Posted in Marketing & Strategy Articles, Total Reads: 1996
, Published on 25 July 2013
Time will consume, decisions are steamed, everything is urgent, it must be present in every phase and stage of the production process of our product or service, otherwise, nothing will work out.
Human needs, consumer needs, are the foundation of all modern marketing. The needs are the essence of the marketing concept. The key to survival, profitability and growth of a company in a highly competitive market is its ability to identify and satisfy unmet consumer needs, better and faster than the competition (1). Serving the consumer context, to understand, to be immersed in your life, in your work involves extra efforts in order to get our product, no doubt, to the potential market, on the other hand, the trends indicate that meeting needs is the norm in marketing.
Addressing the call of Schiffman puts us in an undesirable situation, consider using longer range penetration strategies consumers such as active listening, observation and immersion in medium for not only fill a need, but to do so consumer experience a sense involving the senses, emotions and your own decision. Listen, assist and engage with consumers in real time and closely, is a mechanism that will provide new insights as we talk about the tricks, ways to use what they recommend, confirm or not the merits of a trademark, etc. (2).
Acquire the ability to be immersed in the consumer context will the cornerstone of the new market research, we can not settle with the quantitative survey using a questionnaire, which could be falsified or answered without honesty. Having worked in a number of market research, of different nature and aimed at very different customers, meeting major limitations in qualitative and quantitative procedures now considered traditional, on one hand, demographic selection which apply the data collection instrument or focus group, we reduce the possibilities for use, consumption, recommendation and adoption of a product or service does not meet the people's daily activities, both at work and in your personal life, being Targeting these factors more powerful than the age or area where you live.
Observe, listen and consumers coexist with our product or service, are segmentation tools that allow us to have a closer relationship with our customers want and need. There are many ways to segment a market, but not all segmentations are effective, to be useful, market segments must be: measurable, accessible, substantial, differentiable and actionable (3).
Locate the entrance to a shopping center and gather facts from a questionnaire, will not guarantee that the data are taken in the best way, it will be difficult to determine if it will survey people living with our product or, considering that most people passing through this place have something in common just by having them selected by their socioeconomic status. On the other hand, the effort to put in such a position to be immersed in the ecosystem of consumers, resulting in a higher level of costs and expenses if it is to implement the model DIG (Demand-first Innovation and Growth) that suggests Joachimsthaler in the short term.
With an eye placed on the horizon, if you activate the machinery of innovation and creativity this model is entirely feasible to cater to the segment selected in the best way, to reach the goal without question and streamline both qualitative methods quantitative data collection and analysis accordingly. When we realize that we have lost an opportunity we have a development and growth area for both the organization and individual. It is difficult to recognize that our competitor has hit the nail and has undertaken to advance the winning strategy and thus creating a competitive advantage over ours. The competitive advantage is to create business models that fit the client's life and lead to a transformational experience (4).
No doubt, turn to see the consumer ecosystem makes us rethink the marketing research methods that have been applied in recent times, as practiced today, and that descriptive analysis is much shorter now more than ever . Incorporate in my consulting practice this way of knowing the consumer, specifically, in the development of market research, is set to a challenge from the approach of the objectives of each project and above all, make the client is aware of how relevant it is to be immersed in the daily activities of the client. Investigating each of the minutes that a person uses throughout the day, we can give a lot of answers that we have obtained. It's a different way to interfere in your life, what you do, in your passion, know what distracts you, what catches your eye, where you spend your time, how to perform various activities, what takes longer, etc.., all this and much more will be possible to know in order to get the best way to target market, target market or consumer market segment.
From this new perspective, the scene of the opportunities acquires a completely different dimension. Having at our disposal the means to communicate in the best way you know what consumers want, using mainstream media, is not a guarantee for success. Cross the information collected from the traditional perspective with this proposal and others, we provide an analytical much more attached to what consumers and customers really want, crave, dream and seek. With current resources we can question the extent to which our clients are displayed in the future by use or consumption. We will have to question ourselves how much we are able to generate profits, earnings, value and comparative advantage to our customers stay with us, to incorporate into their daily lives and our product is difficult to dispense with the emotions and activation of the senses using the product or service that we have designed and created for them.
Issues facing our current capabilities with which we would like to have and develop, migrate to a different position can generate anxiety and fear, but not to try would be the easiest, stop taking risks means an early death, a death like the opportunities we capture and outdoor.
This article has been authored by Miguel Nava from UIALeon