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Positive Effects of the
Economic Downturn
It’s not all gloom and doom when it comes to the economy. In fact based on many of the video chats I have had with panelists throughout the country, people seem to be adjusting to the economy and actually see good things coming out if it. From home made remedies to healthier eating to learning how to become smart shoppers, consumers are rearranging values and learning new behaviors that will stay with them for life.
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What “It’s My Turn” Means
to Middle Aged Men
It was interesting to explore why middle aged men so strongly relate to European sports coupes at this point in their lives. After a long, tough period of having supported everyone else but themselves….these men are ready for “my turn” which they describe as getting back to their youth, being a kid again and being cool. While “my turn” seems at the surface to be very much of an uplifting/liberating experience for these men, in actuality it more deeply taps into their fear of aging.
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Consumers as Content Creators
We are a video culture, witness the success of youtube. So its not surprising that our panelists not only like, but are good at creating content. Whether we put a flipcam in their hands or have them use their webcams to film their day to day lives, our panelists have continually amazed me when it comes to creating great content for VCN projects.
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Serendipitous Marketing
“Kitchen Chat” was an early chat I did with some suburban friends talking about what makes life easier in the kitchen. Whenever I show this sample, people invariably spark to the mention that my friend Maria makes about the “little cubes of frozen spices like garlic, basil and cilantro that you can get at Trader Joes”. In doing further research, I discovered that Trader Joes benefits a lot from third party endorsements, like the cookbook “Cooking with things Trader Joes”, written by two TJ evangelists without any involvement whatsoever from the company, itself. Third party marketing is powerful and these third party conversations are quite interesting…..Yet another application for VCN.
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