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Customer
Interpreter Conversation Interpreter™ - soft drinks |
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Priority Fix
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This was a fascinating exercise we created for the Mind the Gap Seminar. There were 40 company directors in the room – with variable levels of marketing understanding. They worked in groups of 4 – one customer, one researcher and two observers in each group. We then walked them through a process to find out what THEIR customer wanted from a soft drink. We used Word Fix™ and Design Fix™ to get the message right. Questions were very carefully phrased, and Customer Interpreter moderators helped the teams understand the significance of the way the “customers” were answering. Then with all the customers safely out of the room, the rest of each group worked together to produce a poster advertising a soft drink for their particular customer. Ten different posters Ten different customers A risky game We asked the customers back in the room and invited them to look at all ten posters. We then asked them to stand next to the one they found most appealing. The rest of the teams looked on anxiously to see if their approach was going to have been successful. Some of the posters looked rather similar to the untrained eye (there were only four images to choose from). The messages were often similar, but the subtleties of language were based on the Language Interpreter exercise – and it was these subtle differences that the “customers” referred to when explaining their choices. The moment of truth... and we got an 80% match. Most customers were most attracted to the poster that had been designed especially for them. The buzz words, the phraseology and the Colour Interpreter techniques that we had used fitted each customer profile like a glove. Back to Conversation Interpreter page
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how can we help you This page last updated 09/08/2005
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