Because: WIIFM.

WIIFM: WHAT'S IN IT FOR ME?

That’s what your customers always want to know: “What’s in it for me?”

But, most often, marketing researchers ask about the brand: “How often do you buy this brand?” “How satisfied are you with this brand?” “Do you talk about this brand with other people?”

In other words, marketers and researchers capture what they want to know and forget to ask about what consumers want us to know.

We’re not saying measures like customer satisfaction and net promoter scores are wrong. We’re just saying they’re not sufficient.

That’s where Phenomenology steps in. Whether quantitative or qualitative, Authentik’s consumer research starts with consumers–what they want you to know about your brand and how it fits into their lives.

We blend this information with what you want to know and the result is a well-rounded understanding of your consumer/brand dynamics.

We use phenomenology because it’s the best method for truly understanding the perspective of someone different than us. We start with absolutely zero conceptions about your target market, and instead, let them tell us who they are and how they feel about your brand.

We can quantify these consumer truths through surveys—everything from segmentation to max diff—or we can simply leverage qualitative data to create personas, shopping journeys or whatever you need to make easy, well-grounded decisions.

The result? Intuitively actionable insights.

We think it’s a more honest and authentic way of doing business—and we hope you do too.

WIIFM: WHAT'S IN IT FOR ME?

That’s what your customers want to know: What’s in it for them?

But most surveys ask only about the brand: “How often do you buy me?” “How satisfied are you with me?” “Do you talk about me with other people?”

We might think we have truth by the tail with our surveys and focus groups, but often we only capture what we think we need to know instead of what our consumers want us to know.

We’re not saying these measures are wrong, we’re just saying they’re not sufficient.

That’s where Phenomenology steps in. Whether quantitative or qualitative, Authentik’s consumer research starts with consumers–what they want you to know about your brand and how it fits into their lives.

We blend this information with what you want to know and the result is a well-rounded understanding of your consumer/brand dynamics.

We use phenomenology because it’s the best method for truly understanding the perspective of someone different than us. We start with absolutely zero conceptions about your target market, and instead, let them tell us who they are and how they feel about your brand.

We can quantify these consumer truths through surveys—everything from segmentation to max diff—or we can simply leverage qualitative data to create personas, shopping journeys or whatever you need to make easy, well-grounded decisions.

The result? Intuitively actionable insights.

We think it’s a more honest and authentic way of doing business—and we hope you do too.

evolve beyond data to understanding

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CONTACT AUTHENTIK TODAY

(303) 887-9766

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