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
