TheNew Rules...By putting the 6 New Rules of Engagement into practice, your brand can adapt to meet...

NewRules

The

of EngagementHow to Adapt YourInsights Toolkit toMeet Rising BrandExpectations

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It’s the rules havechanged...

It’s the elephant in the proverbial insights room: consumers expect more from brands today.

Companies are well aware of this shift, of course. But what can insights teams actually do to make sure their brands and organizations are meeting these expectations?

Through our work with leading brands across categories, we’ve identified 6 New Rules of Engagement that insights professionals and marketers can use to meet rising consumer expectations.

Read on to learn how to put these rules into practice and get ahead of the competition.

About Kelton Global

Kelton Global is an insights and strategy consultancy. We untangle the complexities of consumer behavior and motivation. Our 360-degree approach - from data science to creative intuition - clears the way for brands and businesses to answer the essential question: What comes next?

01 / The New Rules of Engagement

Here’s what weknow about


01 SH

IFT

NO

. 1:

People know a lot more about brands these days and are evaluating them from the inside out.

‘Hyper-awareness’ of brands and branding means higher expectations and more pressure on your brand to deliver.

It’s easier than ever to spot inconsistencies between a brand’s stated values and it’s actions.

Brands that consumers perceive to be authentic and “character-ful” will win the day.


02

SHIFT N

O. 2

Your shoppers are playing multiple roles.

Go further by paying attention to your shoppers’ multiple roles and how they can affect their expectations, motivations, and perceptions.

As Influencers in their circles and networks

As Heads of Household

As Ethical Beings

As Employees


So, how can insights professionals and marketers adapt to


The NewRules ofEngagement01

04

02

05

03

06


rule01

Bring the unstructuredconversation into the equation *More and more, consumer-brand interaction is happening online.

While customer interviews and questionnaires are still important, it’s equally critical that you pay attention to conversations that are happening organically.

Make an effort to understand the unstructured, organic dialogue that surrounds - and ultimately shapes - your category and how your brand fits into the conversation.

Incorporate a diverse set of insights sources to holistically understand your consumer’s wants, needs, and world views.

Go broader than just talking directly to your consumer


rule02

Use CSR as an extension of your brand’s DNA

Your CSR work is a lens into what consumers want from your brand

*Ask consumers what they expect from your brand from a social impact perspective and you’ll get richer information on how they actually see your brand.

Track and pay attention to perceptual changes in CSR (Corporate Social Responsibility) and employment brand – both serve as early indicators of shifts that are happening with your brand overall. Done well, CSR also sharpens the mission and vision of your company. The most effective corporate social responsibility programs are innately tied to brand DNA.

Use it as a proxy for understanding wider expectations.


rule03Track brand character

Brand Character strongly impacts your bottom line

*1 2 3

At Kelton, we’ve done a lot of work exploring the idea of Brand Character: a deeper, richer, more meaningful dimension that brands attain when they truly live their stated values. We studied dozens of publically traded companies across several industries to understand the relationship between a brand’s characteristics and their future growth.

We found 3 key Brand Character attributes that strongly align with growth:

Transparency and being true-to-self.

Committed to improving the world and/or peoples’ lives.

Not afraid to shake things up.

Use tracking to monitor your Brand Character in addition to brand health.


rule04

Treat employees and potential employees as another critical data stream or lens

Employees can be valuable resources, and your most prolific brand advocates

*Comparing potential differences in consumer vs. employee data can reveal key tensions that lead to more robust discussions and creativity.

Consider building phases into your research projects that include employee feedback, even for work that isn’t internally focused. Their input on everything from co-creation to segmentation can add another layer of insight.

Everyone from C-suite executives to the folks who live and breath the brand on the frontlines everyday can provide incredibly helpful perspectives.

Build employees into the upfront phases of your research projects, including hypotheses generation.


rule05

Insights teams need to be dialed into culture morethan any other department

Pay attention to company culture*When we truly examine our own company culture, we’re more likely to see all the intersections and synergies between external and internal brand.

While some may argue we then become more biased, we’ve actually seen the opposite – in becoming more dialed into culture, you become aware of all the ways it’s affecting conversations and decisions.

To successfully navigate business shifts, one must be dialed into the nuances of culture.


rule06

Remember to measure intensity of emotion

Reflect on the broader societal narratives at play

*We’ve all seen how consumer sentiments can amplify online – for better and for worse.

Use digital and social data to track sentiment and key events as a quick, real-time pulse to know where to strategically dig deeper. Make sure to look at volume, buzz, and what/how consumers are reacting.

When something strikes a chord, it’s typically tapping into larger narratives and deeper tensions at play in society. Even more than staying culturally relevant, it’s about understanding the strength of those narratives and what potentially propels them.

Track Consumer Sentiment and key events with Digital Analytics and Agile Qualitative.


New RulesWhile they may create more work for insights professionals, these consumer shifts are forcing our industry to grow and stretch in positive ways, making our insights work even more interesting and fulfilling.

By putting the 6 New Rules of Engagement into practice, your brand can adapt to meet rising consumer expectations, expertly navigate the new normal, and get ahead of the competition.

We love this stuff. Click here to learn more about our Insights services.

Drop us a note or give us a call.

p: +1.310.479.4040e: [email protected]

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TheNew Rules...By putting the 6 New Rules of Engagement into practice, your brand can adapt to meet...

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