Extra Sensory Perception Limited
What is your customers’ hierarchy of key, underlying motivators in buying your Brand, your products or services – or choosing your competitors? And what are their preferences linguistically and visually for structuring their ‘model of the world’ that you exist (and compete) in?
More to the point, thinking about your interactions with them; your advertising, your website, telephone conversations, collaterals and mail. How are they aligned with the key motivators? How are they aligned with customers’ structural preferences? If they could be more so, what would that add to your effectiveness and return on investment?
Unlike conventional research, ESP’s modelling process samples customers exhibiting specific behaviours e.g. just purchased. The semi-structured, in-depth interview focuses on the customer’s perceptions and description of that specific behaviour. Conducted over the phone, the interview is a perfect balance of intimacy and dissociation and using a technique adapted from clinical practice, ladders down to the underlying motivators. The language used by the customer is transcribed and analysed to identify their motivator hierarchy and their linguistic, visual and personality preferences. The resulting insight charts are invaluable additions to marketing planning and communications development.
Normally, marketers have little support or assistance in their decision making around marketing communications. ESP’s process provides analytical guidance that supports the development and refinement of excellent creative work. After the copy is processed through software that can identify particular language patterns and vocabulary, and the design and images are systematically related to a set of visual archetypes, the resulting analysis can be related to the motivational, structural and personality preferences of particular audiences. This remarkably objective process highlights opportunities for enhancement and further creativity.
Wherever you have online interaction with customers you can gather individuals’ personality preferences and motivational hierarchy. Linking directly from your website, an email or an existing online questionnaire, customers can access a free personality profile delivered under your branding. The profile can even be customised to be especially relevant to your Brand. The resulting data trail not only quantifies and tracks your audiences’ motivators and personality preferences, it also enables you to target ongoing communications to individuals that perfectly match their personal preferences.
ESP’s research process and communications analysis systems have been successfully applied to TV advertising, press, outdoor media, digital media, direct mail, sales presentations, collaterals and telemarketing. Wherever it has been possible to measure, they have always produced improvements; in several cases, those improvements have been dramatic
