The way a business or organization manages and presents its message is critical to that brand’s success. Quenzel’s Marketing Research team enables firms to efficiently and cost-effectively strengthen their position in the marketplace by successfully communicating the unique values and qualities that are at the heart of their products and services.

The Power of Voice of the Customer Research

Voice of the Customer Research at Quenzel Marketing Agency is designed to offer a deep understanding of how perception, involvement, and memory influence buying behavior. This comprehensive approach allows us to create marketing communication messages that measurably influence prospective customer behavior, driving significant increases in marketing response rates. By understanding and leveraging these key learning factors, we can craft messages that resonate deeply with target audiences, leading to improved marketing, brand, and business results.

Driving Measurable Results with Voice of the Customer Research

Quenzel Marketing Agency’s Voice of the Customer Research is a powerful tool for understanding and influencing prospective customer behavior. By focusing on the key learning factors of perception, involvement, and memory, we create marketing communication messages that drive significant increases in response rates. Our deep understanding of these processes enables us to deliver positive and consistent messages at every point of contact, achieving measurable improvements in our clients’ marketing, brand, and business results.

Perception: The First Step in Learning

Perception is the process through which individuals take in stimuli and make sense of them. It involves several stages and processes. Perceptual Organization is how people perceive shapes, forms, figures, and lines in their visual world. It involves organizing sensory information into a coherent whole.

Three Stages of Perception:

• Exposure Stage: This is when prospective customers receive information through their senses.
• Attention Stage: At this stage, prospective customers allocate processing capacity to a stimulus.
• Comprehension Stage: Here, prospective customers organize and interpret the information to obtain meaning.

Before comprehension and memory can occur, prospective customers must first attend to the information. This involves activating the senses, allocating cognitive capacity, and beginning the processing of information. The attention process can be further divided into pre-attention, voluntary, and involuntary processes:

• Pre-attention: An unconscious process where scanning occurs.
• Voluntary Attention: A selective process. The person focuses on information relevant to them.
• Involuntary Attention: An orientation reflex where surprising or novel stimuli are presented, capturing the prospective customer’s focus.

The Comprehension Stage involves individuals organizing and interpreting information to obtain meaning. This interpretation process draws upon their experience, memory, and expectations to attach meaning to a stimulus.

Involvement: The Personal Importance Factor

Involvement refers to the perceived personal importance attached to the acquisition and consumption of a product or service. There are two main types of involvement:

• Situational Involvement: Occurs over a short time period and is associated with a specific situation, such as a need to replace a broken product.
• Enduring Involvement: Occurs when prospective customers show a consistent high level of interest in a product and frequently spend time thinking about it.

Several factors influence involvement:

• Type of Product: The nature of the product being considered plays a crucial role.
• Communication Characteristics: How the message is communicated to the prospective customer matters.
• Situational Characteristics: The context within which the prospective customer is operating.
• Personality Traits: Individual differences among prospective customers.

Memory: Retaining and Retrieving Information

Memory involves storing and retrieving information. There are three different types of memory storage:

• Sensory Memory: Happens in the pre-attention stage, where a stimulus is briefly analyzed.
• Short-term Memory: Where information is temporarily stored while being processed, similar to RAM in a computer.
• Long-term Memory: Connected to short-term memory through encoding and retrieval processes, akin to a computer’s disk drive.

Two key aspects of memory are recognition and recall:

• Recognition Tasks: Involve placing information before the prospective customer to determine if it has been seen before.
• Recall Tasks: Require the prospective customer to retrieve information from long-term memory without prompting, which impacts the size of the consideration set (the set of product choices deemed satisfactory).

Memory retrieval and response generation are critical for effective marketing:

• Response Generation: Involves reconstructing a stimulus to develop a response.
• Impact of Subsequent Information: Information received after exposure can influence the response generation of the original stimulus.

Applying Voice of the Customer Research to Drive Marketing Success

At Quenzel Marketing Agency, our Voice of the Customer Research translates these insights into actionable strategies. By understanding how perception, involvement, and memory influence buyer behavior, we develop marketing messages that resonate deeply with prospective customers, driving significant increases in response rates.

Enhancing Perception through Strategic Messaging

Our research helps identify the stimuli that attract the attention of prospective customers and the best ways to present information to ensure it is comprehended and remembered. By leveraging perceptual organization principles and understanding the stages of perception, we craft messages that stand out and make a lasting impression.

Increasing Involvement through Personalized Communication

Understanding the factors that drive involvement allows us to tailor our messages to the specific needs and interests of prospective customers. Whether through situational or enduring involvement, we create communication strategies that highlight the personal importance of the product or service, making it more relevant and compelling.

Strengthening Memory through Effective Encoding and Retrieval

Our research ensures that marketing messages are not only encoded into long-term memory but also easily retrievable. By using high-imagery content, complementing words with pictures, and providing effective retrieval cues, we enhance the likelihood that prospective customers will remember and act on our messages.