MAKING READERS TICK

Nisa Bayindir – Strategist | Consumer Psychologist nisa.bayindir@gmail.com

Making Readers Tick with Nisa Bayindir © 2017

Insights about me

A strategist, researcher, consumer psychologist, digital marketer

aka a [non-fiction] storyteller.

Making Readers Tick with Nisa Bayindir © 2017

The power of “knowing”

Making Readers Tick with Nisa Bayindir © 2017

This was effective

marketing.

Making Readers Tick with Nisa Bayindir © 2017

So is this.

Making Readers Tick with Nisa Bayindir © 2017

Personality

Attitudes

Perc

ep

tion Ev

alu

atio

n

NEED

AWARENESS INTEREST TRIGGER

culture

marketing

PURCHASE

repeat

discontinue

INTENTION

EVALUATION

Consumer Decision: Simple ≠ Easy

Making Readers Tick with Nisa Bayindir © 2017

Embrace the discomfort in knowing the “Why”

The “What” is not always enough.

Making Readers Tick with Nisa Bayindir © 2017

It’s a love story...

Brand behaviour

Consumer behaviour

Love/passion

Self connection

Commitment/ loyalty

Interdependence

Quality/ durability

Brand Relationship Quality - Fournier, 2010

Making Readers Tick with Nisa Bayindir © 2017

The landscape is richer [and more dependent] than ever.

brand consumer

vision

profit

conversion

engagement

strategy

SOCIAL MEDIA PRODUCT INNOVATION

CONTENT ECOMMERCE

personality

trends

salience

advertising

Making Readers Tick with Nisa Bayindir © 2017

A misunderstood protagonist?

“ IT’S EXPENSIVE!”

“AND BORING!”

“ALSO TIME CONSUMING!”

“REQUIRES [EVEN MORE]

PLANNING!”

Ms/Mr Research and Insights

“SALES DATA IS ENOUGH!” Making Readers Tick with Nisa Bayindir © 2017

The twist to the plot

Making Readers Tick with Nisa Bayindir © 2017

“Experience without theory is blind, but theory without experience is mere intellectual play.”

Immanuel Kant

Making Readers Tick with Nisa Bayindir © 2017

Your experience: Invaluable

Making Readers Tick with Nisa Bayindir © 2017

INSIGHTS > RESEARCH

Making Readers Tick with Nisa Bayindir © 2017

A researcher relies on your insights to design research. •  Observe your team

•  Identify the research-curious team members

•  Allow them to explore and present hypotheses

•  Test and learn

Together… •  Observe consumers daily

•  Identify relevant groups •  Recruit your own panel

•  Bring them on-board on a regular basis

•  Get first hand insights from loyal consumers

Making Readers Tick with Nisa Bayindir © 2017

Have a “crush” on the consumer:

Making Readers Tick with Nisa Bayindir © 2017

MICRO LEARNINGS FOR MACRO PLANS

Making Readers Tick with Nisa Bayindir © 2017

One question at a time

Microsurveys are cheap and speedy solutions.

1 to 3 questions - for burning questions Help decide on next steps on research Useful for hypotheses validation Explore OnePulse, VoicePolls, Typeform, Clickinsights, SurveyMonkey, GroupSolver, UserTesting.com etc.

Making Readers Tick with Nisa Bayindir © 2017

FOCUS ON THE QUESTION NOT THE ANSWER YOU NEED

Making Readers Tick with Nisa Bayindir © 2017

Question à Statement

GENERATE

What are the readers doing?

-  Statistical facts and thought starters

EVALUATE

Why are they doing it?

-  Insights and inspiration

or

ü Website analytics ü  Sales metrics

ü Google trends & autoprompts

ü  CRM engagement reports

ü Social media metrics ü  Sentiment / topic wheels

ü A/B testing ü  Social conversation coding

ü Consumer safari ü  Co-creation sessions

ü Guerilla testing

ü  Social media polls

ü Vox pops ü  Brand advocates & influencers

ü Forums & message board analysis

Making Readers Tick with Nisa Bayindir © 2017

CURIOSITY HAS NO FORMULA

Making Readers Tick with Nisa Bayindir © 2017

Trust the curiosity

Netnography: A term coined for the Star Trek franchise

Ethnography is mirrored online, and social media communities are still goldmines. DIG INTO YOUR SOCIAL AUDIENCE DATA.

Making Readers Tick with Nisa Bayindir © 2017

MAKE THE MOST OF TRIALS

Making Readers Tick with Nisa Bayindir © 2017

Hot off the press? Let me check!

Try relevant tools, make the most of new tools’ offers.

Shop around. Making Readers Tick with Nisa Bayindir © 2017

Call on the experts for bigger projects, like…

But of course…

Segmentation

Phased user testing

All moderated user tests

Long term research strategy

Theory development

Ethnographic studies

Quantitative studies

Multi source data merge and analyses

Attitudinal studies

Global studies

Making Readers Tick with Nisa Bayindir © 2017

Making Readers Tick with Nisa Bayindir

Finally…

•  Insights as a discipline is not a short story – it’s a series.

•  Market your consumer to the business – not just ‘to’ your consumer.

•  You are your researchers’ best match. Enjoy the story! Making Readers Tick with Nisa Bayindir © 2017

Thank you.

Get in touch || Nisa Bayindir || nisa.bayindir@gmail.com

Making Readers Tick with Nisa Bayindir © 2017