How to talk the talk of your customer?
How do you communicate with your customer? As marketers and as researchers, we cannot always speak the language of our consumer or research participant. It is difficult to level with them without any pre-knowledge of their behavior and vocabulary.
*example: consumer language of UK moms.
By using methods like ‘social media nethnography’ in which online conversations and stories are observed, researchers learn from online sources of textual and visual information that are freely available (Verhaeghe, Van den Bergh, Schillewaert, 2009). By means of a nethnography, you’ll get an overview of the most important words your consumer uses when he or she speaks about your product or brands. These results help you to 1) further explore the general insights and hypotheses you must focus your research on, 2) communicate on the same level as your customers do.
If you want to take these insights to the next level, you can set up your own research community with key consumers and continue the conversation in a natural way. Get rid of slang, lose the marketing terms and other technical expressions; jargon is no longer accepted. The customer immediately knows you’re different; you’re not one of them. Use the customer dictionary to create a natural habitat. It creates trust with your consumer and makes them feel more at ease, as if they are in a natural community. You can also use the customer dictionary at your advantage when doing Online Discussion Groups or 1-on-1 interviews. On top of these research methods, why not use the results of customer vocabulary for your whole commercial campaigns. Then, you communicate to the masses like a true customer, not as a marketer.
Do you want to start the conversation with your key consumer? Learn more about online nethnography and research communities on our blog.