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The Amplifier
Ideas for Brand Marketers
Halloween 2007
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In this issue..
-- StrEAM: A Better Laddering Methodology
-- Featured Case: Simply Safe Concept Test
-- Teaching Marketing to Millennials
Like a Halloween ghost, good laddering research is something a lot of people talk about but few have seen. And with good reason! Conducting laddering research well requires significant investments of time and money. We have been working with a new tool called StrEAM for for gaining decision-making insights online. Read more below. We also feature a recent case history of work done for Simply Safe household cleaners and some observations on marketing to Millennials. Very scary. |
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StrEAM: A Better Laddering Methodology ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Means-End Decision-Making research, better known
as 'laddering', offers the greatest insights into how
consumer decisions are made -- and influenced.
Done correctly, laddering research identifies the
critical choice attributes and reveals how those
attributes are connected to higher order
consequences
and values, the true context and drivers of most
decisions.
Laddering research takes many forms. Most have been found to be flawed in the ways the data is gathered and analyzed. A new methodology called StrEAM from Dr. Thomas J. Reynolds, the person responsible for creating laddering 25 years ago, gathers laddering data interactively one-on-one using the Internet. Double coding and factor analysis identifies and quantifies what are the most important ladders. Click below to read more. |
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Featured Case: Simply Safe Concept Test ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
To prepare for an upcoming meeting with one of the
nation's largest retailers, the owners of Simply Safe, a
line of family safe, eco-friendly household cleaning
products, needed proof of concept appeal. They also
needed guidance on decisions about target, pricing
and messaging. The critical meeting was just two
weeks away, so we needed to act fast.
Using a combination hybrid qual/quant methodology, BrandAmplitude fielded a survey among over 1000 female household cleaner purchasers, then followed up with focus groups among concept acceptors. The results were detailed, insightful and actionable, and available in less than a week. To learn more about how we did it, click the link below. |
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Teaching Marketing to Millennials ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
As a professor at University of Notre Dame, I learn as
much from my students about marketing to Millennials
as they learn from me about Marketing. (Shh, don't tell
them). They are savvy consumers of fashion,
technology and media, but have a difficult time
thinking about products for which they are not the
target. They constantly surprise me with their mixture
of awareness and naivete about new media, product
placement and more.
If you are marketing to this audience, it may help to have insight about what they DON'T know. To read our top ten List of what marketing students don't know about marketing, click here. A Marketing Professor's Top Ten List of What Gen Y Doesn't Know |
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More Brand Amplifying Resources ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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Contact Information ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
email:
carol@brandamplitude.com
phone:
269-429-6526
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