Winning Markets V.S. Aggressive Communities (Alain Touraine, 1997)

ASSIRM, 8 Maggio 2008
Marketing Tribale e Altre Vie
Non Convenzionali:
Quale ricadute per la ricerca di
mercato?
Bernard Cova,
Professore, Euromed Marseille
& Università Bocconi Milan
INDICE
1. L'approccio convenzionale al consumo
2. Un approccio non convenzionale al consumo: il
consumo al livello micro-sociale
3. Consequenze dell'approccio non convenzionale in
termine di marketing: marketing tribale,
marketing esperienziale, brand communities, etc.
4. Consequenze dell'approccio non convenzionale in
termine di ricerca di mercato: etnografia, autoetnografia, introspezione, etc.
L’APPROCCIO CONVENZIONALE
AL CONSUMO E AL MARKETING
9 Interesse verso il processo di acquisto e in particolare
verso l’atto d’acquisto
9 Attenzione agli aspetti funzionali nelle scelte dei
consumatori - bisogni
9 Attenzione alla soddisfazione del consumatore
9 Consumatore come individuo passivo che reagisce
alle proposte
9 Consumatore prevalentemente come individuo (al più
condizionato da legami con gruppi di riferimento e di
appartenenza nelle scelte di acquisto)
L’APPROCCIO CONVENZIONALE
AL CONSUMO E AL MARKETING
UN APPROCCIO NON CONVENZIONALE
AL CONSUMO E AL MARKETING
9 Interesse verso il processo di consumo e in
particolare il vissuto – l’esperienza - prima e dopo
l’acquisto
9 Attenzione agli aspetti emozionali nelle esperienze dei
consumatori - desideri
9 Attenzione al piacere del consumatore
9 Consumatore come individuo attivo che mobilizza le
sue competenze
9 Consumatore che ricerca la dimensione collettiva
nella sua esperienza di consumo
L’APPROCCIO NON CONVENZIONALE
AL CONSUMO E AL MARKETING
THE POSTMODERN TURN
IN CONSUMER RESEARCH
"Most of our taken-for-granted notions
related to the consumer, consumption,
markets and consumer culture rest on
certain cultural and philosophical
foundations that are found in the
general historical framework known as
modernism".
Source: Firat & Venkatesh, 1995
THE CONSUMER BEHAVIOR ODYSSEY
(1986)
•A team of researchers traveled across the US in a
recreation vehicle during the summer of 1986
interviewing, filming, and recording the behavior of
consumers engaging in various consumption
activities.
John Sherry
THE CONSUMER BEHAVIOR ODYSSEY
(1986)
•A rotating stable of consumer behavior
scholars introduced the field to the
"naturalistic inquiry" research method.
•About 20 articles dealing with odyssey
themes and other nontraditional topics
(non buyer behavior topics, including
work on Halloween, Santa Claus, and
dating) were published between 1987
and 1991
Russell Belk
THE POSTMODERN TURN
IN CONSUMER RESEARCH
Existential-Phenomenology
Postructuralism
Semiotics
Hermeneutics
POSTMODERN
TURN
Cultural Theory
Feminist theory
Critical Theory
Literary Theory
INTERPRETIVE CONSUMER RESEARCH
CONSUMER CULTURE THEORY:
A PROGRAM (2005)
• Consumer research that addresses
the socio-cultural, experiential,
symbolic, and ideological aspects of
consumption
• Consumer culture is the central
construct
• CCT: An emergent theoretical
program that addresses the complex
dynamics between marketplace
structures, popular culture,
sociological patterning, and
consumer identity projects
Eric Arnould
Craig Thompson
CCT 4 DOMAINS
Consumer Identity
Projects
Marketplace
Subcultures
Socio-historic
Patterning
of Consumption
Consumers’ Interpretive
Strategies
ESPERIENZA COLLETTIVA
9 Pensare solo al
comportamento
individuale del
consumatore
trascurando la
dimensione collettiva di
un’esperienza, oggi è
rischioso
9 L’esperienza di consumo
ha bisogno di essere
resa esplicita, spiegata e
condivisa per esistere
veramente
ESPERIENZA COLLETTIVA
9 Belonging: Il bisogno di We-Ness
9 Condivisione delle esperienze
9 L’entusiasmo condiviso di alcuni consumatori a
favore un determinato brand si concretizza in
creazione di valore sociale: il valore di legame
9 Queste esperienze danno ai loro membri un
senso più intenso della loro vita
9 La presenza di consumatori appassionati, esperti
e interconnessi porta a un riequilibrio del
rapporto azienda/consumatore
ESPERIENZA COLLETTIVA
Il legame conta più
del bene
Il valore del legame di un prodotto, di
un esperienza o di una marca =
ciò che vale questo prodotto o esperienza
o questa marca nella costruzione, anche
effimera, di legami tra individui
IL CONSUMO MICROSOCIALE
MACRO-SOCIALE
ATTORI AGGREGATI
Culture, Classi Sociali,
Segmenti...
MICRO-SOCIALE
ATTORI CONCRETI
Tribù, clan, comunità,
micro-cultura...
INDIVIDUALE
BIOLOGICO
ATTORE UNICO
Individui, Soggetti,
Motivazione...
BISOGNI
Nutrizione
TRIBU POSTMODERNE
Una tribù, nel senso postmoderno
(una neo-tribù), è :
9 un insieme di individui con
caratteristiche socio-demografiche
molto diverse,
9 ma collegati da una stessa
soggettività, passione, esperienza,
9e capaci di azioni collettive vissute
intensamente benché effimere,
9il tutto in un modo fortemente
ritualizzato
TRIBU VERSUS SEGMENTO
Un segmento è un insieme di individui
necessariamente omogenei (in termine di
caratteristiche sociale obiettive) ma non
interrelati ; un segmento non può svolgere
azioni collettive.
Una tribù è un insieme di individui non
necessariamente omogeneo (in termine di
caratteristiche sociale obiettive) ma interrelato
da un’ethos comune ; tali individui possono
svolgere azioni collettive.
COMUNITA DI MARCA
Brand tribe (brănd trīb):
A group of people who share their passion
in a specific brand and create a parallel
social universe ripe with its own values,
rituals, vocabulary and hierarchy
COMUNITA DI MARCA
La comunità di marca è
caratterizzata da:
• la coscienza dei suoi
membri di far parte di un
gruppo specifico
• l’esistenza di rituali e di
tradizioni
• l’obbligo morale di
aiuto reciproco dei suoi
membri
Fonte: Muniz & O’Guinn, 2001
BRAND HIJACK
9 “Brand hijack” occurs when consumers take a
brand away from its marketing professionals to
enhance its evolution.
9 Serendipitous hijack = the act of consumers
seizing control of a brand’s ideology, use and
persona. It is most often practiced by brand
fanatics within subcultures, and is largely
unanticipated by (and independent of) the brand’s
marketing department
9 Co-created hijack = the act of inviting subcultures
to co-create a brand’s ideology, use and persona,
and pave the road for adoption by the mainstream.
Source: Wipperfürth, 2005
FIDELIZZARE TRIBALE
Fidelizzare con
Personalizzazione
Fidelizzare con
Tribalizzazione
 Relazione di riferimento
(Cliente/Marca)
 Comunità di riferimento
(Cliente/Cliente/.../Marca)
 Azienda (personale in
contatto) come polo
relazionale
 Azienda (personale in contatto
+ luoghi di servizi) come
supporto relazionale
 Carta di fedeltà, contratto
di fiducia, giornali
d’informazione
 Rituali, oggetti-culto, luoghi di
culto, esperienze e emozioni
condivise
 Fedeltà cognitiva
 Fedeltà affettiva
CONSUMER MADE
9 Consumer Made (or Customer Made):
“The phenomenon of corporations creating goods,
services and experiences in close cooperation
with experienced and creative consumers,
9 tapping into their intellectual capital,
9 and in exchange giving them a direct say in (and
rewarding them for) what actually gets produced,
manufactured, developed, designed, serviced, or
processed.” (Trendwatching).
COMMUNITY MADE
IL MARKETING SOGNATO DAL
CONSUMATORE 2008
OLD SCHOOL
MARKETING
lo fanno gli uomini di
marketing e i pubblicitari
gli uomini di marketing
hanno il potere
pubblicizzare
marca controllata
dall’azienda
messaggio univoco
contenuto creato
dall’azienda
focus group
focus sul branding
NEO
MARKETING
lo fanno tutti
i consumatori hanno il
potere
evangelizzare
marca interpretata dai
consumatori
conversazione biunivoca
contenuto creato dal
consumatore
feedback dei consumatori
focus sui consumatori
appassionati
Kathy
Sierra
I METODI DI ANALISI
DEL’ ESPERIENZA COLLETTIVA
•Metodi basati sulla conversazione
•Metodi basati sull’osservazione
•Metodi basati sull’introspezione
ETHNOGRAPHY IN
CONSUMER RESEARCH
DOING ETHNOGRAPHY
Deadly words: Witchcraft in the Bocage
•In the 1970s, the French anthropologist
Jeanne Favret-Saada went to live in the
Bocage region of western France.
•She went equipped with the usual
academic and fieldwork training and
ready to wait for some time, taking
extensive notes… until she accepted an
unwitcher's diagnosis that she was
bewitched.
•In the Bocage, being bewitched is to be
'caught' in a sequence of misfortunes.
DOING ETHNOGRAPHY
Deadly words: Witchcraft in the Bocage
•She discarded the existing literature
on the subject saying that peasants
believe in witchcraft because they are
credulous and backward.
•Favret-Saada obtained deeper results
than an uncommitted folklorist could
ever hope for.
•She introduced a powerful theoretical
attitude towards the progress of the
ethnographer's enquiries, suggesting
that a full knowledge of witchcraft
involves being 'caught up' in it
oneself.
SOME RULES ABOUT ETHNOGRAPHY (1)
• Ethnography has always to be twined with
cultural analysis.
• Cultural analysis references an
anthropological way of looking at the
world.
• This process of cultural analysis is one of
constantly questioning presuppositions.
• The emphasis is on understanding and
taking seriously participants’ points of
views in context different from one’s own.
SOME RULES ABOUT ETHNOGRAPHY (2)
• Ethnographers are interested in the
symbolic meanings and practices that are
shared among people within a group.
• Ethnographic research is based on in situ,
face-to-face, participant observation carried
out in one geographic location for a certain
period of time.
• This is often complemented by asking
participants to reflect through diaries,
essays, poems, whether they be verbal or
photographic, still or video.
• In order to achieve a thick description.
MISUNDERSTANDINGS
ABOUT ETHNOGRAPHY IN CR
• Over the last 20 years, we have witnessed the
progressive integration of ethnography within the
consumer research world.
• Ethnography has become so commonplace that
virtually every company offering qualitative
consumer research has had to incorporate
ethnographic work into their toolkit.
• A myriad of research techniques have become
redefined as ‘ethnographic’.
• Generally ethnography is framed as a method of
observation in which there is an implicit reliance
on the ideas that truth is found in observing
versus asking, in behavior versus words.
WHAT IS NOT ETHNOGRAPHY IN CR
•
•
•
•
Voyeurism or Journalism
Folklorism
An outsider’s view
Blitzkrieg ethnography
– ex: the few-minute in-store
intercept interview
• A superficial description in terms
of needs, motivations and
emotional underpinnings
ETHNOGRAPHY IN CR = BEING THERE
•“People are meaning-makers - and so we believe that
products, services or brands are best seen and
understood in the contexts of life-as-lived, where
meaning is created.
•We spend time with individuals in their own lived
settings — homes (or offices, parks, museums, stores)
where they are surrounded by possessions, connected
to colleagues, friends or family and immersed in life.
•Engaging with research participants in their
environments, not ours, provides the groundwork for
insights about who they are, and how a particular
product, brand or service is integrated into everyday
life - practically, emotionally, symbolically”.
Source: Sunderland & Dennis, 2007
ETHNOGRAPHIC TECHNIQUES
Techniques based on Conversation
•Phenomenological Interview
•Active Interviewing
(Narrative incitement)
Techniques based on Introspection
•SPI, Self Personal Introspection
•Guided or Interactive Introspection
•Centered Life Stories
Techniques based on Observation
•Non Participant Observation
•Participant Observation (including
videography, netnography)
COMPLETE ETHNOGRAPHY IN CR
GRANULAR DIMENSION OF THE
CONSUMPTION EXPERIENCE
COHERENT DIMENSION OF THE
CONSUMPTION EXPERIENCE
Observation
(Prereflective)
•capturing the often pre-reflective,
real-time unfolding of consuming
actions
Introspection
(Reflective)
•seeking the recollective meaning
and studying self-identity in
consuming practices
Small Stories
•ordinary conversations
•telling of ongoing events
Big Stories
•life stories,
•autobiographical accounts
CONTEXT OF THE COMSUMPTION EXPERIENCE
Observation
(Embedded)
•merger of horizons
•sociocultural meaning of consuming actions
VIDEOGRAPHY
•Videography is a form of visual
anthropology encompassing the collection,
analysis, and presentation of visual data;
•More specifically, an audiovisually-based
ethnography is the product of a
participant-observational research method
that records interviews and observations
of particular peoples, groups and their
cultural artefacts,
•And utilizes them as data, edits them
into a format for presentation, and
represents it in the form of a film
VIDEO DIARIES
•Diaries = Audio/Photo or Video
Documentaries created by consumers
•Whether diaries are created with audio
or video tape, a notebook or a camera,
these media extend the ethnographic
encounter and provide a more nuanced
accounting of consumption experiences.
•Diaries privilege consumers' voices, not
ours.
•2We benefit from consumers in situ
perspectives, thoughts, reflections and
willingness to explain it all to us wherever they are and whatever they
are doing”.
NETNOGRAPHY
•Online ethnography or Netnography extends the
traditional notions of field and ethnographic
study from the observation of co-located, faceto-face interactions, to technologically mediated
interactions in online networks and communities.
•In doing so it challenges the traditional notion
of a field site as a localized space and moves it
into the realm of online or computer-mediated
communications and interactions.
•Online or virtual ethnography should maintain
the values of traditional ethnography through
providing a "thick" description through the
immersion of the researcher in the lives of their
subjects.