Research Tidbits

In the current crisis, it’s innovate or die

OK, maybe I’m overstating it … or am I? 

https://pixabay.com/photos/puzzle-pieces-of-the-puzzle-play-81457/

The pandemic has caused significant changes for almost every company.  Many have seen a sharp drop in revenue.  Others have had revenues remain the same or even increase, but customers’ needs have changed.  Many have new rules and restrictions about how they can do business.  Some restrictions may be relaxed soon… but customers aren’t sure it’s safe to go back to their old behaviors.

The result of this chaos can be summed up in one word: Disruption.  And when it comes to dealing with disruption, companies that fail to innovate do so at their peril. 

We’ve all heard the stories of companies that ignored disruptions going on around them.  Nokia didn’t realize that data would become more important to users than voice.  Kodak ignored digital photography.  Blockbuster refused to believe their model could be improved upon.

And then there are the companies that recognized disruption and innovated.  Netflix was in the business of mailing DVDs to their customers.  The company saw the growth in high-speed internet and developed its streaming service.

More recently, online meeting provider Zoom grew immensely as a result of the lockdown… and then had to deal with significant disruption when security flaws were discovered.  As a result, many companies and organizations stopped using Zoom.  The company reacted quickly, releasing versions of their software that addressed vulnerabilities and going so far as to acquire security company Keybase to help with their security and privacy efforts.  Now the New York City Department of Education and other organizations have lifted their bans on Zoom use.

So how can you ensure your company doesn’t get crushed by disruption?

We recommend conducting a brand innovation process, which includes the following:

  • A review of how the competitive landscape has changed as a result of the current crisis
  • Research with customers and prospects to understand how they feel and what they are doing right now
  • Disruption workshop with your key stakeholders.  Looking at each of the “4 Ps” –Product, Price, Place, and Promotion – what has changed in the current environment?  How should the brand evolve to address those changes?  A SWOT exercise leading into brainstorming: what could be done better or differently when it comes to each of the four Ps?  What are ways to leverage the company’s strengths and opportunities (including new opportunities) in order to overcome the weaknesses and threats?

Can Bureau West help? I thought you’d never ask!  I have teamed up with Joe Sharlip, an expert brand strategist, to offer brand innovation to our clients. Call me at 760-469-9266 or email info at bureauwest.com to discuss how best to tailor the process for your needs.

Posted on by Jay Zaltzman

The “new normal” — what do people want?


Credit: CNN https://www.cnn.com/2020/05/07/world/dutch-restaurant-reopen-greenhouse-trnd/index.html

Many companies are conducting research, asking their customers how they intend to behave and what they want as we move toward emerging from lockdown.  What they’re finding is that people just don’t know.  This is such a strange and unprecedented time that people aren’t sure how they feel or what they want. 

Anecdotal evidence says that people are not necessarily returning to their previous behaviors as soon as their local government eases restrictions.  But they don’t seem to know how they will actually behave until the easing happens.  One thing is clear: most are worried about staying safe.

Companies are looking for creative ways to allay customers’ fears.  A restaurant in Amsterdam has introduced “quarantine greenhouses” where a glass structure encloses tables of up to four diners, enabling them to maintain social distance from others.  Servers wear face shields and use long boards to serve dishes to diners.  The restaurant is booked solid until the end of June.


Credit: CNN https://www.cnn.com/2020/05/07/world/dutch-restaurant-reopen-greenhouse-trnd/index.html

But… if people don’t know what they want, how can market research help?  Several ways:

  • Conduct research about actual behavior.  While people are having trouble getting their heads around the current situation and may not always be able to explain their own behavior, we can uncover patterns in their actual behavior.  This is a time to consider using apps and other research methods that track behavior as it happens.
  • Get their reactions to new ideas and concepts.  Customers didn’t know they wanted to dine in personal greenhouses until the idea was presented to them.  We didn’t realize we wanted face masks with cool designs until we started seeing Facebook ads.  People have time to participate in market research right now and are happy to react to ideas we present to them.
  • Consider co-creation.  While it’s difficult for people to predict how they’ll behave tomorrow, they are willing to participate in co-creation and do in-depth work on your product or service.  In fact, for many it’s a welcome distraction from the concerns of this pandemic.

Let’s talk about the best ways to learn from your customers. Call me at 760-469-9266 or email info at bureauwest.com .

Sources: Bureau West research; “This restaurant in Amsterdam introduced ‘quarantine greenhouses’ so diners can eat while social distancing,”CNN.com, 5/7/20; “I’d Gladly Eat At This Restaurant During The Global Pandemic,” View from the Wing, 5/10/20

Posted on by Jay Zaltzman

Marketing: what do we do now?

I’ve been conducting brainstorming groups with fellow marketers (and if you’d like to join in, please let me know).  The big question that everyone is asking: what do we do now?  How can we do our jobs most effectively in these unprecedented times?  Of course, there is still a great deal that is unknown, but many heads are better than one!  Some themes are emerging:

  • Companies that pull back on their advertising now are making a mistake.  Those that are advertising are more likely to be noticed and remembered in a less crowded field.  Those that aren’t are likely to be forgotten.
  • Customers are trying new brands because of new shopping habits and supply disruptions.  Companies will have to work harder to make sure their customers will want to come back to them rather than stay with the new brands.  On the flip side, savvy companies will look for ways to keep those new customers.  This is a time to refocus on what your brand means to the customer and make sure your marketing conveys that.
  • We are currently in a transitional period, where people are dealing with self-quarantine and trying to figure out the impact of the pandemic on their lives.  Next will be the “new normal,” when people start to go back to work.  We will also likely be dealing with a significant recession.  These different phases will require different marketing strategies.

One example of the need to be agile and change strategies: people initially welcomed ads that talked about what constructive things companies are doing to help customers or help society deal with the pandemic, but they are tiring of them now.  There’s an amusing YouTube video entitled “Every Covid-19 Commercial is Exactly the Same” that captures that feeling.  Worth watching!

How do we figure out what to do when?  This is a good time to talk to your customers in an ongoing manner by using a market research online community.  Online communities consist of customers who have opted in to participate in multiple research activities for the same company (or category) over an extended period of time – frequently three to six months and sometimes years.  An online community is typically comprised of hundreds of customers who are kept engaged with a variety of research activities and rewards for participation. 

  • One important difference between an online community and other types of market research: you can talk to the same customers multiple times, which can be a great way to uncover how customers’ attitudes and needs change over time.

Is a market research online community right for you?  Let’s discuss! 
Call me at 760-469-9266 or email info at bureauwest.com.

Sources: Bureau West research; “Every Covid-19 Commercial is Exactly the Same,” YouTube, 4/15/20

Posted on by Jay Zaltzman

Getting messaging right during the pandemic

Companies are currently trying to find the right balance: how to continue advertising so they stay in customers’ minds, but do so in a way that won’t annoy them. People are getting tired of “What XYZ Company is going about COVID-19” messages.

  • On a related note, I’m conducting brainstorming groups with fellow marketers via webcam to discuss the best ways to respond to the crisis, both for current marketing efforts as well as over the next 6-12 months. Please contact me at info at bureauwest.com if you’d like to participate.

How are marketers striking the right tone with consumers right now?

  • First, they’re making sure to avoid content that could upset people by reminding them of activities they can’t do now. Many are dropping or editing ads that included references to parties, travel or other group activities.
  • Research is finding that people don’t want advertisers to ignore the pandemic; they actually respond more positively to ads that mention COVID-19. Some companies are replacing their regular advertising with ads that tell consumers about their activities to fight the virus, or ads that thank those who are doing so (e.g., Google thanking healthcare workers, Walmart’s CEO calling the company’s employees “heroes”).
  • Some companies are using their advertising to encourage behaviors that will help fight the pandemic. IKEA Israel had some fun with that idea by tweeting the image below.
  • Others are considering what people need while they’re stuck at home. Burger King France provided instructions for making their Whopper sandwich in your own kitchen. And don’t forget people’s most obvious needs: they want to know if businesses are open, if they deliver, and what they’re doing to protect their employees and customers in the process.

I’ll be sharing the outcome of my marketer brainstorming sessions in the near future. In the meantime, let me know if I can help you uncover the best way to talk to your customers and prospects. Call me at 760-469-9266 or email info at bureauwest.com.

Sources: “The coronavirus mass shuffle in advertising: Dropped TV spots and emotional campaigns,” Los Angeles Times, 4/8/20; “18 Tips on Advertising During the Coronavirus Crisis,” Adweek, 4/6/20; “‘Acts not ads’: How firms should market themselves during the coronavirus crisis,” CNBC.com, 3/27/20; Bureau West research

Posted on by Jay Zaltzman