Customer Research and Segmentation - Making Content to Match Customer Behaviour - Teacher: Kris Granger

So you ask someone, do you want a silver computer or a black computer? They might think to themselves, how do I want to represent myself? And maybe black is more trendy, so I'm going to say black. But then, when you put a silver computer and a black computer in front of them, to choose between one, they may go with the silver one. On Tuesday! But then on Friday, they might go with the black one. And that, that's just consumer behavior, which is why testing is so important as well.  This is Chris Grage. Lecturer, trainer and digital marketing manager at Volvo Group Sweden. Chris has trained thousands of people to think like a marketer and today on Useful Content we'll be talking about customer research. and segmentation, making content to match customer behavior. We'll talk about why speaking to your customers is very important.  For everything from speaking to people who come to your parlor, to calling up truck drivers in, in the North of Sweden. It's, it's the same thing. Let's speak to our customers to get insights.  What are the best ways to speak to them and why it's important to have an objective beforehand.  So as we design our interviews, Our questionnaire or a focus group, or as we decide which of those tactics is best for us, we really have to start with what our objectives, what are we really trying to achieve?  Why customer insights should always come before tactics.  Don't jump straight into the tactics. You know, we love creative aspect of marketing. We love to talk about the billboards and the let's advertise on Facebook and X and, and, and Instagram and those types of things. But it's really about the customer. And in the end we'll talk a bit about branding and he shares something with me that I never knew before. What is a family ice cream hero?  I had the opportunity to really think about what motivates people to buy ice cream. One, one of the, the personas that I played with in my mind was the family ice cream hero. The person who  Let's make useful content.  Hello and welcome to the useful content podcast. I am Juma Bannister, your host and your useful content teacher. And today we have a brand new teacher. In the useful content classroom, Kris Granger, I, Kris, Hi, Juma. It's a pleasure to be here, man. it's great to have you on. I've been following you for a few years now. I particularly remember you being on, um, this virtual conference. Was it, did you mark, I think it was, or crossing the digital divide and you taught a class there and I was in the audience and I was like, Oh, Kris. It's really, really great stuff, man. Uh, so I know you from there and I know you from about, uh, no, uh, you're here on the show, which is very great. So could you tell people, introduce yourself, tell the people who you are and how you help your clients and your students. With the useful content that you make I, I, um, I've been in this digital marketing and content strategy game for quite a long time. I've designed and delivered a number of executive education programs at Lockjack for, um, Digital marketing strategy. I've also been working with Ned Coe for about five years. Um, so I've, I've taught classes, um, with hundreds of entrepreneurs in Trinidad and Tobago. Um, I've worked with the OECS teaching entrepreneurs around the Caribbean. Um, and, and I've been doing that back and forth between Trinidad and Sweden. Um, and here in Sweden, I've worked on Um, a number of global, um, Volvo Group brands, including Volvo Construction Equipment, Volvo Trucks, Volvo Penta, Volvo Buses, um, Volvo Group. And I've worked as well with the European Union, um, to deliver quite a lot of digital marketing strategy...