# data[].attributes.body
These help brands get feedback from customers so they can expand/change what they are doing as a company

# data[].attributes.body
Computer Aided Telephone Interviews help brands to understand tone of voice from consumers this can give a better understanding of feedback then a survey

# data[].attributes.body
What is it?

A qualitative study of social interactions, behaviours & perceptions occurring within groups, teams, organisations & communities

A 'field study' technique - involves talking with people & observing them perform tasks within their own natural context

Takes a wide picture of a culture

How marketers use this method:

Helps you to ascertain what demand there is for certain types of products and whether your own ideas would be suitable - can adapt your content based on the demand you find for certain products

It's direct observation - analysing the main issues first-hand can help with your marketing work as you understand the product/problem first-hand

An example of ethnography would be travelling to a different county, for example Africa, to describe the customs surrounding coming of age in a tribe. you may observe coming of age rights, shadow adolescence who are coming of age and interview tribal leaders. This is an attempt to collect and study information on people based on culture.

# data[].attributes.body
The main purpose of in-depth interviews is to understand the consumer behavior and make well-informed decisions.

It is a qualitative data collection method, a key characteristic is open ended questions so people have freedom to answer questions with their own words.

Flexible structure as opposed to rigid structure and questions. Interactive between interviewer and interviewee with natural conversation occuring.

Depth interviews are more personal and intimate that most market research tactics. It's important because it helps get to root of likes/dislikes/perceptions of the target market.

It's also useful to NARROW DOWN information gathered in quantitive data, such as statistics and analysis of the business markets.

# data[].attributes.body
With group interviews you talk to more than one individual, this helps significantly as you can see who stands out the most in terms of personality, who has a stronger work ethic & who would general fit the role better

# data[].attributes.body
How you accomplish your purpose.

Group 2:
“Brand Mission”: It is a statement that clearly communicated the brands purpose, objectives and how it plans to serve its customers. It gives your customers an idea of what your business does, and gives your company guidelines by which it operates. A brand’s mission may change over time. Example: TED. Mission Statement: Spread Ideas. Their mission is to provide a platform to share ideas online for free through inviting people from different disciplines and cultures to open up discussions with the aim of seeking a deeper understanding of the world, and then posting it on accessible platforms.

group 1: A brand mission statement is to clearly communicate a brands purpose, objective and how it plans to serve its audience. It is action orientated and gives readers an idea of what your business does and what impact it will make. Its aim is to create an emotional connection with the audience. Even though you want to get your mission statement right, it’s important to remember you can always adjust it. It should be broad enough to reflect the brands long term mission, but that doesn’t mean it can’t be changed.

Ikeas mission statement: Offer a wide range of well-designed, functional home furnishing products at proves so low that many people as possible will be able to afford them. -- This gives people good insight into the purpose o9f their brand and the impact they want to make

# data[].attributes.body
Guiding principles that shape every aspect of your business from brand messaging to identity - examples: integrity, customer committment. WHY does this company exist?

Example Company: Ben & Jerry's
How and why they do it well: They are consistently transparent about what they do to to maintain and demonstrate their values including highlighting the chain on supply in relation to remaining apart of fair trade. They additionally have social missions and are vocal about the rights of LGBTQ+ communities, racial justice, and supporting GMO labelling. These core values have been key in how they've run their business.
by Charlie (Group 2)

# data[].attributes.body
Where your brand stands compared to other brands, eg: Luxury and essentials

Alex (Group 2): Apple Brand Positioning - example of a strong brand. They have positioned themselves as a multinational technology leader. A company that specialises in consumer electronics, computer software and online services. The features of Apple include unapologetic premium pricing, innovative technology and a professional end to end customer experience.

Since Apple encouraged their customers to think differently, they have aligned themselves with an idea that those who think differently, change the world. The brand is also a legacy of Steve Jobs and his vision to impact and disrupt the technology industry.

By purchasing Apple products, customers align themselves with the innovative, imaginative and creative characteristics they hold in high regards. It's the strength of their brand position that has given them the freedom to continue to innovate for so long.

# data[].attributes.body
The way a brand communicates/comes across to their target audience, can vary through colours, choice of words, products and services etc

·      Tone of Voice:

The distinct personality a brand has across all of its communications – e.g. social media, Emails, website

A way of conveying your brand message

Having a tone of voice is important as it helps you to stand out from other companies & competitors

Need to make sure that you’re consistent with your tone of voice – don’t sway too much and try new things if your tone of voice is working & something that is memorable already

Having brand guidelines is important in this sense, because if you’re going to a marketing agency, you need to make sure that your tone of voice can be emulated by them

A good way of creating a tone of voice is to emulate it from your customer base – who is your audience & what is their persona – try to make it similar to them as they will feel more connected to the brand

Brands:

Uber – considerate & helpful – “destress your commute” – “Focused on safety, wherever you go”

Skittles – focus heavily on the “rainbow” aspect of their brand “Taste the rainbow” as their slogan & all packaging and adverts are full of colour

Wendy’s – on Twitter, they’ve become known as quite a savage brand, regular reply to people in a funny & harsh way – people ask Wendy’s to roast them & they do – if people ask Q’s about McDonalds, then they get sarcastic replies “How much does a Big Mac cost? … Your dignity” – people now ask Wendy’s to roast them, shows how successful they have become with their social media presence & how funny people find it

Generic Skincare brands – usually very kind & caring – want the person to know that the brand cares about them