Wednesday, 8 August 2012

You only know what you know

If you want to target mums, you need to understand what they want. To understand what they want you need to ask questions. Sounds obvious doesn’t it? But getting to the RIGHT questions can be a trickier process.  If you don’t ask the right questions then you never get the answers you need to truly connect with mums.

When we’re developing questions and doing insight work at MumPanel we use the mantra ‘you only know what you know’. We know questions are just as important as responses and the best insights come from the questions you might not have asked or didn’t think you should ask.  As mums we have a bit of a shortcut – there are things we understand because we have experienced them. Recently Asda trialled a new shopping trolley. Their existing trolleys (along with most supermarkets) were difficult to see over and control once you put a car seat on the top. This might seem an insignificant issue but the small changes they have made can boost brand loyalty (I’ll choose that supermarket because they accommodate my needs) and increase sales (I can see what I want and I’m less stressed so I’ll spend longer in the supermarket). What is important is that someone in their research team asked the right question – they thought to ask about trolleys and then to dig deeper and understand what the real issue was.

One of our big bugbears as mums is cordial fruit juice. Most of the products on the market are sugar free. We know at some point brands must have asked mums what they wanted and of course, they don’t want drinks full of sugar that rot their children’s teeth. So that market has become all about ‘NO ADDED SUGAR’ drinks. But what we’re hearing from mums is that they’d rather have natural sugar fruit juices or other alternatives over aspartame-filled drinks.  There’s been a missed opportunity to take the research full circle instead of using a linear approach that stopped at the first response.

Last week we were chatting with Julie from Child Seat Safety, they train retailers to fit car seats correctly, accrediting them to a scheme endorsed by Which? What came out of our conversation was that stores often focus on the quality of the product and forget to ask questions that really matter – is that car seat right for their car, their needs, and their child. This is partly because retailers haven’t been trained to ask the right kind of questions. Because safety is such a hot topic, it’s vital we identify the questions that NEED to be asked so that brands and retailers get it right.

Questions are ignored, we all so busy rushing to the response and it’s about time we put the brakes on. If you want to really start to understand mums then it’s time to start digging deeper, get involved in their day to day journey and have your ears open for when they drop those little nuggets of insight that can revolutise your brand. 

If you’d like more information on asking mums the right questions then drop us a line.

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