Ep. 507 – HMRP Monday Edition: How Partnering with Customers have Short and Long Term Benefits

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This episode is brought to you by Michigan State’s Marketing Research program. Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?

Today, the program has tracks for both full-time students and working professionals.

They also provide career support assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State’s Marketing Research students have accepted job offers 6 months prior to graduating.

The program has three formats:

  • The first is a Full-Time 100% Online program taught over 12-months starting in January 2022
  • The second is a Part-Time 100% Online program that is 20-months. This one starts in May 2022 and is specifically designed for working professionals,
  • And of course, they offer a Full-Time 12-month in-person experience that starts in September 2022

All programs include real-world experience and full-time job placement support.

If you are looking to achieve your full potential, check out MSMU’s programs at:

broad.msu.edu/marketing 


This episode is brought to you by  HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com.


Today is February 14, 2022. Happy Monday & Happy Valentine’s Day! 

You’re listening to the Happy Market Research podcast. I’m Jamin Brazil, your host. 

Support for the Happy Market Research Podcast and the following message comes from Michigan State’s Marketing Research Program & HubUX. 

I’ve done hundreds of interviews with today’s top minds in market research. Many of them trace their roots to Michigan State’s Marketing Research program.

Are you looking for higher pay, to expand your professional network, and to achieve your full potential in the world of market research?

Today, the program has tracks for both full-time students and working professionals.

They also provide career support, assisting students to win today’s most sought-after jobs. In fact, over 80% of Michigan State’s Marketing Research students have accepted job offers 6 months prior to graduating.

If you are looking to achieve your full potential, check out MSMU’s programs at:

broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

This is episode 507 and, according to Spotify, We Don’t Talk About Bruno is number one in the US. 

Today is a day to celebrate love. 

According to wikipedia, Love encompasses a range of strong and positive emotional and mental states, from the most sublime virtue or good habit, the deepest interpersonal affection, to the simplest pleasure. An example of this range of meanings is that the love of a mother differs from the love of a spouse, which differs from the love for food. Most commonly, love refers to a feeling of a strong attraction and emotional attachment.

But brands haven’t always loved their customers. 

When I started my career in consumer insights back in the early 2000s, brands talked about “Share of Wallet”. 

As the term suggests, marketers viewed each potential consumer as a wallet containing a finite amount of cash. The job of sales and marketing was to extract as much of that cash as possible. 

For example, lets say you have a budget of $100 a month to spend on entertainment. Video game companies, cineplexes, and bars would seek to capture as much of that $100 as possible. Additionally, they’d be thrilled to extract even a higher amount than the budgeted $100. 

Here is an interview done by Whole Foods Magazine now owned by Amazon with Daniel Lohman a CPG Strategic Advisor for Category Management Solutions. 

This framework is one sided. Eventually it erodes the brand’s relationships with their customers because it is about taking as opposed to giving. When brands prioritize their profits over their customers they make bad decisions. 

We all remember when United Airlines dragged Doctor David Dao from an overbooked flight in 2017 to make room for a United employee. 

Today, brands understand that partnering with their customers has both short and long term benefits. McDonalds does this remarkably well. Prior to covid McDonalds launched a shift in their consumer landscape. And, I quote.

“We are using our competitive advantages to further strengthen our brand. Our growth pillars build on our strong foundations to ensure we can meet the moment today and have long-term success.

Consumers continue to prioritize brand trust, great taste and value as top reasons why they choose McDonald’s. As customers’ expectations are constantly shifting, we can build equity in our brand and trust by clearly articulating what we stand to do in the world: feed and foster communities.”

Boom!

What buyers are looking for today is an impeccable user experience—one that really makes them feel like they’re getting their money’s worth. This is why top brands appeal to their customers’ emotions; they realize most purchases aren’t rational. 

Your brand exists in the minds of your audience as all the experiences, impressions and interactions they’ve had with you, both positive and negative.

My question for today’s research is, “Can a brand solicit love from consumers?”

So, we did a little research with the HubUX community on “What does it mean to love?” 

Responses evenly referenced people and things. In other words, we can have love for pets, art, activities, and even our fellow humans. 

Using a video audition question we asked participants. “Do you love any brands? If so, please name one and why do you love it?”

This question was polarizing. About half of the participants don’t associate love with any brand. 

The rest of us are a little more liberal with the term “love”. There are the top reasons why we love brands: 

  1. Nastalja. It is a brand that connects to your childhood or a meaningful positive experience. For me, I love Star Wars. The Empire Strikes Back was the first movie I ever saw in theaters. And, the picture of Darth Vader boarding Princess Leia’s ship is marked as one of my most memorable moments. 
  2. Values. It is a brand that has an impact on the world that aligns with what you care about. Basically, they function as your big brother. They do the lifting you can’t. They provide clean water, they feed the poor, the educate under privileged children. They protect you. And, they are always there for you. 
  3. Lastly, Form. These are brands that make us feel good about ourselves. They have sizes that fit us. They are inclusive and support diversity. 

For me, I love my family. I love what I do. But I don’t love things. 

I love community. That includes MRxPros which is a group UX, CX, and market researchers that meets every week for 30 minutes to do 3 things: learn one new thing, make one new friend, and have fun. 

I also love my online gaming friends, Grave Diggers. Not all of them…but most. Akteon, it is ok if you want to change your discord picture. 

Lastly, I love you. Thank you for giving Chueyee and myself about 20 minutes of your time every week and allowing us to keep producing this type of content. 

For Further Consideration 

Thank you for listening to the Happy Market Research podcast. I’m Jamin Brazil. 

If you’d like to learn more about this show or our sponsors, please check the show notes. 

Happy Researching! 😊 


References: 

Sponsor MSMU: https://broad.msu.edu/marketing

Sponsor HubUX: https://hubux.com

We Don’t Talk About Bruno (From “Encanto”) https://youtu.be/bvWRMAU6V-c

Haddaway – What Is Love [Official] https://www.youtube.com/watch?v=HEXWRTEbj1I

Share of wallet according to Whole Foods: https://www.youtube.com/watch?v=XhN6tKBm6Tw

Doctor dragged off United Airlines flight says he ‘cried’ watching the video https://www.youtube.com/watch?v=_anhvdWf3DM