Session8 listening
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This document discusses the importance of listening to customers to gain market insight and understand why they think the way they do. It outlines two listening strategies - conversation monitoring and brand monitoring - to capture qualitative customer data beyond what participates in surveys. Finally, it provides six steps for companies to start listening to the groundswell of customer conversation, including finding influencers and managing PR crises, to improve products, services and the brand overall.
Session8 listening
- 1. Listening & Talking to the Groundswell
- 2. “Brands belong to customers, not companies.” - Ricardo Guimaraes, Brand Theorist
- 3. Listening & Market Research • Market Data – Quantitative, “the numbers” • Market Information – Data with Analysis, gives “meaning” • Market Insight – Qualitative, Discovers “Why” Customer insight – what they are thinking and why
- 4. Listening Limitations & Problems with Listening to the Groundswell 1. We only hear from those who participate in talking 2. The volume of insight is great and difficult to capture
- 5. Listening Two listening Strategies 1. Conversation Monitoring 2. Brand Monitoring
- 6. Listening Listening strategies help improve products, services and the brand in general by providing decision makers the data, information and insight to make better decisions and adapt to the market.
- 7. Listening How to start listening to the groundswell: 1. Find out what your brand means 2. Understand how buzz is always shifting 3. Increase research responsiveness & effectiveness 4. Find influencers 5. Manage PR Crisis 6. Generate new products & marketing ideas
Editor's Notes
- #3: MD Anderson thinks its brand is about technology and innovation but as Lynn Perry points out, its about making patients wait.
- #5: So if there are limitations, how do we move forward? – Two Strategies
- #6: Working with vendors to provide the listening and research services.Communispace as a private community: Ellen Sonnet became netter positioned by having insights- becoming a part of more decision making. Provide Actionable insights.BuzzMetrics as a monitoring service. Mini owners were a part of an exclsive club. Mini focused on marketing to them so they can be empowered to spread word of mouth of their product. By marketing to current owners, created buzz about the product, energizing them to help sell.