Post 3: Generative Research

As marketers, we often are assigned the interesting task of getting to know our consumers by research efforts such as directly asking questions about behaviors, attitudes, and interests, and beliefs. Successful marketers talk to their consumers and understand that not all insights are found directly from pulling data from large databases and recognizing trends; instead, some of the most valuable realizations come from more qualitative research. I found working on this post to be particularly fascinating because at school and work, I have always been the marketer, but now I have the chance to be the consumer. In class, my peers and I try to find insights about consumers for school assignments and group projects. At my internship this summer, I used databases and trends in data to get to know my consumers’ snacking and shopping habits, and I also had the chance to sit in on focus group meetings and learn from consumers more directly. However, I think playing the role of the research participant is another way that I can understand and empathize with consumers in this situation and understand how they may respond.

My first task was to identify some of the things I can’t live without and the things I care about. The things I can’t live without are my family, my friends, my dogs, staying fit and healthy, Texas football, and my church. The first of these items I chose to share more about was my church. The church I grew up attending with my family and friends was a foundation for my faith, a characteristic that plays an integral part in my everyday decision-making. The next of these is personal fitness. Exercise helps me to stay healthy not only physically, but also mentally. It serves as stress relief and helps me to perform better in other aspects of my life. The final item I chose to explain was my dogs; when I’m having a rough day, my three labs are consistent sources of comfort.

I also identified the things I care about. These are experiencing the world, trips to the lake, fashion, food and cooking, my career, and Christmas. The first of these that I chose to explain is experiencing the world. I want to travel to as many places and learn from as many cultures as possible in order to gain more knowledge of the world and a global perspective. The next item is fashion. I think that what people wear is a physical representation of their attitude and how they’re feeling that day. If I dress in nice and sophisticated clothes, then I am ready to be successful and gain confidence as a result. The final item is Christmas. During this time, people are happier, kinder, and more generous, and it is my favorite time of year. A diagram of these items is pictured below.

My second task was to help the researchers understand my Digital Ecosystem. In the diagram that follows, I connected green lines to the digital and online sources I commonly use to get information. I commonly use six of these sources: web search, online video, national newspapers online, national TV broadcast websites, Twitter, Facebook, etc., and local newspaper websites. The three that I use most commonly are web search, national newspapers online, and social media. I use web searches to quickly answer any questions I may have either for academic or other purposes because they’re very convenient. I use national newspapers online to stay updated with current events and find reliable sources of information (again, both for academic and other purposes). I use social media mostly to stay connected with my social networks and find news and information about them.

My third task as a research participant was to describe my typical weekday and when I find certain types of information (pictured below). As you can see on my timeline, the first time in my day when I absorb a significant amount of information is at the beginning, when I am preparing for my day. This is because during breakfast I usually read the newspaper to stay updated on state, local, and national news as well as the weather. Reading for a little while each day helps me to stay informed about current events. Next I go to class, where I absorb much information about my future profession, the current financial situation (as I am a finance major), international news (in capital markets classes), general business, and design (in Design Thinking). My professors share this information through lectures for academic purposes. I also attend many meetings where I receive information. These are career-oriented student organization meetings (like Honors Business Association) or recruiting events (for full-time jobs). I gain work/profession related information at these as well as information about future events to place on my calendar. I also am exposed to a lot of information at night when I am doing homework, because this is when I search the web for academic and recreational use (i.e. catching up on pop culture) and use social media.

As I mentioned before, it is very useful for marketers to speak with consumers and ask open-ended questions like these to make important realizations either about core consumers or fringe cases. I found it very eye opening to have the perspective of a research participant.