When thinking of market research in our digital age, I think it’s reasonable to question whether or not it still makes sense for marketers to continue to conduct focus groups to gain consumer insights. I suppose if you think about it, it does seem a little old fashioned, asking a group of people to sit around a table for an hour or two, probing them with questions. Especially as the world of consumer research is rapidly shifting to gathering information online through sophisticated tracking tools on websites and online surveys sent to emails. Companies are even looking to their Twitter feed as a main way of getting feedback and staying connected to their audience base.

What does this all mean for the focus group? As a marketer, I’ve had the opportunity to be a part of a number of focus groups and have seen firsthand the rich insights gleaned from these in-person sessions. Key findings and insights that cannot be learned from reading an online survey, analytics report or a Twitter feed, and have informed the strategy and tactics for successful campaigns.

Here are just a few reasons we shouldn’t discount the focus group as a key component of your market research strategy:

1.) Follow-up Questions: The beauty of the focus group is the ability to ask follow-up questions on feedback that you may not fully understand or on a topic that you want to hear more about.
2.) Emotions and Body Language: If consumers have a strong emotional reaction to your brand/product/service/idea – good or bad – you need to know it. And there’s no better way to understand these emotions than seeing and hearing them for yourself.
3.) Discussion amongst consumers: It’s such a unique opportunity to have members of your target audience in the same room discussing your company. You’ll find one person’s comment often sparks insightful commentary from another.
4.) Undivided Attention: Unlike other market research methods, you have a captive audience of people who have committed an hour or two of their lives solely to focus on your company and share their thoughts.
5.) Meet your Consumer: Every marketer worth her salt can easily spew off the demographics and psychographics of their target audience – age, income level, education, interests, etc. – but there’s something very powerful about seeing this person in real life. What do they look like? What’s their demeanor? Any surprises?

What have been your experiences with focus groups?

Surprised? Outraged? We were too.

That’s why, in partnership with the Department of Public Health’s Massachusetts Tobacco Cessation and Prevention Program (MTCP), we recently launched the OPPOSE campaign to educate adults about the industry’s new tactics and prompt local action.

As part of this statewide initiative, we created an online community (oppose.ning.com) to bring concerned adults and key stakeholders together on the issue of protecting our kids from these underhanded tactics. In addition to a paid media buy, we also created an interactive exhibit, Big Tobacco’s Carnival of Tricks, and we’re traveling to malls across the state to raise awareness of the sneaky tobacco industry tactics and what adults can do to protect their kids.

So far, we’ve had two successful events at the Burlington and Northshore malls and we’re looking forward to continuing this road show in other communities, including:

June 4th 11-3PM: Solomon Pond Mall in Marlboro, MA
June 11th 11-3PM: Southshore Plaza in Braintree, MA
June 18th 11-3PM: Holyoke Mall in Holyoke, MA
June 25th 11-3PM: Holyoke Mall in Holyoke, MA

To learn more, please visit oppose.ning.com and stop by Big Tobacco’s Carnival of Tricks if we’re in your area!

Today’s realities of record unemployment, job insecurity and home foreclosures, make the task of earning consumers’ trust even more challenging.  Consumers are paying closer attention to HOW they are spending their money and WHO is receiving it.

Creating a strategy focused on fostering trust can help you find your business on the receiving end of these transactions. There are a number of components that go into a winning trust strategy, including:

1.) Really get to know your consumer

Age, income, geography, education, ethnicity are all great starts, but you can go much deeper than that.  Consider where they come from (culture, values), their reality today (priorities and fears) and where they want to be tomorrow (hopes and dreams). These insights enable you to develop branding and promotional strategies that connect with your audience in a more meaningful way – make them feel like you “get them” and then in return, you deserve their business.

2.) Define the consumer experience

Once you’ve defined who your consumer is, you should now set your sights on defining their experience with your business. Your consumer experience is the sum totality of all interactions with your business at every touch point – your visual identity, website, social media strategy, customer service practices, sales, etc. Developing a consistent, positive experience that consumers grow to expect and love from you is the key to earning their trust and loyalty. Borders, who was recently ranked number one on Forbes’ “Best Customer Experience” list, is an example of how good customer experience can lead to higher sales and ultimately brand loyalty. Borders.com, for instance, has linked its online retail sales to a site that gives information on events that incites customers who do not buy online, to visit the store for a poetry reading and purchase items then. Whatever the overall strategy may be it clearly pays to provide great customer service.

3.) Leverage word-of-mouth

When you create a great consumer experience, people take notice and talk about it. We know that the average consumer will share positive brand experiences with approximately ten people. Today, word-of-mouth is more powerful than ever. Consumers are not only talking about their experiences, they are also taking their opinions to Facebook, blogs and Twitter. It’s important for you to be present on these social media channels in an effort to cultivate positive conversations about your brand and mitigate the negative.  For instance, monitor your company’s name on Twitter. If you come across a negative comment, apologize and within reason, do what you can to make the situation better.  This will certainly impress the individual you’re tweeting with as well as his/her network of followers. A company that utilizes this insight very well is Comcast, or as known in the twitter world, “ComcastCares.” Frank Eliason, Comcast’s ‘Twitter Man’, has successfully created a greater consumer experience thanks to the fact of back and forth discussions regarding Comcast’s services as well as stressing the importance of building customer trust through social networking.

There’s something very powerful about someone we know and trust recommending a brand. There’s also something very powerful about someone we look up to (celebrities, community leaders and other public figures), declaring public support for your product or service. Identifying influencers from your target audience and earning their trust so they will endorse your brand is an effective way to build brand loyalty.

4.) Communicate in-context

Sometimes it makes perfect sense to create a high profile TV spot to promote your business and sometimes it does not. Consider the time and place when consumers will be most receptive to the message, and then determine the most appropriate media channel for disseminating it. There’s a lot of clutter out there in the marketplace and consumers will appreciate your tact in speaking to them when they’re primed to receive the message. If you’re a financial services company targeting small business owners, I may not notice your billboard driving down the highway on my way to work; however, I may take notice of your online banner on a trade website I read every morning at the office.  Being more precise in your targeting not only earns the good graces of your audience, but also will save you money in the long run.

Leveraging these insights for a winning trust strategy will help your business be on its way to cultivating trust and retaining loyal customers. The bonus? These will also be essential in piquing the interest of new consumers and expanding your market base.

The final level of the acculturation model is the Acculturated Hispanic, whom we refer to as: the Americans. Here’s a glimpse into their world…

Meet Tina

Tina is 39 years old and has lived in the United States her whole life.  She considers her parents, both hailing from Cuba to be Hispanic; however, she views herself as an American.  Her Hispanic roots are not necessarily at the core of her identity, but they give her a history and she has kept some of the traditional customs she grew up with in her own life.  For example, Tina will often cook the same traditional Cuban dishes her mother made throughout her childhood for her own family and friends.

Her husband is not Hispanic and they live what many would consider a “typical” American lifestyle.  They both are very focused on their careers and have one son. In their free time, Tina enjoys gardening, attending her son’s sporting events, and trying new restaurants with her husband.

Tina prefers not to be singled out because of her Hispanic heritage. For instance, she does not like receiving Spanish-language advertisements in the mail, knowing it is just because of her Hispanic maiden name. She would rather not receive these ads because she reads, writes, and speaks in English at home and at work. Tina does understand spoken Spanish for the most part, much better than she can read, write, or speak it.  She would like to improve on this because she thinks it would help her as she continues to build her career. Tina also encourages her young son to study Spanish, believing it’s a beneficial skill to have when he is applying for college and jobs, as well as a nice way to connect with his older relatives on his mother’s side of the family.

If you’re interested in learning more about our Acculturation Models, take a look at our last three posts:

A Lesson in Acculturation: Part III

A Lesson in Acculturation: Part II

A Lesson in Acculturation: Part I

The third level of the acculturation model is the English Dominant Bicultural Hispanic, whom we refer to as: Living along the Hyphen. Here’s a glimpse into their world…

Meet Roberto

Roberto or “Rob”, 29 years old, has lived in the United States his entire life.  His parents, both from Puerto Rico, came to the Boston area in pursuit of a better education when they were teenagers. They eventually settled in a suburb just outside of Boston where Rob grew up.

Rob proudly identifies himself as a Hispanic-American.  Even though he is slightly distant from his parents’ home country, Rob has a deep appreciation for his Hispanic heritage and works hard to stay connected to his roots.  He does this by cooking Puerto Rican cuisine, keeping up with current events and politics in Puerto Rico, and following beisbol games on television.  Staying connected to family is also a top priority for him.  Rob makes sure to travel to his parents’ house and celebrate all traditional holidays with his extended family.  He is also constantly calling and emailing relatives to stay connected despite his busy life.

Unless Rob is speaking with his grandparents, he primarily speaks English. In fact, the majority of Rob’s friends do not even speak Spanish.  In his free time, Rob loves to meet friends for dinner and drinks, work out at the gym, and play video games. At work in his current sales position, Rob rarely needs to use his Spanish-language skills. However, Rob does welcome the opportunity to watch a film or read articles in Spanish.

Despite the fact that his career and social life are more aligned with a mainstream American lifestyle, Rob will continue to strive to nurture his cultural ties to his parents’ home country. One day, he hopes to have children of his own, and will instill the same family values and respect for their Hispanic heritage that he has.

Stay tuned for the final installment of “A Lesson in Acculturation,” focusing on the Acculturated Hispanics: The Americans.

The second level of the acculturation model is the Spanish Dominant Bicultural Hispanic, whom we coined: The Cultural Nomads. Here’s a glimpse into their world…

Meet Luisa

Luisa, 31 years old, moved to the United States from the Dominican Republic with her extended family when she was twelve years old. She is now married (her husband is also from the Dominican Republic) and is a stay-at-home mom to her two small children. Luisa and her husband live in a predominantly Hispanic community within minutes of her parents and other relatives.

Luisa’s identity is strongly rooted in her Hispanic heritage. She is proud to be Hispanic, and it is very important for her to continue many of the customs and traditions from her home country so that her children may come to appreciate their Hispanic roots. Luisa is also open to change and new experiences for herself and her family, including further integrating into the American culture. Though Luisa and her husband speak primarily Spanish at home, she is slowly teaching her children English and exposing them to a mix of English and Spanish-language media. She hopes her children will further integrate into the American culture, receive a good education, and reach their fullest potential in the United States.

Luisa’s cultural experience can be described as nomadic, ranging between Spanish and English, and deriving benefits from each culture to construct her own hybrid identity. She cooks a mix of traditional Dominican meals and popular American foods for her family. Luisa also celebrates both Hispanic and American holidays, and even started to host her extended family for Thanksgiving dinner. For fun, Luisa loves to go salsa dancing with her husband.

Luisa considers herself a savvy shopper and is always looking for a bargain. She relies heavily on word-of-mouth and personal endorsements from family and friends when considering making a purchase. For large purchases, Luisa will research her options online on the family’s computer. Though she favors shopping in stores for the personal interaction, Luisa is warming up to the idea of online shopping. Her favorite stores include Sears, Target, Best Buy, Wal-mart, and JCPenney.

Despite the fact that Luisa has been in the United States for almost 20 years, she still does not feel completely comfortable. She lacks confidence in her English-speaking skills, especially when conversing with non-Hispanics. Even so, Luisa is grateful for the opportunity to raise her children in the United States and is looking forward to new experiences and establishing new traditions as her children grow older.

Stay tuned for Part III of “A Lesson in Acculturation,” focusing on the English Dominant Bicultural: Living along the Hyphen.

The first level of acculturation model is the Unacculturated Hispanic or as we refer to them: The Anchored and Nostalgic. Here’s a glimpse into their world…

Meet Rolando

Rolando, 42 years old, grew up in a small town outside of Guadalajara, Mexico. Six years ago, he moved to the United States with his wife and three small children in hopes of securing a good job and providing his children with a better education. He rents an apartment in a predominantly Hispanic neighborhood, and works as a cook in a nearby restaurant where fluent English is not required.

Rolando’s identity is firmly anchored in his home country and he spends much of his time among people like himself who are from Latin American nations and who exclusively speak Spanish. Living in the U.S. can be complicated for Rolando and when he needs services or is unsure of how to handle a situation, he heavily relies on his friends for advice and guidance. This is how he and his friends collectively navigate the system that can seem so difficult and alienating.

Rolando is nostalgic for his home country and is constantly seeking ways to stay connected to his roots. Rolando and his wife maintain many of the customs they grew up with, passing these along to their children. The family celebrates all Mexican holidays, cooks mostly traditional foods and is avid fans of the national soccer team. Rolando prefers to consume all media in Spanish, including T.V., newspapers and searching the web. Keeping in touch with loved ones in Mexico is a top priority for Rolando. He typically calls his extended family using a calling card once a week and tries to visit once a year.

Rolando’s wife handles the majority of the shopping for the family. She is extremely brand loyal and tends to buy household items and groceries at the neighborhood bodega or at Super Wal-mart for bigger shops. The family also favors Kmart and Sears for clothing, electronics, and home furnishings. Rolando, though not a big shopper, enjoys browsing Home Depot and purchasing items to fix up his family’s apartment. He and his wife don’t have much, but they take great pride in what they do have.

Rolando recognizes that he is excluded from a lot of things in the United States because he doesn’t speak English, but he is working on changing that by taking language classes and practicing. He knows that the effort and sacrifices he makes now will benefit his children and that they have greater opportunities as a result.

Stay tuned for Part II of “A Lesson in Acculturation,” focusing on the Spanish Dominant Bicultural Hispanic: The Cultural Nomads.

Credit: Creative Commons

It’s no secret that Facebook, Twitter, blogs and the like are no longer reserved for college students, techies and over-sharers. In fact, nearly 70% of online adults are using social media on a regular basis, a figure that is only increasing. Social media has become a crucial component of the marketing mix for companies of all sizes across all industries as a virtually free way to dissipate information, interact with your audience, and increase brand recognition and loyalty.

In this economy, social media has become more important than ever for the non-profit and public advocacy sectors. It is an incredibly cost-effective way of sharing news, raising awareness, as well as building and sustaining online communities in support of a common mission – when done correctly. This means going beyond setting up Twitter and Facebook accounts or posting the occasional YouTube video. It requires a clearly defined strategy with tactics that are designed to reach your target audiences in order to achieve measurable goals and objectives. Without a comprehensive strategy, those random tweets only create white noise and contribute to information overload for users. The strategy determines which social media channels you should leverage to best support your goals.

One appropriate tactic for non-profit groups seeking to raise awareness among their target audience is to start a blog that showcases the organization’s knowledge and expertise. Blogs have become a mainstream means to share information and incite discussion with over 57 million American adults reading on a regular basis. To ensure the post reaches your target audience, you could ask influential bloggers with an established readership to write a compelling post on the issue, and include a call to action that directs readers to your website. It’s important that your social media tactics do not standalone, but rather work together to proliferate your message and maximize your time and resources. For example, you can share a link to your blog post on your Twitter and Facebook pages to ensure optimal visibility and reach.

The golden rules of social media for non-profits and public advocacy groups are to keep your audience engaged and encourage their participation. It is important to regularly update your social media channels with relevant and meaningful information. New content cultivates interest and encourages people to share your updates with their online networks. Motivate people to interact with your organization by allowing them to comment on your Facebook discussion board or your blog posts, for example. Start a conversation with your audiences by responding to comments and answering any relevant questions to the best of your ability. Of course, this level of personal interaction requires some level of monitoring and maintenance, but it is a wise investment. If people feel that they have been heard and that their opinions are valued, they are more likely to continue their involvement in your organization and champion your cause.

As I’m sure many of you can attest, raising awareness on behalf of your organization is only half the battle in the non-profit and public advocacy world. Oftentimes, motivating people to take that extra step and do something is the hardest part of achieving your organization’s goals. Social media serves as an excellent vehicle to help mobilize your target audience into action. You can use social media tactics to drive traffic to your website to make donations, send Facebook invites to increase event attendance or arm your supporters with the resources to write to their local legislation calling for action on behalf of your organization.

As a final reminder, make sure to nurture the online community you have developed. Keep supporters abreast of any new updates, accomplishments and new opportunities to stay involved in the organization. An educated, responsive online community that feels appreciated is a valuable asset to any non-profit, and these supporters are likely to remain loyal to your organization for years to come.

You will be responsible for the concept, design and delivery of a range of web/interactive and print projects. Your strengths lie in your ability to:

• Look at the big picture in the creative process
• Lead and conduct design strategy meetings; work with team to deliver against strategy
• Manage multiple project, in-house resources, contractors and vendors simultaneously
• Monitor and manage project budgets
• Be self motivated and work independently under tight deadlines

To be considered you must have the following:

• A full understanding of the printing process (spot and CMYK)
• Extensive knowledge of standard design software tools (Illustrator, Photoshop, inDesign)
• Web, interactive and online design experience and full understanding of Flash and HTML
• BFA and a minimum of three years experience required or equivalent with a strong portfolio and sample of work
• Bilingual, Spanish – English

Please forward resume and salary requirements, along with your top three creative samples and/or link to your portfolio to: careers@thinkargus.com

The first is that our Principal/Creative Director, Lucas Guerra, came up with the name ARGUS as homage to his home country combining “ARGENTINA” and “U.S.” Lucas may actually tell you this depending upon how nostalgic he is feeling for home on that given day.

The second, truthful answer, is that ARGUS is named after a powerful protector in Greek mythology. ARGUS is said to have one hundred eyes and sleeps with only two of them closed at a time. This way, he can watch every detail and look after those in his domain. Here’s a visual:

Within ARGUS, we’ve adapted these traits to our observant or vigilant methods for our clients. We pride ourselves in our keen attention to detail, curiosity for events in the world, and how these inevitable changes may affect the clients we serve.

And though we may not have 100 eyes like our ancient friend, it sure feels like it sometimes. A key part of our strategic process is to examine complex issues and challenges from every angle and perspective. Seeing beyond the obvious and developing smart and innovative solutions that surpass the status quo is at the core of what we do. An example of this is the anti-smoking interactive campaign we developed, called the84.org, that targeted teens in Massachusetts. Rather than develop another campaign that preaches the negative effects of smoking, ARGUS took a fresh approach and focused on the 84% of teens who currently do not smoke and established their healthy behaviors as normative and cool. The campaign was extremely effective with over half a million visitors coming to the site from all over the United States.

We are also alert and aware of what is going on in the world around us much, like our Greek counterpart. The industry is constantly changing and we don’t want to miss a minute of it. We have our eyes and minds open to new information, technology and trends that affect our clients and how we do business.

In the spirit of our mythological namesake, we are prepared to take on any new challenge that comes our way. We just like to think of ourselves as a little better looking.