Examine the big picture with cultural analysis
No one would deliberately plan a market research project with tunnel vision. But this is what happens with most research projects that put the success of innovation at risk. Whether due to budget constraints or a lack of understanding, most teams begin with primary research conducted through focus groups, ethnographies, online communities, or surveys that speak directly to consumers. While these are honorable and important methodologies, they put the cart before the horse, missing out on everything that affects the consumer in the bigger picture of their life. And we all know that people don’t always do what they say they do. So why start by asking them what they think or do?
Every day, we engage with the world we live in—culture—directly and indirectly. People, places and things move in and out of our world, shaping who we are and what we think, choose and decide – for better or worse. In this sense, we are a product of what we engage with and are exposed to. Ignoring that part of the research puzzle is looking at half the picture. If you don’t start with the big picture, the cultural analysis, you will be left with less understanding and a narrower perspective. You miss out on insights and opportunities that pave the way for deeper primary research and a better path to innovation success.
Cultural analysis is secondary research, gathering pre-existing information from various sources such as news, studies and reports, trends, media, subject matter experts, museums, universities and advertisements. Using a framework such as STEEP (Society, Technology, Environment, Economy and Politics) provides a holistic perspective on the various aspects of culture related to the research subject. All of this data is then distilled into meaningful values, behaviors, themes and insights in the consumer’s life that will influence their decisions about your product or service. This examination of the broader culture reveals the WHY behind the behavior, not just the WHAT, and allows primary research to connect with consumers on a values and emotional level before talking about product features and benefits.
Beginning with the big picture, with context and cultural analysis, provides an informed starting point for designing research instruments. And when a cross-functional team is involved, everyone is on the same page about next steps.
Here are some iconic examples of brands that stepped outside the standard research approach and looked deeper into the cultural lives of their customers while changing their brands.
The choices we make
Guinness looked beyond the quality and history of this iconic brand to focus on what brings people together to enjoy a pint. The Americans with Disabilities Act, accessibility for all, acceptance and diversity were gaining visibility in the culture. Guinness shrugged off the well-worn trope of men as party animals and growing accusations of toxic masculinity, proving that men have feelings too. Instead, Guinness has harnessed our best angels in the character of these basketball players in dedication, loyalty and friendship. “The choices we make reveal the true nature of our character.”
Ignite the passion at the core of the brand.
REI tapped into the shared passion of their customers to create an industry-changing campaign. Black Friday had become a competitive event that required planning and cunning to get the best deals first. Instead of fighting the crowded, nervous day and the busiest retail day of the year, the #OptOutside campaign encouraged people to do what they want and get out in whatever way suits them. Going beyond the typical Black Friday deals, customers were reminded why they shop at REI. Since then, other retailers have followed suit.
Celebrate what it takes to follow your sport
Instead of the amazing pictures of the shoes and the technology that has gone into each model, Nike has focused on the life and world of the athletes. One of the best ads is “Nothing Beats A Londoner”. Funny and purposefully diverse vignettes are strung together in a few unhurried minutes to celebrate the sacrifices, courage and determination of athletes from all walks of life and what it takes to excel.
In these examples, brands gain new stature that they would never have achieved without big-picture cultural analysis. Cultural analysis is not a pleasure. Done with skill and precision, it can transform business with precise insights that connect on a visceral, not rational, level.
– Start your project with cultural analysis and a basic understanding of the demographic, topic or category.
– Encourage an exchange of ideas about what the findings mean for the project and how they have affected preconceived notions and hypothesis.
– Incorporate learnings into primary research instruments for a better informed next step.
Combining research methodologies to include big picture cultural analysis will result in a more complete understanding of customers and effective marketing strategies for innovation success.
