Next up in our Inside Insights interview series brought to you by Consumer Insights Canada, we sat down with speaker Nick Drew of Yahoo Inc. to discuss strategic insights and Canada's consumer culture.
Consumer Insights Canada is a conference focusing on the power of insights to inspire smarter decision making and shines a lens on shopper and consumer behavior in Canada. Whether you’re looking to break into the market for the first time, or just deepen your relationship with Canadian consumers – this is your must-attend event.
Here’s what Drew had to say:
IIR: What makes insights “strategic insights”?
Drew: What makes insights valuable is that they’re actionable – it’s the “therefore”, or “and so” part. People use their mobile phones a lot these days’ is an insight. ‘People use their mobile phones a lot, and look for mobile coupons. Therefore…’ is a valuable insight.
IIR: How are shopper insights unique in Canada compared to the rest of North America?
Drew: As a European, it’s fascinating working in North America. It sometimes seems that U.S. insights and marketing have a ‘we are the world’ approach; Canadian insights and marketing in comparison can sometimes be more about ‘we’re different’.
So, where brands in the U.S. obviously focus on the US, and see their work in the US as being a good indicator for the rest of the world, insights and marketing in Canada is based on the idea of Canada being different. It’s why we see the Canadian flag (literally and metaphorically) on so many marketing campaigns, and why research has to have that Canadian sample to really be valuable in Canada.
IIR: How do you see mobile affecting the future shopper in Canada?
Drew: Technology isn’t just with people all the time; it’s an unconscious part of people now. There’s very little conscious thought in the decision to look online for reviews for something; and it’s instinctive now for a significant proportion of shoppers to look online for pricing when making a big purchase.
Although Canada doesn’t yet have the level of ‘showrooming’ seen in the UK and US, as ecommerce grows more sophisticated here, people will become more demanding, and their devices will play vital parts at every stage of the path to purchase.
If you’d like to hear more from Nick, don’t miss him present at Consumer Insights Canada. he event is taking place this September 29-October 1, 2014 in Toronto, Canada. For more information about the event and to register, click here: http://bit.ly/1pHpNKF
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, Digital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at email@example.com. Follow her at @AmandaCicc.