Download Brands Laid Bare: Using Market Research for Evidence-Based by J. Kevin Ford PDF

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By J. Kevin Ford

ISBN-10: 0470012838

ISBN-13: 9780470012833

The best way we relate to manufacturers has replaced. as soon as, model administration used to be approximately doing issues to humans, and offerings have been made through model managers now not shoppers. Now the point of interest has shifted in the direction of the client, empowering them to make offerings and treating them as contributors instead of an amorphous mass. A outcome of this is often elevated curiosity in realizing humans as a beginning for model administration. And this can be the place marketplace study can are available in. by means of drawing on industry examine to appreciate shoppers, dealers can larger know how to regulate their model. Exploring a spectrum of 12 shopper wishes and drawing on first-hand learn facts, Kevin Ford presents a confirmed framework for figuring out what individuals are fairly searching for from a model - and providing it.

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Sample text

On the vertical axis a scientific brand is highly progressive through inventions, but at the same time able to make these very practical and reliable. These four poles are better interpreted as very broad themes, rather than specific needs. And so, you commonly find the intermediate points added in, to create a system of eight needs. 1 A two-dimensional needs map DIFFERENT DIMENSIONS 29 at the ends of two axes: one top-left to bottom-right, and the other topright to bottom-left. The first of these contrasts the combination of excitement and curiosity, which you might label ‘exploration’, with closeness and stability, which you might label ‘trust’ or ‘sincerity’.

The mathematical technique asserts that the dimensions are ‘independent’ in meaning, implying a logic in showing them at right angles in the map. It also seems simply natural to draw the picture with two dimensions, since you can take any two aspects and cross them in this way. 1). Taking the four poles more widely, it would be more accurate to describe them as four broad concepts: 28 . . INSIGHT INTO NEEDS FROM OTHER PERSPECTIVES ‘ideas’ (top): curiosity/liberty/ideals; ‘groundedness’ (bottom): practicality/structure/stability; ‘energy’ (left): excitement/self-expression/challenge; ‘feelings’ (right): harmony/love/closeness.

And so it can be the rebel, with or without a cause. Another expression of the Challenge theme is the positioning of certain cold and flu remedies, those which attack the cold and flu with maximum force, allowing you to carry on and meet life’s challenges, whether this is your boss’s demands at work or anything else. This sort of positioning, certainly when combined with the Practicality need, seems at first sight to be the obvious one for many products. Your expectation might be that we have very wide-ranging needs from services, so that might reasonably include all parts of the map, but that products are simpler and focused more toward the practical delivery, lower-left area of the map.

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