Quirk's Chicago 2024, held on March 26-27, brought together industry leaders and innovators to explore the latest trends and strategies in shopper research. From metaphor elicitation to campaign creation, attendees delved into a variety of methodologies aimed at uncovering consumer insights and fostering business success. Let's unpack these key takeaways that are reshaping the market research landscape:
Metaphor Elicitation: A Deep Dive into Consumer Emotions
One standout session delved into metaphor elicitation, a powerful technique that taps into consumers' subconscious associations with brands and products. By analyzing images that consumers subconsciously relate to a brand or product, brands gain valuable insights into consumers' emotional thoughts and feelings. Grouping these images into correlating themes provides a unique understanding of purchase drivers and barriers on a System 1 level, offering invaluable guidance for packaging and marketing strategies.
The Art of Campaign Creation: Testing for Success
Marketing campaign creation was another hot topic, with discussions revolving around a multitude of testing scenarios. From storyboard and mood board testing to message testing for headlines and visual merchandising, attendees explored various methodologies to fine-tune their campaigns. Key takeaways included the importance of understanding target personas, as well as the need for rigorous testing to ensure message resonance and consumer engagement.
Doing More with Less: Strategies for Success
A popular session focused on doing more with less, highlighting strategies to maximize resources and optimize research initiatives. Attendees learned valuable lessons on prioritization, opportunity costs, and the importance of documenting existing knowledge. Key strategies included slowing down to speed up, leveraging existing consumer groups, and seeking inspiration beyond internal circles to drive innovation and efficiency.
Quirk's Chicago 2024 offered valuable guidance for brands and retailers in shopper research. Attendees left with practical strategies to drive business growth. If you missed the event, stay tuned for future opportunities to learn from industry leaders.
Our team at Behaviorally is here to help you leverage innovative AI solutions for shopper marketing. Contact us today to learn more about how our tech-enabled product stack can help you own the most valuable moment in marketing: the purchase transaction.
THE AUTHOR
Richard Bell is the Managing Director of Global Client Capabilities at Behaviorally. A former corporate litigator, he shifted his career focus to advertising and global brand strategy consulting and consumer insights. He led the very first global neuromarketing research company in the US market and has helped his clients in interim CMO roles. He brings a wealth of experience across various industries, from FMCG, spirits, sports and entertainment, to fashion and beauty. He holds a BA in Economics from Tufts University and a Juris Doctorate from Emory University School of Law.
