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Gaining Traction with an Audience through Research
Ozoda MuminovaGuardian News & Media
LUCKY 13
1. PASSIONATE
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”
Maya Angelou (1928 – 2014)
2. TOPICAL
3. PHILOSOPHICAL
BrandPersuasion/
Choice
Ethos(Trust)
Pathos(Emotions)
Logos(Facts)
4. MYTH-BUSTING
Who is Happy?
Time is more important than making money
Attitudes
Perceptions
Consider myself well-off
Being active
Keep informed about the news
5. PERSONAL
The most and the least happy employment sectors
Most Happy
Science Media
Least Happy
6. A TALKING POINT
“What makes me happy”
12
3
7. “LISTY”
Top brands that make people happy
Source: GNM Mood of the Nation research, 2014
% UK Population, unprompted (907 brands named)
10%8%8%
7%
5%5% 4% 4% 4% 4% 3% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1%
8. RELEVANT
Top travel brands that make people happy
Overall Rank (vs. 2013)
41
(+16)
Overall Rank (vs. 2013)
46
(+11)
61
(+9)
100
(new)
100
(+35)
132
(new)
132
(+93)
132
(new)
132
(new)
9. ACTIONABLE
HAPPY
Accessible & Responsive
Community-driven
Transparent & Open
Innovative
Vocal/Story-teller
Emotive
Tell meHow do you make people happy?
GNM’s ‘ACTIVE’ framework
Travel brands’ ‘ACTIVE’ rankings
Overall ACTIVE rank out of 134 brands
71 79 87
12912394
62
122
HAPPY
Accessible & Responsive
Community-driven
Transparent & Open
Innovative
Vocal/Story-teller
Emotive
Tell meUtilise community of loyal travellers to tell the story and connect emotionally
ranked #81
ranked #36
ranked #102
ranked #65
ranked #50
ranked #77
10. OPEN
11. VISUAL
12. PR-ABLE
13. errrr… SHORT