive at Work
Effectively positioning an Army program to civilian hiring managers.
                              The Winner!



                                        Key Insights
                                             –   “Guilt” is a strong motivating
                                                 emotion for hiring managers as
                                                 many haven’t served: i.e.,
                                                 “Vicarious Service”.
                                             –   This positioning permitted hiring
                                                 managers to motivate the
                                                 aspirational self image of being the
                                                 “hero” by helping a Veteran start a
                                                 career.
                                             –   Hiring managers “love” Veterans
                                                 but felt strong “anger” toward the
                                                 Army resulting in motivation to act
                                                 as a “Savior”.




                              The Results

        A 10% increase in the Army database of employers who want
            to hire Veterans in the first 90 days of campaigning.
Precognitive Techniques

•   Some of the proven precognitive data gathering
    techniques include:
    – Personification
    – Story development
    – Drawings
    – Collages
    – Emotion and value matching
    – Role playing
    – Laddering exercises
Precognitive Screens

•   If you know “what” your potential or current customers
    are doing, do you know “why” they do it?

•   Do you develop messages and offers based on intuition
    or interpretation of data rather than a direct
    understanding of what your target audience really wants?

•   Are insights derived from quantitative metrics/data still
    “moving the needle”?

•   Do you know what really motivates your customers?
Thank You!

If you’d like to learn more, contact:

             Doug Toomay
           913-562-3407 office
   doug.toomay@summitmarketing.com

Contenu connexe

Tendances

2011 Pharma Brand Champions Will Possess Six Key Marketing Skills
2011 Pharma Brand Champions Will Possess Six Key Marketing Skills 2011 Pharma Brand Champions Will Possess Six Key Marketing Skills
2011 Pharma Brand Champions Will Possess Six Key Marketing Skills AdvanceMarketWoRx LLC
 
The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)
The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)
The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)AdvanceMarketWoRx LLC
 
Black Pearl Intelligence Primer
Black Pearl Intelligence PrimerBlack Pearl Intelligence Primer
Black Pearl Intelligence PrimerJosephr214
 
Social intelligence understanding your audience to enhance your business
Social intelligence understanding your audience to enhance your businessSocial intelligence understanding your audience to enhance your business
Social intelligence understanding your audience to enhance your businessAlterian
 
AMEC's New Valid Metrics
AMEC's New Valid MetricsAMEC's New Valid Metrics
AMEC's New Valid MetricsPRovoke Media
 
Interacting with Social Media to Strengthen Communication Strategies
Interacting with Social Media to Strengthen Communication StrategiesInteracting with Social Media to Strengthen Communication Strategies
Interacting with Social Media to Strengthen Communication StrategiesVisible Technologies
 
Part I: Getting Personal with Your Customers — Fighting Marketing Fatigue
Part I: Getting Personal with Your Customers — Fighting Marketing FatiguePart I: Getting Personal with Your Customers — Fighting Marketing Fatigue
Part I: Getting Personal with Your Customers — Fighting Marketing FatigueNeolane, Inc.
 
Get Set For Programmatic 2.0 By VisualDNA
Get Set For Programmatic 2.0 By VisualDNAGet Set For Programmatic 2.0 By VisualDNA
Get Set For Programmatic 2.0 By VisualDNAVisualDNA
 
Reputation: How it is built and maintained, and the role of PR - A report by ...
Reputation: How it is built and maintained, and the role of PR - A report by ...Reputation: How it is built and maintained, and the role of PR - A report by ...
Reputation: How it is built and maintained, and the role of PR - A report by ...Ashraf Engineer
 
Company profile 11 nov v1.1
Company profile 11 nov v1.1Company profile 11 nov v1.1
Company profile 11 nov v1.1Robin Leonard
 
Social Media Measurement, ROI and Business Outcomes
Social Media Measurement, ROI and Business OutcomesSocial Media Measurement, ROI and Business Outcomes
Social Media Measurement, ROI and Business OutcomesTim Marklein
 
Creating Products They Want: Consumer Driven Innovation via Social Media Moni...
Creating Products They Want: Consumer Driven Innovation via Social Media Moni...Creating Products They Want: Consumer Driven Innovation via Social Media Moni...
Creating Products They Want: Consumer Driven Innovation via Social Media Moni...Connie Bensen Lund
 
Canada Media Marketplace, Tim Marklein, April 12, 2010
Canada Media Marketplace, Tim Marklein, April 12, 2010Canada Media Marketplace, Tim Marklein, April 12, 2010
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
 
Retail Compilation Ttec
Retail Compilation TtecRetail Compilation Ttec
Retail Compilation TtecSeanHart1766
 
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...Connie Bensen Lund
 
Digital Engagement Journey
Digital Engagement Journey Digital Engagement Journey
Digital Engagement Journey Kapil Bhatia
 
Content Marketing and Social Selling
Content Marketing and Social SellingContent Marketing and Social Selling
Content Marketing and Social SellingMason Zimbler
 
Media Measurement for (Search) Marketers by Encore Media Metrics
Media Measurement for (Search) Marketers by Encore Media MetricsMedia Measurement for (Search) Marketers by Encore Media Metrics
Media Measurement for (Search) Marketers by Encore Media MetricsEncore Media Metrics
 
Social Measurement Success Stories
Social Measurement Success StoriesSocial Measurement Success Stories
Social Measurement Success StoriesMichael Procopio
 

Tendances (20)

2011 Pharma Brand Champions Will Possess Six Key Marketing Skills
2011 Pharma Brand Champions Will Possess Six Key Marketing Skills 2011 Pharma Brand Champions Will Possess Six Key Marketing Skills
2011 Pharma Brand Champions Will Possess Six Key Marketing Skills
 
The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)
The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)
The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)
 
Black Pearl Intelligence Primer
Black Pearl Intelligence PrimerBlack Pearl Intelligence Primer
Black Pearl Intelligence Primer
 
Social intelligence understanding your audience to enhance your business
Social intelligence understanding your audience to enhance your businessSocial intelligence understanding your audience to enhance your business
Social intelligence understanding your audience to enhance your business
 
Dm arts - ahmed gamal yahoo
Dm arts - ahmed gamal yahooDm arts - ahmed gamal yahoo
Dm arts - ahmed gamal yahoo
 
AMEC's New Valid Metrics
AMEC's New Valid MetricsAMEC's New Valid Metrics
AMEC's New Valid Metrics
 
Interacting with Social Media to Strengthen Communication Strategies
Interacting with Social Media to Strengthen Communication StrategiesInteracting with Social Media to Strengthen Communication Strategies
Interacting with Social Media to Strengthen Communication Strategies
 
Part I: Getting Personal with Your Customers — Fighting Marketing Fatigue
Part I: Getting Personal with Your Customers — Fighting Marketing FatiguePart I: Getting Personal with Your Customers — Fighting Marketing Fatigue
Part I: Getting Personal with Your Customers — Fighting Marketing Fatigue
 
Get Set For Programmatic 2.0 By VisualDNA
Get Set For Programmatic 2.0 By VisualDNAGet Set For Programmatic 2.0 By VisualDNA
Get Set For Programmatic 2.0 By VisualDNA
 
Reputation: How it is built and maintained, and the role of PR - A report by ...
Reputation: How it is built and maintained, and the role of PR - A report by ...Reputation: How it is built and maintained, and the role of PR - A report by ...
Reputation: How it is built and maintained, and the role of PR - A report by ...
 
Company profile 11 nov v1.1
Company profile 11 nov v1.1Company profile 11 nov v1.1
Company profile 11 nov v1.1
 
Social Media Measurement, ROI and Business Outcomes
Social Media Measurement, ROI and Business OutcomesSocial Media Measurement, ROI and Business Outcomes
Social Media Measurement, ROI and Business Outcomes
 
Creating Products They Want: Consumer Driven Innovation via Social Media Moni...
Creating Products They Want: Consumer Driven Innovation via Social Media Moni...Creating Products They Want: Consumer Driven Innovation via Social Media Moni...
Creating Products They Want: Consumer Driven Innovation via Social Media Moni...
 
Canada Media Marketplace, Tim Marklein, April 12, 2010
Canada Media Marketplace, Tim Marklein, April 12, 2010Canada Media Marketplace, Tim Marklein, April 12, 2010
Canada Media Marketplace, Tim Marklein, April 12, 2010
 
Retail Compilation Ttec
Retail Compilation TtecRetail Compilation Ttec
Retail Compilation Ttec
 
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
First Priority for a Social Media Strategy: A Brand Audit Using a Social Medi...
 
Digital Engagement Journey
Digital Engagement Journey Digital Engagement Journey
Digital Engagement Journey
 
Content Marketing and Social Selling
Content Marketing and Social SellingContent Marketing and Social Selling
Content Marketing and Social Selling
 
Media Measurement for (Search) Marketers by Encore Media Metrics
Media Measurement for (Search) Marketers by Encore Media MetricsMedia Measurement for (Search) Marketers by Encore Media Metrics
Media Measurement for (Search) Marketers by Encore Media Metrics
 
Social Measurement Success Stories
Social Measurement Success StoriesSocial Measurement Success Stories
Social Measurement Success Stories
 

En vedette

Modern marketing organizational structure @kaykas - jascha kaykas-wolff
Modern marketing organizational structure   @kaykas - jascha kaykas-wolffModern marketing organizational structure   @kaykas - jascha kaykas-wolff
Modern marketing organizational structure @kaykas - jascha kaykas-wolffJascha Kaykas-Wolff
 
14 Things Every Young Pro Should Know About Life & Business
14 Things Every Young Pro Should Know About Life & Business14 Things Every Young Pro Should Know About Life & Business
14 Things Every Young Pro Should Know About Life & BusinessRoss Simmonds
 
Why B2B Marketing is so Boring
Why B2B Marketing is so BoringWhy B2B Marketing is so Boring
Why B2B Marketing is so BoringVelocity Partners
 
Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Velocity Partners
 
The Future Of B2B Marketing / By @TheCoolestCool
The Future Of B2B Marketing / By @TheCoolestCoolThe Future Of B2B Marketing / By @TheCoolestCool
The Future Of B2B Marketing / By @TheCoolestCoolRoss Simmonds
 
The CMO's Guide to Marketing Org Structure
The CMO's Guide to Marketing Org StructureThe CMO's Guide to Marketing Org Structure
The CMO's Guide to Marketing Org StructureHubSpot
 

En vedette (7)

Modern marketing organizational structure @kaykas - jascha kaykas-wolff
Modern marketing organizational structure   @kaykas - jascha kaykas-wolffModern marketing organizational structure   @kaykas - jascha kaykas-wolff
Modern marketing organizational structure @kaykas - jascha kaykas-wolff
 
14 Things Every Young Pro Should Know About Life & Business
14 Things Every Young Pro Should Know About Life & Business14 Things Every Young Pro Should Know About Life & Business
14 Things Every Young Pro Should Know About Life & Business
 
Artificial Intelligence
Artificial IntelligenceArtificial Intelligence
Artificial Intelligence
 
Why B2B Marketing is so Boring
Why B2B Marketing is so BoringWhy B2B Marketing is so Boring
Why B2B Marketing is so Boring
 
Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors
 
The Future Of B2B Marketing / By @TheCoolestCool
The Future Of B2B Marketing / By @TheCoolestCoolThe Future Of B2B Marketing / By @TheCoolestCool
The Future Of B2B Marketing / By @TheCoolestCool
 
The CMO's Guide to Marketing Org Structure
The CMO's Guide to Marketing Org StructureThe CMO's Guide to Marketing Org Structure
The CMO's Guide to Marketing Org Structure
 

Similaire à Precognitive Marketing

Gelb patient experience mapping promotes empathy and revenues
Gelb   patient experience mapping promotes empathy and revenuesGelb   patient experience mapping promotes empathy and revenues
Gelb patient experience mapping promotes empathy and revenuesEndeavor Management
 
Personas & Audience Segmentation Methodology
Personas & Audience Segmentation MethodologyPersonas & Audience Segmentation Methodology
Personas & Audience Segmentation MethodologyZabisco Digital
 
KINSHIP digital Social Media Consultancy company overview
KINSHIP digital  Social Media Consultancy company overview KINSHIP digital  Social Media Consultancy company overview
KINSHIP digital Social Media Consultancy company overview KINSHIP digital
 
How to apply speed dating techniques to persona development
How to apply speed dating techniques to persona developmentHow to apply speed dating techniques to persona development
How to apply speed dating techniques to persona developmentEndeavor Management
 
What Is A Brand…And Why Does It Matter?
What Is A Brand…And Why Does It Matter?What Is A Brand…And Why Does It Matter?
What Is A Brand…And Why Does It Matter?4Good.org
 
MD Anderson Gelb Consulting Webinar for Beryl Institute
MD Anderson Gelb Consulting Webinar for Beryl InstituteMD Anderson Gelb Consulting Webinar for Beryl Institute
MD Anderson Gelb Consulting Webinar for Beryl InstituteEndeavor Management
 
Meaningful Marketing Strategy
Meaningful Marketing StrategyMeaningful Marketing Strategy
Meaningful Marketing StrategyMythology LLC
 
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...ReadyTalk
 
Internal brand Management
Internal brand ManagementInternal brand Management
Internal brand ManagementWipakorn
 
Using the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsUsing the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsEndeavor Management
 
Using the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsUsing the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsEndeavor Management
 
AMA-NetBase Webcast - Making Social Media Work for You
AMA-NetBase Webcast - Making Social Media Work for YouAMA-NetBase Webcast - Making Social Media Work for You
AMA-NetBase Webcast - Making Social Media Work for YouMritunjayK
 
Integrated Marketing Communication
Integrated Marketing CommunicationIntegrated Marketing Communication
Integrated Marketing Communicationsingh.the.hacker
 
How does Advertising Communication Work?
How does Advertising Communication Work?How does Advertising Communication Work?
How does Advertising Communication Work?DAM Interactive
 

Similaire à Precognitive Marketing (20)

Gelb patient experience mapping promotes empathy and revenues
Gelb   patient experience mapping promotes empathy and revenuesGelb   patient experience mapping promotes empathy and revenues
Gelb patient experience mapping promotes empathy and revenues
 
Aenc tech 20.12 social media marni blythe
Aenc tech 20.12 social media marni blytheAenc tech 20.12 social media marni blythe
Aenc tech 20.12 social media marni blythe
 
John Dore - Client Insight
John Dore - Client InsightJohn Dore - Client Insight
John Dore - Client Insight
 
Personas & Audience Segmentation Methodology
Personas & Audience Segmentation MethodologyPersonas & Audience Segmentation Methodology
Personas & Audience Segmentation Methodology
 
Zabisco figarodigital
Zabisco figarodigitalZabisco figarodigital
Zabisco figarodigital
 
KINSHIP digital Social Media Consultancy company overview
KINSHIP digital  Social Media Consultancy company overview KINSHIP digital  Social Media Consultancy company overview
KINSHIP digital Social Media Consultancy company overview
 
How to apply speed dating techniques to persona development
How to apply speed dating techniques to persona developmentHow to apply speed dating techniques to persona development
How to apply speed dating techniques to persona development
 
What Is A Brand…And Why Does It Matter?
What Is A Brand…And Why Does It Matter?What Is A Brand…And Why Does It Matter?
What Is A Brand…And Why Does It Matter?
 
MD Anderson Gelb Consulting Webinar for Beryl Institute
MD Anderson Gelb Consulting Webinar for Beryl InstituteMD Anderson Gelb Consulting Webinar for Beryl Institute
MD Anderson Gelb Consulting Webinar for Beryl Institute
 
Meaningful Marketing Strategy
Meaningful Marketing StrategyMeaningful Marketing Strategy
Meaningful Marketing Strategy
 
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
 
Internal brand Management
Internal brand ManagementInternal brand Management
Internal brand Management
 
Using the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsUsing the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing Efforts
 
Using the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsUsing the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing Efforts
 
Approval TODAY
Approval TODAYApproval TODAY
Approval TODAY
 
Reject123
Reject123Reject123
Reject123
 
AMA-NetBase Webcast - Making Social Media Work for You
AMA-NetBase Webcast - Making Social Media Work for YouAMA-NetBase Webcast - Making Social Media Work for You
AMA-NetBase Webcast - Making Social Media Work for You
 
Integrated Marketing Communication
Integrated Marketing CommunicationIntegrated Marketing Communication
Integrated Marketing Communication
 
Kaizen corporate presentation
Kaizen corporate presentationKaizen corporate presentation
Kaizen corporate presentation
 
How does Advertising Communication Work?
How does Advertising Communication Work?How does Advertising Communication Work?
How does Advertising Communication Work?
 

Plus de Summit Marketing

Women of color conference.final
Women of color conference.finalWomen of color conference.final
Women of color conference.finalSummit Marketing
 
Wordpress: More than just a blogging platform
Wordpress: More than just a blogging platformWordpress: More than just a blogging platform
Wordpress: More than just a blogging platformSummit Marketing
 
Our Changing Times - USTA & Social Media
Our Changing Times - USTA & Social MediaOur Changing Times - USTA & Social Media
Our Changing Times - USTA & Social MediaSummit Marketing
 
Non-Profit Social Media Tour
Non-Profit Social Media TourNon-Profit Social Media Tour
Non-Profit Social Media TourSummit Marketing
 
KC IABC Business Communicators Summit - Keynote
KC IABC Business Communicators Summit - KeynoteKC IABC Business Communicators Summit - Keynote
KC IABC Business Communicators Summit - KeynoteSummit Marketing
 
Project Management Tools in the Digital Age
Project Management Tools in the Digital AgeProject Management Tools in the Digital Age
Project Management Tools in the Digital AgeSummit Marketing
 

Plus de Summit Marketing (9)

Women of color conference.final
Women of color conference.finalWomen of color conference.final
Women of color conference.final
 
Wordpress: More than just a blogging platform
Wordpress: More than just a blogging platformWordpress: More than just a blogging platform
Wordpress: More than just a blogging platform
 
Our Changing Times - USTA & Social Media
Our Changing Times - USTA & Social MediaOur Changing Times - USTA & Social Media
Our Changing Times - USTA & Social Media
 
Social Media Analytics
Social Media AnalyticsSocial Media Analytics
Social Media Analytics
 
Non-Profit Social Media Tour
Non-Profit Social Media TourNon-Profit Social Media Tour
Non-Profit Social Media Tour
 
KC IABC Business Communicators Summit - Keynote
KC IABC Business Communicators Summit - KeynoteKC IABC Business Communicators Summit - Keynote
KC IABC Business Communicators Summit - Keynote
 
Social Media SWOT
Social Media SWOTSocial Media SWOT
Social Media SWOT
 
Twitter2
Twitter2Twitter2
Twitter2
 
Project Management Tools in the Digital Age
Project Management Tools in the Digital AgeProject Management Tools in the Digital Age
Project Management Tools in the Digital Age
 

Dernier

Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 

Dernier (20)

Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 

Precognitive Marketing

  • 1. Uncovering Unique Audience Insights That Generate Game-Changing Marketing Results Presented by Summit Marketing Ric Lipman, Senior Researcher Kathy Miller, Senior Vice President
  • 2. What Can You Do With Precognitive? • Ask the same questions you’ve been asking – but filter the responses in a new, more productive way • Gain new key insights with remarkable speed to market • Creatively challenge your existing research • Inform a new data capture and overlay strategy • Get a firm grasp of: – What & how different audience populations think and feel about you, your competitors, and the Category? – What are the various Aspirational Self-Images of these different populations?
  • 3. Research Overview • Cognitive Research – Quantitative and Qualitative – Surveys – Polls – Q&A • Precognitive Research – Focus Groups (Workshops) – In-depth (one-on-one) Interviews (IDI) – Ethnographic 3
  • 4. The Mind of the Consumer
  • 5. How the Human Mind Decides • What product or service do I buy? • Which organizations do I give to? – Which cause do I give to? • What organization do I join? • What do I choose to view? – Television – Online – Print – Etc.
  • 6. Cognitive Research Limitations • Respondents typically edit disclosure in cognitive research so studies typically reflect: – What a study participant wants the researcher to know about him/her – How the study participant prefers to view him or herself – What they think the researcher wants to know – This applies to both group and non-group approaches • In addition, group-based cognitive techniques can be contaminated/skewed by “alpha” participants and “herd instincts” • Don’t rely on your audience to give you the answers to the questions you have! – It’s not what you audience says. It’s what is meant by what they say. 6
  • 7. “This Is Not Just Another Focus Group” • Precognitive research is a revolutionary approach to gathering and decoding consumer responses (i.e. verbal, physical & emotional) • Cognitive data (including focus groups) simply reveals what is happening in a way the consumer want you to hear it – Precognitive reveals why it is happening and how consumer choice can be impacted in the future • Rather than focusing on the probability of past behavior dictating future behavior, precognitive research reveals the underlying motivational triggers that guide consumer choice – Oftentimes an intuitive assumption is correct. Equally as often, it is dead wrong.
  • 8. The Essence of Precognitive Research
  • 9. What Is Precognitive Research? • A methodology that uncovers unique insights to inform the development of persuasive messaging to motivate attitudes and influence behaviors • By its very nature, is not “off the shelf” but uniquely designed for every client • Identifies the visual and emotional associations that individuals bring to perceptions of a concept • Identifies both conscious (evaluations) and subconscious (habits) decision-making dynamics • Includes psychological, sociological and anthropological filters integrated with communications theory and best practices – Uncovers the heuristics involved in everyday behavior
  • 11. The Importance of Aspirational Self Image • Every consumer has an aspirational self image that in some way relates to a product Who does your customer become when they choose/use your product?
  • 12. The Impact of Messaging On Behavior
  • 13. Successful Direct Marketing • 40% - Target Audience Precognitive research can provide critical insights on • 40% - Offer key elements of effective direct marketing • 20% - Creative (Message) • What is not considered, but must be considered? – Who is the seller (delivering the message) how are they perceived? – What is the category and how is it perceived?
  • 14. Precognitive at Work The Advantages of Precognitive Research • The importance of how the client is regarded among different populations in the market • The application of determining the aspirational self image of the various populations • Changed entire messaging strategy across a wide range of campaigns – generating strong results • The handshake between research and creative • The findings have a long shelf-life and can be repurposed to maximize the results of future campaigns
  • 15. Precognitive at Work The Salvation Army Direct Mail Messaging Themes • Self Interest/Personal Payback – Donors want to know the benefits to them when they donate • Motivated by social and emotional benefits – Keeping the community healthy pays off for all • Karmic Fortune – Donors motivated to give by relief from problems – “For years I have given. It’s OK to receive.” – Redemption through guilt giving • Goodness/Building for Future – Speaks to desire to create a stronger community • Invitation to community-wide involvement – Donors want to be part of something bigger than themselves
  • 16. Precognitive at Work The Salvation Army Direct Mail Messaging Themes The Results In head-to-head testing that included nine precognitive- inspired creative test cells, all but one of the test cells won in at least one of the key metrics.
  • 17. Precognitive at Work Effectively positioning an Army program to civilian hiring managers. Which logo was selected? 1 2 3
  • 18. Precognitive at Work Effectively positioning an Army program to civilian hiring managers. The Winner! Key Insights – “Guilt” is a strong motivating emotion for hiring managers as many haven’t served: i.e., “Vicarious Service”. – This positioning permitted hiring managers to motivate the aspirational self image of being the “hero” by helping a Veteran start a career. – Hiring managers “love” Veterans but felt strong “anger” toward the Army resulting in motivation to act as a “Savior”. The Results A 10% increase in the Army database of employers who want to hire Veterans in the first 90 days of campaigning.
  • 19. Precognitive Techniques • Some of the proven precognitive data gathering techniques include: – Personification – Story development – Drawings – Collages – Emotion and value matching – Role playing – Laddering exercises
  • 20. Precognitive Screens • If you know “what” your potential or current customers are doing, do you know “why” they do it? • Do you develop messages and offers based on intuition or interpretation of data rather than a direct understanding of what your target audience really wants? • Are insights derived from quantitative metrics/data still “moving the needle”? • Do you know what really motivates your customers?
  • 21. Thank You! If you’d like to learn more, contact: Doug Toomay 913-562-3407 office doug.toomay@summitmarketing.com