We hear these topics discussed more and more today in research, marketing, and innovation circles. At industry conferences, many research firms touted new “purchase-driven planning” solutions aimed at targeting advertising units based on proximity to making a purchase rather than just audience reach and frequency. And you can’t hit a conference these days without hearing about customer centricity.
The bottom line is we recognize the need to better understand how people (consumers, citizens, voters, stakeholders, etc.) make decisions that impact the business outcomes our clients seek. It’s going beyond the what they do and the why they do it, to stitch it all together via the dynamics of how they do it.
We believe the solution rests in mapping three levels of the decision-making process to uncover the role for the brand to play at every stage.
1. The values people are in pursuit of
2. The pathway that emerges as they take action
3. The systems in which their decisions are made.
Armed with this framework, marketers and innovators know how to resonate with people – they know what to say or do, when/where/how to do it, and what utility to provide.
We call this resonant differentiation. It means you stand out in what you offer the people most important to your success because your efforts amplify theirs – you connect in a way that facilitates progress toward the values they pursue. This means you can plan messaging to say the right things at the right time; you can plan customer experience against what matters in their daily life beyond your product and category; and you can create new products or services that really matter to people.
Our System and Journey Solutions practice delivers extensive programs to architect strategies for communications and innovation. Or, we apply the framework to simple assignments executed in a new way. We help clients view the world from the perspective of the people they seek to attract.