How well do you really know what your customers want and why they choose or buy your services? In competitive markets where purchasing motivations continually evolve, relying on past data and guessing for marketing and advertising is not just ineffective; it could risk making your company irrelevant and disconnected from your clientele.

So, how should one address this? Through science. Specifically, psychological science. As a PhD in social psychology, I understand first-hand how psychological research methods can help brands genuinely connect with the true motivations of their clients for effective marketing and advertising — in addition to the possibility of expanding their product offerings.

In this blog, we will explore some of the most effective psychological research methods we use and illustrate how these methods helped a client connect with their customers' motivations to expand their market share and product offerings, ultimately increasing revenue. And if you want to use these psychological methods for your market research, contact us at Fraser Communications for a free consultation.

Why Incorporate Psychology in Marketing?

In psychology, part of what we do is aim to understand what people want, why they make decisions, and what motivates behavior change. The same applies to marketing and advertising. Understanding what drives people’s decisions and their underlying values is crucial.

In the psychology lab, we use several techniques that are just as effective in marketing focus groups. Some of these techniques include laddering, visual tests, and ethnographic research. We employed all three for a leading veterinary firm looking to expand their market share. But first, let's identify the client’s challenges.

Case Study: Psychological Techniques and Insights for a Veterinary Brand

A leading veterinary brand faced stagnant growth and turned to us to refresh their strategy. They aimed to do more than just increase market share; they wanted to deeply understand and connect with their customer base.

Using methods like laddering, visual collages, and ethnographic research, we discovered that pet owners perceive their pets as family members, not just animals. This breakthrough insight was pivotal in reshaping the brand’s marketing and advertising approach.

Technique 1: Laddering

Laddering helps us uncover the 'why behind the why'—connecting product attributes to personal values. For the veterinary brand, laddering revealed that pet owners value comprehensive care akin to what they would provide any family member. We used this insight to tailor the brand’s messaging, advertising, and services, enhancing customer relationships and loyalty.

Technique 2: Visual Narratives

Using visual collages and Thematic Apperception Tests (TAT), we tapped into pet owners' subconscious views. The collages often depicted pets as integral parts of family activities, guiding us to create campaigns that promote pets' well-being as a family priority. This led to new service offerings that enrich pets' lives, just as they enrich their families'.

Technique 3: Ethnographic Insights

Our ethnographic research involved observing and interacting with pet owners in their everyday environments. This provided a real-world perspective on how pets are integrated into family dynamics, leading us to develop customized wellness programs that address common post-COVID challenges like separation anxiety.

In the end, the veterinary brand learned that pet “parents” see themselves as just that: parents. They seek more than just longevity for their pets; they desire healthy, fulfilling lives. Understanding this, the veterinary brand could promote and fulfill these desires effectively in their advertising, endearing them to their clients.

Transforming Insights into Action

These psychology research strategies not only transformed the veterinary brand's image but were directly linked to a surge in customer engagement and market presence. By tapping into the emotional drivers of their clients, the brand was able to innovate and expand their services, aligning with the evolving needs of modern pet owners.

This success was not achieved by guessing or past experiences, but through systematic science and effort.

Ready to Use Psychology to Identify Your Clients’ Buying Motivations?

Are you ready to gain insights into why your customers make decisions and how you can meet their needs for better engagement and brand loyalty? We at Fraser Communications would love to help.

Contact us for a free consultation today to discuss how we can use psychological research to help you better connect with your customers and expand your market share.