One of the good things that I have started to do is map out the insights mining process that I go through for a brief. I am actually going to write an e-book on the process and I am also thinking about making it into a course, I presented some of this thinking at Strateday, but there is heaps of courses like Skillshare that I am thinking I could teach this through.
Anyway I am calling it the MacGyver's Digital Strategy Training Guide.
The aim is to be able to come up with killer insights using only free tools that are at your disposal (including your brain). I have got three pillars – Discourse Analysis, Relationship Mapping and Capital Auditing. Here is a small excerpt to the Relationship Mapping chapter, every chapter is going to be based on one of my favourite marketing/sociology academics and then have two to three exercises with how you can draw insights. This chapter is based on Susan Fournier.
1. RELATIONSHIP MAPPING
Introduction
Marketing academic Susan Fournier came up with an interesting discovery in 1998, she found that people have relationships with brands the same way that they have relationships with other people. She suggested that there were a number of different styles of relationships that people had with brands from seeing a brand similar to your best mate to being your father.
What you need – Target Market Profile
Tools to be used
Relationship Peaking
Think about the target markets life and the major life moments that they have, what role does the brand play in these interactions. Map from life to death what role does that product or service play with the target market.
Relationship Mapping for BIC pens
In this example I take the product of a pen. As you can see there are a number of massive times in a persons life that they share with a pen. From getting your pen license, to signing your first job contract. This should help give you some ideas going into a brainstorm of territories you might want to go down.
More about Susan Fournier
While Associate Professor at the Harvard Business School Susan wrote her seminal paper on Brand relationship. Prior to that Susan was a VP and Director at Young & Rubicam Advertising; she also held positions in marketing research at Yankelovich and marketing/advertising at Polaroid Corporation. She now is currently the Associate Professor of Marketing at Bsoton University.
Read Susan Fournier journal article 'Consumers and their brands - Developing Relationship Theory in Consumer Research'
Any thoughts? Ways that I could make it better or things I should think about?
