[et_pb_section fb_built=”1″ custom_padding_last_edited=”off|tablet” admin_label=”Header Unterseite” _builder_version=”4.17.4″ _module_preset=”default” min_height=”90vh” height=”90vh” custom_margin=”||||false|false” custom_margin_tablet=”||50px||false|false” custom_margin_last_edited=”off|tablet” custom_padding_tablet=”||||false|false” custom_padding_phone=”70px||0px||false|false” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.17.4″ _module_preset=”default” positioning=”absolute” position_origin_a=”center_center” custom_margin=”||||false|false” custom_padding=”||||false|false” custom_padding_tablet=”100px||50px||false|false” custom_padding_phone=”50px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Eyebrow” _builder_version=”4.17.4″ _module_preset=”default” text_line_height=”3.5em” custom_margin=”||30px||false|false” custom_margin_tablet=”||30px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|phone” custom_padding=”||||false|false” animation_style=”slide” animation_direction=”bottom” animation_intensity_slide=”5%” global_colors_info=”{}”]<\/p>\n
Methods & Tools<\/p>\n
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A common “why”.<\/p>\n
[\/et_pb_text][et_pb_button button_url=”#case” button_text=”Read more” button_alignment=”left” disabled_on=”off|off|off” _builder_version=”4.19.5″ _module_preset=”default” custom_button=”on” button_text_size=”20px” button_text_color=”#FFFFFF” button_bg_color=”#5D118F” button_letter_spacing=”0px” button_icon=”"||divi||400″ transform_translate_linked__hover=”off” background_layout=”dark” custom_margin=”60px||||false|false” custom_padding=”15px||15px|20px|true|false” animation_style=”slide” animation_direction=”bottom” animation_delay=”1500ms” animation_intensity_slide=”5%” hover_enabled=”0″ global_colors_info=”{}” transform_styles__hover_enabled=”off|desktop” transform_scale__hover_enabled=”off|desktop” transform_translate__hover_enabled=”off|desktop” transform_rotate__hover_enabled=”off|desktop” transform_skew__hover_enabled=”off|desktop” transform_origin__hover_enabled=”off|desktop” transform_translate__hover=”0px|-5px” sticky_enabled=”0″][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.17.4″ _module_preset=”default” background_image=”https:\/\/supersieben.com\/wp-content\/uploads\/2022\/07\/supersieben_bild_methoden_tools_consumer_connection_1.jpg” background_position=”top_center” background_vertical_offset=”16%” min_height=”300px” global_colors_info=”{}”][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”off|tablet” module_id=”case” _builder_version=”4.17.4″ _module_preset=”default” custom_margin=”||||false|false” custom_margin_tablet=”||50px||false|false” custom_margin_last_edited=”off|tablet” custom_padding_tablet=”||||false|false” custom_padding_phone=”70px||0px||false|false” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.17.4″ _module_preset=”default” text_text_color=”#000000″ text_orientation=”center” animation_style=”slide” animation_direction=”bottom” animation_intensity_slide=”5%” text_orientation_tablet=”center” text_orientation_phone=”left” text_orientation_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n
In our eyes, a brand is more than just a product with a uniform appearance and a logo. A brand is a psychological phenomenon. Successful brands manage to establish a connection with their customers that goes beyond benefits – be they rational or emotional. At its core, it’s always about defining a common “why” – the mindset that connects brand and consumer. <\/span>To find this mindset and better position brands, we use a method based on the concept of “Subjective Theory”<\/a>: Consumer Connection.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.17.4″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” background_image=”https:\/\/supersieben.com\/wp-content\/uploads\/2022\/07\/supersieben_bild_methoden_tools_consumer_connection_2.jpg” background_position=”top_center” background_vertical_offset=”33%” min_height=”300px” global_colors_info=”{}”][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”off|tablet” module_id=”case” _builder_version=”4.17.4″ _module_preset=”default” custom_margin=”||||false|false” custom_margin_tablet=”||50px||false|false” custom_margin_last_edited=”off|tablet” custom_padding_tablet=”||||false|false” custom_padding_phone=”70px||0px||false|false” global_colors_info=”{}”][et_pb_row column_structure=”2_3,1_3″ _builder_version=”4.17.4″ _module_preset=”default” custom_padding=”||0px|||” global_colors_info=”{}”][et_pb_column type=”2_3″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.17.4″ _module_preset=”default” text_text_color=”#000000″ animation_style=”slide” animation_direction=”left” animation_intensity_slide=”5%” border_width_bottom=”50px” border_color_bottom=”RGBA(255,255,255,0)” global_colors_info=”{}”]<\/p>\n Consumer Connection is an established method for finding the common mindset that connects brand and consumer. The individual steps have clearly defined goals, and the concrete execution can be adapted to the specific task.<\/p>\n 1. Narrowing the emotional playing field <\/strong><\/p>\n Develop stimulus material We therefore work with so-called “visual analogies”. These are images created by art directors, artists and other image-minded people. They are characterized in part by extreme independence and therefore have a very high potential for discussion.<\/p>\n For each of the 3 – 4 value fields, 10-20 such visual analogies are created. The high number ensures that any misinterpretations are compensated for.<\/p>\n In some cases – for example, when the consumer phase is telephone interviews rather than workshops – the visual analogies can be replaced with provocative headlines.<\/p>\n 3. Analyze target groups In the workshop, people talk about their interaction with the brand, their motivation, wishes, fears, hopes in relation to the brand on the basis of the images under psychological guidance. Depending on the number of sub-target groups, we thus obtain over 1,000 statements that serve as the basis for the next step of Consumer Connection.<\/p>\n 4. Develop mindset <\/p>\n Consumer Connection is versatile and – depending on the task – can be scaled almost arbitrarily. From the positioning of a start-up to the realignment of an internationally operating traditional brand, everything is feasible.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_testimonial portrait_url=”https:\/\/supersieben.com\/wp-content\/uploads\/2022\/07\/Supersieben-Thomas-Walter.jpg” quote_icon=”off” quote_icon_color=”#5D118F” font_icon=”||fa||400″ _builder_version=”4.17.4″ _module_preset=”default” body_link_text_color=”#5D118F” animation_style=”fade” animation_delay=”500ms” box_shadow_style=”preset3″ global_colors_info=”{}” body_link_text_color__hover_enabled=”on|hover” body_link_text_color__hover=”#000000″]<\/p>\n Talk to the doer:<\/strong><\/p>\n Thomas Walter<\/strong> tw@supersieben.de<\/a> LinkedIn<\/a> [\/et_pb_testimonial][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.17.4″ _module_preset=”default” background_image=”https:\/\/supersieben.com\/wp-content\/uploads\/2022\/07\/supersieben_bild_methoden_tools_consumer_connection_3.jpg” background_position=”top_center” background_vertical_offset=”45%” min_height=”300px” global_colors_info=”{}”][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.17.4″ _module_preset=”default” text_text_color=”#000000″ animation_style=”slide” animation_direction=”bottom” animation_intensity_slide=”5%” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_blog fullwidth=”off” include_categories=”17,18,23″ show_more=”on” show_author=”off” show_date=”off” _builder_version=”4.19.5″ _module_preset=”default” border_width_all=”0px” box_shadow_style=”preset3″ global_colors_info=”{}”][\/et_pb_blog][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Discover the science-based method to identify the mindset that connects your brand with customers.<\/p>\n","protected":false},"author":5,"featured_media":3697,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[44,41],"tags":[],"class_list":["post-2336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-connection-en","category-methods-tools"],"yoast_head":"\nWork like an engineer<\/h2>\n
<\/strong>Successful brands have an emotional component. Therefore, it is important to know exactly which values and emotions are associated with a brand or a category. There are different methods to determine the relevant values and emotions. Ideally, the Consumer Connection process starts with an Emotional Territories analysis. Emotional Territories<\/a> is a quantitative tool which, with the help of a specially developed algorithm, analyzes a sample of <\/span>of 1,000 test persons to determine an “emotional map” of your brand or category. With the help of this map, one can determine both the status of the brand\/category and the target state. As a result and starting point for the next step, you get 3-4 so-called value fields that define the brand \/ category.<\/p>\n
<\/strong> The course of the Consumer Connections process, we talk to consumers. To do this, you need stimulus material that meets certain criteria:<\/p>\n\n
<\/strong>At the core of the Consumer Connection process is working with consumers. This usually takes the form of intensive workshops. We work through the stimulus material with different sub-target groups and provoke a very large number of qualitative statements around the topic by asking specific questions.<\/p>\n
<\/strong>In the subsequent analysis phase, we break down the test subjects’ statements into so-called “semantic base units”. These are the smallest content building blocks of the respective statements. For the development of the mindset we use a variant of the structure laying technique. In the process, hierarchies of meaning are formed with an ever-increasing degree of condensation. At the end, there is a sentence that was influenced by each statement made and combines all the information of the levels below it – the mindset.<\/p>\nExperience on any scale<\/h3>\n
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CEO\/Managing Director<\/p>\n
+49 211 936706-77<\/a><\/p>\n
Xing<\/a><\/p>\n<\/blockquote>\nRelated Topics<\/h2>\n