A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
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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
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.
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?
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.
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