Context: Consumer vs. Human
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The document discusses the limitations of viewing consumers in isolation and emphasizes the importance of understanding the broader societal context that influences consumer behavior. It highlights the need for brands to recognize emerging social shifts and adapt their strategies accordingly, using examples from marketing campaigns that succeeded by focusing on the underlying human needs. Ultimately, the document advocates for creating meaningful products and services by integrating contextual awareness into the development process.
Context: Consumer vs. Human
- 1. CONTEXT: CONSUMER VS. HUMAN
- 2. people spend only 4% of their time as CONSUMERS consumers are PEOPLE, part of culture and society we tend to look at things in isolation - consumers and categories missing the big picture can lead to misleading insights
- 3. Far too often we develop ideas in a black box, without having a broader context in mind
- 4. http://farm1.static.flickr.com/185/436488952_37d6df5821.jpg?v=0 we like to talk about consumers with narrow target group description but we forget that there are other stimuli that have an even bigger influence on choice
- 5. http://farm4.static.flickr.com/3093/2493754973_8e35bdf64f.jpg?v=0 Behind every 35-45 mother with two kids and a household income of 35.000 - 45.000 euros is a woman with needs, dreams, wishes...
- 6. every human is part of a bigger society and group with sociological, technical, legal, economic and ecological implications
- 7. We need to see the big picture to understand the context in which we are living http://farm4.static.flickr.com/3348/3411036549_39e510ed1b.jpg?v=0
- 8. http://farm1.static.flickr.com/25/97994906_92e7a71af0.jpg?v=1149559224 so that we can innovate new products, services & content on purpose and with a clear focus instead of serendipity
- 9. you can’t see around corners but you can hear around them
- 10. • you could • see it coming
- 11. ..my prediction from the sixties finally came true: In the future everyone will be famous for fifteen minutes." Andy Warhol 1979
- 12. User generated content enters traditional mass media and turn normal citizen into the shows main content
- 13. Pop idol turns the human into the star. Let’s find the next hero via crowd sourcing.
- 14. You Tube tapped into emerging “see me, hear me” needs… and new opportunities like, mobile internet, broadband connections, mobile phones with video cameras, integrated webcams in computers,...
- 15. Was it really impossible to see this coming or have we just spend to much time analyzing narrow target group description and brainstorming in a black box? http://farm1.static.flickr.com/153/403830495_4cea85a596.jpg?v=0
- 16. Nike women missed the shift in society from a feminism area to a post feminism area. Women where not open for communication messages anymore and the campaign failed
- 17. Dove got it right and understood to what messages women are open for. It reached the woman behind every target group description. Dove stopped being a soap brand and started to become beauty brand
- 18. THINK OUTSIDE THE CATEGORY USAGE TO FIND MORE MEANINGFUL SOLUTIONS AND TOPICS THAT WILL STICK WITH THE AUDIENCE http://farm4.static.flickr.com/3160/2770678413_03d591a721.jpg?v=0
- 19. http://farm4.static.flickr.com/3042/2979635819_1756343bfc.jpg?v=1225220948 EXAMPLE: THE GENERAL CONTEXT OF TODAY GLOBALIZATION WAR VOLATILE COMMODITY PRICES RECESSION CORPORATE/PRIVATE BANKRUPTCY THE EMERGING NEEDS ARE: COMFORT, SECURITY & PROTECTION ...HOW ONE BRAND GOT IT RIGHT
- 20. WHEN HYUNDAI DID A BIT OF RESEARCH ABOUT CAR BUYERS IT FOUND THAT 50% OF PEOPLE THINKING ABOUT BUYING A CAR OR TRUCK WERE RESISTING THE URGE BECAUSE THEY MIGHT LOSE THEIR JOBS. http://247wallst.com/2009/03/04/as-car-sales-collapse-hyundai-become-the-most-successful-car-company-in-america/
- 21. IF WE WANT TO CREATE MEANINGFUL PRODUCTS, SERVICES OR COMMUNICATION WE NEED TO TAKE THE CONTEXT IN CONSIDERATION.
- 22. THANK YOU STEFAN ERSCHWENDNER & JOANNA BAKAS STRATEGIC PLANNER DDB BUDAPEST GROUP HTTP://WWW.TWITTER.COM/ERANIUM HTTP://WWW.TWITTER.COM/JO_VANNA