Date/Time
Date(s) - 03/12/2012
11:30 AM - 1:00 PM

Location
Offices of Naden/Lean LLC

Category(ies) No Categories

Mining the Metaphors that Drive Consumers

Ask consumers why they are drawn to a particular product or service provider, and it turns out the reasons they give are often inaccurate. So much for surveys and focus groups! Researchers have found that people are often unaware of the subconscious beliefs, values and needs that direct their purchasing decisions. So, how can you probe for deeper truths? Design products or services that meet customers’ hidden wants and needs?

You’ll have an opportunity to use some simple tools to elicit fundamental, deep metaphors that subconsciously motivate consumers choices, and learn how to develop them in rich detail to generate product concepts, communications, and marketing campaigns likely to attract your clientele.

Gina Campbell will draw from her work with David Grove’s coaching technique, Clean Language and the ZMET method as described in the book Marketing Metaphoria (2008) by Gerald and Lindsay Zaltman.