Imagine you are now working with your client's Vice President of Global Consumer Insights. Your role is a critical one. You are a light for your client (from the CEO to the Creative Team) that enables them to clearly see their customer. Your intelligence on the consumers' relationships with the brand will guide the creative team as they work to create messages that "capture the eye, engage the mind, and move the heart" of those they want to build a relationship with.
Today you are searching out insights into how people interact with and respond to your brand. An excellent way to gain these is by observing people in the context of your branded environment. In this exercise you will be working with a great tool for deep diving into an understanding of your brand and customer via observation - the Ax4 Framework.
This tool, developed by ASU Design School and WP Carey Marketing Researchers, creates a "snapshot" of your brand and customer in context. The four As are Actors, Artifacts, Activities, and Atmosphere. You will use the four As to write a page of informed insights and create a Consumer Persona(s). Look ahead to pages 2-3 and for information and examples.
Important to what you do Keeping your client and your agency "in the know" requires that you are "Ninjan-like: highly skilled in:
1. Understanding the meaning of your brand.
2. Understanding the target audience's relationship to the brand.
3. Articulating communication strategies.
4. Preparing creative briefs based on an understanding of the consumer and brand.
Assignment Visit a location where you can spend time getting to know your clients' customers and gaining insight by observing them. Spend at least one hour observing what is going on at the site and creating an Ax4 framework (see page 2 for details). Pay careful attention to everything, including your reactions to observing daily life with such attention and concentration.
Record your observations in a notebook or digitally. I most often create an Excel workbook with 4 tabbed worksheet - one for each A, flipping between these to type in by which A you are recording. Also, if you are able to take video or photographs in a way that is respectful (does not violate privacy), these visual records can provide a great deal of understanding.
Your Report You will create a report that is a 5 page document + supporting photographs Parts 1 and 2 are to be written in descriptive paragraphs - not bullels. Each "A" is one page (double-spaced) - 250 words + any photographs and/or diagrams. Save and upload to Blackboard as a .pdf.
The value in an Ax4 Framework By having these easy-to-remember categories on-hand during strategy planning, you can more easily focus your attention. By closely examining the interaction of these factors, executive and creative teams can gain insight and inspiration for creating exceptional Marketing initiatives.
Attachment:- mkt.rar