Using Psychology To Create Business Opportunity
Our work is rooted in behavioural economics because the most effective marketing solutions are always based on a deep understanding of consumer needs. We create business growth opportunities for our clients by delivering strategies and innovations driven by customer insights.
BEHAVIOUR CHANGE
Duxton Consulting undertakes unique in-depth psychological research which uncovers consumer needs and the underlying motivations which drive behaviour.
BRAND STRATEGY
Understanding the underlying psychology of consumers allows Duxton to precisely position brands and create customer segmentation targeted directly at their core needs.
INCREASED COMPETITIVENESS
Innovation is the life blood of any company and a critical competitive element. Duxton uncovers the powerful psychological insights which provide the inspiration for new product and service ideation.
The 21st Century crushed hierarchies and created thinner, flatter organisations. Corporate silos were dismantled and millions of middle managers lost their jobs. College dropouts became billionaires through brilliant insights.
The traditional top-down business model is completely wrong for the 21st Century, and marketers employing tactics from the last millennium are in danger of following the dinosaurs into extinction… along with their companies.
At Duxton we talk a lot about putting the customer at the heart of a Company. Few Companies that we talk to disagree with that philosophy. Unfortunately few Companies are also prepared to make the changes and commitments that true customer centricity requires.
We recently talked about niche brands and how they needed time to establish trust and long term growth. Becoming a niche brand can be a result of a specific marketing strategy, or it can happen by accident. Sadly, many brands become niche players by accident.
We’ve recently been talking about the importance of trust for a brand. High levels of trust lead to greater loyalty, preference and advocacy. But some brands we have measured have a high trust score, but are failing to attract new users. Why?
In the past, when I worked in the ad biz, we spent a lot of time with clients discussing the functional benefits of a brand versus non-functional attributes. Rational versus emotional. Getting this balance right was essential for great communications.
My tracking study tells me that brand awareness went from 92% to 93%. Wow! Big deal. It’s also telling me that perceptions and attitudes towards my brand haven’t really changed over the past 3 months. Or in fact, the past 6 or 12 or 24 months. Hmm…
Market management consultants Stefan Grafe and Alan Fairnington provide Research News with their thoughts on segmentation, bringing a three-pronged perspective – as a client, user and supplier.
During the course of a recent Duxton Trust Study in Malaysia, a rumour was spreading that McDonalds and Starbucks were funding Israeli aggression against Palestinians. This rumour significantly affected trust in those brands among Malays.