Mapping the Millennial Path-to-Purchase

September 30th, 2016 
 | 

Earlier this week we presented some work on the Millennial path-to-purchase at the MRA conference for corporate researchers. We were joined by our client Kelly Bowie, AVP of Marketing and Consumer Insights at Guardian Life Insurance Company. For your reading pleasure, we’ve posted a summary of the key points, and a copy of our presentation below.

w/ credit to Ed Tufte (Beautiful Evidence, 2006) for the content on slide 16.

— 

Understanding the customer’s path-to-purchase is an increasingly important topic in consumer insights. Traditional sales funnels tend to depict the customer’s journey as an orderly process—discrete steps, one happening after another. The problem is that these models are focused on actions taken by the company, rather than the experiences of the customer. They tend to oversimplify the nuances and variation in an actual purchase experience, which limits their usefulness to marketing and sales strategy.

Alec Baldwin in his role as a sales executive in the film Glengarry Glenross

There’s a gap between the conventional model of a sales funnel and real behavior.

When we allow customers to depict the journey on their own terms we learn that the process is more messy and improvisational than we assume. In real life people get confused, make mistakes, and cope with incomplete information. It’s really more like an ecosystem than an orderly path.

Graphic depicting factors influencing the customer's purchase journey

Studying the path-to-purchase allows marketers to empathize with customers, identify pain points during, and offer more relevant solutions. In our presentation we provide a set of tools for qualitative researchers that can be used to map out the path to purchase. Our examples are drawn from a study of the purchase process for Millennials buying individual life and disability insurance, but the same techniques can be applied to any category.

Feel free to get in touch with us if you have any questions about the research, or our presentation. Thanks again to everyone who joined us on Wednesday at CRC 2016!

Points of Interest #28

September 16th, 2016 
 | 

Points of Interest is a weekly recap of ideas and innovations we are following at Plannerzone.

Image via Adweek

Something looks different here (Image via Adweek)

 

Did you know the Energizer bunny started as the Duracell bunny? Find out how that happened and how the bunny intends to keep going and going in today’s marketplace.

AirBnB vs Hotels. Uber vs Taxis. Zenefits vs Brokerages. Firms built on disruptive innovations often face legal opposition from from incumbents in the market. Now it appears that Elon Musk’s auto empire is the latest firm to join this club. Tesla continues to battle the state of Missouri over its ability to sell cars directly to consumers from its own show rooms. The brand claims that other dealerships don’t provide the same level of customer experience because they lack familiarity with electric vehicles.

iwishmyteacherknew4

Kyle Schwartz, a 5th grade teacher, decided to ask his kids to anonymously finish this statement: I wish my teacher knew. After tweeting out some of the results many teachers engaged and it went viral. Maybe we should start an ‘I wish my boss knew’ campaign.

This video takes a look at China’s superapp, WeChat. Users can make transactions on the platform—from ordering dinner, to hiring dog cleaners. And without missing a beat they can chat with their friends, and submit reviews of their transaction, all within the same app. Because of China’s laws the government is  able to access all of the data from the app. Is WeChat super convenient or super dangerous? You be the judge.

They say if you can’t beat em’, join em’. I suppose for AdBlock Plus we’d have modify it slightly: After you beat em’, charge em’. This week Eyeo announced that it would be launching its own advertising exchange. The new platform will distribute inventory through partnerships with Google and other partners, but only if they meet AdBlock’s standards for non-intrusive advertising. The exchange also limits the ability for advertisers to target, and retarget, site visitors. For advertisers it may be worth it, assuming it allows them to reach people who have insulated themselves from other display advertising.

440px-eyelashpermWiki of the week: Eyelash Perm

Eyelash permanent wave, or more commonly called an eyelash perm, and may also refer to permanent relaxer that straightens the hair is a cosmetics procedure performed only by licensed Cosmetologists to flip up eyelashes using hair perming technology.

Points of Interest #27

September 9th, 2016 
 | 

via GIPHY

Like a good neighbor… you know the rest. The popular State Farm jingle might be a specimen of a dying breed. Modern advertising agencies are tending to use snippets of pop songs in place of custom-made ditties . Find out how changes in the music industry and the advertising industry have impacted the songs that get stuck in our heads.

In some areas of the country Uber is replacing, and aiding, municipal mass transit systems. This article focuses on pioneer, Altamonte, FL, who piloted a program in January. These rides are subsidized by the government from 20-25% off depending on locale and destination. Other government officials are interested and inquiring how they can use systems like this to reduce public transit issues in their own cities. 

Did you celebrate National Toilet Paper Day 2 weeks ago? Quilted Northern did and Droga5 helped them create mini pop up stores to draw attention to their Amazon subscription sale. 

Soon your online return woes will be over. Amazon acquired a company called Shoeitr, Inc., last year and is developing a previously filed patent that will allow them to recommend more accurate sizing.

Wouldn’t it be cool to see one of Olivia Pope’s gorgeous coats and actually be able to buy it right from your screen? The tech is almost there but is still missing one piece, read more to see what.

 

hertzoggiesWiki of the Week: Hertzoggie

A Hertzoggie, also known in Afrikaans as a Hertzog Koekie or in English as a Hertzog Cookie, is a jam-filled tartlet or cookie with a coconut topping commonly served on a cup-like pastry base.

Points of Interest #26

August 26th, 2016 
 | 

Points of Interest is a weekly recap of ideas and innovations we are following at Plannerzone.

Next-level wig game (Image via Atlas Obscura)

Next-level wig game (Image via Atlas Obscura)

Thanks for visiting us for your weekly round up innovation, business trends, and creative curiosity. This week we read about some important trends reshaping journalism, and the ways people consume news. And—just for fun—we learned about a couple brain teasers and historical facts, too.

Big data tells us that video is hot. So hot that traditional publishers like the Washington Post are putting a major focus on it. Advertisers are hungry for video inventory with space for their pre-roll ads. This article explains why the Post is ramping up their video team and why.

It’s hard out there in the app world and New York Times Now didn’t make the cut. It’s 2 year trial was not as successful as they hoped. The ‘Grey Lady’ will be phasing out Now and focusing on the Times app.

Tadashi turns paper into toys and performs a few simple experiments creasing, tearing and flipping to discover the secret of floppy paper. Guaranteed to make you a little bit smarter!

“To be ‘macaroni’ was to be sophisticated, upper class, and worldly.” This article from Atlas Obscura explores the deeper meaning behind the lyrics of Yankee Doodle, and the trailblazing fashion movement that inspired it.

Antoine’s restaurant is a veritable institution, and not just because they have “560 recipes just for eggs.” Check out this article on the nation’s oldest family owned restaurant. 

440px-Yankee_DoodleWiki of the week: Yankee Doodle

Yankee Doodle is a well-known Anglo-American song, the early versions of which date back to the Seven Years’ War and the American Revolution (1775–83). It is often sung patriotically in the United States today and is the state anthem of Connecticut. Its Roud Folk Song Index number is 4501.

Points of Interest #25

August 20th, 2016 
 | 

“Nature uses only the longest threads to weave her patterns, so that each small piece of her fabric reveals the organization of the entire tapestry.”

These words by Richard Feynman to describe the intricate and interconnected mysteries that science tries to understand. Small fragments—in DNA, ruins, dirt, etc.—slowly build up over time, and through toil, diligence, and endless revision, they form a cohesive picture of what happens, and why. These small fragments are, in a way, the miracle of science; the scientist asks simple questions that somehow add up to profound and complex answers about nature. This week we’re looking at simple questions with complex answer, which is to say, we’re looking at science.

An illustration of a jockey racing a horse next to a strand of DNA.

DNA by a nose. (img via Nautilus)

 

Scientist Emmeline Hill bred her love of science and horses together to find the common genes in winning horses. Some say horse breeding still comes down to a feeling, you be the judge.

Now we take you under the sea to check out mammal politics. Killer whales have been bullies of the ocean for sometime but humpback whales are taking a stand. See how these humpback whales try to protect a grey whale calf from an attack.

Mr Sandman, bring us a dream, a dream where we find out why we need to sleep. Scientists found an ion channel in fruit flies, which they’ve dubbed the Sandman, that turns the need to sleep on and off. This means we are one step closer to figuring out the mysteries of sleep.

Merlin Sheldrake, plant scientist and winner of the Plannerzone awesome-name award, calls it the social network of plants; you might think of it as a forest. This article talks about the relationship of mycorrihizal fungi and the rest of the forest on the floor of Epping Forest in London.

Prehistoric bling: The oldest gold object (c. 4,500 B.C.E. to be exact) has been unearthed in Bulgaria. And a Balkan Copper-age civilization emerges with it.

An exterior daytime photo of Muji in New York City

Do you speak Japanese? If you do you’re eligible to apply to live in Muji’s Window House for 2 years (for free) and then get Muji furniture for life. Check out this customer-driven approach to architectural innovation.

 

Wiki of the Week: Sandman

“The Sandman is a mythical character in Dutch, and Central and northern European folklore who puts people to sleep and brings good dreams by sprinkling magical sand onto the eyes of people while they sleep at night.”