In this episode of Masters of Marketing, we talk consumer insights with Brett Townsend and Tim Hoskins from Quester, a brand and innovation strategy and insights consultancy.
Narratives drive human behavior - so it makes sense that understanding consumer narratives can really boost your marketing efforts. However, traditional market research methodologies are often limited in their ability to uncover these narratives.
Brett and Tim discuss how tapping into unmoderated conversations in cyberspace can reveal the prevailing narratives around a particular brand, category, product or topic, and how listening to these narratives can help businesses have consumer empathy and develop solutions to consumers’ problems. They explain why a balance between data-driven decision making and consumer empathy is vital for successful marketing.
Brett and Tim also give us the scoop on their recently launched book, “Insights on the Brink”, which explores the shortcomings of the consumer insights industry and how companies can benefit from evolving to be more consumer centric.