Author: Jay Zaltzman

How to develop a brand story

It helps brands get and keep more customers

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Humans are inherently drawn to stories. They help us make sense of the world, evoke emotions, and build connections. When a company effectively tells its story, it doesn’t just sell a product, it builds a connection with the customer. That emotional engagement translates into increases in customer acquisition and customer loyalty.

Apple’s “Think Different” campaign is an iconic example of brand story. It positioned Apple not just as a tech company but as a brand for creative thinkers and innovators. Customers wanted to be part of that story.

Airbnb’s “Belong Anywhere” campaign is a great example of storytelling that focuses on experiences. Instead of just listing places to stay, Airbnb shares stories of hosts and guests, highlighting unique and personal experiences. The story emphasizes the sense of belonging and community that comes with staying in someone’s home rather than a hotel, making travel more personal and memorable.

How can you develop a story for your brand?

  • Start with the basics. What are your brand’s core values and purpose? The answer to this question might be found in the company’s inception story. What sparked the initial idea? What does the company want to achieve? Patagonia, for example, is not just about outdoor gear but about environmental sustainability. Their story revolves around a commitment to the planet, making their brand purpose clear and compelling.
  • Understanding your audience is crucial. Who are they? What are their dreams, challenges, and values? Dove’s Real Beauty campaign succeeded because it tapped into the audience’s desire for authentic beauty representation. Conducting market research and creating detailed buyer personas can help you align your story with what your audience cares about.
  • What sets you apart? Your unique value proposition should be the heart of your story. Warby Parker disrupted the eyewear industry by offering stylish glasses at affordable prices with a home try-on program. Their story is about accessibility and convenience, appealing directly to their target market.
  • Every great story has memorable characters. In your brand’s narrative, these characters could be your founders, employees, or customers. TOMS shares stories of individuals benefiting from their one-for-one giving model, highlighting real people and communities. This human element makes their brand story more relatable and impactful.
  • Emotion is the engine of a powerful story. Your brand story should evoke feelings—joy, empathy, inspiration. Nike’s storytelling often features athletes overcoming adversity, inspiring audiences to push their limits. These emotionally charged narratives create a deep bond between the brand and its customers.
  • Consistency is key. Your brand story should be reflected across all marketing channels, from your website to social media, advertisements, and customer service. Coca-Cola’s “Share a Coke” campaign consistently promoted the idea of sharing happiness, making their brand message cohesive and memorable.
  • Make your audience a part of your story. Encourage user-generated content, social media interactions, and community events. Airbnb’s “Belong Anywhere” campaign invited users to share their travel experiences, creating a sense of community and belonging that extended their brand narrative.
  • Continuously evaluate the impact of your storytelling efforts. Use metrics like engagement rates, customer feedback, and sales data to understand what resonates. Be prepared to refine your story to keep it relevant and engaging.

Need help developing your company’s brand story? Email me at info at bureauwest.com and let’s discuss!

Sources: Bureau West research; “10 reasons why telling your brand’s story matters,” Fast Company, 5/1/24; “The Importance of Storytelling in Brand Marketing,” Denis Sinelnikov, 5/26/23; “How to Create an Authentic Brand Story that Actually Improves Trust,” Neil Patel

Posted on by Jay Zaltzman

Hyper-personalization gives companies an edge

It’s not just for Amazon and Netflix anymore

Image by Freepik

Hyper-personalization means delivering highly relevant and individualized experiences to customers. It results in significantly higher customer engagement and loyalty. It’s an advanced marketing strategy that used to only be accessible to companies such as Amazon and Netflix, but with the advent of more accessible AI tools, it now has the potential to be a game-changer for businesses of all sizes.

How hyper-personalization works:

  • Hyper-personalization leverages data to dive deep into individual preferences. By analyzing purchase history, browsing behavior, and even social media activity, businesses can tailor their offerings to match the unique tastes and needs of each customer. This isn’t about segmenting markets; it’s about understanding the individual at a granular level.
  • One of the standout benefits of hyper-personalization is real-time relevance. When a customer interacts with a brand, hyper-personalized systems adjust the messaging and offers in real-time. For instance, a clothing retailer can use weather data to suggest raincoats on a gloomy day or sun hats during a heatwave. This level of responsiveness makes customers feel like the brand is genuinely attuned to their current situation.
  • Beyond the data and algorithms, hyper-personalization builds emotional connections. When customers feel recognized and valued, their loyalty deepens. Think of the joy of receiving a special offer on your birthday or a personalized thank-you note after a purchase. These touches create memorable moments that enhance brand loyalty.

With accessible AI tools and customer data platforms (CDPs), even small businesses can implement sophisticated personalization strategies. Companies like HubSpot and Segment offer solutions that allow businesses to gather and analyze customer data effectively, enabling hyper-personalization without breaking the bank.

Hyper-personalization requires a shift in how we conduct market research. Rather than looking for demographic or psychographic segments, companies need to consider the parameters on which to personalize. We need to look for what makes customers differ from one another and then use digital tools to cater to those differences.

Want to learn how to hyper-personalize your marketing? Let’s talk to your customers and find out! Email me at info bureauwest.com and we can discuss the best approach.

Sources: “Taking Hyper-Personalization to the Next Level,” CMS Newswire, 4/16/24; “Driving Performance With Content Hyper-Personalization Through AI And LLMs,” Forbes, 2/23/24, “Why Brands Need to Embrace Hyper-Personalization to Stay Relevant,” The Branding Journal, 2/5/24

Posted on by Jay Zaltzman

Using AI for better research

While people are wondering what potential AI holds for the future, many of us are seeing benefits right now, especially when it comes to our work lives.  That’s certainly the case in the market research field.  AI has enabled us to streamline the process of finding research participants, it can help with discussion guides and moderation, and it has significantly improved report-writing capabilities.

But before we get to conducting the research, AI can help make sure we are asking the right questions of the right people. Think of AI as an opportunity to discuss your client’s research question with an expert in that specific field… actually, not one expert, but an aggregation of experts!

For example, a client recently came to us looking to understand the potential appeal of a new product in the jewelry category. They wanted to know if people would be interested in the product, which customer segments would be most interested, how they go about shopping, and how they would most likely find out about the product.

We needed some background about the category in order to decide whom to recruit and what to ask them. So I turned to AI and asked the following:

    • Act as an expert on the U.S. jewelry business. Provide an in-depth analysis of the industry, focusing on the mid-range pricing tier. Your analysis should cover the following aspects:
    • Provide a detailed description of how the jewelry category operates in the U.S., including key characteristics and market structure.
    • Focus specifically on the mid-range pricing tier. Discuss the types of jewelry typically found in this range and the defining features that differentiate this tier from budget and luxury categories.
    • Analyze the different segments of customers within the mid-range tier. Pay special attention to purchasing behavior, particularly the distinctions between customers buying for themselves and those buying as gifts.
    • Identify and explain the current trends impacting the mid-range jewelry market. Include insights on consumer preferences, popular styles, and emerging materials or technologies.
    • Explore the various business models within the mid-range jewelry market. Discuss the roles of brick-and-mortar stores, online retailers, and hybrid approaches.
    • Provide examples of key players in the mid-range jewelry market. Highlight a few prominent brands or retailers, and discuss their market strategies and positioning.

    I received a great, detailed analysis. I then followed up with questions regarding the specific product idea, as well as the typical steps in the customer journey. The input helped us design the research to make sure we were spending our client’s research dollars in the most effective way possible.

    How did I learn to write that kind of prompt? A lot has been said about prompt writing (for example, this information from OpenAI), but I also want to credit my friend and colleague Robin Algaze who spearheads an AI Community of Practice at Ignite 360 that leverages generative AI to enhance team productivity and elevate output. She provided the following template for AI prompts, which is a great starting point:

    • Act as a [specific role with expertise in the subject].
    • I need a [precise description of the deliverable].
    • You will [clearly defined task with a singular goal].
    • In the process, you should [step-by-step details or important considerations].
    • Please avoid [clear exclusions, sensitive topics, or undesired approaches].
    • Present the final result in [appropriate format for the content].
    • Here is an example [relevant and clear example to illustrate the request].

    I encourage everyone to experiment with AI prompts. The more you do it, the more you’ll find ways in which AI can benefit you!

    How can we help you conduct more effective research? Email me at info bureauwest.com and let’s discuss!

    Sources: “Prompt Engineering,” OpenAI; Robin Algaze, Ignite 360

    Posted on by Jay Zaltzman

    Getting accurate answers to research questions

    I’m excited to have been chosen as one of the industry experts presenting the Qualitative Research Consultants Association (QRCA) course series “From Start to Finish: Managing Qualitative Research with Confidence.”  I will be presenting the training on best practices for developing/evaluating discussion guides.

    Discussion guides are where the rubber meets the road when it comes to getting accurate answers to research questions.  Some clients may not realize that simply asking the research questions in order of importance usually will not get us accurate answers.  Some reasons for this:   

    • People might initially feel uncomfortable when talking to a stranger.
    • If we start by asking about specific ideas, we might bias people, and then we don’t get an accurate read about their general thoughts and feelings.
    • People have a tendency to tell us what they think they should say, rather than what they really think.

    For example, imagine a company developing a new luxury travel product.  Their main objectives are to find out if the product appeals to their target audience, if the cost seems reasonable, and how they feel about specific elements of the offering.  If we were to conduct focus groups where we started by presenting a description of the product, we would run the risk of receiving inaccurate input.

    Instead, I would recommend starting with a general discussion about how participants approach travel.  This would help people feel comfortable, and they would realize that the others in the group are people who have similar travel experiences (so, for example, they wouldn’t need to worry about seeming arrogant in front someone who is more interested in budget travel).

    Then we would want to understand how people make the purchase decision for a luxury travel product like the one being researched.  We know that people think they make their decisions completely rationally, by weighing the benefits versus the price, but we also know that’s not the case: emotional factors play an important role in the decision.  So we might utilize projective techniques to get at that emotional aspect (for example, have them imagine two friends discussing this potential purchase and write down what each of them says; then write what each of them is really thinking).

    Only after that would we actually expose the concept of the new product.  We might ask participants to write down their initial responses (to get their gut reaction before they hear others’ reactions).  When we discuss the concept, we might encourage participants to have conversations with each other, where one likes the concept and one doesn’t and ask them to persuade each other.  While some people worry about the group dynamic in focus groups, these kinds of conversations happen in the real world all the time; by listening in, we can learn what elements are likely to sway people in favor of our concept and what issues might need to be addressed.

    Those are just some examples; I encourage you to sign up for the course for a more detailed look.

    And before I go, one more tip: I like to include a final question in the discussion guide, asking participants to write a postcard to the company with their advice to the CEO on the topic discussed.  This is an opportunity for any final thoughts, and also lets people express any thoughts they might not have been comfortable saying out loud.

    How can you get accurate answers to your research questions?  Email me at info at bureauwest.com and let’s discuss!

    Posted on by Jay Zaltzman