Unlike traditional brand approaches, brand strategies formulated at the confluence of neurobiology, anthropology, and cognitive psychology divulge antecedents to behavior more accurately. The otherwise hidden mental dispositions and unarticulated tendencies that pre-organize behavior are first uncovered. Once the know-why is decoded, it then gives deep insight how to best influence consumer needs, wants, and desires. This discovery not only promises to view consumption with a new set of glasses, but the assimilation of thrusts behind consumer behavior helps develop design, branding, marketing, and communication strategies. Those artifacts from formulating these brand strategies that can be shared pictorially can be found below. Other significant strategies, such as market segmentation, archetype discovery, other research approaches, etc. cannot be delineated through image metaphors, and so they are conveniently ignored.
Conjoint, a portmanteau term that blends “consider” and “jointly,” is a measurement technique to estimate consumer preferences based on how respondents make trade-offs within a controlled environment. Conjoint analysis is an optimal market research approach for measuring the value customers place. Though this research tool is popularly used to estimate product preferences that equate to choice (market) share estimates, we can also assess design evaluations individuals place on different concepts. Conjoint measurement tasks are very flexible, ranging from evaluation of attributes, to ratings of products, to selection of preferred products from a choice set. Conjoint analysis provides answers to many critical managerial questions like the following: what is the best possible design. For more on Conjoint, Click here...
A picture can say a thousand words, but UX/UI says a thousand pictures. In today’s fast-paced society, the most successful websites/ applications are those that respond quickly and efficiently. Design and software is now heavily based around user experience because it has become all about the consumer. While the coding is strictly for the technologists, the design of the screen and the overall navigation of the digitized product remains in the ambit of the marketer.
Websites promote 24/7. No employee can do that. Good website designs are always about functionality. Though such functionality is evident in the websites I’ve designed, developed, and implemented, I also believe in positive and engaging user experience. Consequently, I create a user interface that is easy to navigate and institute the brand aesthetic throughout. Here's an example of a site that was designed to aggregate other media from the outset so it could be synched with the rest of DJ Kayper’s promotion.
Since instincts and emotions are mediators of how consumers process messages, form brand loyalty, or make a purchase decision, understanding and modeling such nonconscious cognitive processes that then lead to motivations, preferences, and expectations can amply help predict consumer behavior. Neuroimaging tools, thus far used in medicine, helps in the study of neural conditions and processes that underlie consumption, their psychological meaning, and their behavioral consequences, thereby providing invaluable consumer insights. I use a wide range of non-intrusive tools to evaluate emotional valences from attention to arousal. Biometrics to measure psycho-physiological reactions to stimuli; GSR to measure electro-dermal activity; fEMG to detect muscle activity, eye tracking to assess which part of stimuli captures attention, etc. Here’s a sample clip from a client engagement to show how these tools help researchers to get inside the minds of the consumers.