By Marilyn Weiss

In the evolving landscape of market research, methods that leverage technology are continually being developed to gain deeper insights into consumer behavior. Mobile Missions are a straightforward approach that has proven successful for SIVO clients. This approach allows researchers to tap into consumers' real-life experiences in a natural and engaging way, collecting meaningful data in the form of open-ended responses, photos and video footage.  

Understanding Mobile Missions

Mobile Mission research is an immersive approach that leverages mobile technology to engage participants on their own schedule and in their natural environments. This involves prompting consumers to complete a series of activities and questions via their mobile devices, capturing their experiences, thoughts, and behaviors in real-time.  

Benefits of Mobile Missions

Mobile Missions offer several advantages over traditional research techniques:

Real-Time Interaction: Participants receive prompts and tasks on their mobile devices, allowing them to respond in real-time as they shop, prepare, or use products.

Natural Environment: The method captures consumer behavior in real-life settings, such as their homes or local stores, ensuring more genuine participation and deeper insights.

Engagement and Comfort: Participants can complete tasks at their own pace, allowing them time to reflect and encouraging more thoughtful and honest responses.

Remote Observation: Researchers can observe and interact with participants remotely, making it easier to conduct research in environments where in-person observation might be challenging or restricted.

Applications for Mobile Missions

Mobile Missions are versatile and can be utilized to achieve various research objectives. Five common applications that we see at SIVO include:

1. Shopper Insights 

• The First Moment of Truth:   Collect data at the moment consumers encounter a product in the retail environment to understand if the product stands out on the shelf and how it communicates branding and benefits via the package design. You can also capture initial reaction to features like size and pricing relative to competitive options.

• The Second Moment of Truth: Gain real-time reaction on how the product meets consumers’ needs, what it replaces in their current routine, the functionality, ease of use, and overall experience during use.

2. Customer Journey Mapping 

• Experience Mapping: Track the entire customer journey from initial product discovery to post-purchase evaluation. This helps in identifying touchpoints and areas where the customer experience can be improved.

• Service Interactions: Capture experiences with customer service or support, providing real-time feedback on service quality and responsiveness.

3. Brand and Promotion Engagement 

• Brand/Advertising Interaction: Gauge how consumers perceive and interact with a brand in various contexts, such as online browsing, social media engagement, or in-store visits.

• Promotion/ Event Feedback Effectiveness: Capture real-time feedback on promotional events, displays, special offers or discounts that may impact purchase decisions.

4. Behavioral Insights 

• Daily Habits, Routines, Lifestyles: Understand consumers' daily routines and how products fit into their lives. This can include topics like morning routines, parenting styles, health and wellness efforts, or fashion preferences.

• Cultural or Regional Context: Conduct research on how cultural or region-specific differences impact product use and perception, tailoring strategies for different regions or demographic groups.

5. Competitive Analysis 

• Comparative Shopping: Compare products from different brands during shopping trips, providing insights into competitive positioning and consumer preferences.

• Switching Behavior: Investigate reasons behind switching from one brand to another by capturing consumers' experiences with both products.

By utilizing Mobile Missions across these diverse areas, companies can gain a holistic understanding of their consumers and their products, leading to more informed decisions and tailored strategies that resonate with their target audience.

Executional Details

The execution of Mobile Missions typically involves the following specifications:

• Pre-recruited: Consumers or customers are pre-recruited to participate in the mobile mission for a specific time commitment

• Sample Size:  Because this is qualitative research technique, a sample size of 6 -10 participants to represent a specific customer segment is sufficient

• Duration: 2 to 7 days of activities, with daily prompts delivered to participants' phones

• Time Commitment: Approximately 30 minutes of activities each day for participants

• A Series of Questions and Tasks: A Discussion and Activities Guide is pre-programmed into the Mobile Mission platform to guide participants through a series of questions and tasks so they can easily provide written responses, video responses, video or photos of their tasks to capture their perceptions, observations and feedback.  

Your Partner for Progressive Solutions and Actionable Insights

At SIVO, Inc., we are on a constant quest to identify innovative solutions that lead to meaningful insights for our clients. We have had great success in utilizing Mobile Mission technology to capture consumer perceptions and behaviors in a natural and engaging manner to achieve your learning objectives.  

Contact us via our website form or email us at Contact@SIVOInsights.com to schedule a discovery call to discuss your business and market research needs.

by Kerry Juhl and Julie Rose

SIVO’s Organizational Intelligence (OI) solution offers leader development and coaching to our clients.  Our OI team has many years of experience with one-on-one coaching engagements and group development sessions.  We are also skilled at identifying employee insights, both through quantitative engagement surveys and in-depth employee discussions.  As we have looked at leadership from both perspectives, we see 5 leadership traits that employees are looking for.   

The Authentic Communicator

This trait is displayed in a leader who communicates well in one-on-one situations because they: 

• Listen to understand - communication is a two-way dialogue

• Are empathetic - can put themselves in their employees’ shoes 

• Share truth responsibly – even hard truths are delivered in a courageous and respectful way 

• Are direct – messages are clear and concise to maximize understanding 

This is also true for group communication because the communication is transparent, honest, and the leader can read the audience.  Authentic communication can be delivered in multiple ways – written, verbal, in video, newsletters, etc. 

The Learner Mindset

Everyone will make a mistake or fall short of a goal and when a leader reframes to a learner mindset from a failure mindset, employees gain confidence to take some risks, learn and grow. A leader with this trait might also choose to share a personal experience of failure and how there is growth from making mistakes. Through this humble approach, the leader is helping the team develop grit – that combination of taking measured risks, perseverance and resilience. 

The Big Picture Thinker

Leaders who keep a greater purpose in mind, for themselves as well as for the company, and cultivate a sense of purpose on their team tend to have a more positive culture and better results.  Employees need to understand how their work fits into the “bigger picture” so that all are making decisions with the same end goals in mind.  Vision and purpose also give employees a sense that the work they do matters and that is critical in cultivating their engagement and enthusiasm.   

The Reflector

Some of us have worked for a manager that is scattered and acts like everything is a fire drill.  It’s exhausting!  However, leaders that take even a quick pause to reflect on a project, on a day, or even a fiscal quarter are better equipped to provide thoughtful feedback and then tackle the next challenge.  Gathering the necessary data, consulting with key stakeholders and team members before rushing off to the next thing can demonstrate a willingness to grow and learn from the past.  It can also instill confidence in the team, knowing that all angles have been considered before taking the next step.  Leading a team through an exercise of assessing what went well and what did not go well, and considering the potential for future obstacles can also be a particularly effective way to advance the team forward.  

The Goal Setter

Leaders who continually set short-term and mid-term goals toward achieving the longer vision are much more effective leaders.  Employees are seeking clear direction from their leader and while having a long-term vision is inspiring, without short-term goals, teams often find themselves churning with indecision, not knowing what their immediate next step should be.  A great leadership tool is the SMART goal setting framework.  Goals should be Specific, Measurable, Actionable, Realistic and Time-oriented. Having SMART goals also makes it possible to pause and celebrate when the team achieves the goals as it happens! 

Do you possess these 5 traits?  As it turns out, all leaders are working to achieve excellence in leadership and in business impact.  Shoring up your skills and taking action to develop these 5 traits will make you a more effective leader on both fronts.   

To talk more about leadership development, leader coaching engagements, or employee insights, please contact the SIVO Organizational Intelligence team at LeaderInsights@SIVOInsights.com 

By Kerry Juhl

The Responsibility & Privilege of Serving Customers

“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider to our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to do so.”​

– Mahatma Gandhi, 1890 

This quote is more than 100-years old, but it is still true today.  The opportunity to serve customers is a privilege.  The responsibility of that privilege is ensuring the customer’s voice is heard and understood.  Brand teams need to know what their customers need and what they value, as decisions about products and services are made on the customers’ behalf.​

Defining Customer Value

Understanding customer value can be a differentiator for companies in today’s challenging market.  Simplistically, if a brand team has $1 to invest – or needs to cut $1 in spending – knowledge about what customers’ value must guide these business decisions to stay competitive. 

So let’s talk about customer value…In everyday conversations, value has many meanings including price, worth, or even benefits. It is imperative for organizations to operate with a common understanding of customer value.  From a marketing and branding perspective, it helps to think about customer value as an equation:
Customer Value equals Benefits minus Cost (CV=B-C)​. 

Benefits include the advantages of quality, service, image, brand, experience, and the functionality one gets or emotions one feels when using the product or service.  Cost is not only price – which we think of as cash, credit, interest, even service fees - but it can also include non-price terms such as time, effort, energy, and convenience.* 

When teams define their Customer Value Equation, they can clearly identify growth opportunities by emphasizing or improving aspects of an offering that customers value (where to invest) and they can identify cost savings by eliminating aspects of the offering that customers do not value (where to cut).

Developing the Customer Value Equation

SIVO employs a 5-Step Process to develop your Customer Value Equation.  In partnership with our client teams, we Mine, Explore and Quantify the customer value drivers leveraging Functional, Emotional, Life-Changing and Social Impact values. Note that the Quantify Step can be qualitative consumer learning, a quantitative survey or ideally, a combination of both.  The design of this step is dependent on how much past learning that the team already has in hand.

Four Categories of Customer Value

We then partner with teams to Develop & Refine the Customer Value Equation. Lastly, we help teams Apply their equation by assessing where their products/services are over/under-delivering and facilitate them through the generation of ideas to improve the customer experience.

The result of our process is rich with discoveries. These insights provide a unifying understanding of the target customers’ purchase drivers, must-haves and nice-to-haves regarding a product or service – giving teams confidence and clarity on what to do with $1 more or $1 less. 

Our Offer to You

SIVO is interested in sharing our Customer Value Equation experience and case studies with you and your insights team!  Our “CVE Download” can easily be part of an in-person or virtual “Lunch & Learn” or your next team meeting.

If you can answer “yes” to at least one of the following three questions, please reach out to SIVO.  

1. Do you want to better understand what your customers value? 

2. Do you want to improve how you serve your customers? 

3. Are you interested in improving: 

• Your products and services, 
• Customer loyalty​, 
• Market share, and 
• Revenue and profit growth?

To learn more, contact us at Contact@SIVOInsights.com.

*Referenced article by Gautam Mahajan https://journals.sagepub.com/doi/full/10.1177/2394964320903557

Through the SIVO, Inc. “Modern Ways of Working” Mini Chat series, we spoke with a strategic consumer insights leader, Helen Kurtz, Chief Marketing Officer. In this conversation with Marilyn Weiss, Helen discusses her experience with SIVO’s On Demand Talent solution.  She has hired SIVO’s fractional Insights talent in two different companies that she has led, with the intention of introducing consumer insights to the organization, working with the marketing team to prove out the value of insights.  Watch this insightful video or read through the transcript below!

https://www.youtube.com/watch?v=JDTSN-vB8jA

Video Transcript: 

DOING MORE WITH FEWER PEOPLE:

I mean, for sure, budgets are getting squeezed and I think it's more and more the case that headcount is getting squeezed and there's a desire to do more with fewer people and to be really smart about what choices we're making on staffing.

BRING IT IN AND PROVE IT OUT:

I left General Mills and went to a sort of billion dollar company, Foster Farms and it was clear to me as I came in as CMO that we needed to absolutely elevate our sort of consumer touch points and I needed to get that consumer insight function established at the company but I didn't have the headcount to do that and so that's where I reached out to you Marilyn and we dreamed up this idea of this fractional support. 

I left the company, I'm now CMO at another company, and very quickly brought Sevo in with me again for the same reason. It wasn't a function that was established in the company, again about a billion dollars in revenue.  And so it was a real opportunity to bring in and prove out the capabilities of consumer insights at the same time knowing I was going to get a fantastic,  no questions asked, I was going to get the best talent at the right time. 

CONCENTRATED EFFORT & TEAM INTEGRATION:

I think what you're getting with this fractional talent, because SIVO is the best at weeding it out. You guys are the experts themselves. It's like you’re going to a great college. You've already been filtered through.  You're picking out the best talent. 

I think there's also a little bit of a mindset of a fractional talent that's really important that who we've brought in doesn't need to be pitching in front of the C -suite.

They can, but they don't need that recognition. They they're not gunning for promotions within. They're really just there to do a job. They integrate really well with my team. But again, there I can have them sort of play in the background or bring them to the forefront. It's just a much lower lift for me and my team.  I would say they're really there to do the job. And in many cases to educate my team on what consumer insights excellence looks like because that was not a function that was in either of the two companies.

So I guess, again, to be more succinct, this combination of excellence and expertise in their field, as well as this ability to work very seamlessly with the team and again, not being in it to win it for promotions. They're really there to do the job. So it's just sort of very concentrated effort. 

CONSUMER-CENTRIC THOUGHT LEADERSHIP:  

I think it's just thought leadership first and foremost.  I think most companies are, if not there already, are wising up to consumer-first and consumer-led and that's sort of like in their DNA.  So if you have a declaration like that happening in your company, it's like well, what do I do with that? and who helps me execute that? So I think you know both of the individuals I've worked with have really brought that to the fore helping educate on what that looks like.  How to get close to the consumer, driving education, training, and facilitating.   

Again, it's not just like executing the research, but interrogating:

• Does that research need to be done even?  
• Do we know this?  
• What do we already have on hand?
• How can we be creative or scrappy about thinking differently about getting to the consumer and getting to insight?

THE ECONOMICS ARE FANTASTIC:  

Like just the economics have been really fantastic. I didn't hire a full -time person. I use a fractional person at 30 hours a week.   So like, that's worked out really well. I have no turnover because this person is here and they're very committed to us. I don't have to worry about them leaving.  I've got a great backup from SIVO in that, you know, the resources are there. The thought leadership is there behind my individual. I know that she consults with SIVO on questions that are beyond her scope.

Then, just this sort of seamlessness of having someone who works well with a team. You filter out for people who are really exceptional at what they do and are used to an experience with working on a team.   When you're out there interviewing, you don't really know what you're gonna get. So it's just like, it's almost like a stamp of approval, I think, coming from SIVO.  I have found that through and through.

TALENT CURATION & INSIGHTS EXPERTISE:

I think the biggest compliment to SIVO is that my team doesn't really know about SIVO. Like they just know Jill. They know the person with whom they work. I am the behind the scenes working with SIVO and I've found that to be extraordinarily easy.  I think that the team at SIVO like really listens to what I need. When I start a project or when I moved companies, they were quick to sort of like curate who would be a good match. They get to know me as a client and what my demands are. 

My team would say it's a godsend.  I think my team loves in both places, loves working with this talent, and would sacrifice a lot of other things before they would give up this talent, which happily we didn't have to do.