I think this project helped me gain a better understanding of the pros and cons of conducting primary research. In each one of my previous marketing classes we talk about the challenges and drawbacks of research, however I’ve never had to actually produce surveys or hold a focus group. When we discuss the challenges in the classroom, it does not seem relevant. Since I’ve heard it over and over again, I was confident I wouldn’t ask vague questions on the survey. I was sure that the participants would understand their task and exactly what I was looking for. This project has proven me wrong. After distributing our survey and analyzing the data to find out more about the living room, it became clear which questions were poorly written, which ones may have been slightly leading, and which ones were derived from my own assumptions. I learned that customers do not know what you are looking for unless you explicitly ask it. They also cannot tell you what they need in their lives to make it easier. They won’t hesitate to explain what they like or don’t like, but they cannot articulate what their fundamental needs are. After completing this project, I believe I have a better understanding and a stronger knowledge about the best way to approach research. First, I would allow myself more time to make, distribute, and collect all research data. Allocating more time would have given me a chance to establish better questions. Second, I would ensure that each question is very specific and straightforward. Finally, next time I am trying to conduct research, I plan to find a more creative way to investigate the true needs of my target market.
I also believe this project has provided me with a way to get hands-on experience with prototyping. This class is unique in that it is the only one I have taken that has dealt with prototyping. I was unaware that the process you must follow to develop the prototype is not an easy one. I assumed it would be difficult, but I was more worried about actually coming up with the idea for a prototype. After establishing the idea for our product I assumed the process was over. Again, this project taught me that I was wrong. An idea is great, but it is not enough to create a prototype. Every little detail must be thought through. Each feature must have a purpose and contribute to the value of the product. Who knew you had to plan the shape of an armrest?! The little details are what can make or break a product on the market. Prototyping allows you to visually see, feel, touch, and experience the product before you begin selling it. It helps the designer work out any kinks and make the product the very best it can be. It also pulls out more ideas than your original creation probably allowed for. I assume that my future will not involve prototyping. However, I now have more respect for the designers that spend so much of their time meticulously working on a prototype. If I ever find a need for a new product, I will make sure that I clearly think through each detail, no matter how small, before I set out to make my prototype.
When I signed up for my fall course load, I originally signed up for more hours than I needed and planned on dropping this class. After attending the first day I decided to drop another class instead. The project aspect to this class grabbed my attention! Professor Walls is also very charismatic and enjoyable to listen to. I knew this class would not be one that I would dread waking up for and decided to stay for the entire semester. I really enjoyed working with my team on this project. Each one of us had a very different personality, which I believe helped us to brainstorm ideas throughout the process of the project. We all brought something different to the group, which kept everything fun and exciting! When we were assigned the project I worried that the project would take a lot of time. Each class in the business school is dedicated to teamwork and it becomes hard to balance each different group project along with class, work, and other activities. I really appreciated the time in class we had to work on our projects. Not only did it save me time, it helped having Professor Walls in class with us to answer the questions we came across. It also ensured that every member of the group was an active participant throughout the process. The project updates along the way made the final presentation much easier to produce. I think it helped to reiterate the points made in class as well. I thoroughly enjoyed this class! It was extremely fun, but at the same time I feel like I have learned a lot. Thanks for a great semester!
Thursday, November 29, 2007
Wednesday, November 21, 2007
Outline of Paper
***Professor Walls - I am changing the topic of my paper. I'm not exactly sure where I was going with my last topic. I would like to discuss the on-line dating world. (More specifically eharmony vs match.com) I want to evaluate the SEMS that occur BEFORE singles sign-up. For example, the fears of on-line dating and the ways these companies are trying to knock down any on-line dating fears or barriers. Please let me know if you would like more information! I would love any feedback!
I. Industry Background
a. Major Competitors: eHarmony.com and Match.com
b. Overview of competitive advantage for each company
c. Overview of the industry and market segmentation
II. Match.com
a. Discuss mission, history, and goals
- 6 Month Guarantee
- Free Portrait Toolkit to help you get started!
- Mission: Take the lottery out of love!
- Started in 1995 - Based in Dallas, Texas - now 20 million members
- Offers Chemistry.com, Dr. Phil, and International sites
b. Explain marketing campaign
- Advertisements: "It's OK to Look"
c. Discuss who the campaign targets
- Young, successful singles
d. SEMS experienced by target market through commercials
- Sense: Ads generate interest. Calm, relaxed, and comfortable characters in the ads.
- Feel: Effortless and approachable attitudes are related through the commercials.
- Relate: Characters are people we all can relate to. We all want to be beautiful and carefree.
e. Experiential providers through commercials
- Communications: unique, creative, sexy
- Visual/Verbal Signage: tagline (It's OK to Look)
- Website - match.com
III. eHarmony.com
a. Discuss mission, history, and goals
- Mission: To empower people with the knowledge and inspiration needed to grow and strengthen their most important relationships for a lifetime of happiness.
- Began in 2000 to scientifically match couples.
- Offer eHarmony Marriage and Compatibility Profile
- "We've Only Just Begun"
b. Explain marketing campaign
- Advertisements: "We've Only Just Begun"
c. Discuss who the campaign targets
- Older singles and married couples
d. SEMS experienced by target market through commercials
- Sense: Same song played in all of the commercials, older couples, founder on all commercials
- Feel: Happy, relieved, and fears broken down
- Relate: Unique matching system helps to find perfect match and you can see the happy couples together.
e. Experiential providers through commercials
- Communications: happy, fun, and no-hassle
- Visual/Verbal Signage: tagline ("We've Only Just Begun")
- Website: www.eharmony.com
IV. Conclusion
a. Summarize findings from SEM and Experiential Providers of each company
b. Conclude with recommendations for Match.com and eHarmony
Monday, November 12, 2007
Blog 8 - Crazy or Genius?!
When watching and listening to Dr. Rapaille explain his unorthodox approach to understanding the way that consumers make decisions, I could not help but wonder if he was serious or joking. Dr. Rapaille is using a three-step technique to understand the primal urges he believes consumers draw upon to make buying decisions. According to his theory, consumers are driven by unconscious needs and impulses. As consumers we are unable to articulate the unconscious things that are driving our behavior. Rapaille uses his research to take his participants past reasons, through emotion, and finally to the primal core where decisions really lie. Eventually he is able to ‘break the code’ to our buying thoughts and patterns.
The first step is called the Cortex of Reason. In this phase, the research is conducted like a normal focus group. Rapaille gives the participants a word (i.e. luxury) and everyone immediately starts to discuss and brainstorm. What the participants don’t understand is that Rapaille does not care about their answers. During this phase he simply wants everyone to feel comfortable. This is the phase where people show off their intelligence. Afterwards everyone is released on a break where they continue to feel good about their answers and themselves.
The second step is the emotion stage. Rapaille asks the participants to make up a story that they could tell to a 5 year old from another planet. Now the participants are pushed past their comfort level. They have no idea what is going on, they are confused, and start to think maybe Rapaille is the one from another planet. This stage is meant to push people past their own understanding. After this exercise is complete everyone is released on another break. During this break everyone continues to question this project and Rapaille’s sanity. When they return there are no chairs, the lights are out, and there are pillows on the ground, which signifies the start of the third phase.
The third phase begins with everyone lying on the ground in a relaxed state. Rapaille asks everyone to take the mindset they have when they wake up in the morning. All of the things described are scribbled down and relate back to phase one, which in this case was luxury. This is the phase where Rapaille can begin to understand the primal urges of consumers. He is looking for the ‘Reptilian Hot Button,’ which he says always wins, not matter what. Cracking this code allows Rapaille to gain an enormous amount of value and insight.
I think Rapaille’s method is right on track. I agree that consumers are usually unable to effectively articulate what they need or want. We have so many choices to choose from so the majority of the time we cannot explain why we chose one thing over another. Understanding the underlying forces behind a purchase decision can lead to ultimate success. While I really like the method, I also wonder why more people are not using similar methods. I would assume this procedure is very expensive and time consuming, which probably steers most companies away from the method. However, the benefit of avoiding biases from conventional marketing research strategies, such as interviews, focus groups, and surveys, could be worth it. The method is new, innovative, and ahead of our time. Rapaille is able to hold the attention of his participants and leave them wondering what might happen next. This method is exciting and unconventional, which I think makes it better then any other traditional technique. In addition, this method could translate into all different markets and be used in a broad range of industries. Rapaille is definitely a little crazy but certainly on the right track!
The first step is called the Cortex of Reason. In this phase, the research is conducted like a normal focus group. Rapaille gives the participants a word (i.e. luxury) and everyone immediately starts to discuss and brainstorm. What the participants don’t understand is that Rapaille does not care about their answers. During this phase he simply wants everyone to feel comfortable. This is the phase where people show off their intelligence. Afterwards everyone is released on a break where they continue to feel good about their answers and themselves.
The second step is the emotion stage. Rapaille asks the participants to make up a story that they could tell to a 5 year old from another planet. Now the participants are pushed past their comfort level. They have no idea what is going on, they are confused, and start to think maybe Rapaille is the one from another planet. This stage is meant to push people past their own understanding. After this exercise is complete everyone is released on another break. During this break everyone continues to question this project and Rapaille’s sanity. When they return there are no chairs, the lights are out, and there are pillows on the ground, which signifies the start of the third phase.
The third phase begins with everyone lying on the ground in a relaxed state. Rapaille asks everyone to take the mindset they have when they wake up in the morning. All of the things described are scribbled down and relate back to phase one, which in this case was luxury. This is the phase where Rapaille can begin to understand the primal urges of consumers. He is looking for the ‘Reptilian Hot Button,’ which he says always wins, not matter what. Cracking this code allows Rapaille to gain an enormous amount of value and insight.
I think Rapaille’s method is right on track. I agree that consumers are usually unable to effectively articulate what they need or want. We have so many choices to choose from so the majority of the time we cannot explain why we chose one thing over another. Understanding the underlying forces behind a purchase decision can lead to ultimate success. While I really like the method, I also wonder why more people are not using similar methods. I would assume this procedure is very expensive and time consuming, which probably steers most companies away from the method. However, the benefit of avoiding biases from conventional marketing research strategies, such as interviews, focus groups, and surveys, could be worth it. The method is new, innovative, and ahead of our time. Rapaille is able to hold the attention of his participants and leave them wondering what might happen next. This method is exciting and unconventional, which I think makes it better then any other traditional technique. In addition, this method could translate into all different markets and be used in a broad range of industries. Rapaille is definitely a little crazy but certainly on the right track!
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