marketing mindscape

Overview

This project challenges you to apply consumer behavior concepts by gathering and analyzing real-world insights from a business setting. You’ll conduct an interview with a business owner or a marketing professional, preferably from a small- to medium-sized business, to gain firsthand knowledge of their target market. The goal of the interview is to map out the thoughts, motivations, and behaviors of consumers.

Based on your interview, you’ll write a 6-8 page, double-spaced report (in APA format) that presents a detailed consumer behavior profile of the business’s target market. Your analysis should incorporate relevant theoretical frameworks and concepts discussed in class, providing insight into the factors that influence consumer decisions in that market.

Your report should include the following sections:

1. Entering the Territory (Business Overview)
   1. Brief description of the business (name, size, location, industry).
   2. The business can be either consumer or business-to-business. If business-to-business you will need to consider the nature of business marketers (professional purchasing, multiple buying roles within organization), types of purchases (e.g., modified rebuy, new task), and purchase criteria (supplier reputation, tech support, price, supplier flexibility).
   3. Role of the interviewee and their responsibilities. Please provide his/her name and email contact information.
2. Climate Report (Consumer Environment)
   1. Describe the economic, technological, social, and cultural “weather patterns” affecting the business’s target market.
   2. Discuss any recent changes in the industry that have influenced consumer behavior.
3. Peaks of Desire (Needs and Perceptions)
   1. What are the highest priorities and strongest emotional drivers that the product or service fulfills?
   2. Discuss the motivations that drive consumers to choose this business over competitors.
   3. Based on your discussions with customers, what are the positive and negative perceptions they have about your business?
4. The Pathways (Shopping and Purchase Process)
   1. How do customers typically become aware of the product or service? Which information sources (e.g., traditional media, social media, product reviews, store visits) were relied on?
   2. What is the decision-making process like for this purchase (e.g., information search, evaluation, post-purchase behavior)?
   3. Is the shopping experience more experiential, functional, or a mix? Identify shopping pain points consumers experience.
5. Mapping the Inhabitants (Consumer Profile)
   1. Provide a demographic profile: age, gender, income, education, household composition, etc.
   2. Include lifestyle and psychographic factors: interests, attitudes, values, media habits, etc.
   3. If possible, use tools or frameworks such as Personas, VALS, and/or PRIZM to frame your profile.
6. Charting New Routes (Conclusions & Reflections)
   1. What consumer behavior insights stood out to you?
   2. How could this business improve their understanding or engagement with their target market?
   3. What are specific recommendations and insights for navigating the market better?