Index

Amazon

Ambitious Amber

Apple

Artifacts (concepts and ideas)

Artifact Idol technique for lensing evaluation
brainstorming
presenting to consumers

Audi

Authenticity

consumer desire for
experiences
relationships
and storytelling
trends

Automobile purchases

Awards shows

Banking

BellSouth case study

Bernays, Edward

Bias, avoiding (step 4 of laddering process)

Big data collection and use

Bissell, Mark

BISSELL word-of-mouth marketing case study

Blakley, Johanna

Blink (Gladwell)

Blue-sky brainstorming

Bottom-up data

Brainstorming

Brand assessment

Broad conversation

Careful Callie

Cares about other’s opinion/doesn’t care about other’s opinion marker

Case studies

BellSouth
BISSELL word-of-mouth marketing
cruise line
social media family (TweetFaces)
social TV
travel personas

Cautious Callie

Celiac disease

Charmin

Chatty Cathy

Clusters

banking example
BellSouth case study
brainstorming concepts and ideas for
confirming
cruise vacations
e-mail, use of
hypothesis testing
influence of
latticing. See also Latticing
listening to and learning from
moving between
naming and representing
narratives for personas
number of
primary and secondary, identifying for lensing exercises
quantifying
screening and identifying
self-selection
size of
social TV case study
tips for bringing consumers to life
transitional

Coca-Cola Company

Complaints, responding to

Consumer behavior

attempting to change
and big data
core drivers
patterns of. See Consumer DNA
predicting

Consumer DNA

and brainstorming lensing exercise
common consumer DNA and latticing
and content styles
core DNA versus life stages
described
importance of unlocking
markers
misuse of
overlap
patterns
and standard demographics
tips for bringing consumers to life

Consumers

affirmation of purchasing decision
behavior. See Consumer behavior
and brand perception
choosers versus users
complaints, responding to
context
core drivers. See Core drivers
historical background
influencers, role of
mind-set
public versus private identity
relationships with
self-selected clusters
top-down focus on
understanding

Content, importance of

Context

Cool Cade

Core drivers

and consumer behavior
convenience and bank choice
determining
life stage compared
and thin slicing
understanding

Cost/money

as distraction
and purchase decisions

Coupon use

Cross-functional teams

Cruise line case study

Customer loyalty

Customer preference management

Customization

and consumer expectations
mass customization
music playlists
smartphones
trends

Data

big data collection and use
bottom-up
dual approach to interviews and protection of data (step 5 of laddering process)
patterns
top-down
trends

Demographics

and consumer core drivers
and consumer expectations
consumer nonconformance with
cruise line case study
post-World War II
use of in latticing

Disney

Disruptive technology

Distractions, avoiding (step 6 of laddering process)

Dual approach to interviews and protection of data (step 5 of laddering process)

Dunkin’ Donuts

eCreamery

Engagement, importance of

Environment, documenting (step 2 of laddering process)

Evaluation techniques for lensing

about
Artifact Idol
news reporter
SWOT (strengths, weaknesses, opportunities, and threats) analysis

Everyday Eddie

Everyman Eddie

Expects authentic/okay with artificial marker

Experience economy

The Experience Economy (Gilmore and Pine)

Extreme couponing

Facebook

Fizz

Focus groups

Ford, Henry

Foursquare

Freud, Sigmund

Gap

Gilmore, James H.

Gladwell, Malcolm

Global Problems and the Culture of Capitalism (Robbins)

Google+

Groupon

Gschwandtner, Gerhard

Gutman, Jonathan

Harley Davidson

Heavily invested/less invested marker

Historian Helen

Interviews

bias
broad information, collection of
conducting in pairs
context and number of clusters
distractions, avoiding
environment, documenting
key points
number required

Immersion Edna

iPhone

iPod

iTunes

Jobs, Steve

Keeping Up Karl

Kindle

Know/doesn’t know marker

Kowalski, Kirsten

Laddering

about
bias, avoiding (step 4)
broad conversation (step 1)
clusters, number of (step 7)
common language
consumer’s context
as continual learning
distractions, avoiding (step 6)
dual approach to interviews and protection of data (step 5)
environment, documenting (step 2)
existing knowledge, use of
individual’s core as basis for
and influence
need for
patterns, detecting (step 3)
practical applications of knowledge
purpose of
and relationship
and size of groups (clusters)
steps

Latticing

and common consumer DNA. See also Consumer DNA
consumer DNA overlap
consumer movement between clusters
demographics, use of
lattice construct
and measurement
of user groups

Lensing

about
actionable project briefs
and brand assessment
and consumer influences and affirmation
content source and distribution
cost/money, consideration of. See also Cost/money
exercises. See Lensing exercises
internal barriers, removing
primary and secondary clusters, identifying
product roadmaps
purpose of
requests for proposal (RFPs)
top of mind versus acquisition and support

Lensing exercises

benefit of
brainstorming
evaluation

Mann, Jennifer

Marketing and advertising, historical background

Mass customization

Mass media

and history of advertising
and reaching consumers

Mass production

McDonald’s

Means-End Theory

Mind maps

Moe’s Southwest Grill

National Do Not Call registry

Networker Nancy

News reporter evaluation technique

Nordstrom

Old Navy

Old Spice

Online/in-person relationships marker

Online surveys. See also Surveys

Ovens, Nicole

Passionate Penny

Patterns

in big data
and consumer DNA
consumer DNA markers, common types of
detecting (step 3 of laddering)
lattice construct

Pine, Joseph

Pinterest

Poole, Ernest

PossibleNOW

Present-Day Pat

Product development

Product features and functions

Project/doesn’t project marker

Propaganda

Public relations

Public versus private identity

Publicity direction

Qualitative research techniques

Quantification methods

Relaxer Ronald

Reynolds, Thomas J.

“Rinse and repeat” campaigns

Robbins, Richard

SaeHan

Salespeople

Scatterplots

Self-selection

Self-serving campaigns

Selling Power

Shark Tank

Showless Joe

Silbermann, Ben

Silos

Singular Sam

Smartphones

Social media. See also specific social media

Social media family (TweetFaces), case study

Social networks. See also specific social media

Social TV case study

Starbucks

Storytelling

Super Bowl

Surveys

SWOT (strengths, weaknesses, opportunities, and threats) analysis

Target

Television and social media. See also Social TV case study

Thin slicing

Top-down consumer focus

Top-down data

Top of mind versus acquisition and support

Trader Joe’s

Traditional Terri

Transactional sales

Travel personas case study

Trends

authenticity
connection
creating personal experience
customer preference management
customization
less control over entry point and multichannel
relationships
unseen brands

Trust

“Try it once, never again” factor

TweetFaces (social media family case study)

Twitter

User Insight

Venn diagrams

Vice Vicky

Viral videos

Visualization

Walsh, Mike

War room

Webvan

Willing to change/not willing to change marker

Wilson, Woodrow

Word-of-mouth marketing

Wright, Ted

x/y axis charts

Zappos

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