Consumer Insight Analysis—Task Instructions
Length: Report should not exceed 1200 words
Formatting: APA 6th referencing and reference list is required.
Your Client: Pick one. It is important to note that the brand you select is for all three assessments (Consumer insight analysis, Perceptual mapping, and Ad brief).
The assignment: Overview
An effective advertising strategy requires an understanding of consumer insights. In order to gain consumer insights, students will develop skills related to designing and undertaking in-depth interviews, and collecting, analysing and interpreting qualitative data.
Graham (2010, p. 146) notes: The old adage says, “Consumers don’t buy features; consumers buy benefits.” Some consumer behaviourists maintain that this is not the end of the story—that benefits are frequently not an end in themselves, but merely a means to achieving some valued end state (e.g., self-esteem, social belonging, etc.) that is important to the consumer. In other words, we might rewrite the adage to read: “Consumers buy features (attributes) that bring them benefits (consequences) that get them closer to a valued end state (values).”
The major goal of the interview is to examine how people make choices between brands, what attributes are more important, and what benefit(s) and/or value(s) they receive from buying the product. The laddering technique is one way to explore the associations among attributes, consequences, and values. It is important to note that you need to use the laddering technique to prompt the consumer to tell you key attributes, benefits, and values. The laddering technique will be discussed in lecture and tutorial sessions.
Each student is to conduct several semi-structured interviews (about 30-45 minutes) on a product category (and brand) with people (2-4 adults) of their choice (e.g., friends, co-workers, or family members). Students are to prepare the interview questions (self-prepared) in advance. Students need to provide their respondents with a participant information sheet and a consent form for them to sign prior to participating once, they understand requirements. During the interview, it is important that students take notes. Don’t write down everything; just jot down important information. An audio-recording is useful as it enables students to listen back to the whole interview, especially when the notes are not clear enough for analysis. Participants need to be informed of this (audio recording) prior to taking part. Upon interview completion, students should analyse the self-prepared interview questions and how three major components—attributes, consequences, and values—are associated (Reynolds & Gutman, 1988). Students are to then write up a report for submission of the assessment. Students also need to submit the signed interview consent forms with their final report.
- After Interview:
- From your notes (audio-recording), list ladders that you found from interviews and prepare a set of summary codes that reflect attributes, consequences and values (see lecture slides for examples).
- Note that an “implication matrix” is NOT required.
- Create a summary hierarchical value map (see lecture slides for examples).
- A cut-off is NOT applied. Thus, include all attributes, consequences, and values you found.
- Finish your report. Proof read, spell check and finalise the reference list prior to submission.
- Page number to be included as a footer on each page
- 5 spacing, with 2.5cm margins
- Consistent font throughout report, including headings (Times New Roman size 12)
- QUT APA 6th referencing is followed consistently across all references (in-text and in reference list)
- Assignment has been proof-read, checked for spelling errors and grammatical errors.
- Make sure that the report should not exceed 1200 words (up to +10% would be acceptable).
- Make sure that you attached consent forms in appendices.
- Title page (not in word count): Report title, student name, student number, tutor’s name and tutorial time, word count of assignment body (introduction through to limitations)
- Table of contents (not in word count)
- Executive summary/abstract (no more than 150 words, but not part of word count): Provide concise and succinct summary of your report.
- Introduction (included in word count): In this section, address the major objective(s) of the research, importance of the research, and scope of the report.
- Method (included in word count): Address the research method you use (e.g., in-depth interview and the laddering technique), pre-selected (self-prepared) questions, data collection procedure, and sample characteristics. Don’t identify interviewee’s names. General descriptions (e.g., gender, age, occupation, product knowledge, use, etc.) would be useful.
- Analysis and findings (included in word count): Provide description of analysis undertaken. For example, you need to explain:
- how you converted the raw interview data into ladders,
- how you developed a set of summary codes that reflected attributes, consequences,
and values, and
- how you created a hierarchical value map
Address key findings. You may include some good quotes from the interviews here.
- Consumer insights/Implications (included in word count): This section is about interpretation of the qualitative data based on the analysis you have undertaken and findings. From the key findings, address insights/implications that are interesting and meaningful. You may analyse previous/current advertising campaign(s) of the product based on your findings/insights. The insight(s) may suggest a new advertising campaign idea (e.g., positioning and others). You may address other issues that offer managerial and strategic implications.
- Limitations (included in word count): Address factors that affect the confidence that you have in your findings/consumer insights.
- Tables/Figures (not included in word count): You must present the following items in your report. Other table/figure would be added if necessary.
- A set of ladders that you found from interviews
- A set of summary codes that reflect attributes, consequences and values
- A summary hierarchical value map
- References (not included in word count): List of all cited sources (e.g., academic journal articles, news articles, reliable Internet sources, etc.) presented in QUT APA 6th
- Appendices (not included in word count):
- You must have signed consent forms from respondents.
- You may add other supporting material. It is optional.
It may require a lot of time and effort. The good news is that it is all yours if know how to do it, although this assignment involves a basic level of laddering.