Gaining Traction with an Audience through Research

Ozoda MuminovaGuardian News & Media

LUCKY 13

1. PASSIONATE

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”

Maya Angelou (1928 – 2014)

2. TOPICAL

3. PHILOSOPHICAL

BrandPersuasion/

Choice

Ethos(Trust)

Pathos(Emotions)

Logos(Facts)

4. MYTH-BUSTING

Who is Happy?

Time is more important than making money

Attitudes

Perceptions

Consider myself well-off

Being active

Keep informed about the news

5. PERSONAL

The most and the least happy employment sectors

Most Happy

Science Media

Least Happy

6. A TALKING POINT

“What makes me happy”

12

3

7. “LISTY”

Top brands that make people happy

Source: GNM Mood of the Nation research, 2014

% UK Population, unprompted (907 brands named)

10%8%8%

7%

5%5% 4% 4% 4% 4% 3% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1%

8. RELEVANT

Top travel brands that make people happy

Overall Rank (vs. 2013)

41

(+16)

Overall Rank (vs. 2013)

46

(+11)

61

(+9)

100

(new)

100

(+35)

132

(new)

132

(+93)

132

(new)

132

(new)

9. ACTIONABLE

HAPPY

Accessible & Responsive

Community-driven

Transparent & Open

Innovative

Vocal/Story-teller

Emotive

Tell meHow do you make people happy?

GNM’s ‘ACTIVE’ framework

Travel brands’ ‘ACTIVE’ rankings

Overall ACTIVE rank out of 134 brands

71 79 87

12912394

62

122

HAPPY

Accessible & Responsive

Community-driven

Transparent & Open

Innovative

Vocal/Story-teller

Emotive

Tell meUtilise community of loyal travellers to tell the story and connect emotionally

ranked #81

ranked #36

ranked #102

ranked #65

ranked #50

ranked #77

10. OPEN

11. VISUAL

12. PR-ABLE

13. errrr… SHORT