Creating a "Culture of Trust"
The Strategy
Our intent is to understand the trigger points (coded language) that will resonate with the Mexican consumers through a well-defined and planned market research strategy. This strategy departs from traditional qualitative approaches in multiple ways, differentiating both the process and the output.
In addition to the information gained from qualitative market research – engaging University of Guadalajara International Business Management Sciences Department – we have enlisted a prominent Marketing Consultancy, Keen Strategy. Keen is highly experienced in leveraging qualitative feedback to: a) Identify the statistical and formulaic basis to pinpoint the catalysts of behavior change; and b) Create a concept matrix to validate highest potential ideas for each market space. (More on KEEN Strategy>)
The key to a winning Strategic Model is not just to create the opportunity for a premium product / service, but to develop a brand and proposition that consumers trust. Heretofore prior market place efforts have not cracked the code on the real barriers to consumer resistance.
Step 1
Conduct in-depth consumer interviews: Qualitative Market Research (University of Guadalajara - Centro Internacional de Excelencia Empresarial).
Step 2
Leverage the output from Qualitative Research to create a concept matrix for the Evolutionary Algorithm analysis (Keen Strategy).
Step 3
Deliver insights on prioritized drivers of appeal: Create the Market Strategy that will build the "Culture of Trust" (Keen Strategy).
