From Consumer insight to Human insight: The importance of Brand E.Q.

Being a Qualitative Researcher, I get my kicks from understanding consumers scratch that, people, their eccentricities, and how they vary across cultures. Why people do what they do and what influences their behaviour.

The most striking quality of successful brands is their E.Q. (Emotional Quotient) Their ability to emotionally connect with people in a manner that make them Feel something! Excited, Motivated, Strong, Safe, Attractive, Nostalgic, Respected. These are just some of the positive emotions people associate with brands that make them feel good.

Back in 2009, I consulted a national paint brand in Chicago, Valspar, in developing their marketing strategy. What was particularly distinctive about Valspar, was that they had a deep understanding of the different emotional states people go through when they were looking to paint their homes. The key issue discussed in the board room was not about selling more paint cans to more people, it was about identifying human pain points in the customer journey and discovering ways to resolve the same.

As an example, research found the two biggest obstacles to people painting their homes were concerns about the amount of work involved and lack of confidence that they'd get the color right. Valspar addressed this by rolling out digital tools where online color consultants would talk to customers through issues live on their mobile devices as they apply shades to photos of rooms. Most importantly, Valspar became the first paint brand to offer refunds on paint even after it's been applied to walls at home, therefore, going above and beyond customer expectations. (http://bit.ly/18mc4h1)

In 2011, we were commissioned to develop the brand positioning of Amari Hotels & Resorts as well as upcoming projects (at the time) in Thailand: OZO & Saffron Hotels. The hotel I found particularly interesting was OZO hotels (http://www.ozohotels.com/hotels.aspx) in Thailand. What was unique about the OZO brand was that they wanted to develop their positioning around providing a great sleep experience - an uncharted territory in this market, at the time.

We developed hallmarks to bring this positioning to life which particularly meant paying attention to small things. Hotel rooms were not just rooms, they were 'Snooze zones' where hotel staff ensured a noise-free environment, high quality beds designed for optimum comfort, sleeping kits that customers can choose from which may comprise a pillow spray, scented candle, lavender oil or other amenities designed to help you sleep better, whether you have returned from a party or jet-lagged from a flight.

Customers could visit the 'Ozone' in the hotel for a selection of chamomile tea, hot chocolate and night cap drinks for the evening. All of the above ideas originated out of the key finding that customers who visit Ozo hotels were looking to relax during their time there and often that was something as simple as making sure they get the right amount of sleep.

The importance of local cultural nuances cannot be emphasized enough when it comes to developing successful brands. Just for Men is a hair colouring product for men and they were looking at increasing their market share in the Middle East (UAE & Saudi Arabia being key markets). Our research uncovered that Arab men place a lot of importance in their outward appearance. In fact, the grooming of their beard took precedence over hair as this was typically covered with a traditional headpiece. Their beard was a mark of their masculinity and pride.

While in other markets, men did not have any qualms talking about colouring their hair, a key cultural insight for the Middle East was that hair colouring was a taboo topic of discussion. Arab men considered it an extremely personal topic and not something you discuss with your mates or family.

This had obvious implications for marketing Just for Men in the middle east. In a category where colouring your hair is a sensitive subject, Just for men had to engage with its target audience using discreet channels where men felt comfortable in their own skin (For example: Trial & placement in designated areas exclusively for men, TV program selection with a strong male skew, content creation & partnerships with trusted partners operating in the Men's lifestyle & grooming sites etc.)

The above are just a few examples of how these brands were able to build stronger E.Q. Go beyond just the surface level, to dig deeper, to arrive at key human insights in order to create stronger brand connections that emotionally resonated with people.

As marketing continues to evolve, it is perhaps best we do away with words like 'customer insight' and 'target audience' and focus on gaining a deeper understanding of the human behind the customer. What are his/her needs, how is his/her behaviour impacted by their culture, their upbringing. It is this human insight that ties people & brands together and manifests itself in different ways depending on a person's social surroundings.