The Cynical Consumer is the New Reality

Wall Street compensation, governmental bailouts, lost money in the stock market, lower home prices, record bankruptcies, high unemployment and falling credit ratings have made consumers more cynical. Some companies have recognized the new reality, others have not. For example, Hyundai instituted a “job guarantee” program and was widely copied but insurance companies, financial services, and banks seem to be unable to come up with resonant arguments to get people to trust them.

One recent radio ad stated that this particular financial institution will weed out bad brokers. Yep, make them accountable. Why not just say, “We know you lost half your money in the stock market, but we are ready to give you another chance!”

The point is the game has changed and old words take on new meaning. The denotation may be the same but the connotation is different. Words like money, security, insurance, investing, luxury, expertise, trust and honesty tend not to evoke warm and fuzzy feelings like they did in the past. They, in fact, may now be dissonant. You may be thinking “filet mignon” and they are thinking “dead cow.”

How to avoid this type of disconnect? You need to do some open-ended research, preferably the non-directive kind, and I suggest pictographs. You may want to start out with the phrase that was used by Sergeant Schultz in the old Hogan’s Heroes TV show—“I know nothing.” For more info e-mail AllegianceResearch@gmail.com.

An Offer You Can Refuse - - But Probably Shouldn’t

Hey Chief Marketing Officer what do you really want to know? My methodology called “Context-Driven Qualitative Research” gets into the mind of the consumer during the numerous steps of the purchasing process. It’s a little like the Vulcan Mind-Probe.

The methodology discovers resonant statements, unstated values, and unexpected misunderstandings related to products, services and brands. Wouldn’t you like to know these things?

There has been a radical change in consumer attitudes. People have less trust in banks, insurance companies, financial advisors, and government. I am reminded of the joke “I don’t have a 401K, I have a 201K.” Yep, and your brand is floating out there in a sea of change.

Now, for the offer! Tell me what you really want to know about your consumers and I will provide you with a description of the “pictographic” scenario that I would use to answer your question. No charge, no obligation. Just e-mail me at AllegianceResearch@gmail.com.

For example, you may ask “How have attitudes toward large banks fundamentally changed?” or “Does a particular brand extension make sense?” or “What are the triggers that get someone to consider taking a cruise?” Basically, if you can frame the question, I can probably translate the question into pictographic format. After that, it is possible to find the answers from the profiled consumer.

If yours is an interesting challenge, I would like to work with you. We’re a minimalist consultancy that can easily be ignored, but we can pick and choose whom we want to work with. Here is what you won’t get: Seville-Row suited consultants, an impressive board room, and a Madison Avenue address. You’ll have to settle for a breakthrough methodology and innovative thinking.

Our office is on a boat and if you ignore us, the breeze will still blow and the sunsets will still be beautiful but you will miss a real opportunity. Again, that e-mail is AllegianceResearch@gmail.com.