21. January 2013 18:11
Over the past 18 months we've become increasingly aware of the extent to which findings from traditional research are used in good faith to shape every single aspect of a creative brief as well as dictate design direction. Inspired to learn more about whether clients really are getting the 'complete picture' from their current research programmes, tdg recently entered into a pioneering partnership with Durham University Business School.
The two-and-a-half year research project will focus on better understanding people's emotional relationships with the consumer brands they choose. The aim is to develop a series of planning methodologies which inform the creative process by identifying the subconscious triggers and motivating factors that influence our purchase decisions. Of particular interest are people’s intuitive responses to fast moving consumer goods brands.
Most thought-provoking on the journey so far has been the widely-referenced fact that 8 out of 10 new product launches fail within 3 months. When you also consider that neuro-research has concluded as much as 90% of daily decision making takes place at a non-conscious level, this makes for pretty sobering reading in marketing circles.
A viewpoint gathering momentum right now is that in isolation, traditional research methods may no longer be sufficient, given that they focus primarily on the conscious & 'rational' responses of consumers. The project will isolate complimentary findings which then inform creative work and help us to produce better shopper marketing and packaging design solutions for our clients...on the way to more successful product launches.
The project is funded by the Technology Strategy Board as part of the Knowledge Transfer Partnerships programme. The KTP scheme is Europe's leading programme in helping businesses improve their competitiveness and productivity through better use of knowledge, technology and skills that exist within the UK today.
Consumer behaviour expert Dr Hazel H Huang, Lecturer in Marketing at Durham Business School is our academic partner supervising the project. Joanna Westerman has joined tdg as a full-time Research Associate for the lifecycle of the project.
Following an initial literature review phase we’ll be sharing key findings with clients throughout this project via a number of channels, including our thought leadership programme, in-house workshops, seminars, the tdg blog and social media feeds.