Marketing & Media Strategy
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Consumer research is the process of gathering, analyzing, and interpreting information about consumers' preferences, behaviors, and attitudes to inform marketing strategies.
Consumer Research is a critical competency in the field of marketing and media strategy, as exemplified by Joshua Weaver's work as Campaign Director for the Ad Council's Love Has No Labels: American Dreams campaign. In this role, they leveraged their expertise in consumer research to develop a deep understanding of the target audience, particularly the 84 million "Selective Equality Believers" (SEBs) in the United States.
Joshua's application of consumer research skills was instrumental in crafting a campaign that resonated with SEBs by focusing on shared values of liberty, safety, and opportunity. They utilized data-driven insights to identify the disconnect between SEBs' belief in equality and their biases towards marginalized communities, particularly LGBTQ+ individuals. This understanding allowed them to create compelling narratives that bridged this gap, fostering empathy and understanding.
Their consumer research competency was evident in the strategic approach of the American Dreams campaign. Joshua led efforts to challenge existing media narratives that portrayed LGBTQ+ acceptance as a polarizing issue. By refocusing on fundamental human values, they encouraged SEBs to relate to LGBTQ+ people through shared experiences and aspirations. This approach, grounded in thorough consumer research, helped to humanize LGBTQ+ individuals for the target audience, fueling empathy and challenging preconceived notions.
The success of the campaign, which garnered over 20 million video views in its first month and achieved a 33% recall rate among the general population, demonstrates the effectiveness of Joshua's consumer research skills. Their ability to translate research insights into impactful storytelling across multiple media channels showcases the power of this competency in driving awareness and fostering understanding on critical social issues.