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The power of conversation in Market Research

Where would the world be without conversation? Imagine the relationships, bonds and opportunities that would be missed. Or in the case of the last year, that have been missed.

The COVID-19 pandemic has had a massive impact on conversation – having to keep a 2-metre distance, not being able to see friends/family or colleagues, missing those friendly chats with strangers. We’ve had to re-evaluate our whole outlook. Thank the lord for Zoom?

How can we help?

Conversation is the ultimate activity, and ensuring you know what your customers/target audience want is key. We have found that when talking to others, there are a number of elements in the conversation that usually appear. For example, understanding people’s actions allows you to better control the conversation and be sure that the other person is able to respond.

However, conversation is becoming a losing art. People are talking but they aren't really listening. That's where we come in, we are able to deep dive into their truth. After all, this is the only way you will know if your product is (or is going to be) successful.

Emotional Logic help you get closer to real consumer behaviour through the power of conversation (and several other research tools!). We help clients understand consumer behaviour more deeply to provide products, services and content customers will love. Our integrated approach gives brands the best of both worlds – cutting edge techniques applied expertly to deliver actionable results. Here are a few examples:

Contact-free Shopper Research

Did you know that over 90% of the factors that influence shoppers in-store are processed on a subconscious level? Shoppers see, react and make snap decisions within seconds – and the majority of this is not stored in memory. The only way to uncover their truth is by simply asking questions – which can be face-to-face or online.

With the whole world having to adapt to the ‘new normal’ has been challenging for conversation, but that is why we have a tried and tested, fully contact free shopper research suite that can help you get customer service feedback, understand changes in shopper profiles, optimise in-store displays, manage footfall flows and measure KPI. We use a combination of online and smartphone technology to keep you in touch with changing customer needs.

Being aware of how your customers shop and how they feel will play a major role in making sure you stay on top.

Effective Behavioural Change

Again, a lot has changed and the power of conversation is more important than ever before. Consumers have shifted brands and have really had time to think about what they want to purchase instead of falling into their usual purchasing routine. In order to shift behaviour and influence audiences you need to understand the psychology of your audience… We present you with our Motivation Deep Dive.

Whether you are trying to influence consumer habits (such as healthy eating), inducing them to try your new product or simply switch from a competitor product - understanding the drivers of behavioural change is critical.

We have found that people know what to do, but they just don’t do it. They know the facts but the reason why they are not taking up desired behaviours is because their unconscious emotional drivers are keeping them stuck in their day-to-day routines. Having these conversations with consumers can awaken them and let them break free of previous patterns – giving them a clear and open mind when purchasing.

For example, a major health charity experienced a problem converting awareness for the cause into support and donations. Although people saw it as a worthwhile cause, they were prioritising other charities. We were asked how the charity could get people to turn their positive intentions into action.

Our Motivation Deep Dive technique revealed that consumers connected with the charity rationally but not emotionally. They understood the need but did not feel a connection with the cause. This was due to the imagery used in communication.

A revised brand image and new communication campaign generated double digit growth in fundraising income over several years.

Customer loyalty and growth

Have you asked yourself if your brand is activating the right emotions? Truth be told, not all brand emotions drive sales or loyalty, but we can help you identify those that do. It’s important that your brand values connect and resonate with your audience.

Over the last decade, we have found that what consumers might say is not always their truth. For example, a customer could say ‘this brand is eco-friendly’ but on a deep level, this doesn’t really bother them – they just think it does. This is because consumers don’t really know why they do what they do. Taking the time and trying to understand your customer through conversation enables you to identify those emotions that definitely drive sales and loyalty; even across culturally diverse markets.

People want most of all to be heard; to have others listen to them – and understand their needs and concerns. If you want to attract and keep loyal consumers, cut out the noise and start a conversation. It will change your world.

Are you making (social) noise?

Still, conversation doesn’t just have to be about research, but also about how your product/service is being spoken about outside the store. According to Twitter, their research has shown that there is a direct link between conversation volume and sales; ‘a +10% increase in brand conversation could lead up to a 3% increase in sales.’ Suggesting that you should always start a conversation on your latest and greatest – this will attract and audience and according to igniyte, 91% of customers trust an online review just as much as personal recommendation.

Your customers having conversation with friends, family and colleagues about your products is also another powerful tool. In fact, it has been one of the best forms of spreading brand awareness and product recommendations since the beginning of time...

Whether you need insight to adjust your strategies for existing brands to the new normal or are thinking about launching new products we can help you get it right. Emotional Logic is a specialist behavioural insight agency and we offer a range of cost-effective research solutions to ensure your strategy connects with the constantly shifting needs of the consumer. Please get in touch for a free consultation.

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