Customer behaviour – Higher At Work

27 Dec

All Purchases are Emotional

In

Like most decision making, our purchasing behaviours are driven by emotion. This is true even in categories that are seen as purely functional, or the dreaded ‘commodity’ type! Even when the product benefits for the customer seem purely functional, there is an emotional payoff that he receives from that functional [...]

7 Dec

Customer Journeys: Bane or Boon?

In

All marketers talk of customer journeys. They are immensely useful to design effective solutions for different customer groups at various touch points. When understood well, customer journeys can help effectively deploy marketing budgets and activities to achieve business objectives. Deep insights into customer journey can help us understand various need-gaps [...]

27 Nov

Humanising Brands is crucial to Brand Strategy

In

Brand Personality can provide the key to an effective marketing strategy. It is often thought of as a fuzzy 'tone and manner' concept that only the creative and content teams need to work with. What many marketers miss is how powerful and useful a tool it is to plan all [...]

21 Nov

The Art of Effective Brand Positioning

In

A Brand gets positioned in the minds of customers, whether we actively work on it or not. The positioning defines its place in the minds of consumers and shapes its trajectory. It would then make sense to go about it with some conscious deliberation rather than leave it to chance! [...]

16 Nov

How to identify your target customer segment for marketing

In

In the last few blogs we have been exploring the idea of using insights to develop winning strategies. In continuation of this series, today we delve into an approach to defining your target customer. In the last blog we argued that focusing on select target customer groups and understanding the [...]

15 Nov

The importance of focussing on select target customers

In

In the world of marketing, it's often assumed that the larger your target audience, the better your chances of success. However, this is a misconception that can lead to wasted time, resources, and ineffective marketing campaigns. The truth is, a broader audience makes it more difficult to identify the target [...]

14 Nov

Why customer insights matter to brands

In

Steve Jobs rejected customer research, as we are routinely reminded in social media posts every few months. We watch his video dissing market research and read his articulate quotes about how customers don't know what they want. Perhaps this approach worked for Steve Jobs. It may have been his genius, [...]

4 Sep

A marketer’s guide to great customer interviews

In

A crucial element of marketing success is the ability to understand customers and gather great insights for marketing action. This article shares a few guidelines to conducting great interviews with stakeholders – customers, partners, employees, external experts and more.

21 Oct

Tracking Indian Society: Whose stories do we love?

In

History is written by the victors. Whose stories do we love? In a recent interview Arundhati Roy said we have successfully erased the poor from our consciousness. This is why we were shocked when we witnessed the distress of migrant labourers walking hundreds of miles during lockdown. Look at the [...]

24 Jul

Covid-19: Stories of impact

In

Work and Income As a small firm in the business of research and strategy, expectedly, our work is significantly impacted by the pandemic lockdown. This maybe true for most people, however, the severity of the experience is not the same — across large companies, self-employed, high-income groups, low-income groups. To [...]

Tag: Customer behaviour

All Purchases are Emotional

Customer Journeys: Bane or Boon?

Humanising Brands is crucial to Brand Strategy

The Art of Effective Brand Positioning

How to identify your target customer segment for marketing

The importance of focussing on select target customers

Why customer insights matter to brands

A marketer’s guide to great customer interviews

Tracking Indian Society: Whose stories do we love?

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