By Kerry Juhl
Managing a business is non-stop, full-time leadership. Typically, 90% of a leader's workday is focused on the daily needs of employees, customers, supply chain, marketing, sales, financials... and the list goes on. However, it is also a leader's job to present their team with a vision for the future, a "north star" that provides direction and goals for the organization, allowing them to compete effectively and transform opportunities into growth.
A great step in looking toward the future is to take stock of the landscape that you operate within, especially when there are changing dynamics in the external environment. The future growth of your business requires you to have a point of view on how your business will be impacted by changing consumer behaviors and preferences, the actions of your competitive set and external partners, and possibly the impact of new technologies. In other words, you need to have a vision of what your category/industry will look like in 5+ years to remain relevant in that future state and capitalize on future growth opportunities.
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Our team at SIVO has experience with helping clients build their category vision of the future. In fact, we have developed a step-by-step process that results in a defined Future-State Category Map to inform the Category Vision and Key Strategies for growth. A Category Vision not only demonstrates category leadership and anticipates the future, but it allows clients to take control and literally create their own destiny…a future where the business can thrive.
Define Current State:
Clients need to define the space that they currently play in. For some it might be narrow, for example, Skin Care. For others it might be broad, for example, Beauty Products. (There are pros and cons for how narrow or broad your category definition is and SIVO can guide your team to get to a definition that is relevant and actionable through our consumer insights solutions).
This step requires the gathering of category, competitive and consumer intelligence from a variety of sources, to answer questions, like:
Articulate Future State:
SIVO facilitates the client team through a small series of assignments and working sessions to envision the Future State of the category and to prioritize where to “place bets” within the category to maximize growth.
Create a Vision & Strategies to build Future State:
With the future state of the category defined, SIVO facilitates client teams through the creation of a Category Vision that serves as the "North Star", and Growth Strategies that the organization can put into action to drive category and brand growth for years to come.
A solid process with proven success. Are you ready to help your business create a category vision for the future? Schedule a discovery call today or reach out at Contact@SIVOInsights.com to develop strategies and plans that not only anticipate the future but create it!
By Natasha Weith
"The great end of knowledge is not knowledge, but action."
- Thomas Henry Huxley
This sentiment resonates deeply in the market research world, where the true value of consumer insights is not in their discovery but in putting them into practice. In fact, one of the defining characteristics of a consumer insight is that it “can be applied to the business in a way that drives growth.”
Too often, valuable market research findings remain confined to lengthy, boring research reports that end up sitting in a file cabinet, collecting dust, and failing to inspire meaningful business actions. At SIVO, we have been thinking a lot about how we and our client teams can make insights land in organizations, inspiring stakeholders to engage in our market research findings and seize the opportunities that we have uncovered. We came up with five strategies to do this.
Here’s how to get insights to land in your organization:
Involving key stakeholders throughout the research journey fosters a sense of ownership and ensures that the insights resonate with colleagues who will act on the insights. Conducting insights activation workshops allows teams to interactively explore findings, brainstorm applications and prioritize the action steps. We also believe “persona immersion sessions” help clients experience the perspectives of their consumers, building empathy and deepening their understanding and commitment to business actions that will serve their consumers.
In addition to engaging the team, securing support from leadership and identifying internal advocates is a great way to influence business outcomes with insights. Sometimes teams employ the “meeting before the meeting” with key leaders to create space for them to think through the implications and ensure linkage between the research findings and organizational priorities. With leadership already on board, the cross-functional teams can feel empowered to act on the findings.
Of course, transforming data into compelling narratives makes insights more relatable and memorable. Employing storytelling frameworks, such as the hero’s journey, can illustrate the consumer's struggle, highlight opportunities, and propose solutions. Utilizing metaphors, analogies, or visual aids like infographics, consumer video reels and photos, further enhances the stickiness of the research findings, ensuring they resonate with audiences. Modifying the report for different audiences can also help, for example, R&D may want a “data-heavy” version while the leadership team will likely want a 3 to 5 slide summary.
To constantly remind teams that their primary role is to serve the consumer and make informed decisions on their behalf, CI teams can proactively “surround” teams with insights. For instance, you can develop and distribute "insight of the week" micro-learning moments through platforms like Slack or MS Teams, to keep teams regularly informed. Additionally, developing consumer reality-check posters for both physical and virtual office spaces can serve as constant visual reminders of the consumer's perspective. Incorporating gamification elements, such as quizzes and contests into standing meetings can further reinforce learning by engaging teams in a dynamic and interactive manner.
These days, CI teams can leverage AI to help with stakeholder engagement in research data and findings. For example, AI-powered dashboards are increasingly available for real-time tracking and scenario planning. Additionally, giving stakeholders access to AI chat tools that query both proprietary research data and public data sources help deliver answers to in-the-moment consumer questions and can increase engagement.
By implementing these five strategies, Insights professionals can bridge the gap between just delivering data and driving organizational change, ensuring that the insights we identify serve as a catalyst for informed decision-making and business growth.
Let’s keep pushing to effectively impact your business together!
SIVO, Inc. is a market research and strategy firm specializing in helping businesses understand people. We partner with world-class brands to answer key questions and identify opportunities that unlock business growth. Our team of insights market research professionals are masters at designing custom research plans, executing with excellence, identifying strategic insights and then helping client teams translate those insights into action. Our On Demand Talent solution places fractional insights experts into client companies to temporarily fill open roles, complete projects or expand team capabilities.
Contact us at Contact@SIVOInsights.com or visit SIVOInsights.com to schedule a Research or On Demand Talent discovery call so we can help you make an impact!
When you read the news these days, regarding women leaving the workforce, the outlook and reality seem bleak. According to the Wall Street Journal,
“Due to challenges created by the COVID-19 crisis, more than 1-in-4 women are considering downshifting their careers or leaving the workforce completely.”
The White House Fact Sheet, April 21, 2021 also reported,
“There are now 3.7 million fewer women working than there were in February 2020, in large part because of the pandemic, eroding more than 30 years of progress in women’s labor force participation.”
Not only are these the facts, but this has been my reality. I have spent the last decade and a half building a business career in a traditional corporate setting, across Consumer-Packaged Goods companies that span from cereal to mascara. I’ve built a rich network of connections, and grown my skillset to span across sales, marketing, research, and innovation. I’ve invested in my career, but COVID-19 made me re-evaluate where my investment was most needed.
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When the lockdown hit in March of 2020, I added an entire workstream to my day job: manage childcare and distance learning for my two young children. I also lost my part-time nanny, my relief and respite, due to the pandemic. I did not know how I would stay afloat, deliver against my job’s requirements, while also ensuring that my kids got what they needed.
COVID realities created both unreliable childcare and unreliable school days. One exposure could turn any sense of schedule or order upside down. Some of those months went by in a blur. I recognized something had to give. I had to give. I had to make a change for myself and my family. I chose to leave my corporate job to explore something more sustainable for my life.
Fast forward to early spring 2021 and some of the facts and realities haven’t changed all that much. While the nation is becoming hopeful with relaxing Covid restrictions and rise in vaccinations, women have not as readily returned to the workforce. This year, I shifted to the gig economy and started a new career as a Research Strategy Consultant with SIVO’s On-Demand Talent team, a local women-owned agency that really understands what it looks like to do the work you love while also being present for your family.
For me SIVO has been a beacon, offering me a way to continue investing in my career without compromising my family, especially during a pandemic. SIVO is a woman owned and operated business founded on the belief that the world needs more people doing what they love. SIVO recognized 12 years ago there was an overflow of great talent that wanted to work but NEEDED flexibility, especially parents juggling family and childcare demands.
I’ve learned that part of making it ‘work’ as a working mom is to find the type of work that meets your needs. Workplace norms have pivoted to meet marketplace realities. My advice to women is to consider something that fits YOUR lifestyle priorities instead of the other way around.
I love being a part of an organization like SIVO, a company committed to redefining what work looks like. SIVO is helping companies work differently through their On Demand Talent (ODT) practice, which helps fill in resource gaps for short or longer-term engagements. Sometimes a company just needs an extra perspective on a special project, or someone to fill in during a parental leave.
SIVO’s ODT can provide the right talent – at the right time – so that companies can keep moving forward without disrupting workflows or putting additional strain on existing staff. I am currently on an ODT assignment and am loving the opportunity to work on unique business problems while, not only continuing to nurture my professional career, but also be the kind of mom I want to be for my family.
Are you curious what working differently looks like? – just ask. SIVO Insights can help you figure out the best path forward for you or your company to get the resources – and talent – you need. Schedule a discovery call today to get started.
By Cindy Blackstock, CEO and Founder
Customer experience—say it and everyone’s ears perk up. CX is influencing and intersecting with consumer insights across most business sectors: CPG, Retail, Automotive, Financial and Healthcare, to name a few.
The X Factor
Despite it being a buzz worthy term, there doesn’t seem to be a singular, agreed-upon, industry-wide definition for the term customer experience, affectionately referred to as CX. Definitions and approaches to CX vary but most just want to know what that “X” factor means for categories, brand, and products.
Here at SIVO, we have our own perspective:
In truth, we have been working to reveal the customer experience all along. For us, it’s not an intimidating or nebulous concept, because we are quantitative and qualitative research experts who are skilled at understanding people to reveal their truths. Through the optimal combination of quantitative and qualitative research approaches, we get to the “what” by collecting customer experience data, identifying the touchpoints along the customer journey. Then, we get to the “why” behind the customer experience data—the stories, emotions, pain points and delights—and translate it into actionable ideas that businesses can use. The two research approaches go hand in hand with the discipline of CX.
Data + Stories = A Winning Formula
Many market research vendors try to capture the customer experience primarily through quantitative research techniques. Survey data is essential for quantifying the various paths and touchpoints along the customer journey. It plays an important role in validating the experience, so teams can also measure change over time. But the process can’t stop there. Survey data is necessary but is not a comprehensive measure of the customer’s voice.
SIVO believes clients need a better blend of data and stories to get the complete picture. It is the human component, in a truly “experiential” in-context setting, that brings the customer experience to life. To make a business impact, organizations need that qualitative, intimate understanding of the experience, to find out what is truly happening during each touch point. In other words, we believe that quantitative research helps identify what to improve, and qualitative research helps identify how to improve the customer experience.
The Steps to Insights
Your customers are on a journey. There may be many individual stops on the route that make up the overall experience. For example, access may be acceptable, customer service may be satisfying, but there may be positive and negative aspects of the product experience for the user. All these individual touchpoints may net to an acceptable customer experience but may not reveal the nuanced opportunity areas that could lead to an improved experience. Brand teams need to talk to customers and ask, “How are you doing?” instead of, “How are we (the company) doing?” These questions reveal the crucial and detailed human element of CX.
SIVO stiches together a map, an outline of the touchpoints that make up the journey of the entire customer experience. SIVO’s typical approach is 4 Steps:
With preliminary insights that build team intuition, quantitative survey data to build and validate the journey, followed by qualitative deep dives to uncover the nuanced details, the true customer experience can be revealed. Teams can map customers’ interaction with the brand across each touchpoint, identify opportunity areas to act on and then track the customer experience annually, to ensure the quality of the experience remains positive or improves over time.
With the journey maps in hand, SIVO’s best practice is to facilitate an Activation Session so that client teams can immerse themselves in the journey and the voices of the customer. A few group discussions and exercises help teams to digest the learning, translate and prioritize into an action plan that can be shared with key stakeholders across the organization.
To discuss your customer experience research needs with experts from SIVO, please reach out to our team at Contact@SIVOInsights.com.
Across industries, brands attempt to access and leverage data to unlock stronger sales and business growth. Your team can bring a wealth of experience and expertise to initiatives, but getting feedback from the people who engage with the product produces better outcomes. Below, we’ll answer the questions: what are consumer insights? Why are consumer insights important? And What is the best way to get consumer insights for my business?
First thing’s first, what are consumer insights? Consumer insights are the underlying motivations or needs that make a consumer behave a certain way. Insights professionals work to understand consumer attitudes, requirements, desires and behaviors to uncover insights that can then guide brand building, portfolio and marketing communications efforts. Many organizations gather data from their consumers, but the real depth of insight comes in asking the right questions and getting the full picture from consumers. Insights gleaned from studying and connecting with your consumers can inform nearly every aspect of your business’ path to growth.
So, how do you get consumer insights? Businesses can get consumer insights in several ways. The correct method for your team depends largely the business question, as well as the industry and market you serve. For example, organizations may capture qualitative data via focus groups, in-depth interviews, and user immersions to identify the nuances in consumer values and opinions.
Meanwhile, quantitative data like path-to-purchase, product testing, and volumetric forecasting can help teams validate consumer interest and behaviors and build confidence in decision-making and actions. Consumer insights experts can gather this information in a number of ways. See some of the most effective consumer insight solutions and techniques below:
Qualitative Consumer Insights
Ethnographies
In-Depth Interviews
Focus Groups
Shopalongs
Shopper Intercepts
Mobile Missions
Online Bulletin Boards
Fishbowls
Agile Sprints
Rapid Refinement
Communication Checks
User Immersions
In-Home Usage
Interactive User Experience
Jobs to Be Done
Quantitative Consumer Insights
Segmentation
Attitude and Usage
Path-to-Purchase
Tracking Testing / Screening
Brand Positioning
Brand Architecture
Product Testing
Creative Testing
Opinion Polling
Now that we know what they are, why are consumer insights important? Essentially, consumer insights remove some of the speculation from your business decisions and actions. It provides actionable answers to what consumers think about your brand, your category, and your products or services. Once you receive those insights, you can take it and run. It’s the fuel that ignites new product or service innovation and optimization, brand experiences and communications. At a higher level, it gives your business access to an entirely new perspective within your consumer market. Consumer insights give you a more holistic understanding of the consumer target audience you want to connect with, allowing you to gain a competitive edge within your industry.
So, why is consumer insight important? There are several reasons growing brands invest in these solutions to drive growth and gain a competitive edge. See why more and more businesses focus on obtaining consumer insights for their strategies below:
The best business strategies have data-backed insights behind them. Consumer insights allow you to identify a “why” to inform and support your business initiatives. The same goes for your brand.
Understanding what people truly believe about your brand can transform marketing strategies. Today, it is important to know who your customers are, what they do, what they value, and why it matters. The best way to answer those questions is to identify your consumers and start a dialogue to better understand them. This dialogue and the insights that come from it allows your business to bring more value to the people you serve. It all leads to better customer experiences and a stronger return on investment.
Every product or service has areas for improvement. Who are the best people to provide that feedback? The individuals who purchase and use them. Getting honest opinions on your current portfolio helps you identify the best places for optimization. You can spot holes in the market and create solutions that fill consumers' unmet needs. Some of the best product ideas and business innovation can come straight from your customers.
It all starts with empathy. Providing enhanced, consumer-focused products and services can only benefit brand loyalty. Brands need to continuously check in with their customers to ensure they have positive brand experiences and identify new ways to delight them. As mentioned above, your products/services can consistently improve to meet the needs of your customer base. Ultimately, this all works toward a stronger relationship with your audience to gain ongoing loyalty. That goes a long way when they are choosing between brands.
How can consumer insights fuel your marketing campaign? Speaking directly to your target audience members creates more nuance and specificity in your consumer-first marketing campaigns. Every engagement in your advertising and beyond should prioritize your consumer. Understanding their values and preferences deeply allows you to speak to them more directly and effectively. If you’re on the journey of building your brand or audience-based marketing (AMB) strategy, these insights provide a path toward successful campaigns that move the needle and influence consumer behavior.
What is your customer’s experience with your brand? Are there features that they like or dislike? Sometimes small things go unseen by marketers, but small details can leave a lasting impression on consumers. Whether it’s digital user journeys, messaging, or customer service conversations, it’s invaluable to hear, understand and react to what people think when they engage with your brand, products, and representatives.
If your organization is wondering how to get consumer insights, the best path is through a specialized consumer insights company. SIVO is a global insights and strategy firm specializing in understanding people and their needs and beliefs that drive behavior. We partner with brands to answer key questions that guide strategies and fuel growth. First, we schedule a discovery meeting, where we ask your stakeholders and subject matter experts key questions about your business and needs. Then, we design a custom research approach that aligns with those requirements. From the data gathered, we identify key insights that inform your decisions and drive business growth. Our experts act as your ongoing partner, helping you access your consumers and interpret the research every step of the way.
Ready to get meaningful consumer insights to unlock your next business and brand strategy? SIVO provides full-service custom consumer research and experiences for business across industries. Whether you need consumer insights, organizational intelligence, market and competitive intelligence, or on-demand talent, we empower organizations to get the most of their business, marketing, and brand building efforts to better achieve their goals. Contact SIVO today to get started.
SIVO Insights brings together research, talent, and intelligent technology to help organizations navigate complexity with confidence. Have a business challenge? Let's talk!
We bring together research, talent, and intelligent technology to help organizations navigate complexity with confidence
