We are proud to be presenting with our client, Air New Zealand, at the ESOMAR Global conference in Paris, showcasing The Listening Project – a pioneering immersion research programme. ESOMAR have selected our paper for its alignment with the conference theme of COOL, COLLABORATIVE, CREATIVE.
Customer focused companies have a pressing need to get close to their customers to gain an authentic understanding of who they are. There is growing recognition that customers aren’t single dimensional ‘buyers’ of their products and services, but have whole 360-degree lives, which provide the context for their decision-making.
Understanding ‘who they are’ is the combination of three main influences:
- Their individual DNA – activities, anxieties, frustrations, excitements and dreams
- The influence of other people in the social context of their lives, and
- The cultural context – both traditional cultural mores and current trends
Our Listening Projects are syndicated across multiple clients, ensuring a broad based lens and creative, interactive output designed to bring the story of customers to life. We have now completed three Listening Projects in New Zealand covering Millennials, Young Families and SME business.
If you want to know more, or are interested in finding out more – get in touch.
Stream TRA’s paper from Paris if you are awake at 5am Tuesday morning NZ time: https://www.esomar.org/events-and-awards/events/global-and-regional/global-qualitative-2015/global-qualitative-2015_live-tv.php