Ad budgets continue to grow, but often lack that core emotional connection and true consumer insight-driven methodology. In fact, total U.S. ad spend in 2018 reached $151 billion, a 4.1% increase over the previous year, according to Kantar Media data shared with Marketing Dive. Marketing budgets steadily increase, yet lasting consumer loyalty unfortunately has often been an elusive quest. Until now. The conversion barrier has been cracked by the tested and successful Christie Conversion CodeBreak methodology, developed by veteran marketing philosopher, Gillian Christie and her team at her global agency Christie & Co.
Conversion CodeBreak Market Research is proprietary qualitative research conducted one-on-one in private and personal interviews to delve deeply into uncovering specific target audiences’ exact buying motivators and the key Conversion Factor™ that will convert them from what they are buying now to what you are offering, stepping beyond the veneer of assumptions to understand and acknowledge existing behavior, true life patterns and decision motivators.
Per Harvard Business Review, “On a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers. These emotionally connected customers buy more of your products and services, visit you more often, exhibit less price sensitivity, pay more attention to your communications, follow your advice, and recommend you more – everything you hope their experience with you will cause them to do.”
“The barriers are real and include competitive forces, the unseen influences, illiteracy, costs and availability,” said Christie. “We have discovered through 25 years of research the precise inroad to unlocking deeper insight into decision making and the keys to establishing lasting emotional connection with target audiences.”
Christie and her team have driven results with their proprietary methodology for over 25 years citing successes such as the rebrand of Turtle Mountain’s Soy Delicious to So Delicious, enabling the company to overcome key barriers they had faced in growing into mass market and simultaneously empowered them extend into new categories, build leadership across both natural channel and mass, and ultimately be sold for $195 million by WhiteWave which was then acquired by Dannone. They recently completed a national study for a global produce company seeking to build brand value where they had previously been perceived as a commodity. The results of the study were integrated into their full brand development, rollout and global expansion.
There are six specific Characteristic Pods Christie and her team have identified that affect decision-making.
Pod 1: SENSUS (Sensations).
Pod 2: ADFECTUS (Emotions).
Pod 3: SENTENTIA (Opinions / Influences).
Pod 4: SENSIBUS (Perceptions).
Pod 5: LOGICAE & ABSURDE (Logic & Illogic).
Pod 6: INCOGNITA (The Unknown).
A recently presented nationwide CodeBreak Conversion Market Research Study that was conducted for the launch of an organic product line evoked these comments from the founders:
“We learned so much. I am surprised to see how much information was hiding in areas I never assumed that would be there. The fact that [our target audiences] don’t know anything about nutrition. Seeing is believing and so surprising. More surprising is that the people we thought were so educated, actually don’t know anything…presenting some great opportunities for us.”
About Christie & Co:
Christie & Co has over 25 years of successful strategic brand development, public relations, market research, creative, advertising, marketing, and investor relations experience. The company has proven experience in multiple sectors including green building, home and consumer products, lifestyle, health & wellness, natural food & beverage, outdoor sports, environmental services, and social business sectors. For further information, please visit www.christieand.co