a

1. Right Research,
Right Value
Kim Goodwin
@kimgoodwin
Marketing Festival 2017
Prague

2. Not a marketing expert

4. ♥
Right value
Marketing drives
beliefs & behavior
Right customer
Sets expectations

5. Right customer
Product & design
satisfy goals
Supports brand
♥
Right value

6. Opinions

7. Analytics
Refinement, not generation
Tactics, not strategy
Metrics, not brand

8. Clear, shared understanding

9. Should we do a survey?

13. Surveys feel like science

16. Self image

17. Invisible habits

18. Kim Goodwin
1. Direct observation

19. 2. Real conversation

20. outsourced research

21. All the
consultants
are like:

22. Between 6-20 interviews to
see patterns

23. Enough to see patterns in goals & behavior

24. Ask for specific stories
(especially good & bad ones)
- What they did
- With whom
- Where
- When
- How
- Why

25. 2 types of goals:
End goals
(results they want)

26. Experience goals
(how they want to feel)

27. –Johnny Appleseed
Control the
conversation
vs.
Extend the
anticipation
iStockPhoto

28. Further reading:

29. ways this creates
marketing value

30. 1. Potential value propositions

31. •

32. •
Get
better
Live
better
Feel less
alone
Make a
difference
Live better, together
TM

33. 2. Help improve the journey

34. Visa
Weather
Book a car
Meals
Security FAQs

36. 3. Help influence decisions

37. But:
like me
isn’t
looks like me

38. A “person like me” is contextual
🏢Frequent
business
traveler,
no children
📷Demanding
wildlife
photographer
💊Someone with
my health
issues &
values

39. 4.
Evaluation criteria
for style

40. “It’s not cheesy enough.”

41. Brand Goals
Experience attributes
(visually inspiring adjectives)

42. What feels
secure?

43. 4 swirl-reducing benefits
Defining value
Reducing pain
Influencing decisions
Defining “style” goals

44. 5. Rich source of language

45. surveys

46. Observe & talk
with people

47. Get them to
tell you stories

48. It’s fun!

49. Thanks!
@kimgoodwin
kimgoodwin@mac.com