Not all social insights matter to every brand, nor can they replace talking directly with your audience. Seeing how data matches up in reality is key. So how do you determine which insights offer your brand the biggest return" Let?s explore that:
Take it to the people
Social and sentiment data is important as a starting point when creating a new marketing strategy or engaging consumers on social media. But digital ease notwithstanding, there’s still merit in going out into the field and asking your audience what they want. Assuming your brand?s vision is where industry culture is headed is often powered by what you want, not what the consumer needs.
A recent project led by design and innovation firm Altitude shows this in action–literally. It centers around helping liquor brands increase sales by reframing consumer perception of cocktails made at home. Although hand-crafted cocktails are all the rage right now in restaurants, people don?t really make them at home. Altitude wanted to know what stops people from muddling mint in their kitchens and what they?d have to do to get people to think ?beyond the bottle.?
Instead of surfacing insights on social media, which would likely not reveal what was inhibiting consumers, Altitude visited people’s homes, conducting interviews and watching them entertain and mix drinks. They learned that the experience of drinking at home wasn?t worthwhile because replicating drinks was just too complicated without the prop...