The Lifestyle Factors:
- Family history and background information
- Current life snapshot
- Interests, activities and passions
- Stresses, obstacles and anxieties
- Social network and connectivity
- Rituals, habits, behavioral patterns
Product Insights & Innovation:
- History and experiences with products/services
- Functional connections
- Emotional connections
- Product design, innovation and product extension ideas and opportunities
Decision-Making Process:
- Needs and wants for product or service
- What stimulated the need or desire to buy the product or service?
Search for information
- Ways consumers learn about your products/services
- Key influencers/trusted sources
- Word-of-mouth and other viral marketing sources
- Media behaviors
Evaluation of product/service alternatives
- What are the variables that most influence the decision-making process
- How are the variables ranked in importance
Purchase process
- What are the steps to acquiring the product or services
- Obstacles to acquiring product/service
Post purchase
- Repeat purchase cycle
- Re-evaluation of alternatives
- Satisfaction with product/service
The Brand Experience:
We define brands as the sum of the consumer’s brand journey. This journey can be enhanced or diminished at every brand touchpoint.
Brand Strategies, Recommendations, Ideas:
- The brand story
- Positioning
- Brand tenets
- Personality
- Key brand idea
- Messaging platforms
- Creative exploration