This clip discusses how to begin building a brand's DNA by conducting structured focus groups across user segments (heavy users, light users, non-users). The speaker recommends using professional moderators and a structured questionnaire to surface what different customer groups love or dislike about a brand, citing Chick-fil-A and BMW as examples.
Where would you start to build your brand DNA, understanding who you are as a brand? I would go out and we did this. I would go out and I'd start doing focus groups with customers, heavy users, light users, non users. Whatever category you're in, who love, let's talk in small groups, and probably a lot of them, let's talk with people around the table that love us, people that know us but don't use us heavily. They have other brands they like, and people don't use us at all. Why don't they use us? And you use a structured moderator questionnaire with a professional moderator facilitator, and you attempt to to figure out, okay, for the people that really love our case, Chick Fil A or BMW, or for the people who really love our brand, what is it about their brand they love?
