#1PPOSSIBILITIES and #2PPERCEPTION, have much in common, both attempting to answer the strategic questions required to generate a killer strategy. The 1P through secondary research and the 2P through primary research.
The relevance of separating these two P’s that belong to the #10PsMarketingMix remains imperative, since numerous organizations don’t provide enough weight to research that guides us to comprehend our public’s perceptions.
In addition, the goal of #TheNewEraMarketingPhilosophy is not to go dip in all the tools, findings or uses of each P, as there’s vast information concerning them, it’s to systematically organize everything needed to create a complete and successful marketing blueprint.
Explicitly, it can be generated through oral, written, telephone, postal or email questionnaires, by physical observation, with video cameras, through the web, with social listening programs, trending topics, Facebook and other social networks KPI’s, analyzing cookies that present us information about the sites that people navigate through or learning how they arrived to our online media.
In order to have a valid study, the sample must comply with the following features: representativeness, proportionality, accuracy, randomness and dispersion.
The beauty that flows from this method is that it goes deep in understanding human behavior; mostly are conducted with petite and homogeneous samples. Examples of qualitative research are: seed marketing events, one of my favorite weapons (we investigated as we generate brand activists), projective research, by unmasking the subject’s sincere feelings, we uncover their ethos. Another methodology that I would be unfaithful to my wife with, used for seed marketing or extremely cavernous scrutiny are World Cafes, which are heterogeneous qualitative investigations performed ideally with 64 people.
Having said that, as marketers we are obligated to know that the majority of decisions are made with our emotions: heart, liver and stomach; it’s for these reasons the prominence of conducting projective research which discovers what’s hiding in the human subconscious.
Moving into the applications of the instruments mentioned above, commercially we can quantify, among other variables the following: top of mind, brand penetration, specific message’s impact, tastes, preferences, brand positioning, insights about quality, all segmented geographically, demographically or psicografically.
Entering the political world, we can carry out systematic studies of various publics or social groups of those factors that may modify them in physical, psychological, economical and sociological terms, in space and time. We must provide #2PPERCEPTIONS of the population about the political actors and their actions, apart from revealing the hopes and frustrations of the electorate.
In the same fashion, it’s transcendental to measure the potential impact of the advertisement efforts before unleashing them. The Internet is a powerful measurement tool; we can measure the concept and the message before investing in any production to play it safer.
It has to be noted that investigations provide a “Polaroid” of a moment that should be updated regularly.
#MarketingMINT: remember that the purchase and vote intentions remain that, intentions; it’s humongously different when the subject has to reach his pocket or has to discontinue travelling to the beach to vote.