Gathering insights and data through the prototype project greatly enhanced my understanding for methods of qualitative as well as quantitative research. The idea of truly understanding the needs of the consumer is a thorough exploration and involves several techniques. The generative research we gathered we found to be extremely necessary to uncovering the latent needs of the consumer and the foundation for generating innovative ideas. One of the main steps in generative research involves questioning your assumptions, which is a step that had a large impact on our innovation designs. The process of research that we followed took us to a place of understanding our persona on a new level that exceeded our initial assumptions. The stories that we gathered through interviews with our families we very valuable and even brought in new insight upon further examination of the stories. This value was extracted through discussion of the specific stories among our group and comparisons of our findings to analyze trends and overlapping insights. One technique that was even more effective than we predicted was the in-house tours that proved highly generative and gave more reality and value to the stories we gathered from the interviews. Also, the journals we had our families complete gave great information on the average time spent in the living room as well as the activity during that time. Through using multiple techniques, the method that we discussed in class, we were able to see the benefit and the need for implementing each of the techniques. It became clear how each technique including the interview, the tour, and the journal all complemented each other and made the data gathered from each individual technique more valuable.
Another concept that I understood more thoroughly through applying it in the prototype project is the persona creation. I had previously learned about considering specific target segments of the market, but had never thoroughly analyzed a persona on an individualized basis. This practice was more effective than generalizing on an entire segment of a market and focusing on stereotypes of certain groups as we narrowed in on the underlying needs and unspoken characteristics of a certain persona. The prototype generation was a fun, creative process that was a lot more personal than generalizing a market segment. Through creating a persona family, we were able to imagine the specific needs of one family and strive to meet their needs. Also, we were able to tap into the deeper emotions, thoughts, and feelings of the persona and take time to analyze the questions of why. We were able to consider the reactions and answers to the why questions in the world of our persona. Not only were we able to generate a prototype innovative model based on the needs of our persona, we also created a model that would benefit many more individuals in a broader segment than just our upper-middle income, two child family. It was also very helpful to put on the lens of our persona in seeing our product as we compared that insight to the feedback we received from our families we interviewed and showed our finished result to.
Initially, the idea of creating a completely new and innovative product for the living room seemed like an impossible task as our team asked each other what could possibly be invented that does not exist already. Our ideas started first from organizing aspects, realizing that the living room is a public space used to host guests as well as to be used by all members of the household, therefore it requires a usability and cleanliness that facilitates a lot of users in the room. Our interviews led us to the kids as well as the parents’ interest in technology products, so we had an idea of where we would be headed in terms of product development. Still, we were nervous about creating a new product as well as the ability to create that with the prototype materials. For the first few stages, the uncertainty of identifying a specific product was an interesting factor. The persona and the generative research steps were key in realizing the product that would satisfy the needs of the consumer we targeted. It was not until we reflected on the process as a whole that we understood the need for the initial steps and the importance of not letting a product idea drive our research and persona development. Overall, I feel like our group communicated well and bounced creative ideas off one another in a very effective manner. The product became a mix of all of our thoughts, concerns, insights, and ideas which made it that much more effective. Also, when our group had members who evaluated ideas critically to play the devil’s advocate, it helped to make our product the most straightforward and practical model we could generate with the two step process. I feel like our prototype would only benefit from more edits and additional feedback from the people we surveyed had we conducted our research and development process over a larger time frame. I feel like the time frame we created our project in, however, provided a satisfying and constructive basis for approaching creative design. It was great to receive constructive feedback from Professor Walls that challenged us to go into great detail in our analysis and explaining our process for capturing findings. We were stretched to think more thoroughly through this feedback, and we were encouraged to keep on in the direction we were headed which gave us greater excitement for the work our team was developing. Overall, I feel like I benefitted from the collaboration of our team effort, and it was exciting to see ideas mature quickly with all of our input. Our final product is one that I am proud of and feel that it genuinely provides value not only to our persona, but also to a broader segment of the market. It is a product that has lots of creative potential as our digital game board has endless possibilities for features that can be downloaded to the device. This project was a positive experience and satisfying to reflect on the process and final product as it challenged us to put into practice the research, generative techniques, analysis tools, and feedback steps that served to effectively lead us to creating a valuable prototype, the digital game board!
Monday, November 30, 2009
Tuesday, November 10, 2009
Blog Searching: A Wide Range of Insights in a Click
The “web log” shortened into the term “blog” is a type of website where individual users can post their thoughts and feelings freely before a virtual audience. Google has set up sites such as blogsearch.google.com where users can use the site to channel them to blogs on various topics and recent news. Blogs have set a new trend in social media where everyone can be a critic, gaining satisfaction from publishing their views, opinions, and product reviews.
Google’s website to search for blogs separates queries by subject, hot topics, and recent posts allowing users to browse various posts as well as subscribe to specific blogs. This blog search engine is essentially a hub for organizing blogs that also provides as a way for one-step look at the current news and gossip. The links to top videos from Youtube and other user generated content sites show a sign of the times and point to the fact that no one wants to be out of the loop. News updates are updated by the second and just as quickly as news happens in politics, entertainment, sports, business, or countless other subjects, bloggers write their opinions and readers comment on them.
One of the main functions of blogs is to create an outlet for millions to share their opinions on any subject which they feel inclined. This gives bloggers a sense of power, commanding the attention of others who they desire to influence. They may be seeking to rally support, gain sympathy, or call others to action through their blogs. Blogging, which is also a verb, has become a phenomenon in social media that meets human instinct to express opinion and share insights. This basic human need is met by the virtual world, existing as a limitless forum. The experience that blogging sites create is one that allows all types of users to interact either as a writer, reader, or commenter.
Sites like blogsearch.google.com turn up interesting finds for blogs, especially in the realm of pop culture. For example, a search on the hot topic pop star Miley Cyrus, brings up extremely opinionated blogs on star news. Blogs such as PopEater.com and The Blemish express racy new information on what the supposed truth is about Miley Cyrus and also express strong opinions attacking the young singer. The validity of such news seems questionable, yet I feel like many gossip hungry readers probably find great entertainment from viewing such Hollywood following blogs.
Marketers who are doing research on topics, trends, or forecasts can use blog searching sites to find not only current opinions, but news on technology advancements and other relative stories. For example, a search for “Holiday Shopping” on blogsearch.google.com produces insight into the predictions for this season’s shopping behaviors as well as guides for shopping deals. There is a wide range of results from different blog sites that provides a great deal of insight into the topic that would not have been located from a narrow search. Since bloggers have such varying interests and specialties, a social media outlet that compiles many blog sites on one search engine, a lot of ground can be covered in just one search. In fact, the user gets the benefit of skimming through blogs and getting the highlights of all the current opinions and aspects of the topic.
Google’s website to search for blogs separates queries by subject, hot topics, and recent posts allowing users to browse various posts as well as subscribe to specific blogs. This blog search engine is essentially a hub for organizing blogs that also provides as a way for one-step look at the current news and gossip. The links to top videos from Youtube and other user generated content sites show a sign of the times and point to the fact that no one wants to be out of the loop. News updates are updated by the second and just as quickly as news happens in politics, entertainment, sports, business, or countless other subjects, bloggers write their opinions and readers comment on them.
One of the main functions of blogs is to create an outlet for millions to share their opinions on any subject which they feel inclined. This gives bloggers a sense of power, commanding the attention of others who they desire to influence. They may be seeking to rally support, gain sympathy, or call others to action through their blogs. Blogging, which is also a verb, has become a phenomenon in social media that meets human instinct to express opinion and share insights. This basic human need is met by the virtual world, existing as a limitless forum. The experience that blogging sites create is one that allows all types of users to interact either as a writer, reader, or commenter.
Sites like blogsearch.google.com turn up interesting finds for blogs, especially in the realm of pop culture. For example, a search on the hot topic pop star Miley Cyrus, brings up extremely opinionated blogs on star news. Blogs such as PopEater.com and The Blemish express racy new information on what the supposed truth is about Miley Cyrus and also express strong opinions attacking the young singer. The validity of such news seems questionable, yet I feel like many gossip hungry readers probably find great entertainment from viewing such Hollywood following blogs.
Marketers who are doing research on topics, trends, or forecasts can use blog searching sites to find not only current opinions, but news on technology advancements and other relative stories. For example, a search for “Holiday Shopping” on blogsearch.google.com produces insight into the predictions for this season’s shopping behaviors as well as guides for shopping deals. There is a wide range of results from different blog sites that provides a great deal of insight into the topic that would not have been located from a narrow search. Since bloggers have such varying interests and specialties, a social media outlet that compiles many blog sites on one search engine, a lot of ground can be covered in just one search. In fact, the user gets the benefit of skimming through blogs and getting the highlights of all the current opinions and aspects of the topic.
Saturday, October 31, 2009
Wal-Mart's Wealth of Data
Wal-Mart uses the large amount of data they collect to more efficiently run their store and enable them to follow through with their promise to offer the lowest prices. Their data analysis allows them to predict customer behavior in order to offer products at desired times and the amount of staff necessary to properly facilitate their customers at certain hours. Such research allows them to operate with the minimal operating expenses so that they can continue to offer the lowest prices possible. This is one of the reasons I believe Wal-Mart converts the data they capture into an experience that serves as a competitive advantage. Not only does it benefit the store by lowering operating expenses, but it also benefits the customer by making it possible to offer the lowest prices.
Another way that Wal-Mart uses their data collection beneficially is to make specific and profit maximizing customer behavior predictions. For example, Wal-Mart’s massive data accumulation allowed them to predict how certain trends such as natural disasters affect buyer behavior. It is highly profitable and very insightful that Wal-Mart knew that strawberry pop-tarts would be in high demand before a hurricane whereas other retailers would only be predicting a surge in the purchase of common items like flashlights. Since it is common that certain products are bought in mass quantities when natural disasters occur, customers will go to the store they find to be the most well-stocked with the items they are seeking, and it is that retailer that will get the benefit of the profits. When hurricanes were in the forecast, trucks filled with top-selling pre-storm items were ready to stock the Wal-Mart stores in preparation to meet the customers’ needs. In this case, Wal-Mart was successful in gaining competitive advantage, greater profits, and a reputation for being well prepared which will enhance the brand image in people’s minds.
It is evident that Wal-Mart understands the industry of customer satisfaction, but they do not achieve that satisfaction through customer intimacy. Rather than gathering data on specific customers and focusing on individualized profiles, Wal-Mart sees the big picture in consumer wants and needs by using mass data to pinpoint trends and meet the needs of the masses. For this reason, I believe that the privacy issue attached to Wal-Mart’s data collection becomes a non-threatening issue. The fact that Wal-Mart does not use data collection specific to certain customer behaviors to target specific customers through loyalty programs or the like, gives Wal-Mart a viable reason for collecting data. The data they collect is only a part to a whole that finds trends in order to offer products particular to segments of the population that they serve at their stores or in certain areas.
Another reason that privacy is not breached is that Wal-Mart’s data is evaluated in mass and they could care less the name attached to the record, for the customer’s individual profile means nothing to Wal-Mart’s efforts other than to pinpoint demographics and trends of the typical shopper. Wal-Mart also takes serious pain in protecting the privacy of their database information which means that others who may manipulate sensitive data cannot easily gain access to the database. The data that Wal-Mart evaluates in the confines of its own secure walls has not been used negatively towards any customers, and I don’t fear that it will be because of the way the store uses data purely for the means of altering their business to meet the needs of the customer. For instance, I do not see any harm in the store knowing about records of purchase behavior if they are using it to know how to stock the shelves and schedule employees at the most optimum way, they way that will help them to save money and continue to offer low prices.
Since Wal-Mart truly does serve the masses, it is crucial that they know the needs, wants, and behaviors of the masses, and this data is treasure to the company, one that they will carefully protect. It is also more convenient for customers to know they are getting the lowest prices without feeling conned or manipulated by loyalty cards and the hassles they entail. For Wal-Mart, this is also a competitive advantage that will continue to bring in more customers who recognize their reputation for low prices.
The technology that Wal-Mart utilizes to know how to stock their shelves shows a growing understanding of just how technology can transform business supply chain. For instance, the speed at which items come from warehouse to store shelves is key in meeting the needs of the customers. When the product is on the shelf when the customer goes shopping for it, that is profit for the store and also the supplier as their product moves through the supply chain more effectively. Even though Wal-Mart has gained a reputation for becoming more dictatorial in their supplier relationships, it ends up being the best for everyone in the supply chain.
Another way that Wal-Mart uses their data collection beneficially is to make specific and profit maximizing customer behavior predictions. For example, Wal-Mart’s massive data accumulation allowed them to predict how certain trends such as natural disasters affect buyer behavior. It is highly profitable and very insightful that Wal-Mart knew that strawberry pop-tarts would be in high demand before a hurricane whereas other retailers would only be predicting a surge in the purchase of common items like flashlights. Since it is common that certain products are bought in mass quantities when natural disasters occur, customers will go to the store they find to be the most well-stocked with the items they are seeking, and it is that retailer that will get the benefit of the profits. When hurricanes were in the forecast, trucks filled with top-selling pre-storm items were ready to stock the Wal-Mart stores in preparation to meet the customers’ needs. In this case, Wal-Mart was successful in gaining competitive advantage, greater profits, and a reputation for being well prepared which will enhance the brand image in people’s minds.
It is evident that Wal-Mart understands the industry of customer satisfaction, but they do not achieve that satisfaction through customer intimacy. Rather than gathering data on specific customers and focusing on individualized profiles, Wal-Mart sees the big picture in consumer wants and needs by using mass data to pinpoint trends and meet the needs of the masses. For this reason, I believe that the privacy issue attached to Wal-Mart’s data collection becomes a non-threatening issue. The fact that Wal-Mart does not use data collection specific to certain customer behaviors to target specific customers through loyalty programs or the like, gives Wal-Mart a viable reason for collecting data. The data they collect is only a part to a whole that finds trends in order to offer products particular to segments of the population that they serve at their stores or in certain areas.
Another reason that privacy is not breached is that Wal-Mart’s data is evaluated in mass and they could care less the name attached to the record, for the customer’s individual profile means nothing to Wal-Mart’s efforts other than to pinpoint demographics and trends of the typical shopper. Wal-Mart also takes serious pain in protecting the privacy of their database information which means that others who may manipulate sensitive data cannot easily gain access to the database. The data that Wal-Mart evaluates in the confines of its own secure walls has not been used negatively towards any customers, and I don’t fear that it will be because of the way the store uses data purely for the means of altering their business to meet the needs of the customer. For instance, I do not see any harm in the store knowing about records of purchase behavior if they are using it to know how to stock the shelves and schedule employees at the most optimum way, they way that will help them to save money and continue to offer low prices.
Since Wal-Mart truly does serve the masses, it is crucial that they know the needs, wants, and behaviors of the masses, and this data is treasure to the company, one that they will carefully protect. It is also more convenient for customers to know they are getting the lowest prices without feeling conned or manipulated by loyalty cards and the hassles they entail. For Wal-Mart, this is also a competitive advantage that will continue to bring in more customers who recognize their reputation for low prices.
The technology that Wal-Mart utilizes to know how to stock their shelves shows a growing understanding of just how technology can transform business supply chain. For instance, the speed at which items come from warehouse to store shelves is key in meeting the needs of the customers. When the product is on the shelf when the customer goes shopping for it, that is profit for the store and also the supplier as their product moves through the supply chain more effectively. Even though Wal-Mart has gained a reputation for becoming more dictatorial in their supplier relationships, it ends up being the best for everyone in the supply chain.
Saturday, October 10, 2009
Rapid and Creative Innovation
One of the most innovative communication channels, Facebook, not only connects millions of people around the world, but it is rapidly updated to display changes nearly every time users sign on. The phenomenon that is Facebook is one that cannot afford to be static in terms of service and its capabilities. Rather, the updates on the website are constantly offering new benefits to satisfy the networking desires of the current users, yet straightforward enough to enable new users to navigate the website.
The underlying structure of the networking site enables users to create profiles and connect with other users without a lengthy instruction manual. This underlying structure that is easily navigated is a creative novelty that has proven to offer a framework that supports the millions of new features and applications that have been added since its institution.
The site updates almost continuously and the Facebook Platform that CEO Mark Zuckerberg announced in 2007, gives programmers an avenue to build applications to enhance the site according to their unique interests and hobbies. Today, there are at least 800,000 developers worldwide that create applications for Facebook. The creative outlet that Facebook provides not only allows individual users to constantly add personal flare through uploading pictures, videos, web links, and music choices to name a few, but it allows developers to create applications on their own according to their personal interests.
In fact, the technology and capabilities of the current internet industry have enabled this website to boom and become a global entity in just five years. Facebook was created from the dorm room of Mark Zuckerberg to function as a directory of students, faculty, and staff for Harvard University. In just a few months, Facebook had been spread to almost forty-five schools and thousands of people were using it.
The speed at which Facebook can implement new ideas and features on the site is so rapid because of modern technology and website capability. This website is an unmistakable example of real-time consumer feedback. It is true that companies have found new ways to receive customer feedback on innovations and new offerings at increasingly higher speeds. In the case of Facebook, user response is virtually instant because users voice their opinions, findings and reactions to the site changes through creating movement groups on the Facebook site itself or through notes, status updates, or messages they post publicly on the site. As the article, “The New, Faster Face of Innovation,” states, new offerings have a better chance for success because companies have greater insight into how their customers behave and what they want. The price of failure is very low for sites such as Facebook because just as fast as they can implement new offerings or site changes, they can revert back to the outlay that users enjoyed before just as quickly.
For Facebook, traditional methods of research and development are not even worth considering because of the technology capabilities of the website. In much the same way that managers will have to shift to allowing lower-level employees implement experimentation and development practices in order to keep up with the rapid speed and demand of innovation, the framework of Facebook allows thousands of users to create their own innovative applications that increase the product offering of the site continuously.
Additionally, the template and “face” of Facebook is always changing on the channels where Facebook can be accessed as well. The size of the font and the amount of the web screen displayed on the iPhone screen is often experimentally changed and designed. I don’t personally have an iPhone, but I have heard from iPhone users about the changes that show up frequently, making the website easier to use on the iPhone screen. The same is probably true for other mobile web devices or phones.
In my experience with Facebook, I have seen it become an increasingly more creative website that has enabled users to express personal interests and hobbies through new applications and channels. I believe that if Facebook was not constantly changing, it could quickly seem old and mundane to a society that expects instant change and quick technology that reflects peoples’ needs and interests. The people who use Facebook essentially control the website as I have seen countless protest groups form to voice feedback on site changes followed by website changes. As a Facebook user, it has been fun to see the site grow and develop into something truly user controlled and phenomenally innovative.
The underlying structure of the networking site enables users to create profiles and connect with other users without a lengthy instruction manual. This underlying structure that is easily navigated is a creative novelty that has proven to offer a framework that supports the millions of new features and applications that have been added since its institution.
The site updates almost continuously and the Facebook Platform that CEO Mark Zuckerberg announced in 2007, gives programmers an avenue to build applications to enhance the site according to their unique interests and hobbies. Today, there are at least 800,000 developers worldwide that create applications for Facebook. The creative outlet that Facebook provides not only allows individual users to constantly add personal flare through uploading pictures, videos, web links, and music choices to name a few, but it allows developers to create applications on their own according to their personal interests.
In fact, the technology and capabilities of the current internet industry have enabled this website to boom and become a global entity in just five years. Facebook was created from the dorm room of Mark Zuckerberg to function as a directory of students, faculty, and staff for Harvard University. In just a few months, Facebook had been spread to almost forty-five schools and thousands of people were using it.
The speed at which Facebook can implement new ideas and features on the site is so rapid because of modern technology and website capability. This website is an unmistakable example of real-time consumer feedback. It is true that companies have found new ways to receive customer feedback on innovations and new offerings at increasingly higher speeds. In the case of Facebook, user response is virtually instant because users voice their opinions, findings and reactions to the site changes through creating movement groups on the Facebook site itself or through notes, status updates, or messages they post publicly on the site. As the article, “The New, Faster Face of Innovation,” states, new offerings have a better chance for success because companies have greater insight into how their customers behave and what they want. The price of failure is very low for sites such as Facebook because just as fast as they can implement new offerings or site changes, they can revert back to the outlay that users enjoyed before just as quickly.
For Facebook, traditional methods of research and development are not even worth considering because of the technology capabilities of the website. In much the same way that managers will have to shift to allowing lower-level employees implement experimentation and development practices in order to keep up with the rapid speed and demand of innovation, the framework of Facebook allows thousands of users to create their own innovative applications that increase the product offering of the site continuously.
Additionally, the template and “face” of Facebook is always changing on the channels where Facebook can be accessed as well. The size of the font and the amount of the web screen displayed on the iPhone screen is often experimentally changed and designed. I don’t personally have an iPhone, but I have heard from iPhone users about the changes that show up frequently, making the website easier to use on the iPhone screen. The same is probably true for other mobile web devices or phones.
In my experience with Facebook, I have seen it become an increasingly more creative website that has enabled users to express personal interests and hobbies through new applications and channels. I believe that if Facebook was not constantly changing, it could quickly seem old and mundane to a society that expects instant change and quick technology that reflects peoples’ needs and interests. The people who use Facebook essentially control the website as I have seen countless protest groups form to voice feedback on site changes followed by website changes. As a Facebook user, it has been fun to see the site grow and develop into something truly user controlled and phenomenally innovative.
Thursday, September 24, 2009
The reality of expectations is unavoidable as countless studies will repeatedly reveal that previous knowledge will affect a persons’ expectations. Since it is inevitable that people will hold previous knowledge, a marketer must account for this bias. Dan Ariely provides intriguing examples of behavioral studies that display the effects of knowledge on decision making, choice, and preference.
Ultimately, Ariely compiles a series of cases that confirm the power of knowledge, making expectations unavoidable. It is nearly impossible to create a situation where you are able to accurately survey someone who is essentially a “blank slate.” There are many labels for the knowledge that we receive, just as there are many conditions under which a product can be presented that will effect expectations. Expectations are shaped through messages from peers, media, family, and really anything that person has seen, felt, heard, or experienced in their lifetime.
It is important to consider the implications of knowledge presentation to a customer because that knowledge will “reshape the customer’s sensory perceptions to align with this knowledge.” What a customer knows about a product directly affects that customer’s attitude towards the product due to the expectations they have formed. The knowledge presented can be in the form of written or spoken data, yet the timing of the disclosure can make all the difference. For example, the difference between the preferences of people who found out about the vinegar in their beer beforehand were much different from the preferences of the people who found out about the vinegar after they had tasted the beer.
Another key point that Ariely includes is the power of presentation on expectations. The manner in which a product is presented pinpoints our sensory experiences. There are human systems that create and determine experiences with a product. The presentation can affect all five senses and create emotions that cultivate the expectation placed on that product or brand. As we explore the ability of knowledge to relate a person to their ideal self, culture, or other people, we encounter the reality of stereotypes that have been instilled in peoples’ minds and affirmed over and over throughout their lifetime.
The ideas discussed in Ariely’s article cause me to think about my perceptions of Starbuck’s as the power of the presentation in the actual store arises from the characteristics of the brand image I have been trained to believe. For example, the stereotype Starbuck’s patron is a real, sophisticated coffee drinker who appreciates more than just coffee, but a aroma-filled and friendly coffee shop experience. The price of the beverage that I associate with quality is a presentation characteristic that makes me believe what I am drinking tastes better than any other less expensive coffee drink.
The main experiment that Ariely constructs tests a person’s expectations based on knowledge as it centers on a person’s choice between a regular beer and a special vinegar-treated beer. He found that without foreknowledge of the vinegary brew, most participants chose the vinegary brew, yet if they were given the choice after knowing that there was vinegar in it, they chose the other option. The moral of the test was that people were more affected by their expectations about the beer than their experience. When we believe beforehand that something will be good, it will generally be good, and when we think it will be bad, it will be bad.
Ariely’s tests also identified the neural activity that affects those expectations. This is the reason that Coke has an advantage over Pepsi despite the fact that the brain reaction to the drinks is very similar. The emotional connection or the preconceived expectations about a product are so strong that they affect the brain’s perception. The strategic experience modules which include sensory, emotional, intellectual/cognitive, physical/behavioral, and relational aspects all contribute to expectations and their affects are influential even before any new knowledge is presented to the consumer.
Since marketing is essentially about “providing information that will heighten someone’s anticipated and real pleasure,” expectations play a powerful role in changing our enjoyment. I have seen the presentation of knowledge example played out in my own life when people give me their opinions on restaurants. When someone tells me of a wonderful, delicious restaurant, I automatically taste the food with the idea that it is amazing. I believe that part of it is experiential, but it is largely the result of knowledge presented to me before trying it.
I believe that this article and the ideas explored show how influential the mind can be on expectations and the scope of things for marketers to consider. For instance, does Pepsi ever have a chance to beat out Coke because of the deeply ingrained image of the brand in peoples’ minds? It does not seem likely, yet this fact leads marketers to the important role of positioning a product for long-term brand imaging success as well as presenting the customer a winning product before they even try it.
Wednesday, September 9, 2009
My Persona...
These 10 characteristics describe who I am to the market researcher:
1. Faith
The most central guiding factor in my life is my faith in Jesus. I enjoy spending time daily trying to understand more of who He is through prayer and study of the Bible. He is the only thing that is constant in my always changing life and the hope I can point to in any circumstance. I am growing in my understanding that my Jesus supplies all I need and is my one true desire, comfort, and refuge. I don’t read hardly any fiction, but I do enjoy non-fiction books that spur my spiritual development and understanding of Jesus.
2. Student
I am 21 years old and I am a senior college student. I am extremely self motivated and genuinely excited about pursuing my education at The University of Texas. I was raised a longhorn fan and trained to do a hook ‘em hand sign since I could barely walk. My dad took me to the football games, and I always enjoyed my trips to the campus, walking great distances to the Texas Chili Parlor before or after the games. We would also make special trips to see the tower lit up orange when our team won big games.
3. Runner
I have a passion for running and I truly enjoy the adventure of finding new environments where I can sightsee while I run. I seek adventure when I start out on a run. Whether it’s through the hustling downtown sidewalks, the highly populated town lake trail, or a quiet rural neighborhood, I am always up for a run. I am disciplined and eager to keep a commitment to physical activity. I am always interested in new, fun work outs, training tips, and insights from other active-minded people. I am dedicated to taking care of my body and making sure I have the best quality running shoe.
4. Loans
I am currently a student with loans that cover my tuition and living expenses. I try to make the most of every penny and practice the most cost-efficient means of taking care of day to day expenses. I currently have a meal plan at the sorority house I live in; therefore, I try to limit my dining out experience to special outings with friends rather than a daily habit.
5. Sports & Outdoors
Not only do I have school spirit, but I love sports. I do not like to miss a single play of a football game I am interested in. I enjoy watching baseball as well. I am usually up for an impromptu game of sand volleyball. I take advantage of every opportunity to play outside with friends, and I am thankful for great parks like Zilker.
6. Health Nut
When it comes to food choice, I am a health nut. I pick fresh fruits, salads and healthy sandwiches over greasy fast food any day. I splurge on more expensive health foods rather than settling on a 99 cent taco. I like to frequent places like Whole Foods, Pita Pit, and Jason’s Deli. While I savor nutritious foods, I have an enormous sweet tooth. I have always had an ice cream fetish, yet more recently I have expanded that love to include frozen yogurt. I like most anything ice cream, cookie, or brownie related, not often straying for more exotic desserts. I appreciate the uniqueness of yogurt shops and the brilliance of the business plan behind the shops that have sprung up around the Austin area. The fact that ten yogurt machines and nearly a hundred toppings can be handled by a single employee running the cashier boggles my mind.
7. People Lover
I am someone who enjoys the company of close friends and people in general. I prefer spending time studying in public spots, coffee shops and parks. I enjoy the camaraderie of studying in groups simply for the sake of small breaks sprinkled with fun conversations. I have a genuine love for meaningful conversations and quality time with others. I love to find out about others, and I ask almost everyone about their history, their story and their passions.
8. Organized
I am a scheduler and I keep my planner with me throughout the day, writing down notes to myself so that I can make the most of every minute and avoid forgetting about my many responsibilities. I am extremely involved and strive to follow through wholeheartedly to my commitments. I am a part of Alpha Phi sorority on campus and I cherish that sisterhood and the events that fill my calendar as a result. I have countless memories from events, and I also like to document them with lots of pictures.
9. Not Technical
I am not very tech savvy, and I am not the most eager to purchase all the latest technical gadgets. I don’t have an iPhone or a Blackberrry, and though they would be nice, I am not convinced I need to spend the extra money on the investment. I don’t own an iPod, and I only purchased an mp3 player within the last five years so that I could have a source of music while I run.
10. Practical
I am extremely practical. I usually have black and brown purses and shoes because they go with everything, and I only occasionally branch out. I do not find it necessary to own designer fashions, yet I love to find imitation designer items at discount prices. I have been raised by a very tight-budget and frugal set of parents, and I have always had to make purchase decisions based on my pocket book. On occasion, I do make exceptions for quality or just for items that I justify as a splurge.
These 10 characteristics describe who I am to the market researcher:
1. Faith
The most central guiding factor in my life is my faith in Jesus. I enjoy spending time daily trying to understand more of who He is through prayer and study of the Bible. He is the only thing that is constant in my always changing life and the hope I can point to in any circumstance. I am growing in my understanding that my Jesus supplies all I need and is my one true desire, comfort, and refuge. I don’t read hardly any fiction, but I do enjoy non-fiction books that spur my spiritual development and understanding of Jesus.
2. Student
I am 21 years old and I am a senior college student. I am extremely self motivated and genuinely excited about pursuing my education at The University of Texas. I was raised a longhorn fan and trained to do a hook ‘em hand sign since I could barely walk. My dad took me to the football games, and I always enjoyed my trips to the campus, walking great distances to the Texas Chili Parlor before or after the games. We would also make special trips to see the tower lit up orange when our team won big games.
3. Runner
I have a passion for running and I truly enjoy the adventure of finding new environments where I can sightsee while I run. I seek adventure when I start out on a run. Whether it’s through the hustling downtown sidewalks, the highly populated town lake trail, or a quiet rural neighborhood, I am always up for a run. I am disciplined and eager to keep a commitment to physical activity. I am always interested in new, fun work outs, training tips, and insights from other active-minded people. I am dedicated to taking care of my body and making sure I have the best quality running shoe.
4. Loans
I am currently a student with loans that cover my tuition and living expenses. I try to make the most of every penny and practice the most cost-efficient means of taking care of day to day expenses. I currently have a meal plan at the sorority house I live in; therefore, I try to limit my dining out experience to special outings with friends rather than a daily habit.
5. Sports & Outdoors
Not only do I have school spirit, but I love sports. I do not like to miss a single play of a football game I am interested in. I enjoy watching baseball as well. I am usually up for an impromptu game of sand volleyball. I take advantage of every opportunity to play outside with friends, and I am thankful for great parks like Zilker.
6. Health Nut
When it comes to food choice, I am a health nut. I pick fresh fruits, salads and healthy sandwiches over greasy fast food any day. I splurge on more expensive health foods rather than settling on a 99 cent taco. I like to frequent places like Whole Foods, Pita Pit, and Jason’s Deli. While I savor nutritious foods, I have an enormous sweet tooth. I have always had an ice cream fetish, yet more recently I have expanded that love to include frozen yogurt. I like most anything ice cream, cookie, or brownie related, not often straying for more exotic desserts. I appreciate the uniqueness of yogurt shops and the brilliance of the business plan behind the shops that have sprung up around the Austin area. The fact that ten yogurt machines and nearly a hundred toppings can be handled by a single employee running the cashier boggles my mind.
7. People Lover
I am someone who enjoys the company of close friends and people in general. I prefer spending time studying in public spots, coffee shops and parks. I enjoy the camaraderie of studying in groups simply for the sake of small breaks sprinkled with fun conversations. I have a genuine love for meaningful conversations and quality time with others. I love to find out about others, and I ask almost everyone about their history, their story and their passions.
8. Organized
I am a scheduler and I keep my planner with me throughout the day, writing down notes to myself so that I can make the most of every minute and avoid forgetting about my many responsibilities. I am extremely involved and strive to follow through wholeheartedly to my commitments. I am a part of Alpha Phi sorority on campus and I cherish that sisterhood and the events that fill my calendar as a result. I have countless memories from events, and I also like to document them with lots of pictures.
9. Not Technical
I am not very tech savvy, and I am not the most eager to purchase all the latest technical gadgets. I don’t have an iPhone or a Blackberrry, and though they would be nice, I am not convinced I need to spend the extra money on the investment. I don’t own an iPod, and I only purchased an mp3 player within the last five years so that I could have a source of music while I run.
10. Practical
I am extremely practical. I usually have black and brown purses and shoes because they go with everything, and I only occasionally branch out. I do not find it necessary to own designer fashions, yet I love to find imitation designer items at discount prices. I have been raised by a very tight-budget and frugal set of parents, and I have always had to make purchase decisions based on my pocket book. On occasion, I do make exceptions for quality or just for items that I justify as a splurge.
Thursday, September 3, 2009
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