Packaging in Marketing Research

Power of Packaging

Written with respect to market research companies in mind

Some of us remember PoP as a business school concept when it meant Point of Purchase materials. I want to re-coin the phrase to fit the context of business today - Power of Packaging.

The 25-75 principle
My focus is not why packaging is important but rather how we practice packaging. Consider this: of the time we spent on a project, the client sees 25% of the total (time spent on the proposal, the questionnaire and the final presentation). The other 75%, spent chasing suppliers, ensuring data quality, formatting questionnaires, following-up with data processing, the client never sees. How we package proposals and final presentations can make a real difference. Think about these two examples of good work that I have seen and how it could have improved with different packaging.

Packaging of proposals
Recently a prospect wanted us to integrate their query logging system to record customer satisfaction surveys and produce key reports. Our proposal for this fairly good sized project was reasonably detailed. However, it lacked effective packaging.
· Branding: I created the tagline “Online customer management”, but when I reviewed the proposal, I realized the tagline did not do justice to content. Consider the impact of “Complete solution to customer response management (CRM)”. Not much different, but better because “complete” gives the impression the customer gets more value for her spend. “CRM” promotes credibility.
· Flow-charts: Instead of describing point by point steps in the project management chain, a flow chart has better visual impact, is more interesting and engaging. Imagine the effect on the guy reading a 20-30 page or 50-slide proposal.
· Visuals: I see so many presentations with pictures and backgrounds that have been lifted from the power-point or results of creative juices flowing of the creator. If talking about financial services, why not use pictures of a customer talking to a banker or using an ATM. With digital cameras so cheap and increasing number of mobile phones with camera, this should not be difficult. When presnting to a technology client, how about a customer using a laptop or shopping for a software in a mall? How about someone assembling a computer? These are easy pictures and so relevant. Or perhaps pictures of briefing sessions, CATI and F2F interviewers at work.
· Color: Researchers shy away from color, but our readers are not researchers. They are marketers. Marketers like color. In the bargain, our documents gain identity and engagement.
· Finally, content:
o Not all proposals need to start with “Background” or “Appreciation of the brief”. Why not a quote, story or anecdote?
o How about adding a quality control section to ALL proposals. Describe an 11 point xxx QC program. It’s a differentiator. Remember 7 habits of … 22 immutable laws…?
o Consider saying, “When we are awarded the project, this is how we will execute” We’ll look prepared, eager and expert.
o It is not audacious to say, “We know we are expensive, and this is why”. Talk about quality. Tell them a part of extreme responses are back-checked by researchers themselves. Say our researchers personally conduct five quant surveys. Picture telling the client in the presentation, “Oh, while speaking to a respondent from Florida or Kolkata, he explained...” Clients will pay for this; cost versus perceived value is in our favor.

Packaging of final presentations
A recent project surveyed vendors and consumers of a technology company with a large sample size across multiple markets. The client was satisfied with the presentation, but I guess we could have delighted him

Consider this:
Start the presentation with a one-minute film, “Meet your South Korean consumer”. Show the consumer’s neighborhood, his house, his office and then him. Show clips where he tells “Why I prefer BIM over IBM.” Show his house, his family. End with a tagline: “The majority of BIM consumers are like Kim Wuan Chu; they prefer service over price”. Then, start the presentation. Use three or four clips throughout, including quotes in the respondent’s own voice to present the story. Vendor cost and overall costs go up slightly, but value increase is immeasurable.

The client does not expect to see customers, but he sees them through you. He doesn’t think he’s paid for it, it’s unexpected, and he’ll be delighted. In turn, he can use these clips in corporate presentations, and you get even more notice. If video is not feasible, consider still pictures or audio recordings. Impact far outweighs cost.

Finally
Content is still king. I don’t say ignore quality content in favor of packaging. However, when the client expects quality data anyway, how can you be different? Packaging goes a long way. Ask a woman how much she loves the case that held her diamond.

Power of Packaging was edited by my colleague Kathryn Stevens