We call it the Buying Conversation™. It's our proprietary customer insight research methodology, and we use it to find the hidden drivers behind the brand decisions of our clients' customers. Their discovery process, mandated limitations, committee and approval processes, timing and, most importantly, their own rationale for the brands they choose in their own 'buying language'.
The process helps us
- Find out why they say 'yes' and why they say 'no'
- Uncover hidden priorities, obstacles and perceived benefits
- Create the most engaging content in language that resonates
- Avoid using 'sales' language and rationale