Beyond Marketing Moments
- Alexandra Pascarella, Associate Director, Customer and Marketplace Insights, Verizon
- Mayra Gacon, Associate Director, Verizon
This session details Verizon’s innovative research approach, moving from traditional marketing moments to a life-centric understanding of consumers, revealing surprising insights and informing more effective marketing strategies.
“The goal here really was to move from customer centricity to life centricity, and look at that customer from a whole perspective, everything that might be going on in their life.”
Actionable Takeaways:
- Embrace Life-Centricity: Go beyond traditional marketing moments and understand consumers’ lives holistically, considering their emotions, plans, and activities throughout the year.
- Combine Qualitative and Quantitative Research: Use a mixed-methods approach, starting with qualitative research like ethnographies to uncover rich insights, then quantifying those findings with surveys for broader validation.
- Continuously Iterate and Validate: Regularly re-quantify findings and zoom in on specific moments and audiences to ensure insights remain relevant and actionable, adapting to evolving consumer behaviors.
Verizon’s Life-Centric Journey
Alexandra and Mayra from Verizon shared a fascinating story at TMRE 2024 about their quest to move beyond tired marketing tropes and gain a truly life-centric understanding of consumers. What started as a “pet project” driven by frustration with generic marketing moments evolved into a robust research approach that has significantly impacted Verizon’s marketing strategies.
The Problem with Traditional Marketing Moments: A Lack of Nuance
The presenters began by acknowledging the overuse of traditional marketing moments like Valentine’s Day and back-to-school season. As a tech company with consistent year-round product usage, Verizon needed a more nuanced understanding of consumer behavior to inform its marketing efforts. They wanted to understand what people were really doing and thinking throughout the year, not just during pre-defined marketing periods.
The Methodology: From Ethnography to Quantification
Verizon’s research journey began with digital ethnographies, exploring how people planned their lives, both looking back at past behavior and projecting into the future. However, recognizing the need for quantifiable data, they quickly added a survey component to validate the initial qualitative findings.
This mixed-methods approach—qualitative followed by quantitative—allowed them to develop trend lines across various dimensions of consumer life, including emotions, activities, planning, and spending. They coded and analyzed the data thematically, capturing both the emotional and rational drivers behind consumer behavior.
Embracing Life-Centricity
The core goal of this research was to shift from “customer centricity” to “life centricity.” This meant understanding the customer not just as a consumer of Verizon’s products but as a whole person with a complex life. They wanted to understand the context in which consumers interacted with technology and how Verizon could fit into their lives more meaningfully.
A Year in the Life of a Consumer
The research revealed several key takeaways, some validating existing assumptions and others uncovering surprising nuances:
- Mindsets Still Tied to Big Moments: While opportunities existed beyond traditional marketing moments, consumer mindsets were still strongly influenced by them, particularly when it came to seeking deals and promotions.
- Opportunities Beyond the Usual: There was a significant opportunity to leverage moments beyond the well-established ones, tailoring strategies to specific times of the year and considering factors like weather and location.
- A Tool for Times of Change: The research framework proved valuable for understanding how consumers adjust their plans and behaviors in response to external events and societal shifts, such as the post-COVID period.
- January: More Than Just Relaxation: While January is often perceived as a quiet month, the research revealed high anxiety and planning among consumers, particularly around finances and personal goals. This insight prompted Verizon to rethink its January marketing approach, aiming to alleviate anxiety rather than add to it.
- Back-to-School: A Multifaceted Moment: The research highlighted the diversity of the back-to-school experience, recognizing that it means different things for different life stages, from young children to college students.
- Summer: Free Mental Space Despite Busy Schedules: Despite being physically active during the summer, consumers reported having more mental space to research and plan purchases, presenting an opportunity for Verizon to engage them with relevant information and deals.
From Projection to Reality: Validation and Iteration
Recognizing that asking people about their future behavior involves a degree of projection, Verizon implemented a continuous iteration process:
- Re-Quantifying Biannually: They conducted biannual studies to validate the initial findings and track changes in consumer behavior over time.
- Zooming in on Specific Moments: They used additional methodologies and data sources to dive deeper into specific seasons and moments, developing more targeted and relevant campaigns.
- Customizing by Audience: They further segmented the data to understand the nuances of different micro-audiences and geographic regions.
- Balancing Specificity and Generality: They carefully crafted survey questions to avoid being too vague or leading respondents towards specific answers.
The presenters shared a compelling example of how their research directly influenced Verizon’s marketing approach to the back-to-school season. By acknowledging the diverse needs and experiences associated with this moment, they were able to create more relevant and effective campaigns.
A Commitment to Continuous Improvement
Verizon’s life-centric approach to consumer understanding is not a one-time project but an ongoing journey. They are committed to continuously iterating their methodologies, testing new approaches, and adapting to the ever-changing needs and behaviors of consumers.
The presentation at TMRE 2024 showcased the power of moving beyond traditional marketing moments and embracing a more holistic, life-centric understanding of consumers. By combining qualitative and quantitative research, continuously iterating, and focusing on the context of people’s lives, Verizon has developed a more effective and meaningful approach to marketing that resonates with its target audience. This is a powerful reminder that truly understanding consumers requires going beyond surface-level data and delving into the rich tapestry of their lives.