The Role of Culture in Deriving Consumer Insights

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The Role of Culture in Deriving Consumer Insights

This assignment is mandatory and will therefore be evaluated as part of your final grade. This assignment must be completed individually. Before a!emp"ng the assignment, you should study the module’s content; sec"on 3 is par"cularly helpful.

Instruc"ons:

In this assignment, you will be given three op"ons to select from. You are then tasked to analyze the cultural meaning behind your chosen case and its significance to your consumers. With the concepts of culture in mind, you will also complete a marke"ng brief.

Follow the steps below:

Step 1: Choose a case example from your working life where the concepts of culture are relevant for deriving consumer insights. Analyze the situa"on to uncover cultural meanings. On the basis of the insights you get from these meanings, formulate predic"ons as to what kinds of marke"ng ac"ons may be effec"ve

Alterna"ve A: If you don’t have an example from your professional experience: Analyze the Business-To-Business (B2B) customer audience for the HSBC business bank ad campaign “Your Point of View.” What cultural meanings are conveyed in the ads? Why would they be important to the business banking corporate customer?

HSBC ad references:

Alterna"ve B: If you don’t have an example from your professional experience: Choose an example of a brand you have experienced as a consumer where the concepts of culture would be relevant for deriving insights about consumer life. Analyze the situa"on to uncover cultural meanings. On the basis of the insights you get from these meanings, formulate predic"ons as to what kinds of marke"ng ac"ons may be effec"ve

You have the op"on to complete step 2 using this Marke"ng Brief Template.

Step 2: Use the concepts of culture to complete the marke"ng brief on your case study:

1. What is business problem? 2. Who is the audience?

Examples of how we might answer this:

Is it all users of the category? Our own brand users only? Our brand users plus key compe"tors? Is it our most valuable customers? Is it users of our key compe""ve brand who we want to switch to our brand?

3. What is the desired consumer response? Examples of how we might answer this:

Do we want exis"ng consumers to buy our brand more o$en? Do we want to a!ract new customers? Do we want to reduce the number of consumers who switch from our brand to other brands?

4. What is the key thing we know about the consumer? (This is the hypothesis—in this case, based on the cultural insights. But when we complete marke"ng briefs in other situa"ons, we may state the hypothesis in behavioral terms, rather than in cultural/interpre"ve terms)

5. What marke"ng ac"on do we predict will bring about the desired consumer response? (This is the hypothesis-based predic"on. When we make a predic"on we are shi$ing decisively from the interpre"ve, meaning-oriented world of the study of culture, to the hypothesis-and- predic"on orienta"on of Popper’s scien"fic method)

6. How will we test the effec"veness of the marke"ng ac"on? (Of course, this is the test)

Recommended length: between 1-2 pages/500-1000 words

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February 2023

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