Conduct research to tailor your content to the specific lifestyle interests of your best customers.

A client recently came to Unity Marketing because they wanted to make a big splash with a new online website rich in content.  They had questions about the content strategy, what information it should communicate and how best to engage the target customers.

Raw data about their current customers was plentiful from internal and syndicated sources, but it could only go so far to help them tailor the online content to their most desired customer, a younger, online-savvy and fashion-forward affluent woman.

They came to Unity Marketing because of our expertise around the new customers they were keen to attract - the HENRYs (High-Earners-Not-Rich-Yet).  We conducted a focus group study to learn more about these women's lifestyles and shopping behavior, how they see themselves, and what information they value.   

What we uncovered in this study was a critical disconnect between the proposed content and the target customers' lifestyles.  While these women were eager to become immersed in the world of the client - and buy the products presented - they had trouble finding a way to "latch onto" the online content and see how this information could be incorporated into their own lives.  The client needed to make their brand relevant to these women in a concrete, engaging way online.

In the focus groups these young HENRY women talked, then we interpreted what they said through a marketer's lens focused on branding strategies, combined it with quantitative data from our vast library of primary consumer research, to deliver a road map to connect the client with their target customer online. 

The result:  A research-based action plan uncovering story lines that would spark these women's interest and connect them through the website, as well as drive them to a real-world customer engagement with the client's core products.

Rather than guessing on the right strategy or content, our client came away with a research-based plan that powered their launch with insights and understanding about the women they need to attract for the future growth of their business. 

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Do you have a new idea, but are uncertain how to connect with your best prospect? 

Don't guess on strategy, do your due diligence with focused consumer research

Many businesses are in the same boat as this client. They have great ideas and great products, but they don't know quite how to get the consumer to connect. And, without this connection, no amount of hard work, creativity, tech savvy or advertising budget will bring success.

That's why Unity Marketing offers custom research, tailored to the needs of your specific business objectives and your budget, that is focused on helping you encourage your customers to engage with your core product.

The best custom research delivers information on three key perspectives:

Demographics: This is the traditional hard data of market research, providing a foundation of knowledge about who can afford the goods and services you offer and the details of their socioeconomic profile. What do you know about the demographics of the affluent consumers you target? 

Purchase Behavior: A predictor of future behavior, this information tells you what people have purchased in the past, where they made their purchase, and how they go about making their purchase decisions. What behaviors characterize your target customers' path to purchase and how can your brand engage them at every touchpoint in the process? 

Psychographics: The most important part of market research, psychographics tell you why people buy the goods and services they do, what their key beliefs and motivators are, and how to tap into these motivators to encourage people to engage with your product or service. 
The psychographic analysis is the most important cog in the wheel of effective market research, and it can best be achieved with custom research, such as the focus group study we recently conducted.

Unity Marketing has the expertise and resources to help connect with your best target customers

Custom research can be surprisingly affordable for businesses regardless of size. Often, we can gather the qualitative data we need with one or two focus groups.  Then, we combine that with our proprietary quantitative data from our vast research library to create a detailed analysis and a series of recommendations tailored specifically to your needs.

Just as we did with our recent client, we can learn why your customers buy and how to help you make a connection between your product or service and your target market.

Many companies think custom research is out of reach, but it an investment your business can't afford not to make.  Our experience has proven that it is the essential part of keeping your business on track. Why don't you call me at (717) 336-1600 to learn how Unity Marketing can create a custom research solution to fill the gaps in your marketing program?

About Pam Danziger & Unity Marketing 

Pamela N. Danziger is an internationally recognized expert specializing in consumer insights for marketers targeting the affluent consumer.  She is president of Unity Marketing, a marketing consulting firm she founded in 1992. 

Pam received the 2007 Global Luxury Award for top luxury industry achievers presented at the Global Luxury Forum by Harper's Bazaar. Luxury Daily named Pam to its list of  "Women to Watch in 2013."   She is a member of Jim Blasingame: The Small Business Advocate's Brain Trust and a contributing columnist to The Robin Report, a monthly newsletter for senior executives in the retail, fashion, beauty, consumer products and related industries.

Pam's latest book is Putting the Luxe Back in Luxury:  How new consumer values are redefining the way we market luxury (Paramount Market Publishing, 2011).  Her other books include Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, published by Kaplan Publishing in October 2006;  Let Them Eat Cake: Marketing Luxury to the Masses-as well as the Classes, (Dearborn Trade Publishing, $27, hardcover) and Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing, 2004).