You may know it. I certainly know it. But many brand experts don’t know that customers can provide you with a myriad of intriguing insights into building your brand –– and boosting your business. You just have to offer them an open channel of communications.
After all, once you’re privy to what your customers are thinking through ongoing customer research, you can truly enhance their relationship with your brand.
- After inventing the minivan 25 years ago, Chrysler approached IDEO to re-imagine the minivan.
Inspired by multipurpose family rooms, Chrysler’s popular Town and Country minivan features new interior configuration concepts that allow passengers to talk, work, eat or play together in transit, shifting the minivan’s image from a human cargo vehicle to one that enables quality interactions.
The result? At this week’s 2009 North American Auto Show, a panel of 100 consumer-minded Detroit News reader-judges — rather than industry professionals — selected the 2009 Chrysler Town & Country as the best family vehicle at the 2009 North American International Auto Show.
- General Motors is listening, too. Check out GM’s blog, FastLane:
Amid growing concerns about the economy, our long-term energy security, driving cars that have less of an impact on our planet, and ever-expanding urban congestion, we all seem to be coming to the conclusion that the automobile as we know it — powered by a combustion engine — must eventually go the way of the horse and buggy. It is simply not sustainable.
These are just a few examples of being able to measure relevant customer metrics over the long-term to gain accurate, actionable results. Brand research helps you understand more about your prospects, your customers, your shareholders, and others, so you can step up your sales pitch to the loyal ones and stop wasting your money on those who aren’t as faithful.
With the right tools and the proper step-by-step guides to improve your research practices, you can more easily capture, codify and interpret information to move your marketing strategy forward.
So whether you need to present perceptual brand attributes to a data-oriented board, to make a case to extend a product line, or to justify some long-delayed pricing updates, brand research can serve as the foundation to build your case, get better mileage out of your marketing budget, and enjoy more sales.
Posted by mcorpconsulting 
