The Marketing Clinic 2009 1

Delivering Preference

THE MARKETING CLINIC

Success Springs From Understanding The Consumer FullyUnderstanding Regional PreferencesGreg Tucker, The Marketing Clinic.Greg@marketingclinic.com

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The Marketing Clinic 2009 2

Delivering PreferenceWhat we do

We deconstruct the consumer consumption

experience to understand which parts of

that experience generate what emotions

and why.

Preference is: Positive Emotions

Delivered

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Delivering Preference

The Consumer Interaction

• Just like a story or a film – every Consumption Experience has a beginning, a middle and an end

• There is a story to be unravelled – the taste journey• At key ‘Plot points’ (eg encounter, adverts, aroma, mid

mouth, aftertaste etc) emotional shifts are triggered.

These must be understood to ensure the consumer (audience) gets the right experience ……

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Delivering Preference

Regionality: So What?

• Just as there are regional dialects – so there are Taste Dialects

• These exist across UK – just as they exist elsewhere

• Many markets are broken up nationally – is it not better to segment emotionally?

• If so – we must use all the clues available to understand what is motivating and important

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Delivering Preference

• Only by understanding the what & the why of Regional Taste Dialects can you see why consumer taste preferences have developed as they have

Regionality: So What?

•Only then can you speak to your consumers in ‘Their Language’

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Delivering Preference

• Preference is learnt – it is not innate

• This is true in any consumer interaction with brands/products

• Different stimuli – eg. flavours - have different emotional associations by culture/age/region.

• A Consumption Experience triggers certain emotions

• It is these emotions that

consumers like/prefer – rather than the flavour itself.

‘Preference Is: Positive Emotions Delivered’

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Delivering Preference

A New Perspective

• By viewing the Consumption Experience from multiple perspectives – emotions – memory – events we explore what the drivers are

• Critically – we map which taste/texture triggers which precise emotion and how they fit the Need State/specific consumption event.

This allows us to see the Consumption Experience from other points of view…

So, which way is up?

A new perspective:

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Delivering Preference

Regional Palates: Scotland

• Scotland:– Is it haggis?– Is it N&T?– Is it DFMB?

• Should we think Water Of Life?

– None of the above……

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Delivering Preference

Regional Palates: UK ‘Dialects’

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Delivering Preference

Regional Dialects

Like Harry Beck:We can make sense of what is happening in London!

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Delivering Preference

Regional Palates: Not Just A UK Phenomenon

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Delivering Preference

Regional Palates

• Understand the way ahead better

• Clearer consumer understanding

• Spot trends faster

• Speak to consumers in their language and nuanced for their needs

Better Product Development NeedsDeeper Consumer Understanding