By spending time establishing rapport, giving participants the confidence to speak about issues that are top of mind and allowing the conversation to flow rather than moving on to the next scheduled task on the discussion guide, it is possible to uncover a whole host of issues that would have been buried by asking a rational question like ‘what’s important to you’.
What I found most interesting were the reasons behind the social-media only format. While some of it came down to budget it was also the best way to connect with their primary target audience of 14-25 year olds who are travelling on their own and think they’re immortal.
With smartphone penetration growing at a rate that will see one in two Australians owning a smartphone in the coming few years (if not sooner), the research industry has rightly seen the potential of having a constant internet connection in your pocket. Why not compete for people’s down time by conducting research instead of posting that picture of breakfast to Instagram?
Australian consumers are actually seeing real benefits from connecting with brands in the social media space – beyond the ubiquitous competition entry. They see the opportunity to be ‘the first to know’ and most interestingly, to actually support a brand they admire and to have a real ‘voice’ with a brand.
Burberry’s new store reflects a significant shift in customer expectations – online stores have raised the bar in terms of the opportunities for rich content delivery, customised shopping and a high level of convenience. Shoppers are now increasingly extending these expectations to the physical store environment as well.
I think ABSOLUT has hit the nail on the head with this one. Ultimately, it works because everyone wants to be an individual – the younger demographic especially. So offering a product that no-one else can possibly have is bound to be a winner.
But what use is being an individual if no-one knows you have a one in four million bottle? Well, tell the world on Facebook, Twitter or Instagram and problem solved!