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Study opens window for marketers looking to make brands part of consumers' daily routines
WE'RE ALL creatures of habit. In its report "The Ritual Masters," BBDO agency investigates our shared habits in an attempt to work them to a marketer's advantage or find opportunities to break them.
After a nine-month study of 5,000 people in 26 countries, the agency narrowed our daily rituals into five stages, each of which represents an emotional state that influences behavior.
The study can make life seem depressingly like "Groundhog Day", but there is also comfort to be had in that regular morning cup of coffee or the routine pampering session in preparation for a special occasion.
By identifying the rituals we perform as we move through the day, the idea is to work out how to fit brands into those rituals and create products, packaging and communication to make it happen.
For example, women in Colombia, Brazil and Japan are most likely to apply makeup in the car, and 49% of Chinese eat on the way to work (against a global average of 17%). Such statistics suggest product innovations and marketing strategies that could prove useful.
"The idea here is to look at rituals as an important behavior in consumers' lives, to understand what they are, how they work and how to work our clients' brands into them," said Andrew Robertson, BBDO Worldwide president-CEO. "We usually look at behavior through the lens of a...