Paul Long shares his raw notes from a Margaret McGill (gravitytank) presentation at MRA's 2016 Corporate Researchers Conference, called "Beyond Buzzwords – Uncovering Meaningful Insights From Your Consumers"
Much different meaning between companies and their customers,
So what is a buzzword? Buzzwords permeate culture for a short period of time with a quick rise and fall.
There is a power in buzzwords because they are sticky..but making assumptions about what a word means without knowing it’s context shows the dark side of buzzwords
Context changes meanings:
- “clean” – different in food industry, cleaning products [my note, in design e.g. for websites means something quite different]
- “holistic” – companies mean taking care of whole body, whereas consumers accupuncture, teas etc.
Your definition isn’t wrong … but neither is the consumers. So, how do we bridge the gap?
Step 1: Understand your organization’s meaning – even internally different departments could have different meanings
- Tactic – Get alignment from many places
- Tactic – Build a hypothesis but don’t get attached to it
Step 2: Understand your consumer’s meaning
- Tactic – things before words – get people to describe the experience: before they know how to describe a new product or experience, they have their participants do it for them
- Tactic – words before things – to understand differences between premium, ultra premium and luxury they gave participants tangible examples to sort and compare (a picture is worth a thousand words)
Step 3: Build the bridge
- Tactic – Single words can’t stand alone, they need support – storyboards, visualizations, frameworks, personnas, they all add depth and clarity to the definition you’re trying to convey (let’s get visual)
- Tactic – Talk like your consumer – role-playing: having team members take on the consumer role helps them emphathize. They won’t even notice they’re using consumer language.
Step 4: Lather, rinse repeat
Things change rapidly (slang keeps changing)
- Understand your organization’s meaning
- Understand your customer’s meaning
- Build the bridge
- Lather, rinse and repeat
- Originally published at Paul Long's blog on September 26, 2016 as "2016 MRA CRC – Beyond Buzzwords"