THE PROJECT
After this course, and specifically the Insight/Experience Audit & Prototype, I feel more confident in my abilities and experience with primary research. As marketing majors, we are given the most instruction on how to create and conduct survey research. This class has opened my eyes to new methods, some of which I believe supply information far more insightful and interesting than any information a survey might reveal.
A survey is a good starting point, but I have learned that these additional methods are effective in supplementing and confirming or disproving the data collected from the survey. Specific to our project, we started initially with only a survey, but we knew we would try another method as well. I will admit, the concept of more vague research methods felt somewhat foreign to us, but through class examples from previous projects we were aware of their effectiveness. We decided to create collage pages with some direct stimuli related to our room in the house, the home office. We also added additional stimuli to the pages that were more vague, such as emotion words, and random pictures that were not related to the room, but were intended to invoke certain emotions in respondents.
What we found was that participants seemed almost as unsure about the method as we were, because many of them either didn’t respond to our request, or replied that none of our stimuli were applicable to them. However, I do not blame respondents for the miscommunication and confusion. This was our first attempt at this sort of research, and I think it is going to take trial and error for us to gain the skills necessary to adequately conduct it. We did receive some insightful responses, which I am proud of for a first attempt. The responses from this portion of our primary research served to reinforce the insights we obtained from the survey methodology, which made us more confident that we were catering to the proper insights while creating our product idea.
Regardless of some bumps in the road, doing this project and getting hands on experience with new research methodology has given me a new tool to use when I embark on a career and/or continued education after I graduate.
Another reason why this project was a valuable experience is that it mirrors how projects will be completed in my professional life after college. First, I appreciated the time management it required. I am usually just given a project and a due date, with very few checkpoints in between. The regularity of the project updates not only kept us on top of our work, but also allowed us to reflect on our methodology in completing the project and adjust it if needed.
Additionally, very few concrete instructions were given, which I found far more useful than if we were to receive a page of succinct requirements. This gave us freedom in that we could be creative and present the data that we felt most relevant. There’s not always going to be someone standing over my shoulder telling me exactly what to do, so this was a great starting point in getting used to that format.
MY TEAM
I feel really fortunate to have been assigned to team 3. Our team could not have been more diverse in regards to our backgrounds and specialties. Toni gave a great international perspective, Josh works for a software company, which gave him access to multiple members of our segment and made him our resident tech-specialist, Lacey’s creativity was an asset to the prototyping process, and Alpana had drive and organization and really kept the team in line. As for myself, I am idea-driven and my brain is constantly churning, which proved very useful when coming up with a product idea in the first place.
Initially, I was worried that we would run into problems because we all have competing responsibilities, in addition to different personalities and interests. I was pleasantly surprised that this very rarely posed a problem, but instead made for a productive team environment. We bounced ideas off of one another and were able to expand on the ideas that team members voiced. It was rare that any one team member would stand behind an idea without actively taking other opinions or criticisms into account. Overall, working with a team made this project valuable because everyone brought something different to the table.
Professor Walls was also quite helpful throughout the course of our project. Like I said before, I liked that his instructions were somewhat vague, giving us the freedom to take the approach that best fit our visions for the project. This had the potential to be problematic if Professor Walls had not been readily available to answer our questions or to provide us with feedback or suggestions. Luckily, he was always there to lend his advice, which I know our team found valuable.
One final note - this class has been a wonderful part of my marketing experience at UT. It really got me thinking about my true needs and desires as a consumer. Also, I have thoroughly enjoyed blogging, and will probably continue since it basically became a part of my routine. It's not as hard as I thought it would be, and it's pretty great having a place to voice my opinions.
Now on to graduation...
Tuesday, April 28, 2009
Sunday, April 19, 2009
Response to Alpana's Blog "I Salute You, iPhone"
I want to use this entry to comment on Alpana Prabhudesai's blog about the iPhone, posted on March 30th. Alpana and I are good friends, and we share a close love for our iPhones. I inspired her to buy a metallic silver case to match my metallic gold case, and her cool backgrounds downloaded from the free background application always get me searching for a new one for myself. I think that’s one thing that customers truly love about the iPhone; we are a club and we have our own language, and I believe that the high-tech consumer is drawn to this kind of exclusivity.
Alpana broke her blog post down into four categories, so I will break my response into four categories as well.
Everything You Need in One Place
Alpana brings up the benefit to iPhone owners of being able to use the Internet 24/7. I fully agree that it is of great value to the consumer to be able to easily manage their schedules, check accounts, get directions, and look things up just as they would on a computer, except from the palm of their hand. However, by having this device that has so many features and so many options, the paradox of choice can very easily come into play. In my own iPhone experience, I was thrilled when a software update allowed me to download games and useful programs through the iTunes application store. As the feature caught on, the number of applications to choose from became overwhelming. I quickly found myself intimidated by the idea of scrolling through lists that felt almost endless, and basically stopped downloading applications all together. My tactic now is to just wait and hear from someone else in the “club” what applications are worth it to download.
Don’t get me wrong; I love that my iPhone does everything and more. But at the same time, this causes me more strife as a consumer than a run-of-the-mill cell phone would. This one device holds so many things that are important to me, and I use it so frequently, that I can’t describe how nervous I am about losing it. I can easily backup my data onto a new phone, but I don’t want someone to get a hold of my personal information. Also, now that I have access to all of these features, I can’t imagine ever having a different phone, and I know a number of iPhone users who hold a similar sentiment. This is great for Apple, but potentially bad for me, particularly from a financial standpoint.
Fun, But Completely Unnecessary Gadgets
I completely agree with Alpana that there is an application out there for everyone. iPhone users can be rest assured that their personal tastes will be accommodated, even if their favorite pastime is popping virtual bubble wrap. However, the number of applications brings me back to the idea I voiced before about the paradox of choice. New applications are developed everyday, and it is growing more and more difficult to locate the perfect applications that make your iPhone uniquely your own.
In Your Face, Interface
I agree that the iPhone interface really is a beautiful thing, but I wanted to expand on a few more things. Although the device is so high-tech which some might think goes hand in hand with complexity, Apple has managed to make the device user-friendly and relatively simply to use, and simplicity is something that I feel consumers strive for in a complicated marketplace filled with choices. The simplicity of the phone is made even more evident by the minimal instructions included with the phone. Most people can dive right in and figure it all out, but for those who need more help, there are interactive videos on the Apple website, or in-store tutorials with Apple employees. Interacting with people, even if is through a video, is much preferred over sitting at home with an instruction manual, and thus, enhances the customer experience.
With Love, From Apple
Apple has done an excellent job creating a unique and consistent customer experience. As I stated above, I agree that the sense of community is strong between apple users, and that it plays a major role in why people love being Mac users. I recently switched to a MacBook when my Sony Vaio crashed a few weeks ago. I am the first to admit that I wanted to switch to Mac because I wanted to join the club. With the attention and suggestions from employees in the Apple store and the interactive displays that allowed me to explore product features, I felt like a member of the club almost instantly.
In addition, Apple has mastered the checkout process. I think it would be hard to find a person who does not place service at or near the top of their list of necessities when purchasing an expensive product. Consumers are already under stress thinking about the amount of money they are about to shell out, and poor service will only enhance that stress and subsequently lead to a negative customer experience. I was in and out of the Apple store in 15 minutes, product in hand, and never once did I have to wait in a line. This is an experience I can truly say I have never had in any other store.
For the most part, it really feels like Apple has done everything right.
Alpana broke her blog post down into four categories, so I will break my response into four categories as well.
Everything You Need in One Place
Alpana brings up the benefit to iPhone owners of being able to use the Internet 24/7. I fully agree that it is of great value to the consumer to be able to easily manage their schedules, check accounts, get directions, and look things up just as they would on a computer, except from the palm of their hand. However, by having this device that has so many features and so many options, the paradox of choice can very easily come into play. In my own iPhone experience, I was thrilled when a software update allowed me to download games and useful programs through the iTunes application store. As the feature caught on, the number of applications to choose from became overwhelming. I quickly found myself intimidated by the idea of scrolling through lists that felt almost endless, and basically stopped downloading applications all together. My tactic now is to just wait and hear from someone else in the “club” what applications are worth it to download.
Don’t get me wrong; I love that my iPhone does everything and more. But at the same time, this causes me more strife as a consumer than a run-of-the-mill cell phone would. This one device holds so many things that are important to me, and I use it so frequently, that I can’t describe how nervous I am about losing it. I can easily backup my data onto a new phone, but I don’t want someone to get a hold of my personal information. Also, now that I have access to all of these features, I can’t imagine ever having a different phone, and I know a number of iPhone users who hold a similar sentiment. This is great for Apple, but potentially bad for me, particularly from a financial standpoint.
Fun, But Completely Unnecessary Gadgets
I completely agree with Alpana that there is an application out there for everyone. iPhone users can be rest assured that their personal tastes will be accommodated, even if their favorite pastime is popping virtual bubble wrap. However, the number of applications brings me back to the idea I voiced before about the paradox of choice. New applications are developed everyday, and it is growing more and more difficult to locate the perfect applications that make your iPhone uniquely your own.
In Your Face, Interface
I agree that the iPhone interface really is a beautiful thing, but I wanted to expand on a few more things. Although the device is so high-tech which some might think goes hand in hand with complexity, Apple has managed to make the device user-friendly and relatively simply to use, and simplicity is something that I feel consumers strive for in a complicated marketplace filled with choices. The simplicity of the phone is made even more evident by the minimal instructions included with the phone. Most people can dive right in and figure it all out, but for those who need more help, there are interactive videos on the Apple website, or in-store tutorials with Apple employees. Interacting with people, even if is through a video, is much preferred over sitting at home with an instruction manual, and thus, enhances the customer experience.
With Love, From Apple
Apple has done an excellent job creating a unique and consistent customer experience. As I stated above, I agree that the sense of community is strong between apple users, and that it plays a major role in why people love being Mac users. I recently switched to a MacBook when my Sony Vaio crashed a few weeks ago. I am the first to admit that I wanted to switch to Mac because I wanted to join the club. With the attention and suggestions from employees in the Apple store and the interactive displays that allowed me to explore product features, I felt like a member of the club almost instantly.
In addition, Apple has mastered the checkout process. I think it would be hard to find a person who does not place service at or near the top of their list of necessities when purchasing an expensive product. Consumers are already under stress thinking about the amount of money they are about to shell out, and poor service will only enhance that stress and subsequently lead to a negative customer experience. I was in and out of the Apple store in 15 minutes, product in hand, and never once did I have to wait in a line. This is an experience I can truly say I have never had in any other store.
For the most part, it really feels like Apple has done everything right.
Sunday, April 12, 2009
Outline
Areas of concern:
- Am I paying enough attention to customer insights and experiences?
- Do my ideas flow?
Note: The reasons why consumers buy cause-related products are my opinions. There was very little secondary research available for that aspect of my paper.
I. Introduction
A. Thesis – Companies are increasingly using cause-related marketing to give consumers new incentives to buy their products. Mission-based companies are more clear in their dedication to a cause, whereas the motives of some preexisting companies who associate with causes are questionable.
i. What is cause-related marketing?
ii. Overview of topics to be discussed
1. There are benefits and pitfalls associated with cause-related marketing.
2. Why do customers buy cause-related products?
3. Some companies are mission-based, meaning they are formed because of a cause.
4. Many preexisting companies create an association with a cause in order to entice customers.
II. Body
A. There are benefits and pitfalls associated with cause-related marketing.
i. Benefits
1. Studies show that cause-related marketing efforts result in increased sales.
2. There will be greater customer loyalty, especially if customers associate personally with the cause.
3. Philanthropic activity enhances the company image.
4. Cause-related marketing solicits positive media coverage
ii. Pitfalls
1. It is difficult to quantify how well cause-related marketing programs work.
2. With so many stimuli in today’s marketplace, it is difficult to attract customer’s attention to philanthropic activity.
3. Cynicism leads consumers to question the true motive behind association with a cause.
4. Companies face the challenge of finding the right cause to associate with. The values of the company must be in line with the values of the cause.
B. Customer insights, and why consumers buy cause-related brands
i. In today’s marketplace, consumers are faced with innumerable product choices.
1. It is hard for companies to “out-advertise” or “out-innovate” their competitors.
2. By associating with a cause, companies differentiate their products, making consumer decisions easier.
ii. Consumers want to feel a connection and involvement with the company.
iii. Consumers want to feel good about the brands they buy.
iv. Consumers want a simple way to support a cause.
C. Mission-based companies
i. TOMS Shoes was founded to provide shoes for children in need.
1. How does TOMS create a customer experience?
a. A unique business-model, known as the buy-one-give-one-away model, differentiates TOMS from other mission-based companies.
b. Shoe-drops give consumers the chance to be directly involved with the brand.
c. All elements of the TOMS website mention giving.
i. Consistent with the mission of the company
ii. Reminds customer that they are doing a good thing at each stage of the purchase process.
ii. Patagonia uses recycled and organic materials and supports grassroots environment groups to reduce strain on the environment.
1. The Patagonia website refers to the brand as a tribe. “Field testers work closely with the design department to test, refine and validate our products in the harshest and most remote locations on the planet.”
a. Consumers experience the brand vicariously through ambassador accounts on the Patagonia website.
b. Patagonia customers aspire to have such adventures, and therefore are enticed to buy products to eventually reach that goal.
2. Consumers get direct involvement with the brand through a recycling program calling for old Patagonia products.
D. An increasing number of companies are associating their brand with breast cancer support.
i. Yoplait’s Save Lids to Save Lives campaign has been running for 9-years.
1. Consumers seek simplicity in a complicated marketplace, and all Yoplait asks them to do is wash off the lids and mail them in.
2. The campaign is easily accessible to consumers via several outlets.
a. General Mills has teamed up with Zeta Tau Alpha Sorority.
b. Corporations can sign up for pink lid donation kits so employees can donate at work.
3. Because of the frequency of breast cancer, most consumers have been touched in some way by the disease. This creates a connection with the brands that associate with the cause.
ii. “Think Before You Pink, a project of Breast Cancer Action, launched in 2002 in response to the growing concern about the overwhelming number of pink ribbon products and promotions on the market. The campaign calls for more transparency and accountability by companies that take part in breast cancer fundraising, and encourages consumers to ask critical questions about pink ribbon promotions.”
1. Their current campaign focuses on Yoplait.
a. Yoplait is made from dairy from cows that have been treated with the artificial growth hormone rBGH, which can cause breast cancer.
b. In response, Yoplait announced they will take rBGH out of their product.
2. The organization provides critical questions to educate consumers.
a. How much money actually goes toward breast cancer? Is the amount clearly stated on the package?
b. What is the maximum amount that will be donated?
c. How are the funds being raised?
d. To what breast cancer organization does the money go, and what types of programs does it support?
e. What is the company doing to assure that its products are not actually contributing to the breast cancer epidemic?
3. Breast Cancer Action is working to reshape the way customers approach purchasing cause-related products.
a. Research will become a part of the experience.
b. Customer experience will be enhanced with the certainty that an educated decision has been made.
III. Conclusion
A. Consumers buy products from mission-based companies and preexisting companies who associate their brand with a cause for similar reasons.
i. Mission-based organizations are very clear in their dedication to a cause, as all of their business practices go towards furthering support of the cause they were founded on.
ii. Consumers are urged to educate themselves before buying products from preexisting companies who associate their brand with a cause.
- Am I paying enough attention to customer insights and experiences?
- Do my ideas flow?
Note: The reasons why consumers buy cause-related products are my opinions. There was very little secondary research available for that aspect of my paper.
I. Introduction
A. Thesis – Companies are increasingly using cause-related marketing to give consumers new incentives to buy their products. Mission-based companies are more clear in their dedication to a cause, whereas the motives of some preexisting companies who associate with causes are questionable.
i. What is cause-related marketing?
ii. Overview of topics to be discussed
1. There are benefits and pitfalls associated with cause-related marketing.
2. Why do customers buy cause-related products?
3. Some companies are mission-based, meaning they are formed because of a cause.
4. Many preexisting companies create an association with a cause in order to entice customers.
II. Body
A. There are benefits and pitfalls associated with cause-related marketing.
i. Benefits
1. Studies show that cause-related marketing efforts result in increased sales.
2. There will be greater customer loyalty, especially if customers associate personally with the cause.
3. Philanthropic activity enhances the company image.
4. Cause-related marketing solicits positive media coverage
ii. Pitfalls
1. It is difficult to quantify how well cause-related marketing programs work.
2. With so many stimuli in today’s marketplace, it is difficult to attract customer’s attention to philanthropic activity.
3. Cynicism leads consumers to question the true motive behind association with a cause.
4. Companies face the challenge of finding the right cause to associate with. The values of the company must be in line with the values of the cause.
B. Customer insights, and why consumers buy cause-related brands
i. In today’s marketplace, consumers are faced with innumerable product choices.
1. It is hard for companies to “out-advertise” or “out-innovate” their competitors.
2. By associating with a cause, companies differentiate their products, making consumer decisions easier.
ii. Consumers want to feel a connection and involvement with the company.
iii. Consumers want to feel good about the brands they buy.
iv. Consumers want a simple way to support a cause.
C. Mission-based companies
i. TOMS Shoes was founded to provide shoes for children in need.
1. How does TOMS create a customer experience?
a. A unique business-model, known as the buy-one-give-one-away model, differentiates TOMS from other mission-based companies.
b. Shoe-drops give consumers the chance to be directly involved with the brand.
c. All elements of the TOMS website mention giving.
i. Consistent with the mission of the company
ii. Reminds customer that they are doing a good thing at each stage of the purchase process.
ii. Patagonia uses recycled and organic materials and supports grassroots environment groups to reduce strain on the environment.
1. The Patagonia website refers to the brand as a tribe. “Field testers work closely with the design department to test, refine and validate our products in the harshest and most remote locations on the planet.”
a. Consumers experience the brand vicariously through ambassador accounts on the Patagonia website.
b. Patagonia customers aspire to have such adventures, and therefore are enticed to buy products to eventually reach that goal.
2. Consumers get direct involvement with the brand through a recycling program calling for old Patagonia products.
D. An increasing number of companies are associating their brand with breast cancer support.
i. Yoplait’s Save Lids to Save Lives campaign has been running for 9-years.
1. Consumers seek simplicity in a complicated marketplace, and all Yoplait asks them to do is wash off the lids and mail them in.
2. The campaign is easily accessible to consumers via several outlets.
a. General Mills has teamed up with Zeta Tau Alpha Sorority.
b. Corporations can sign up for pink lid donation kits so employees can donate at work.
3. Because of the frequency of breast cancer, most consumers have been touched in some way by the disease. This creates a connection with the brands that associate with the cause.
ii. “Think Before You Pink, a project of Breast Cancer Action, launched in 2002 in response to the growing concern about the overwhelming number of pink ribbon products and promotions on the market. The campaign calls for more transparency and accountability by companies that take part in breast cancer fundraising, and encourages consumers to ask critical questions about pink ribbon promotions.”
1. Their current campaign focuses on Yoplait.
a. Yoplait is made from dairy from cows that have been treated with the artificial growth hormone rBGH, which can cause breast cancer.
b. In response, Yoplait announced they will take rBGH out of their product.
2. The organization provides critical questions to educate consumers.
a. How much money actually goes toward breast cancer? Is the amount clearly stated on the package?
b. What is the maximum amount that will be donated?
c. How are the funds being raised?
d. To what breast cancer organization does the money go, and what types of programs does it support?
e. What is the company doing to assure that its products are not actually contributing to the breast cancer epidemic?
3. Breast Cancer Action is working to reshape the way customers approach purchasing cause-related products.
a. Research will become a part of the experience.
b. Customer experience will be enhanced with the certainty that an educated decision has been made.
III. Conclusion
A. Consumers buy products from mission-based companies and preexisting companies who associate their brand with a cause for similar reasons.
i. Mission-based organizations are very clear in their dedication to a cause, as all of their business practices go towards furthering support of the cause they were founded on.
ii. Consumers are urged to educate themselves before buying products from preexisting companies who associate their brand with a cause.
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