Windshift’s expertise lies in understanding New Zealanders and helping marketers and communicators to do the same. Despite social media ‘listening’ and ‘scraping’, it’s often hard to bridge the gap between the demographics or behaviours that define your target audiences, and the living breathing people of your company’s diverse tribes.
This matters. If you don’t understand your customer base, you’re missing opportunities to build loyalty and positive word of mouth. If you can’t identify the signature attitudes and values of important customer tribes, it’s hard to communicate in ways that resonate deeply with them.
Firms that don’t fully understand their audiences use generic media labels like ‘families’, or ‘women under 30’ to describe them. As if that one point of similarity cancels out all their other differences. It doesn’t – most often it leads to blandness.
So Where Do You Start?
Understanding New Zealanders is a very cost-effective business advantage. But where do you start? How can you get this information if you don’t currently have the budget for an in-depth study of your own?
Windshift’s overviews of the social backdrop to everyday consumer behaviour are a good place to begin. Our Lay of the Land presentations provide a more traditional face-to-face opportunity to think about the patterns and trends that underlie consumer choices. They explore New Zealanders’ values and expectations in 2017 and 2018, and how they’re changing. Perhaps most importantly they reveal the similarities and differences organisations must incorporate into their communications strategies.
Mini Reports: An Inexpensive Option
Our targeted mini reports offer companies a very cost-effective start point. They are based on recent online surveys and other sources of insight such as in-depth interviews. You get up-to-date information at a fraction of cost of commissioning the overall research project that produced it.
The reports give you easy access to Windshift’s analysis and insight, and reveal the patterns of difference between New Zealanders. What matters to different people? How do they see themselves? How does this relate to your own target audiences?
New mini-reports and presentations are added to the Windshift Store all the time. To stay up to date with new releases and updates, join the Windshift Network below.