A Lean Approach to Consumer Insights

By: Jennifer Dilley, Vice President, Research and Business Development

“Put your best foot forward.”  Anyone ever tell you that?  Yet the book “The Lean Startup” by Eric Ries contradicts this mantra.  It sparks the question – how good is good enough? 

Jennifer Dilley, Vice President, Research & Business Development

Thinking back on my career, I have been rewarded for showing my ‘best.’  Success came from a systemic approach of analyze, plan and execute.  We learned and learned some more, and when we had sufficient data and confidence, then we acted.  I think this is best described as “Learn. Learn. Learn. Do.”  And this methodical process still has a place in some business decisions.

But what level of learning is necessary when innovating and there are no established data points to reference? 

According to Ries, innovation requires a new form of management and expectations.  Success requires we learn fast, adjust and learn again.  It is an ever-evolving proposition to sell our product and stay ahead of the competition.  I think this is best described as “Learn-do learn-do learn-do.”  

A learn-do cycle focuses on prioritized learning, creating only the minimum needed to test a hypothesis. What you test shouldn’t be perfect.  Learning comes from doing. “Good enough” gives the opportunity to quickly learn and adapt. 

For those of us who have always been evaluated on our ‘best’ – good enough can make us vulnerable.  And while this made me a little uncomfortable, I challenged myself to adjust and have since experienced success faster with learning sprints.

So, what is the definition of success?  I can’t say it better than Mark Cook’s quote in Ries’ book.  

“Success is not delivering a feature; success is learning how to solve the customer’s problem.”  

Mark Cook

That’s easy to say, but how to truly do it?  You can’t overtly ask the customer what they want as few truly know — or if they do, how to vocalize it.  It’s the famous Henry Ford adage, “If I had asked people what they wanted; they would have said a faster horse.”

So, taking some points from Ries’ book, stretching myself to become comfortable being uncomfortable, and partnering with others to find their ‘good enough’ — let me share 5-Steps we have found successful when innovating. 

1.Talk with your consumers!

If you do not know your consumers, then you don’t know what they want – what is important to them.  The greatest failure can be thinking you are your consumer. Get outside the office and go talk to your consumers.

2. Prioritize your learning

It is human nature to want to ask ALL the questions we have.  Sprints work best with clear, prioritized objectives for each phase.  We recommend having a rough idea of what you need to learn at each sprint and be open to pivoting.

3. Plan for sprints

Don’t overlook the need for planning with agile learning.  Preparation is important for consecutive, quick bursts of learning. Agility comes in what you ask and adjusting objectives for the next sprint.

4. Can you make a sale?

Even if you don’t have a product to sell, is the consumer wanting to buy?  This is the best indication of your product’s potential success.  As you engage with your consumers, remember to ask for the sale. 

5.  Judge progress differently

Judging success in a Learn Learn Learn Do world is easy. Did we deliver what was projected?  With sprints, progress is measured by what you learn.  What worked / didn’t? What new questions need to be asked?  Are you closer to creating the ‘right’ product to meet your consumers’ wants?

Let’s bring these 5-steps to life with an example familiar to many of us.  At Tesla these steps to success have expanded beyond single product innovation to an organizational mindset. 

“Tesla …iterates and rolls out improvements as they come. It takes in feedback regularly, as if it thrives on new ideas, solving problems, continuous improvement and iteration … Use of agile principles …have helped Tesla to perfect its vehicles and bring innovations to market that would have taken more traditional automotive companies years if not decades to get into the hands of customers.”*

“Good enough” has been a positive change for me. Can you embrace a lean startup mentality at your organization or with your team?  I’d love to find out!

 

*Field, Kyle.  2018, Sept 1. “Tesla Has Applied Agile Software Development to Automotive Manufacturing” CleanTechnica

Beautifying our Community with My Great Colleagues

By: Judy Deis, Project Director, SIVO Insights

Earlier this summer, I had the distinct pleasure of volunteering alongside my SIVO Insights colleagues at the Lyndale Park Peace Garden in Minneapolis. What initially felt like a daunting task – weeding and mulching a large area of the property – quickly turned into a fun time with friends who connected personally and professionally while we worked. 

I had never visited the garden before, so I learned a lot about it during and after our visit. Many of the elements in the garden tie to Japanese culture and heritage, including stones from both Hiroshima and Nagasaki, Japan, that were found in the rubble of the 1945 atomic bomb blast. The garden is an official International Peace Site, and when I was there, I could feel the connection to other parts of the world – to Japan, and to the dozens of other International Peace Sites across the globe. 

Judy Deis, Project Manager, SIVO Insights
Judy Deis working in the Lyndale Park Peace Garden

Since I mainly work virtually, I don’t get to see my colleagues that often. That’s why I think it’s so important that we take time out of our busy schedules to do things like this together. Not only are we helping strengthen our community; we’re also strengthening our relationships with each other, which is good for our organization and for our clients.

Our work that day also helped me realize that any task can be made more fun with good company. Weeding doesn’t normally top my list of enjoyable chores, but when doing it alongside people I enjoy, it didn’t feel like work at all. It’s inspiring me to look for other ways I can make life’s to-do’s a little less burdensome by tackling them with others. 

SIVO Insights’ Service Day Group Shot

In just a couple of hours, we made a great impact on that large area of the garden and made it a lot more beautiful.  We took the opportunity to linger in that space for a while, enjoying the beautiful day, the results of our work, and watching members of the community enjoy the garden as well. I’m already looking forward to our next SIVO Service Day!

Agile Consumer Insights: Four Key Principles

By Julie Rose, Vice President, Client Experience

The Agile movement has gained traction across many functions, and Consumer Insights is no exception. There’s a push to move more quickly and easily through the consumer learning process. Many companies want to cut the innovation process in half – both time and budget. In fact, 90 percent of senior leaders say becoming agile is a high priority1.  We are seeing evidence of this desire with the growth of Research Technology – tools that tout the promise of better, faster, cheaper!

Agile, however, is more than a process and more than adopting a new tool or methodology. Agile is a mindset, encompassing all aspects of how work gets done – from the way coworkers collaborate to the way products are delivered1.

At SIVO Insights, we encourage adopting the following key principles of Agile:

  1. Learn & do, early and often
  2. Expect change & embrace the pivot
  3. Measure progress & seek the truth
  4. Empower decisions & take action

Learn & Do, Early and Often

The continuous learning loop or cycle is a very powerful tenet of being Agile. 

In the past, it was commonplace in market research to learn, learn, learn by following a predetermined process of steps and methods. At the end of the plan, you would launch your new product or national advertising campaign into the world, ready or not. 

Today, SIVO helps our clients embrace continuous learning cycles where we learn in bite-sized chunks, always answering key questions first. Then, we encourage getting early ideas into the real world, with prototypes, to get relevant feedback and test if people are willing to use their own money to buy or invest in the idea!

Expect Change & Embrace the Pivot

The learning process is full of both successes and failures. That actually hasn’t changed – it’s always been this way. Learning is a journey that will have some twists and turns. An Agile mindset will help you embrace change, accept failure, chart a new course or pivot, and celebrate success. It takes grit – both perseverance and resilience – to truly be Agile. At SIVO, we help identify critical assumptions for the learning journey upfront so objectives are prioritized and clear, helping to make it easier to manage through those twists & turns!   

Measure Progress & Seek the Truth

In the world of Agile, measuring progress is conducted on a regular basis, typically daily, especially if the initiative is time sensitive. The purpose is to share progress and align on immediate next steps. At SIVO, we facilitate client teams through these sessions with a recap of where we’ve been (hindsight) and an outline of where we are going (foresight.) The one critical element of these sessions that can’t be missed: Seeking the truth. Truth is either “pretty” or “pretty ugly” and no matter what it is, you and your team must seek it and accept it. I’m reminded of the famous quote by David Stevens, “A lie is a lie even if everyone believes it. The truth is the truth even if nobody believes it.” In the context of Agile, the entire team must make a “truth serum pact” to ensure the project steers in the right direction.

Empower Decisions & Take Action

Finally, once the team is aligned on the truth, they must be empowered to make decisions and take action. If the team is not empowered, they will not be agile. SIVO ensures the voice of the consumer is always represented and partners with our clients to understand overall business challenges beyond the consumer. We often work with cross-functional teams including operations, finance, or development – providing a holistic view. This all-in approach enables our client partners to make decisions, take action, re-evaluate, and repeat the agile learning cycle – ensuring continued momentum forward.  

There’s no question that Consumer Insights departments are being asked to do more with less these days, and to move faster than ever in the process. Agile offers a way for these professionals to accomplish their goals by working smarter, not necessarily harder. 

Get in touch with us at Contact@SivoInsights.com to learn how your teams can be truly Agile!

1Forbes: Understanding Fake Agile 

When Focus Group Facilitation Hits Close to Home: Helping Kids with Anxiety and Their Families

By: Laurie Olson, Research Strategist

When my daughter was in elementary school, she began experiencing anxiety. It started small with a fear of tornadoes after watching the movie Twister, but grew to the point where any cloud in the sky would evoke terror. It was overwhelming and I often didn’t know how to help her.

Laurie Olson with her daughter at the time when she suffered from anxiety.

It’s been decades since I had that parenting experience, but it all came back to me recently as I volunteered to facilitate a focus group for parents of kids with social anxiety. A good friend of mine is in the process of launching a product to help kids with anxiety and their families, and she wanted input from parents on what would be most helpful.

The product, Connection ZooTM, puts kids in the role of zookeeper, caring for “animals” that represent various symptoms of anxiety and coping techniques for dealing with it. It encourages conversations that help kids safely articulate what they’re experiencing and improves their ability to navigate through their anxiety with the help of those around them. The goal is to get the whole family involved and provide a common language that helps everyone better understand the child’s anxiety.

As I facilitated the focus group for parents of kids with anxiety, I was struck by how much their experiences today resemble those I had years ago with my daughter. Many parents described being “at their wit’s end,” struggling to navigate a complex health care system where they sometimes receive conflicting information. They described often not knowing how to relate to their kids, or how to keep lines of communication open to ensure they’re up to speed on what their child is experiencing.

While all of that seems discouraging, I actually found the focus group incredibly uplifting and encouraging. The parents were supporting each other, sharing ideas, and taking solace in knowing they aren’t alone in their struggles. As a facilitator, I let some parts of the discussion go on longer than I normally would, because I could see how much it was helping these people. We were all in tears at some point in the session – myself included. While that isn’t something I’d typically experience when facilitating on behalf of my clients, my personal connection to this issue made it hard to hold back the tears at times.

It was a privilege to help my friend gather insights that will make her product even more valuable for those who need it so much. Connection ZooTM would have been a huge help to my daughter and me all those years ago, and I’m grateful to have played a small role in making it available to parents now. It should officially launch in the next several months, and I can’t wait to see the difference it makes in people’s lives.


Quality Insights Using Research Tech
SIVO’s 4 Tips to Get Started

By: Cindy Blackstock, Co-Founder and CEO & Ruthie Feinstein, VP of Insights and Engagement

We love this quote by business and consumer behavior genius Steve Jobs.  He had an innate belief that technology should exist to make our lives easier, keep up in a fast-paced world, and fuel our creativity. Yet, he understood the true power of the technology rested in the hands of its users.

The same is true for Research Tech / DIY Tools; the latest hot topic in the insights industry. Our experience has taught us that they work best when applied in the right situation, there is a genuine understanding for how they work and how they can best be optimized.  This takes the savviness of sophisticated researchers, because like any other technology, it needs to be in the right human hands to be most effective. 

Across brands and categories, sophisticated client-side researchers are being challenged to deliver insights faster, without sacrificing quality and some are turning to these tools to address this need. However, often times they face issues with ample time to learn the platforms, execute the research and/or fully take advantage of their analytical capabilities.  Others have yet to be made aware of or access to these tech tools and all they have to offer. With so many options, it can be overwhelming and they’re left thinking, “where do I even begin?” 

Four Research Tech Tips

As we continue to get smarter with next generation research, we have vetted many different research tech tools – through a researcher’s lens– relieving our clients of this time-consuming, but necessary task.  In doing so, we want to share these helpful tips to consider when evaluating which Research Tech / DIY Tools to use OR if you should be using them at all:

Objectives.  While these tools can be very effective, they are not the end-all-be-all solution to accomplishing every learning objective. “Live”, in-the-moment, in-context insights? A quick read on concept testing? Fast-on-shelf retail audits? Research tech can be an effective and fast solution.  Foundational in-depth learning, nuanced empathy-building or sophisticated quantitative work?  Other methods can better deliver on those needs.

It’s about understanding the role research tech can play based on what you need to learn– and right-size the rigor and expectations as they are not intended to be exact replicas of traditional methods.  Participants using research tech by themselves in-store is not the same as an in-person shop-along joined by an experienced moderator.

Recruiting. Sources for building research tech panels and recruiting practices vary from social scraping to organic growth and word-of-mouth, with reach ranging from the hundreds to the millions. Regardless of practice, it is important to ask howparticipants are kept fresh and engaged to ensure you have robust results.  In terms of targeting, often times, these tools provide a great way to reach broad target segments.  However, if your goal is to reach a specific micro-target or consumers with very specific behaviors (i.e. exclusively eats organic green vegetables for the past 12 months) and you are unable to bring your own participants, make sure the platform can really deliver.

Usage.  While the urge may be to just dive in, there are a few key initial questions to ask. Is the platform easy and intuitive to use – for both the researcher and participant? Is there an app and/or desktop version (app option is crucial in particular to reach younger consumers)? Do you have the moderating experience needed to ask the right questions or follow the flow of consumer interactions while staying true to objectives? How long or involved is your study (longer can create participant fatigue)?

Reporting.  Will the platform enable you to get the results you need in the time you need them? Do you have time to synthesize the data? Are the deliverables offered (e.g. data tables vs. word clouds, vs video, etc.) going to help you influence your key stakeholders in telling the insights story? 

Research Tech in Action for Innovation

Research tech allows us to keep up with ever-changing behaviors and reaching people where they are.  And when the situation makes sense, we’ve seen it work very well for several of our clients. SIVO recently partnered with Wells Blue Bunny using a research tech tool to gain quick innovation insights.  It served as an agile solution to efficiently reach qualified consumers, in real-time, shopping the ice-cream category.

Contact SIVO to help you with wherever you are on the research tech tool spectrum.  We are your strategic partner to choose the right tool, execute it with excellence and support the important task of human syntheses needed to mine the data this tool provides. 

Because with the right research tech tool, insights professionals can do wonderful things with them. 

Innovating to Meet Client Needs: Introducing SIVO Flexible WorkForce TM

By: Marilyn Weiss, Co-Founder, Chief Innovation Officer

What do iconic brands and artists like Madonna, Chobani, Apple, Queen, Nike and Old Spice all have in common?

Innovation. And the guts to do it. All of these brands have proven this to be true time and time again. It’s (partly) why they are iconic. They have each reinvented themselves at times when their brand life stage or relevance in people’s lives would have otherwise expired.

While necessity may be the mother of invention, at SIVO Insights we believe the need for relevance is the mother of innovation.  

Sometimes being “innovative” means creating a brand-new idea for a product or service, sometimes it is about a new application or method, and sometimes it’s flipping an idea on its head and reinventing something through a creative lens or with a fresh perspective. 

In every case, innovation is about meeting or anticipating a need – a need that is of value to end users.

SIVO Insights continually innovates, both for the insights and brand work we do with our clients, as well as for our own business. 

The consumer insights industry and profession has changed dramatically over the last 5-10 years, and client needs have shifted right along with it. We see a growing trend taking place in consumer insights departments across organizations: department sizes and resources are shrinking but demands and goals are not. The work still needs to get done.

Rooted in this insight, we developed a concept, got feedback, iterated and created an innovative solution called SIVO Insights Flexible WorkForce™.

What is SIVO Insights Flexible WorkForce™?

Clients trust and value the insights and strategy work SIVO provides.  Now, by tapping into our exceptional pool of insights professionals, they can trust us as a resource for trusted insights talent as well – to fill in open positions, lead and manage projects or initiatives, to navigate research tech, and more. Customized as we do when designing each and every research plan, this offering flexes with the need: scope, long-term to short-term and range of experience levels from executional to strategic.

Having worked with Fortune 100 companies, start-ups and mega brands over the last 10 years, SIVO’s intimate understanding of consumer insights talent levels and skills make it a unique solution that general staffing agencies can’t provide.

We’re already providing talent to Target Corporation, Wells Blue Bunny and Foster Farms. I recently connected with Helen Kurtz, CMO for Foster Farms, and asked about her experience with SIVO Flexible WorkForce™.

Helen Kurtz
CMO, Foster Farms

What need did you have and why did you choose to address it in this way (vs. a full-time position or with traditional staffing)?

“When I joined Foster Farms, the company had never had Consumer Insights (CI) talent in house. They had always outsourced the testing and counted on Marketing to interpret and drive strategy from results. I knew from my past how critical having a CI role was and wanted to have talent that would immediately hit the ground running. I also wasn’t sure if the role would be full time or less, so I needed a flexible solution.”

Why was SIVO the right partner to fill this need?

“I immediately spoke with SIVO about my dilemma and opportunity, thinking that they would have some recommendations. They helped source a talented professional for my specific situation. I couldn’t be happier with the result; the person SIVO recommended and placed has been an amazing fit and made an immediate impact. Plus, with the power of SIVO resources behind her, she is able to work efficiently and effectively. Importantly, our company is headquartered in California and even from 2,000 miles away and a 2-hour time difference, I’ve found it to be seamless and just as effective (in most ways better) than an in-house situation.”

What tips or advice do you have for other client-side insight professionals with this need?

“Be really clear about your needs with SIVO. If you’re like us and will have someone working for you remotely, be planful about travel requirements, and make time for status updates about the arrangement, since that person won’t have access to ‘in the hall’ conversations.”

We are excited to do the same for you. To learn about how SIVO can support your insight talent needs, please contact us at Contact@SIVOInsights.com.

Emotional Loyalty: Two Brands That Have Earned Mine

Loyalty, as defined by our friends at Google, is “a strong feeling of support or allegiance,” but it’s so much more than that. Loyalty is a layered, nuanced, complex emotion. And as humans, there is nothing we covet more than a true feeling of loyalty. Consider how you feel when you experience genuine loyalty in your personal relationships: protected, valued, even cherished. But what causes that level of loyalty with someone? It likely results from shared feelings of trust, reliability, appreciation, and even empathy.

In the “Humanizing Loyalty” research SIVO conducted with ICF Next (formerly Olson 1to1) and Panoramix Global, we uncovered that the emotional drivers of genuine loyalty between brands and consumers are really no different than those we experience in our personal relationships. And for brands to succeed, they must realize they are in a relationship with their customers, where the goal is to be authentic and real – not perfect – just like personal relationships.

Our research showed that when people feel – and experience – core characteristics of loyalty like trust and appreciation, disloyalty actually feels wrong and is less likely to happen. Imagine your customers refusing to leave your brand because it would feel wrong. Wow – pretty powerful. 

I have two of these brand relationships in my own life: Lexus and Spots Gone Carpet Cleaning & Restoration, a local company where I live in Minneapolis. Wait – what? Yes, two completely different companies, two completely different categories, two completely different marketing budgets – both with very important behaviors in common in how they’ve earned my loyalty.

Brand purpose = me

First, both companies have a brand purpose rooted in serving me. They make me feel that they are in business FOR me, to remove the pain points in MY life.

At the base level, they both provide an outstanding product or service I can count on, but that’s just (should be) table stakes. More than that, their actions over time have proven that I can trust them to deliver on their promises – both big and small. They make me feel appreciated with every interaction – not just when I’m buying something. Do things always go right? No, but they’re transparent if they make a mistake and take accountability, and that goes a long way with me. Our relationship isn’t perfect; it’s real and honest.

Second, both companies work hard to demonstrate empathy and appreciation, which feels rare in today’s world. Not surprisingly, our research with ICF Next and Panoramix Global found that 79% of consumers want to feel appreciated, but only 64% say they get this from the brands they use most. So, how do my beloved brands pull this off?

Lexus treats me like a guest in their home

It started when I first purchased a Lexus car and was treated with a great deal of respect and honesty. As I looked around, I saw everyone was being treated this way: men, women, young, old. It continued years later when I needed to trade in my car earlier than expected for one that better suited my changing lifestyle and they created a plan that worked for both of us. Then there was a recent experience when I had an unexpected flat tire and they worked hard to squeeze me in because I desperately needed my car for a work trip the next day. Or it’s the countless times I bring my car in for routine service and they welcome me with a big smile, and honestly manage my expectations about how long it will take so I can plan my day accordingly.

On my last visit to the dealership, I noticed The Lexus Covenant and it states that they’ll treat each customer like a “guest in our home”.  I feel this loud and clear. (It doesn’t hurt that their waiting area is nicer than my own living room.)  Four Lexus cars into the relationship, it’s the sum of all of these interactions throughout the years that has sealed the deal for me. And with each interaction they always, always thank me for choosing to do business with them. Yes, it is a choice – and they honor that. 

The Lexus Covenant that caught my eye on my last visit.

Spots Gone treats me more like a dear friend than a customer

Spots Gone has earned my loyalty thanks to the kind problem-solvers who answer the phone when I call in a panic about my stained carpet. Because the owner of the company shows up to make sure the job is done correctly, and because he follows up a week later to see if I’m satisfied. It’s the consideration they show me when they let me know they’re running 10 minutes late and “hope that doesn’t mess up my day.” It’s their transparent pricing, a thorough explanation of the products they use and exactly what will be done, and the pro tips they give me so I don’t have to call them the next time my puppy has an accident (use white vinegar!). 

Google review for Spots Gone

Loyalty is about a mindset, not money

As long as it is financially viable, I will always buy a Lexus. And, I will never call another carpet-cleaning company as long as I live in the Twin Cities. How can an international luxury car company and a local, independently owned carpet cleaner both generate the same level of loyalty in me?

It’s about a mindset. You don’t need deep pockets to be consumer-centric or to act with trust, reliability or empathy.

That’s where we as human insights professionals come in. Companies win your heart when they humanize their approach to earning your loyalty.

We guide brands to focus on their customers as the North Star, realizing the power of their relationship and delivering insights to strengthen that connection. It’s about truly understanding what people value, finding and solving their pain points and delivering a customer experience where disloyalty feels wrong. That’s where the magic happens – the magic of that layered, nuanced, complex emotion we call loyalty.

Ten Years of Consumer Insights: Then, Now and Tomorrow!

By: Marilyn Weiss and Cindy Blackstock

When we launched SIVO Insights 10 years ago, consumer research looked very different from today. Smartphones were far from ubiquitous, with the first iPhone having launched just two years prior. And, social media was in its infancy – Instagram hadn’t even been created yet. All of that meant that back in 2009, brands largely relied on brick and mortar sales and traditional advertising to activate their consumers, with some online shopping thrown in for early adopters.

Since then, technology has permeated every aspect of our lives. SIVO Insights has worked hard to stay a step ahead, helping our clients navigate significant changes in how consumers interact with brands, and as a result, how consumer insights are gathered, analyzed and used. Here are some of the biggest shifts we’ve helped our clients navigate in the last 10 years:

Omnichannel is now the norm.
Consumers now expect brands to be available to them whenever, wherever – from researching an item on a mobile device, to picking it up on their way home from work, to having online products delivered to their doorstep (within a day or two!). Even brands that started online are recognizing the value of having a true omnichannel presence, with Amazon establishing physical locations via Whole Foods and Amazon Go stores. Meanwhile, Walmart and Target are investing $11 billion(1) and $7 billion(2) respectively to create better integration between their physical and online.

What does this mean for consumer research? Consumer insights are more complicated and nuanced than ever, because there are now so many touchpoints between a consumer and the brand, each with its own context. This also makes consumer insights more important than ever, because brands need to understand consumer needs, values and motivations before they can determine the best way to engage them across channels. If brands want to meet consumers where they’re at, they need a deep understanding of what consumers need in each channel.

Convenience is king.
Brands are blurring traditional lines in their quest to be hyper useful and convenient for time-strapped consumers, from Walgreens selling bananas alongside prescription refills, to Kohl’s sharing real estate with Planet Fitness to lure consumers to combine fitness with shopping. Forward-thinking brands in every industry are looking for ways to make themselves more convenient than ever.

What does this mean for research? The quest for convenience creates great opportunities to learn more about what consumers want and need, and for brands to partner in new ways to meet those needs. Ask questions that reveal deeper insights on the role convenience plays in people’s lives and how brands can improve convenience.

Millennials are pushing brands to deliver more, benefiting us all.
While millennials are often misunderstood, one thing is clear: they have upended stagnation in almost every industry, demanding more from the products and services they use. Whether it’s wanting to know that a brand is doing good in the world before they’ll buy from them, or boldly sharing their experiences with a company on social media, millennials bring increased expectations. Perhaps the most revolutionary disruption is how millennials have helped all of us separate the need to own something with the ability to experience it – from Airbnb in place of our own vacation home, to ride-sharing services like Lyft in place of our own car, to Spotify in place of our own music. This shift will only continue as Generation Z enters the workforce with its own expectations.

What does this mean for consumer research? Consumer insights are the key to help brands avoid becoming the next displaced company or industry. In the downfall of any segment, the signs are always there if you’re willing to listen to what customers have to say. As industries evolve more rapidly than ever to keep up with changing demands, stay focused on keeping the consumer – and their feedback – at the center.

The world of work has changed… for good.
When SIVO Insights was founded in 2009, we wanted the flexibility for our work and lives to be interwoven. W e gave talented, experienced professionals an outlet to do great work while achieving balance, and we focused on recognizing the whole person who came to work, celebrating not only professional, but personal, milestones together. While these ideas are mainstream today, many companies still struggle with employee satisfaction and retention. That’s why we launched LINX Workforce Innovations in 2018, to apply our expertise in consumer insights to help companies better understand – and retain – their employees .

What does this mean for employee research? Many companies mistakenly think a fun work atmosphere or flexible schedules equal satisfied employees, yet only 1/3 of employees are engaged at work(3). And, the way most companies have historically measured employee engagement, via an annual survey, hasn’t revealed the real reasons employees stay or leave. LINX guides companies to uncover their employees’ true motivations and needs in much the same way brands do with their consumers.

As we continue to celebrate SIVO’s 10th anniversary, our teams look forward to the next decade of helping our clients gain deeper insights , understanding and empathy for their consumers and employees. Considering how much change we’ve observed in the past decade, we’re excited to imagine what the next 10 years might look like – and we know it will be a fascinating journey to get there.

1 Business Insider

2 Star Tribune

3 Gallup’s State of the American Workplace report

Why We Should Treat Consumers Like Heroes

By: Jennifer Dilley, Director of Research

Have you ever realized something so simple, but so true, you couldn’t believe you hadn’t thought of it before? I recently had a moment like that while reading Building a StoryBrand by Donald Miller.   

The book’s main idea is this: we all want to be the hero of our own lives. This simple but profound insight is inspiring me to look differently at my work as a consumer researcher, and I believe it will be useful to others, too. Why? Because now when I look around, I see brands telling stories. When the consumer is the hero in those stories, the brand grows sales and builds a loyal following. But, when the brand makes itself the hero, it falls flat.

First, let’s put this “hero” idea to the test. If you’re like me, you’ve never consciously thought about being the hero of your own life. But think about it for a moment. Remember sitting around the dinner table last night, telling your family how your day went? If you’re like me, you had a great idea; saw the solution first; were cut off in traffic. But you would never say, “I wasn’t paying attention and almost caused an accident.”  

It’s true, isn’t it? We all want to be the hero of our own lives. Now, for the part that many brands struggle with: If being the hero is a universal human desire, then your brand, product or service cannot be the hero. It needs to play a supporting role, which Miller describes as “the guide,” helping usher the consumer to solve a problem in their lives. But many brands portray themselves as the hero, and their products or services as “saving the day.”

Naturally, this got me thinking about brands I personally use that get this right. One example immediately comes to mind – Nordstrom. I am such a Nordstrom loyalist! There are numerous examples where they have allowed me to be the “hero” in my relationships. There was the time my sister called panicked because she needed a cocktail dress within 48 hours. I went to Nordstrom.com and ordered her three dresses that arrived the next day. There was the time my husband got a hole in his sportscoat (my favorite one) and swore it couldn’t be fixed. Nordstrom repaired the damage. And there was the time my mom was visiting after being ill, and my favorite Nordstrom’s make-up artist made her feel beautiful. Nordstrom made me the hero in all these stories. They allowed me to “save the day.”

This philosophy of making the consumer the hero is something any consumer researcher can reinforce. By its very nature, the work we do emphasizes the end user.  

As a result of reading this book I am challenging myself to do even more to make those I serve the hero. For me, this means:

Looking for new ways to make our own clients shine. They’re not the consumer, but they are our customers.  As experienced researchers, they can trust us to help solve their problems. Let’s be sure to make them the hero in our partnership.

Helping our clients stay focused on their consumers. Having worked on a brand team, I know we can fall in love with our own brands and be blinded by our affection. As consumer researchers, we owe it to our clients to gently reminding them of their brand’s role as guide if we see them moving down the path of making their brand, product or service the hero. 

As Miller’s book attests, the brands that make their consumers the hero are the most successful, and isn’t that the ultimate point? Consumers are not looking for another hero; they are already the hero of their own story. They need a guide to challenge them and give them a plan to an obtainable future. Let’s partner with our clients to guide their consumers on that journey.

SIVO Team Member Spotlight: Using Professional Skills for Positive Impact

By: Scarlett Ferguson, Research Strategist

I’ve conducted thousands of one-on-one interviews over my 25-year career as a researcher, but I recently found myself in several that were challenging in ways I don’t typically experience. I had volunteered to help an organization gather data about people experiencing homelessness across Minnesota. That day, I heard some incredibly difficult stories as people described their path to homelessness, struggles in their daily life, and barriers to breaking the cycle of extreme poverty. 

As researchers, we practice unconditional positive regard for those we interview, and that was probably never more important than with this group of people.

From left to right: My colleagues Jeff Walkowski, Tricia Davidson and me at our “Free Listening” session.

I was drawn to volunteer because I’d been involved with other organizations serving the disadvantaged over the years and was curious about the people I saw in need of those services. Volunteering for this effort was a natural way for me to continue to help the homeless population and learn more about their lives. The information gathered will be used by state and local governments to allocate funding for housing and social programs to serve the people I interacted with that day.

Building empathy

I’ve pursued other opportunities to use my qualitative research skills to serve others, including “Free Listening,” a movement developed by Urban Confessional and covered by media like NPR and Fast Company. 

Free Listening is built on the premise that many people have issues weighing on them but have no one to just listen. It promotes that when we listen solely for understanding, without intent to judge or persuade, we develop empathy for one another and improve communication.

Working with peers in the Qualitative Research Consultants Association, I helped organize a morning training session for 20 volunteers to learn and practice Free Listening. The group then dispersed into the community to experience it firsthand. While standing in a farmer’s market with a “Free Listening” sign was unnerving at first, I was surprised at the number of people who approached me and my colleague with curiosity and appreciation for this effort. More surprising was that, when given the opportunity, strangers did share concerns on their mind ranging from frustrations with work or family to observations on society. 

I believe my volunteer work has positively impacted my personal and professional life. It’s a reminder that regardless of who you are or what situation you’re in, people just want to feel heard and understood. There’s incredible power in respecting someone’s humanity, in believing that each of us is trying to do the best we can, and in just listening.

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