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January 24-25, 2013 Igsummit.weebly. com Understanding User Expectations & Experiences in Brand/Product Development Ulf Hannelius, PhD, EMBA Aneega AB Stockholm, Sweden ulfhannelius@aneega.com
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Understanding User Expectations & Experiences in Brand/Product Development

Dec 15, 2014

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Business

Ulf Hannelius

Scientific research shows how imagining a future experience is often more satisfactory than the actual experience, and how the memory of an experience is mostly determined by only a few key events. This feeds into the field of service and relationship marketing where the perceived quality of a service or a brand image should match or preferably exceed the hidden, outspoken and implied expectations of the customer. In this lecture I summarize this research and show how it can be synthesized into a holistic brand and product design framework. I further suggests how to use this framework together with the Innovation Games® platform to analyze customer expectations and perceptions in order to develop brands and products that resonate with customers.
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  • 1. January 24-25, 2013Igsummit.weebly.comUnderstanding User Expectations &Experiences in Brand/Product Development Ulf Hannelius, PhD, EMBA Aneega AB Stockholm, Sweden ulfhannelius@aneega.com

2. January 24-25, 2013Igsummit.weebly.comIn this presentation I will coverThe Nordic School of Service MarketingResearch findings relating toexpectations, brand image and memoryHow Innovation Games can help figure itall out 3. January 24-25, 2013Igsummit.weebly.com The Nordic School The customer as a participant From a customer perspective there are onlyservices on the market Marketing is not a separate business function 4. January 24-25, 2013Igsummit.weebly.comA few handy frameworks 5. January 24-25, 2013Igsummit.weebly.comBrandImageExpectedTotal Perceived Quality Experienced QualityQualityMarketingBrandcommunicationImageSales & PRBrand imageWord-of-MouthCustomerneeds, values andTechnical FunctionallearningsQuality: WhatQuality: HowAdopted from Grnroos C: Service management and marketing. 2008 6. January 24-25, 2013Igsummit.weebly.comBrandImageExpectedTotal Perceived Quality Experienced QualityQualityMarketingBrandcommunicationImageSales & PRBrand imageWord-of-MouthCustomerneeds, values andTechnical FunctionallearningsQuality: WhatQuality: HowAdopted from Grnroos C: Service management and marketing. 2008 7. January 24-25, 2013 Igsummit.weebly.com ExpectedQualityUnclear Outspoken expectationsImpliedexpectationsexpectations UnrealisticRealisticFocus and adjust toimprove quality Adopted from Ojasalo, J: Quality Dynamics in Professional Services. 1990 8. January 24-25, 2013 Igsummit.weebly.com ExpectedQualityUnclear Outspoken expectationsImpliedexpectationsexpectations UnrealisticRealisticFocus and adjust toimprove quality Adopted from Ojasalo, J: Quality Dynamics in Professional Services. 1990 9. January 24-25, 2013Igsummit.weebly.com Brand awareness Marketing communication Desired Brand Brand image identityTotal Perceived Quality Fulfillment of brandpromiseAdopted from Grnroos C: Service management and marketing. 2008 10. January 24-25, 2013 Igsummit.weebly.comExpectationsPerceived qualityBrand imageModified byCognition, emotions andbehavior! 11. January 24-25, 2013Igsummit.weebly.comUnderstandingexpectations 12. ImminentThe timehorizon ofdecisionsDistantmatter forexpectations. 13. We seek consistency in ourcognitions. 14. What reallymatters isbelow the surface. 15. January 24-25, 2013Igsummit.weebly.comUnderstandingbrand image 16. Sincere brandsdrive loyalty butare vulnerable to transgressions. 17. Customer traits determine how brandpersonality impressions are formed andupdated. 18. Perceptions of warmth andcompetence drive brand admiration. 19. January 24-25, 2013Igsummit.weebly.comUnderstanding totalperceived quality 20. We are hard-wiredto remember bad experiences andwe tend to talk a lot about them. 21. The peak and theend matter morethan the duration. 22. Mood and context affects how weremember, and may bias our choices. 23. In otherwords, its a bigmess. 24. January 24-25, 2013 Igsummit.weebly.comBrand image lensEvaluation Choice ExperienceMemoryTimeNeedsContext 25. January 24-25, 2013 Igsummit.weebly.comSubject to biasesEvaluation Choice ExperienceMemoryTimeNeedsContext 26. January 24-25, 2013Igsummit.weebly.comInnovation Games to the rescue! 27. Hidden needs, emotions and Brand ImageExpectations Context and timeProductBox Spider Web Functional and Technical qualityStart myday My worst Prune theBuy a feature 20/20 vision Nightmare RememberProduct Tree the future Online experience: Me and My shadowPerceived quality: Speed Boat 28. January 24-25, 2013Igsummit.weebly.com Further readingService and relationship marketingGrnroos C: Adopting a service logic for marketing, 2006Grnroos C: Service management and marketing. 2008ExpectationsRudd et al: Leave Them Smiling: How Small Acts Create More Happiness than Large Acts. Working paper.Wilson &Mayers: How happy was I anyway? A retrospective impact bias. 2003Mogilner et al: The Shifting Meaning of Happiness. 2011Mogilner et al: How Happiness Affects Choice. 2012Mogilner et al: Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention. 2007Wirtz et al: WHAT TO DO ON SPRING BREAK? The Role of Predicted, On-Line, and Remembered Experience in Future Choice. 2003Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of ConsumersBrand imageAaker et al: When Good Brands Do Bad. 2004Aaker et al: Cultivating admiration in brands: Warmth, competence, and landing in thegolden quadrant. 2011Venkatamarani et al: Two Roads to Updating Brand Personality Impressions: Trait Versus Evaluative Inferencing. 2005Winchester & Winchester: Exploring Negativity Bias in Brand Beliefs and Stated Brand Switching Propensity. 2009MemoryMitchell, T. R. et al:. Temporal Adjustments in the Evaluation of Events: The "Rosy View". 1997Aaker et al: Recalling Mixed Emotions. 2008Pocheptsova&Novemsky: The Effect of Context on Memory-based Judgments of Hedonic Experiences. Working paper.Baumeister et al: Bad Is Stronger Than Good. 2001Kahneman: Thinking fast and slow. 2011Todd et al: Psychophysical and Neural Evidence for Emotion-Enhanced Perceptual Vividness. 2012 29. January 24-25, 2013 Igsummit.weebly.com Thank you!Ulf Hannelius, PhD, EMBAAneega ABStockholm, Swedenulfhannelius@aneega.com