RESEARCH AND PLANNING
“The
#1 reason why brands fail is lack of understanding
and senior management commitment.”
Building a “knowledge estate”
of the market and consumer is one of the most important
investments a business can make. This is an important part
of what we call
"trusted information management management." Yet,
experience shows that despite the challenges many businesses
face, research often becomes a process of garbage in - garbage
out.
Here is what we’re up against as we think about "consumer
knowledge and information management":
- Margins are razor thin
- Sales are flat or declining
- Product costs have already been
scaled back to the bone
- Constant pressure from competitors
- Losing competitive edge, loss
of differentiation
- Increasing regulatory requirements
The business response has been:
- Get it out there quick
- Try enough things and one is bound to work
- Provide enough features and one will trigger a response
- Provide things people don’t need (technology-driven
vs. market-driven)
At best, much of this response has
led to incremental change or development. The team
at Yeowzah, specializes in designing
actionable, insight-driven research for lasting direction
for our clients. We:
1. Take the time, upfront, to identify
and understand the right problem or business issues
2. We ask the right questions
3. We disrupt conventional wisdoms
4. We uncover break through consumer
insights and assess consumer preferences
5. We allow proper time and depth
of analysis to uncover distinct and ownable insights
6. We help translate insights into
action
What is a Consumer Insight?
“A consumer
insight is a fundamental human truth about
how people think, feel, or act, delivered in a
fresh,unexpected way.”
A consumer insight is not…
What we’ve always believe (this would be a convention)
Driven by what the factory makes or what we can deliver
Just information or facts
Product attributes
Just an idea
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