As the head of planning at an agency who truly believes in insights, nothing jazzes me like having clients who share a hunger for knowing more – about their consumers, about how those consumers make decisions, and about how brands can intersect them and impact their thinking in new ways. We are lucky to have partners who fit this description.
While we conduct ongoing tracking for a number of clients, do a fair amount of traditional qualitative, and address a la carte research needs on a regular basis, there are certain projects that reinvigorate you about what it is we do. And we’ve recently undertaken, or are about to initiate, some projects that are exciting because of the new ways they’re allowing us to tap into insights.
We just transitioned a subset of respondents from an ongoing tracking study into an online community where we spent a few days engaged in story-sharing and conversation about the emotions that arise when an unexpected durable good expense arises, how they research purchases and ultimately make decisions.
In the coming weeks, we are building on online panel that will allow us to experience a new food product launch alongside its target consumers, looking to them for ideas about usage, recipes and an understanding of how the new brand fits into their pantries, menus and lives.
It’s projects like these, supported by clients with a passion for insights, that make all this a whole lot more fun.