Asking that Simple Question

by Julie Chin, Planner, Consumer Insights

Little kids have it down pat – they are the ones that constantly ask the one question that carries so much weight and can shed light to the answers that we seek. I’ll give you a hint; it’s only one word. No, its not “how,” although that’s a close second. If you guessed “why?” then you are right on point.

In my line of work, that question is key to uncovering findings that are instrumental to business and to success. For me, “why” is that one question that ultimately gets you the answers you are looking for. I have always been interested in and curious about human nature –what really makes people tick, what influences people to make certain decisions, what makes them choose one brand over another. The questions are endless for me. It is the “whys” in life that inspired me to pursue my career.

You are probably wondering what it is that I do. I am a detective. Well not literally, but my job revolves around getting to the bottom of things and really understanding people.

As a Planner with the Consumer Insights team here at AMP, we are constantly trying to understand people’s behaviors, feelings and actions. These insights are the key to the effective brand strategies from which winning campaigns are built upon. We talk to the consumers – that’s right, we go straight up to the source and ask them “why”. We listen to what the consumers want, how they feel, and what speaks to them, to get the answers our clients are looking for.

This knowledge can go a long way and is extremely beneficial. When a campaign talks to the consumer, instead of “at” them, an emotional connection is created. Consumers feel valued, appreciated and understood. With this connection, your brand will build loyalty and more than likely, consumers will spread the word about your product. I truly believe that consumers are your best advertisers.

As many would expect, human nature is not always easily readable, unless you dig deeper and ask questions. So next time, you stumble across something interesting or compelling, make sure you ask “why” cause you never know what you’ll find out. It could be so inspirational that it might very well land you that next big break.