University of Tuzla - expectations, experiences and capacities
Understanding User Expectations & Experiences in Brand/Product Development
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January 24-25, 2013 Igsummit.weebly. com Understanding User Expectations & Experiences in Brand/Product Development Ulf Hannelius, PhD, EMBA Aneega AB Stockholm, Sweden [email protected]
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Scientific research shows how imagining a future experience is often more satisfactory than the actual experience, and how the memory of an experience is mostly determined by only a few key events. This feeds into the field of service and relationship marketing where the perceived quality of a service or a brand image should match or preferably exceed the hidden, outspoken and implied expectations of the customer. In this lecture I summarize this research and show how it can be synthesized into a holistic brand and product design framework. I further suggests how to use this framework together with the Innovation Games® platform to analyze customer expectations and perceptions in order to develop brands and products that resonate with customers.
Transcript of Understanding User Expectations & Experiences in Brand/Product Development
January 24-25, 2013Igsummit.weebly.com
Understanding User Expectations & Experiences in Brand/Product
Development
Ulf Hannelius, PhD, EMBAAneega AB
Stockholm, [email protected]
January 24-25, 2013Igsummit.weebly.com
In this presentation I will cover
•The Nordic School of Service Marketing•Research findings relating to expectations, brand image and memory•How Innovation Games can help figure it all out
January 24-25, 2013Igsummit.weebly.com
The Nordic School
• The customer as a participant• From a customer perspective there are only
services on the market• Marketing is not a separate business function
January 24-25, 2013Igsummit.weebly.com
A few handy frameworks
January 24-25, 2013Igsummit.weebly.com
•Marketing communication•Sales & PR•Brand image•Word-of-Mouth•Customer needs, values and learnings
Expected Quality
Experienced Quality
Functional Quality: How
Technical Quality: What
Total Perceived Quality
Brand Image
Brand Image
Adopted from Grönroos C: Service management and marketing. 2008
January 24-25, 2013Igsummit.weebly.com
•Marketing communication•Sales & PR•Brand image•Word-of-Mouth•Customer needs, values and learnings
Expected Quality
Experienced Quality
Functional Quality: How
Technical Quality: What
Total Perceived Quality
Brand Image
Brand Image
Adopted from Grönroos C: Service management and marketing. 2008
January 24-25, 2013Igsummit.weebly.com
Outspoken expectationsUnclear expectations
Implied expectations
Unrealistic Realistic
Focus and adjust to improve quality
Adopted from Ojasalo, J: Quality Dynamics in Professional Services. 1990
Expected Quality
January 24-25, 2013Igsummit.weebly.com
Outspoken expectationsUnclear expectations
Implied expectations
Unrealistic Realistic
Focus and adjust to improve quality
Adopted from Ojasalo, J: Quality Dynamics in Professional Services. 1990
Expected Quality
January 24-25, 2013Igsummit.weebly.com
Marketing communication
Desired Brand identity
Total Perceived Quality
Brand awareness
Fulfillment of brand promise
Brand image
Adopted from Grönroos C: Service management and marketing. 2008
January 24-25, 2013Igsummit.weebly.com
Expectations
Brand image
Perceived quality
Modified by Cognition, emotions and behavior!
January 24-25, 2013Igsummit.weebly.com
Understanding expectations
The time horizon of decisions matter for expectations.
Imminent
Distant
We seek consistency in our cognitions.
What really matters is below the
surface.
January 24-25, 2013Igsummit.weebly.com
Understanding brand image
Sincere brands drive loyalty but are vulnerable to transgressions.
Customer traits determine how brand personality impressions are formed and updated.
Perceptions of warmth and competence drive brand admiration.
January 24-25, 2013Igsummit.weebly.com
Understanding total perceived quality
We are hard-wired to remember bad experiences and we tend to talk a lot about them.
The peak and the end matter more than the duration.
Mood and context affects how we remember, and may bias our choices.
In other words, it’s a big mess.
January 24-25, 2013Igsummit.weebly.com
Brand image lens
ContextNeeds
Evaluation Choice Experience Memory
Time
January 24-25, 2013Igsummit.weebly.com
ContextNeeds
Evaluation Choice Experience Memory
Time
Subject to biases
January 24-25, 2013Igsummit.weebly.com
Innovation Games to the rescue!
Online experience: Me and My shadow
Perceived quality: Speed Boat
Expe
ctati
ons
January 24-25, 2013Igsummit.weebly.com
Service and relationship marketingGrönroos C: Adopting a service logic for marketing, 2006 Grönroos C: Service management and marketing. 2008ExpectationsRudd et al: Leave Them Smiling: How Small Acts Create More Happiness than Large Acts. Working paper.Wilson & Mayers: How happy was I anyway? A retrospective impact bias. 2003Mogilner et al: The Shifting Meaning of Happiness. 2011Mogilner et al: How Happiness Affects Choice. 2012Mogilner et al: Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention. 2007Wirtz et al: WHAT TO DO ON SPRING BREAK? The Role of Predicted, On-Line, and Remembered Experience in Future Choice. 2003Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of ConsumersBrand imageAaker et al: When Good Brands Do Bad. 2004Aaker et al: Cultivating admiration in brands: Warmth, competence, and landing in the“golden quadrant”. 2011Venkatamarani et al: Two Roads to Updating Brand Personality Impressions: Trait Versus Evaluative Inferencing. 2005Winchester & Winchester: Exploring Negativity Bias in Brand Beliefs and Stated Brand Switching Propensity. 2009MemoryMitchell, T. R. et al:. Temporal Adjustments in the Evaluation of Events: The "Rosy View". 1997Aaker et al: Recalling Mixed Emotions. 2008Pocheptsova & Novemsky: The Effect of Context on Memory-based Judgments of Hedonic Experiences. Working paper.Baumeister et al: Bad Is Stronger Than Good. 2001Kahneman: Thinking fast and slow. 2011Todd et al: Psychophysical and Neural Evidence for Emotion-Enhanced Perceptual Vividness. 2012
Further reading
January 24-25, 2013Igsummit.weebly.com
Thank you!
Ulf Hannelius, PhD, EMBAAneega AB
Stockholm, [email protected]
