We have all been inundated with information about how customer needs have changed and will continue to change for the foreseeable future. COVID-19 has had an unprecedented impact on so many lives. The way people now work, socialize, spend their time, and spend their money, is evolving. As a result, brand leaders are struggling to know how to adapt and connect with their customers in a meaningful way. Unfortunately, the available market research and marketing “advice” is generic and therefore not actionable.
Topic: market research
What the “New Normal” Means for Market Research in Uncertain Times
There has been a lot of talk recently about how we are settling into a “new normal,” and figuring out what that means for us as individuals. What will matter to us? What aspects of “before COVID-19” will return and what will be forever changed? How will we re-prioritize what is important to us? As business leaders navigating these uncertain times, it is critical that you ensure that your products, services, and communications are truly useful and meaningful to your customers. But how do you do that? Is it appropriate to conduct market research right now? Will the results be meaningful? How do you keep your businesses afloat without seeming opportunistic or tone-deaf?
Breaking the Habit: Why Understanding Workflow Habits Is Key to Successful Marketing
Habits are powerful. In Daniel Kahneman’s book Thinking, Fast and Slow, he talks about habits as “the law of least effort,” saying “if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action.” It makes sense. Scientists have conducted numerous studies that have demonstrated that the human brain is constantly looking for ways to save effort. We’d all be completely overwhelmed if we fully considered every decision we made every minute of every day.
The Story of the Green Hat: Avoiding Cultural Pitfalls in China
Marketing textbooks are littered with examples of American companies rolling out their products in foreign markets with little regard for seemingly “basic” cultural norms and language. Who, after all, hasn’t read about the Chevy Nova in Mexico? While this urban legend has since been debunked, it holds as an apt metaphor. A widely selling car in the US in the 1960s and 70s, a myth grew that consumers in Spanish-speaking countries wouldn’t buy the Nova because “no va” in Spanish means “it doesn’t go”. With regards to China, I like to call this The Story of the Green Hat.
Listening With Your Eyes | TedxUCincinnati
Sean Connell speaks on principals he developed over the years that lead to deeper cultural understanding and cognitive empathy in the context of international market research. But these principals can be valuable for anyone who travels frequently, works on global teams, works or studies with people from other countries, and even those with an interest in international affairs. So grab cup of coffee, relax, and enjoy 17 minutes of “Listening With Your Eyes”.