Marketing executives are usually involved in the daily routine of internal meetings, planning and project management. No wonder they are commonly facing the risk to get a bit disconnected from the folks who actually buy or consume their products and services. Despite the fact that there is plenty of consumer data available: in larger companies there is very often a solid amount of U&A studies, brand trackers, panel data, market reports and other quantitative consumer information.
However, at some point people realize there is a need to really meet consumers face-to-face, talk to them, ask questions and find out the “why” behind the “what”. For example why consumers prefer your brand vs. other brands – or not. Why they like or do not like your brand. What makes them stay loyal. All the kind of information that can really make a change for marketers in terms of resource allocation, brand activation and even on the strategic level. A consumer safari can help to connect the dots and identify the real drivers of consumer behavior by revealing actionable insights.
And they allow marketing folks to re-connect with their consumers more deeply and develop an empathetic understanding of the needs, believes and attitudes of consumers.
Marketers: leave the office, meet your consumers in their homes, join them for shopping, listen and ask!
And many times consumers provide answers to questions you didn’t even ask. Because sometimes we don’t know what we don’t know, isn’t it?
There are some do’s and don’ts to make a consumer safari successful: the set up and flow, the safari etiquette, the right way of asking, active listening, choosing the right place and time. And the recruiting of the right consumers.
Please get in touch with us if you want to know more. Let’s see how we could set up a consumer safari for your brands.