Katy Mallios
Research & Branding Join Forces
When you think of a brand does research as a part of the
brand typically come to mind? Well in HSN's world it does (formerly Home
Shopping Network).
brand typically come to mind? Well in HSN's world it does (formerly Home
Shopping Network).
Elizabeth Merrick, Senior Customer Insights Manager of HSN and Katy Mallios,
Consumer Insights & Intelligence Consultant of Spych Market Analytics, gave
an amazing presentation at The Future of Consumer Intelligence Conference
2014 entitled, "Customer Insights as a Brand Engagement Tool.
In essence HSN considers market research as an opportunity
to personally engage with their customers in a very customized and tailored way
that acts as another touch point of the overall customer experience.
to personally engage with their customers in a very customized and tailored way
that acts as another touch point of the overall customer experience.
Sometimes,
Consumer Insights departments almost act as a barricade between the brand and
the customer. HSN seems to have found a happy medium between the two. Herrick
explains, "We are no longer researchers but brand facilitators. We want
our core customers to participate and contribute to our brand, not just consume
it."
Consumer Insights departments almost act as a barricade between the brand and
the customer. HSN seems to have found a happy medium between the two. Herrick
explains, "We are no longer researchers but brand facilitators. We want
our core customers to participate and contribute to our brand, not just consume
it."
In fact, members of their research community have
become so engaged with the brand that they willingly receive exclusive
non-monetary incentives to engage with the HSN brand instead of monetary
incentives. How would you like to have a birthday party with Wolfgang Puck as
an incentive? Well, one of the HSN Insiders did LIVE on the air. The result, an
extremely engaged research community that strengthens the research, the
brand and the overall customer experience. (By the way, the HSN Insiders formed
their own Facebook group. Has your company's research community formed theirs?)
become so engaged with the brand that they willingly receive exclusive
non-monetary incentives to engage with the HSN brand instead of monetary
incentives. How would you like to have a birthday party with Wolfgang Puck as
an incentive? Well, one of the HSN Insiders did LIVE on the air. The result, an
extremely engaged research community that strengthens the research, the
brand and the overall customer experience. (By the way, the HSN Insiders formed
their own Facebook group. Has your company's research community formed theirs?)
MrChrisRuby isan award-winning expert Marketing Research & Consumer Insights Executive
who has consulted with several Fortune 500 companies. He is passionate about
augmenting product development, the customer experience & corporate
revenue. Follow MrChrisRuby on Twitter @MrChrisRuby,
email him at mrchrisruby@gmail.com or
read The Market
Research Insider blog.