Spring Quarter 2012 Custmer Insight Tls MKT452 Rbert Schieffer (Sectin 61) Uncvering insight int under-met needs f target custmers is essential fr develping prducts and services that deliver value t the target custmer segment and generate prfit fr the rganizatin. Building a marketing strategy based upn deep custmer insight can give a firm a pwerful cmpetitive advantage. This curse fcuses heavily n the qualitative tls used by marketers t uncver deep custmer insights: bservatin, ethngraphy, netngraphy, depth interviews using prjective techniques, grup sessins, archetype research, neurmarketing and nline cmmunities. Qualitative tls used in B t B markets, such as custmer visit prgrams and custmer advisry panels are als cvered. Students will have the pprtunity fr experiential learning with these tls in fur assignments. Expert guest speakers will be utilized t give students deeper insight int cntemprary applicatins f these custmer insight tls. These guest speakers are a mix f custmer insight executives and custmer insight cnsultants. This curse cmplements the required curse fr Marketing majrs (Research Methds in Marketing MKTG 450) Experiential Learning This curse is heavily fcused n experiential learning. 40% f the curse grade is based upn an ethngraphy interview and the tw presentatins students will make based upn insight derived frm these interviews. Student triads (grups f three) will present the results f their ethngraphy interview t the class during week 7; student teams (5-6 students) will present their integrated insights f all f the interviews t the crprate spnsr during week 10. Ethngraphy interviews will take place in the Evanstn area; student triads shuld begin planning a time when they can cmplete their three hur ethngraphy interview during April 25 29, 2012. There are three main cmpnents f this curse: Curse Organizatin Class sessins: Classes will invlve a blend f lectures, case discussins and guest speakers. Students are expected t cntribute t the class discussins based upn their wn business experience as well as their preparatin f the required readings. Teamwrk: A significant amunt f the wrk fr this curse will be dne in triads and teams. Althugh this wrk is dne entirely utside the classrm, students cntributins t these effrts are cnsidered an integral aspect f the curse. Individual wrk: In additin t preparing fr class sessins and grup activities, students will d three assignments n an individual basis.
Cmmunicatins and Office Hurs Blackbard is the main cmmunicatin tl fr this curse, and includes the curse syllabus, allassignments and all dcuments. All lecture slides, guest lecture slides, and curse resurces will be psted n the curse Blackbard prir t each class. Students shuld review these prir t class and cme prepared t discuss them. Students are welcme t cme by the prfessr s ffice (Leverne 481) during ffice hurs (T F 1:30-3:30 PM) as well as after class. Triads and Teams As nted abve, teamwrk is an essential cmpnent f the curse. Teams will be frmed during the first week f class. Teams will cnsist f 5-6 students, cmpsed f 2 triads (needed fr the ethngraphy interview). T ensure equal participatin n team prjects, team members will evaluate each ther's perfrmance using the Team Evaluatin Frm. This frm is t be submitted anytime after the cmpletin f the last team assignment and befre the end f finals week. Final Exam is a Team Presentatin t Our Spnsr The final exam is a team presentatin f the ethngraphy integrated findings t ur crprate spnsr. This will take place during week 10 n Wednesday, May 30. At least tw members frm each team must be present fr this presentatin t the spnsring cmpany. Teams need t discuss which students will make the final presentatin, and hld times n that date. Curse Readings A curse packet is required and is available fr yur ipad and in hard cpy. The required bk is Hw We Decide, Lehrer, 2009. This bk explres the majr rle that the uncnscius mind plays in cnsumer decisin making, based upn current research in neurscience Shuld yu desire additinal reading, I recmmend several excellent bks. Hwever, these bks will nt be the explicit fcus f ur class discussin and, therefre, are nt required. A recmmended bk is Influence: The Psychlgy f Persuasin, Cialdini, 2007 Revised Editin, which explains the psychlgy f why peple say yes, and the six universal principles f persuasin A recmmended bk is Ten Key Custmer Insights, Schieffer, 2005, which prvides best practices in custmer insight, as well as a clear radmap f hw custmer insight tls can used in bth strategic and tactical marketing decisins A recmmended bk is The Culture Cde, Rapaille, 2006, which is an excellent bk fr understanding hw we acquire a silent system f cdes as we grw up within a culture, and hw these uncnscius cdes guide ur actins and purchasing behavir 2
Grading Each student's verall curse grade will be based upn the fllwing: Class cntributin 10% Three individual assignments 35% - Netngraphy 10% - Early Childhd Memries 10% - Individual Depth Interview 15% One triad assignment Ethngraphy presentatin 15% Fur team assignments 40% - The Sure Thing That Flpped case 5% - Saxnville Sausage case 5% - Iridium case 5% - Ethngraphy integratin presentatin 25% All assignments are graded n a 100 pint scale. Class cntributin grading is based upn attendance (yu can t participate if yu re nt here!), as well as the quality f the cntributins that yu make t advance and deepen the class discussin (nt the amunt f air time ). Nte that cld calling will be used n assigned readings. Please feel free t ask any questins in r utside f class t maximize yur understanding f the material. Yu will nt be evaluated n questins that yu ask t clarify lecture r curse material. If yu have a questin, chances are that the same questin is n the minds f sme f yur classmates as well. Thus, yu are ding the class a favr by asking it. Final grades usually range frm A t C. The grading is in accrdance with guidelines set by the dean s ffice fr elective curses; the ttal number f A s in any given sectin will nt exceed 45%. Keep in mind that yur grade is nt always a perfect indicatr f yur ptential custmer insight skills; it simply reflects yur perfrmance n the set f specific tasks utlined abve. Attendance Plicy and Mandatry First Class Attendance Students taking this curse fr a credit must attend the first class, as teams are frmed fr an assignment due during the secnd week. It is strngly recmmended that students attend every class sessin. Missing mre than tw class sessins is strngly discuraged and may lead t a grade adjustment. Hnr Cde and Classrm Etiquette In additin t Kellgg's Hnr Cde, the fllwing rules apply t this class: Written cases are t be prepared by team members nly. The cases are nt t be discussed with ut-f-team members. T prvide an ptimal learning experience, students are asked t refrain frm eating and using laptps and smart phnes during guest speaker presentatins. I have a n laptp and smart phne plicy. Laptps and smart phnes may nt be used during class, except fr making presentatins t the class. 3
DATE TOPIC READINGS & CASES Week 1 T March 27 The Case fr Custmer Insight Wh is the Custmer? Ratinal and Emtinal Needs P & G Chief s Turnarund Recipe: Find Out What Wmen Want Qualitative Inquiry in Marketing and Cnsumer Research F March 30 Overview f Custmer Insight Tls Hw We Decide Netngraphy Hw We Decide Intrductin and Chapters 2, 4 and 7 Recmmended reading Custmers at the Cre Week 2 T April 3 The Sure Thing That Flpped case discussin B t C Cntext Tls Observatin and Ethngraphy The Sure Thing That Flpped Assignment Due P & G Checks Out Real Life F April 6 Guest Speaker n Custmer Empathy Week 3 T April 10 Netngraphy Discussin Archetype Research and Early Childhd Memries Individual Depth Interviews Netngraphy Assignment Due Des the Smell f Cffee Remind Yu f Yur Mther? Using Childhd Memries t Gain Insight int Brand Meaning The ZMET Alternative Recmmended reading - The Culture Cde Intrductin and Chapters 1, 4, 7, 9, 10 and 12 F April 13 Guest Speakers n Fcus Grup Discussins (Begin recruiting respndent fr Individual Depth Interview Assignment) Week 4 T April 17 Early Childhd Memries discussin Guest Speaker n Ethngraphy in Cnsumer Packaged Gds Unilever Early Childhd Memries Assignment Due F April 20 Guest Speaker n Ethngraphy Best Practices and Field Guide Develpment Gravity Tank Ethngraphy Prject Briefing Week 5 T April 24 Individual Depth Interview discussin Neurmarketing Review Ethngraphy Prject Overview psted n curse Blackbard under Assignment tab Review Ethngraphy Resurces psted n curse Blackbard under Assignments tab Individual Depth Interview Due Neurmarketing: The New Science f Cnsumer Behavir Spend time reading this great blg: http://www.neursciencemarketing.cm/blg/ 4
F April 27 Influence Marketing Metaphria Week 6 T May 1 Placeb Effects f Marketing Actins Qualitative Analysis Part f Placeb Effects f Marketing Actins: Cnsumers May get What They Pay Fr (skip experiments 1 & 2) F May 4 Sensatin Transference Online Custmer Cmmunities Week 7 T May 8 Ethngraphy Triad Presentatins NO MAY 9 MAKE-UP CLASS Ethngraphy Triad Assignment Due Review example presentatins psted n curse Blackbard F May 11 Ethngraphy Triad Presentatins Week 8 T May 15 Saxnville Sausage case discussin Outcmes nt Slutins B t B Custmer Insight Tls Saxnville Sausage Assignment Due Turn Custmer Input int Innvatin Recmmended reading The Custmer Visit: Qualitative Research fr Business-t-Business Marketers F May 18 Guest Speaker n Custmer Insight Best Practices - CnAgra Week 9 T May 22 Iridium case discussin Management Irratinality Traps Predictin Markets Iridium Case Assignment Due The Operatin was Successful but the Patient Died: Why Research n Innvatin is Successful Yet Innvatins Fail Recmmended reading - New Prduct Blckbusters: The Magic and Science f Predictin Markets F May 25 Guest Speaker n Cutting Edge Custmer Insight Tls - BrainJuicer Week 10 W May 30 ETHNOGRAPHY TEAM PRESENTATIONS Ethngraphy Team Assignment Due F June 1 Guest Speaker n Rebuilding Brand Relevance at McDnald s TCE Thse readings psted in bld abve will be used fr class discussin and sme cld calling. 5