It was a pleasure to be asked to deliver a lecture to marketing students at Newcastle University Business School in December on the theme of Exploring The Consumer Mind.  

From the ‘overt’ and ‘rational’ of what can be more easily measured and seen to the ‘covert’ and ‘emotional’, where research has to really dig deep to uncover those hidden gems. Unconscious behaviour that the respondent might not even be aware of.

Whether entering the consumer’s ‘habitat’ (at home, at work, in-store, online) to create context and relevance, or simulating an environment to recreate an experience, the lecture explored the role of accompanied shopping trips and in-home visits, alongside focus groups, using various tools such as eye tracking, photo and video diaries, to really peel away the layers and reveal novel insights.

And the power of play was highlighted as a vehicle to creatively express things which are often difficult to put into words – using projective techniques such as thought bubbles, picture collages and brand mapping exercises, alongside the art of storytelling, where brands take on the role of characters. All examples of how research can identify the pivotal factors that enable organisations to differentiate by creating compelling consumer experiences.