Photo-Elicitation Techniques in Marketing

Questions and Answers

What is the primary purpose of market segmentation?

To minimize the efficiency of promotional campaigns

To create identical marketing strategies for different customer groups

To discourage consumer engagement with targeted messaging

To capture value by tailoring products to meet specific customer needs (correct)

In the context of ZMET®, what role do the selected photos play during the interview process?

They help trigger unconscious associations related to the brand or product. (correct)

They are used solely for aesthetic purposes in marketing materials.

They serve as the main focus of the product demonstration.

They act as a standardized questionnaire for participants.

Which of the following best describes the influence of cultural values on purchase motivations?

Cultural values have little effect on individual buying decisions.

Personal preferences outweigh any cultural influences.

Cultural values serve as the fundamental influence on purchase motivations. (correct)

Price is the primary driver, irrespective of cultural context.

How might an engineering consulting firm effectively segment its target market?

By considering various client needs such as private sector, public sector, and international clients Signup and view all the answers

What does segmentation of customers allow marketers to do with regard to communication strategies?

Engage customers using media that is popular within each market segment Signup and view all the answers

What aspect is NOT included in the demographic portrait of a customer profile?

Fashion preferences Signup and view all the answers

Which factor is least likely to influence purchase motivation in a diverse market?

Social media popularity Signup and view all the answers

How does the prevalence of online activity affect customer information collection?

It creates a need for digital monitoring. Signup and view all the answers

Which of the following is a key element in understanding customer profiles in international markets?

Identifying cultural attitudes towards local products Signup and view all the answers

What best describes the importance of analyzing estimated demand for products?

It helps marketers understand potential market growth. Signup and view all the answers

Study Notes

Photo-Elicitation Technique (ZMET®)

Research subjects select evocative photos unrelated to a specific product or brand, reflecting their unconscious associations.
One-on-one interviews follow to discuss these photos, revealing cultural influences on product perception.
Insights gathered can inform promotional campaigns that resonate with customers' subconscious feelings.

Purchase Motivations

Influenced primarily by cultural values, alongside external individuals considered decision makers within households or organizations.
Understanding motivations involves exploring whether customers seek savings, convenience, attention, safety, uniqueness, or competitive pricing.

Market Segmentation

Tailoring products and services for specific international market segments enhances response to diverse customer needs.
Broadly defined markets lead to contradictory consumer values; precise segmentation avoids this issue.
Example of segmentation includes categorizing an engineering consultancy's clients into private, public, and international sectors.

Customer Profiles

Profiles serve to categorize customers based on demographics, estimated demand, and purchase motivations.
Factors include age, gender, education, income, geographic location, and language.
Diverse profiles across foreign markets consider income, culture, fashion, religion, and attitudes about imports.

Identifying Needs and Preferences

Continuous collection and analysis of customer data inform product lifecycle decisions, adaptations, and eliminations.
Digital monitoring tracks online mentions of brands, products, or competitors, providing valuable market insights.
Local standards for advisory services vary internationally and typically do not require formal certification.

Research Approaches

Various research methods such as concept screening, customer satisfaction studies, segmentation research, and pricing strategy are essential for understanding customer preferences.
Awareness of cultural bias in research tools is critical when conducting studies in foreign countries; accuracy in translation and cultural relevancy of researchers is essential.

Distinctions among Customers

The fundamental differentiation lies between B2B (business-to-business) and B2C (business-to-consumer) segments.
Economic development levels in target countries influence challenges faced by B2B customers, such as technology access, labor skills, and resource availability.

Business Profile Development

Business profiles summarize key demographic, location, demand, decision-making structures, industry status, and market challenges.
Understanding local competitors aids in identifying gaps in products/services that can be exploited to meet unfulfilled customer needs.

Description

Explore the ZMET® photo-elicitation technique, which allows researchers to understand consumers' unconscious associations with products or brands. This quiz delves into how selected images can reveal cultural impacts and influence promotional campaigns. Test your knowledge on the methodology and applications of this unique research approach.