Blog #8-Project Reflection

I have learned several things about customer insights and the business model throughout the course of this group project. One concept, in particularly, that I have gained a better insight on is the importance of visualization. According to the textbook Designing for Growth, “visualization is the transformation of information into images that you see, either literally with your eyes or figuratively with your mind’s eye.” This is a concept that was not only applied throughout the various steps of the group project, but also in the blogs as well. Visualization played a key role when designing our prototype. Through the use of Photoshop, we were able to develop a mock-up of what our mobile application would look like. This not only helped our group understand the practicality of our mobile application, but also helped the audience visualize the concept in our presentation. This group project has helped me understand the importance of visualization and the power of influence that it can have in enhancing a certain idea.

Another skill that this group project helped me develop was the creation of  detailed customer personas and understanding the importance of this. When doing past projects in which I would have to provide information about a particular target market, I would tend to focus on the traditional segmentation approach. This would focus on demographic, behavioral, and psychographic characeteristics. Though this provides useful information, it seems to never develop past surface level. I found the use of the empathy map extremely helpful when trying to understand more about our target customer segment. For example, the empathy map helped me to gather more personal information about the pains and gains that this customer goes through everyday. The detailed nature of this group project gave me the opportunity to explore more and really understand our customer persona, which in our project were gay couples. Through different activities and personal interviews I began to develop richer insight, something different from past projects that I have been a part of. 

I do not believe there was one part of the project that did not provide value overall. However, one part that I thought was repetitive was in the development of the customer persona. Since no person in our group fit our customer persona, we initially tended to focus more on stereotypes than factual information. After conducting research through various activities and really getting to communicate with our target segment through personal interviews, we found ourselves having to change a lot of false information from our initial customer persona. For example, in our original persona for gay couples we put a lot of emphasis on involvement in various gay rights organizations. Come to find out, this was not the case at all. I believe this is one area that we could have initially left out and conducted at the end our research.

Overall, I had a great experience with this project. At times, I could not see the whole picture and how the different phases fit together. With that being said, everything made sense at the end. One of the most frustrating parts for me in this project and probably throughout the class, was the often vague and broad instructions. I’m so used to having a strict set of guidelines to adhere to in various assignments, that I really did not know how to react to this freedom. This proved to be a challenging for me throughout the semester, but helpful in preparing me for my future career. Throughout my college years, I have never worked on a team longer than I have with this one. When you spend a whole semester with the same group of people, within and outside the classroom, you begin to really know them on a personal level. I have worked on a variety of good and bad teams throughout my schooling and this was one, if not my favorite, team that I have been a part of. It just worked! Though we had our differences at times, at the end of the day everyone put in an equal amount of work and it was a pleasure to work with them all. As alluded to earlier, Professor Walls challenged me this semester and I believe that is because I have never had another class like this one. It was very “real-world” and I enjoyed that. In the group project, I found it useful to bounce off each other’s ideas and share the responsibility. Working on a group project both contributed to my learning and enjoyment of the material in this course throughout the semester. 
  

Blog #7-Ethics and Insights

The world of marketing is getting more and more competitive. Due to the increase in technology and use of big data, marketers are going to extreme measures in order to gain customer insights. Personally, looking at a future in the field of marketing, I understand the use of technology and social media in order to gain a competitive advantage. These are vital to success in the growth of any business, but there is point where companies can cross ethical boundaries.

An example of this ethical boundary being crossed can be seen in the article, “Bionic Mannequins Spy on Shoppers to Boost Luxury Sales.” Within this piece of writing, they discuss new and upcoming technology to gain consumer insights for the retail industry. By inserting cameras in the eyes of mannequins, they are able to track shoppers’ age, gender, and race as they pass by. The company, Almax, is also testing the possibilities of hearing technology in order for the mannequins to eavesdrop on costumers’ conversations and gain their opinion on select clothing items. Though this technology is futuristic and could provide valuable information for retailers, I personally believe it’s an invasion of privacy. I agree with Nordstrom refusing to use this new technology saying, “It’s changing landscape but we’re always going to be sensitive about respecting the customer’s boundaries.” Spying on consumers in this way, without their consent, is creepy and a complete invasion of privacy.

Meanwhile, I believe that the use of social media is an ethical and powerful way to gain consumer insights. Fearing they will lose consumers interest without it, social media is looked upon as a necessity among companies. In the article “Tweeting Without Fear,” they point out a rapid expansion to the twitter world among a variety of companies. Marketers are using twitter as a way to communicate with potential consumers and fans of the brand. Whether it is offering promotions or asking for advice, twitter has given companies a way to connect with consumers in an informal way. Due to the fact that followers are choosing to participate in engagement, twitter and the use of other social media forms are ethical. The use and often over reliance of social media can be deceiving to companies as they misinterpret quantity with quality, as described in the article “For Brands On Facebook, Fan Quality Trumps Quantity.” Engagement and loyalty are vital in gaining valuable consumer insights, thus changing the quantity of facebook friends to quality. Company’s often view “likes” on their facebook page as valued customers, when in reality it’s the first step to growing a relationship and gaining knowledge about the wants and needs of that consumer. I believe this type of connection is ethical, due to a more direct conversation rather than invasion of personal privacy.

Personally, one my biggest complaints with retail stores is invasion of privacy. All I want to do is walk into a store and shop by myself,  but next you thing you know sales associates are surrounding you. Personal space and privacy are completely taken away. This is the same way I feel about having hidden cameras and listening devices in store mannequins. I, along with other customers, would find business elsewhere if I were to find out this technology was being used in my favorite retail stores. I think this is going to be an upcoming problem for companies, not only in retail, but for all those that push the limit and seek to acquire too much personal information. Consumers will eventually become uncomfortable knowing that they are constantly being watched and monitored, resulting in lost business. I think there are alternative ways to tastefully acquire information and big data that are more ethical.

Overall, I think it’s important for marketers to continue seeking ways to gather key insights through the use of technology and other platforms. It’s easy to get carried away with the numerous possibilities, but extremely important to remain ethical and maintain consumer’s privacy. The “Big-Brother” effect, in which individuals get the feeling that someone is always watching them, is a rising problem in todays society. With web browsing records, cameras, and purchase tracking, people’s privacy is constantly being invaded. The introduction of new technology is resulting in marketers flirting with the fine line between invasion of privacy and ethics. There is an ethical limit and it’s important for marketers to see this in order for them to continue to gain customer support, loyalty, and trust.

            

Blog #6-Thoughts on Creativity

Personal Creativity:

Creativity, to me, is one of the inherent factors that make an individual unique. For me, it has been a driving factor for what I want to do professionally and what has brought me enjoyment in the past. When choosing a major within McCombs, creativity was one of the deciding factors that drew me toward marketing. This than transitioned to interest in advertising, as I wanted more flexibility in creative thinking. As I have begun the recruiting process for future career possibilities, I have found industry’s that excel in innovation and creativity more appealing. One of my most memorable creative moments for me came this past year while chairing the Texas Revue committee for the Undergraduate Business Council. I produced and directed a talent production of singing, dancing, and acting. The end result was some of my best work and that feeling of excitement and accomplishment among my peers was unforgettable. On the other hand, there have been times where I have felt less creative. Currently, i have been struggling for creativity in writing these blogs. There always seems to be something else to improve upon and it has been a creative challenge for me throughout the semester. With that being said, a challenge is always good and I’m thankful for the invested interest and constructive feedback.

Organizational Creativity:

I never really understood what an innovative company looked like, until my internship this summer. I had the opportunity to work for the advertising agency Young & Rubicam in New York and learn from some of the most creative minds in the industry. From the optimistic people to the home-like atmosphere, this company valued creativity. We had one rule in our office and it was that we could not use the word, “no.” I think this principle is a prime example of the optimistic and determined employees that worked for Young & Rubicam and thought no idea was too outrageous or impossible.  Due to the fact that most advertisers think of their most creative and innovative ideas outside the work place, the office space was a non-traditional atmosphere. From ping-pong tables, graffiti walls, lounges, and rooftop decks, the workplace offered something for everyone in order for them to feel at home. During our internship we were organized into teams and asked to come up with a New Business pitch for an existing company, which would include all the different areas of advertising. I found it more beneficial to work together as a team, because it allowed us to build off each others ideas until we came up with a final presentation that we were all proud of. The sense of accomplishment and positive feedback that we received was unforgettable.

Creative Capabilities:

I believe that creativity can come from anyone, at anyplace, and at any time. Everyone has creative ideas within them, but some need extra encouragement in order to explore and share those ideas. The key is finding a good creative thinking environment and for me, that’s Starbucks. Everyone has that place that the creative juices just seem to flow and it’s important to get in that zone with individual creativity. People argue that some of the most creative ideas have come from introverted people, but i personally believe that groupthink is the new trend for our generation. I personally enjoy working in groups. I love the idea of building off each other’s creativity and coming up with one innovative conclusion. In this environment it’s important to have the right optimistic attitude and if this is done, encouragement can be a key advantage to group thinking.

Creative Processes:

The exploration of different creative processes are vital to enhancing both individual and group  creativity. This new variety can lead to more efficient ways in solving creative problems. As far as trusting ourselves to pick the right approach, I have found trail and error to be the best method. Over time, you will begin to adapt new processes that you find more beneficial than before. As you recognize these changes, you can rearrange and adjust your schedule accordingly. For example, last year I was able to write my best essays late at night, because that was my creative preference. This year, I find this process not as beneficial as it has been in the past. After some trial and error, morning time seemed to be the new go-to process for creative writing and essays. After figuring this out, I went on to make the necessary adjustments. When it comes to matching creative problems with creative processes, I believe that there is no limit to the number of techniques that you can have and it’s based on personal preference.

Blog #5- Visualizing Insights

Red Meat: This visualization represents the problems that red meat customers have faced, thus declining product sales. I have also highlighted solutions that can counterbalance these problems for the future. 

Blog #4-Business Model Analysis Report

Company:

For my business model, I will be analyzing the company Chick-fil-A.  From humble beginnings as an in-mall restaurant in Atlanta to surpassing $4 billion in system-wide sales in 2012, Chick-fil-A has redefined the chicken sandwich and fast food quality. This privately held and family owned company actually started in 1946, when owner Truett Cathy opened his first restaurant in Hapeville, George called Dwarf Grill. In 1967, this transitioned to what is currently known as Chick-fil-A. The industry category for this company is fast food. They have a variety of products that they sell, including unmatched customer service. The products include an assortment of breakfast, lunch, and dinner chicken-based options. Some of their most notable products include: their famous chicken sandwiches, chicken wraps, salads, waffle fries, and fresh squeezed lemonade. In the marketplace, Chick-fil-A has grown to the second largest quick-service chicken restaurant chain, behind KFC, with 1,700 locations in 39 states across America.

         

Interest:

Chick-fil-A to me is nothing less than an obsession. It’s the only restaurant that I would weekly drive 15 minutes to, in order to get the “in-store” experience.  This is a ritual for me and has literally become apart of my college schedule. I use this eating adventure every week to clear my head and escape campus, get some good car dancing in (vital for my stress relief), and most importantly eat some delicious food. During my internship in New York City this summer, I was not aware that Chick-fil-A was nonexistent in the area until my weekly craving began. Upon this startling and rather life-changing news, I went through stages of withdrawal and depression. This is when I realized how far my obsession had come. I know it’s crazy that something as trivial as a fast food restaurant can have such a big impact on you. To me, their customer service is unmatchable and I look forward to the “my pleasure” that I receive as part of the "in-store" experience. I love that they stand true to their values. Though they lose business, they continue to close their doors every Sunday and use it as a “day of rest.” To me, Chick-fil-A is more than a fast food restaurant. It’ s  a part of me and this is why I’m interested in analyzing their business model and discovering what makes this company so loved and successful.

Customer Segments:

When analyzing the mass market of Chick-fil-A, three strong customer segments came to mind. The first, is religious people. With strong religious values such as closing operations on Sundays, playing Christian music in most stores, and standing behind the moral principles that they believe in, Chick-fil-A attracts a strong religious following. The second customer segment is college students. With multiple locations spread throughout college campus’ in America, Chick-fil-A’s great taste and convenience has been attracting masses of college students. To prove this customer segment, I decided to walk into the Texas Union on campus around lunchtime and took a picture of the long line that had formed in front of Chick-fil-A. The third and last customer segment that comes to mind is that of families. Beyond the great quality food, the cow mascot and fun-filled playgrounds help provide entertainment for the whole family.

  

Value Proposition:

For each of these three customer segments, there are different products and services that create value. When analyzing the things that create value for the religious customer segment, customization comes to mind. From the small things like playing Christian music in the restaurant to a larger scale such as closing on Sundays, Chick-fil-A is customizing their company to fit their values and the religious segment appreciates these attributes. When evaluating the college student value proposition, I feel like I have insight advantage due to my current status. This segments value proposition is accessibility. With busy schedules and limited time to eat, college students are looking for quick accessibility and Chick-fil-A offers that with multiple college campus locations. On our college campus alone, we have 3 Chick-fil-A restaurants on or near campus. Lastly, I analyzed the value proposition for the family customer segment. Their values focus on design, especially those that have young kids. The design of Chick-fil-A is strongly centered around their open in-store atmosphere, kid-loving cow mascot, and entertaining playgrounds. This strongly appeals to families. Chick-fil-A is one of those companies that have had much success with many different customer segments, by providing the values that they want and need in a fast food environment. I find this company very interesting and that is why I want to focus and research more in-depth on their business model.

Works Cited:

"Company Fact Sheet." Chick-fil-A. N.p., n.d. Web. 9 Oct. 2013.

     <http://www.chick-fil-a.com/Company/Highlights-Fact-Sheets>.

McConnell, Alaina, and Kim Bhasin. "RANKED: The Most Popular Fast Food

     Restaurants In America." Business Insider. N.p., n.d. Web. 9 Oct. 2013.

     <http://www.businessinsider.com/

     the-most-popular-fast-food-restaurants-in-america-2012-7?op=1>.

Blog #3 - Generative Research

Can't Live Without:

1. Faith- This will always be my #1. It's the principle behind everything that I do and it gives my life a purpose. 

2. Family- They will always be there for me. I know that I can always count on them to help me in times of need and love me unconditionally.

3. Friends- These are the people that make life enjoyable. One of my biggest fears is being lonely and with friends, that is impossible. 

Care About:

1. Texas- I love the state that I'm from and I will always be a Texas boy at heart. I plan on living here my whole life and it's apart of my identity. 

2. My Job- Working for the Office of Admissions at The University of Texas at Austin, giving campus tours, has been one of the greater joys in my life. This program is not just a job to me, it's a way for me to tell my story and give back the university that has given so much to me. 

3. Texas Mascot- Having the opportunity to be Texas Mascot this year is a dream come true. It's been a humbling experience to represent something larger than myself. 

1. Web Search

I use web search, particularly the Yahoo! newsfeed, for national news or big headlines throughout the day. On the Yahoo! homepage it highlights the biggest current stories. I use this, because it’s the easiest and fastest way for me to get a glimpse of what’s going on in the world that day.

                      

2. Online Videos

I use online videos for entertainment and television recaps. Such sources, as YouTube and “Prime Time in No Time” videos are among my favorite to gather from. I use these sources, because of familiarity. Ever since I can remember I have been using these videos to keep me up to date.

3. Twitter, Facebook, etc

Social media sites, such a Twitter and Facebook, keep me up to date on what’s going on with my friends and how I stay connected on upcoming events. I gather this information by creeping on friend's profiles and creating/accepting events. I use social media to gather updates, because it's the online tools that I use most throughout the day. 

Access:

Work: During work, I tend to have more time than usual to surf the web. This involves going through the Yahoo! homepage highlights, watching online videos, and getting caught up on social media.  

Extra-Curricular's: Due to the variety of extra curricular activities that I'm involved in, several of these categories overlap. Whether it be hobbies, sports, or other random events, they all take place at this time. 

Blog #2- Journey Mapping

Kyle Campbell is a sophomore finance major in the McCombs School of Business at The University of Texas at Austin. Along with finance, he is also majoring in BHP (business honors program), economics, and math. Most of these additional majors serve as extensions of his main focus, finance.  As I learned more about Kyle’s career path, I developed a 5-stage process that highlights his turning points.

The first stage is labeled “when I grow up,” which is a common phrase people use today. Kyle first thought of his future aspirations when he was a little kid. He dreamed of being the stereotypical professions for that age such as a firefighter, policeman, or a doctor. Along with these professions, he also showed interest in being a lawyer. The biggest influencer of this sparked interest was his father, who was lawyer himself. Due to his young age, Kyle had little confidence in most decisions he made and a future career choice was no exception.

The second stage in Kyle’s journey was “prior to college.” As he began to become more knowledgeable and understanding of the value that a career can have on one’s life, Kyle began considering the field of chemical engineering. With this as the primary interest at the time, law was demoted to a secondary thought. The influence behind this change came again from his dad, who studied engineering as an undergraduate student at Texas A&M University. In high school, Kyle enjoyed science and math, thus leading him to believe this field would be a perfect fit for him. At this stage in his life, he was only somewhat confident that this was the career field for him. This confidence completely evaporated when he participated in a chemical engineering research project at A&M between his junior and senior year of high school and absolutely hated it.

The third stage we have is the “freshman fall.”  When applying for college, Kyle wanted a stable job that he could depend on and loved working on group projects with teams. After hearing about the success and great reputation that the McCombs School of Business had, Kyle decided to change his career focus to business. The main influencer of this decision was himself and his personal interests. Along with being accepted into McCombs, he was also accepted into BHP (business honors program), which allowed him to have small class sizes and an honors curriculum. Due to his success and happiness at the time, Kyle was somewhat confident that business was the route he wanted to take.

The fourth stage was “freshman spring.” It was during this semester that Kyle began to think of possible specializations and major options. He desired a field that did not involve much abstract thinking, as he enjoyed math and logistics. One of the key deciding factors was his interest in how money controls people’s lives and changes their perspectives on certain things. This ultimately led to his decision to major in finance. He also added a major in economics, after thinking about it during his freshman fall semester. This was intended to help enhance his fiancé skills even further. Some key influencers in these decisions came from his friends, Emile Gerard and Ryan Crestani, who were senior finance majors that became mentors to Kyle. At this point, Kyle felt very confident that he was making the right career choice.

This brings us to present-day. We are currently within our final stage, “sophomore fall.” Along with his other three majors, Kyle recently decided that he wanted a fourth major in math because he just finds it fun. Though this balance is hard, he finds the course work interesting and hopes it will help his business and finance career in the future. He is currently 100% confident that finance is the right major and focus for him. Since graduation last year, he has already found a replacement mentor. Neha Vaidya is a senior finance major that helps mentor Kyle in finance and extra curricular activities, such as Student Government.

Those are the 5-stages that Kyle has gone through, in order to develop his career path. While going through this journey, he has had many different influences and levels of confidence about his potential career and future. Everyone has their own story to how they got to where they are today and this assignment has helped me evaluate my own personal career path and the long, but rewarding journey that it has been.

Blog #1 - Empathy Map

About The Person

Caleb Bates is my brother who is 2 years younger than me. He is currently a sophomore at Texas Tech University, studying agricultural economics. Though Caleb is apart of my family and we are close in age, we do have a very different segmentation profile. Our different personas center around life stage distinctions. As Caleb is beginning his search for personal identity and career possibilities, I'm wrapping up that stage of my life and moving on. Throughout this blog I included my personal assumptions prior to our interview, supported by quotes from Caleb that i gathered during our follow-up interview. There are few people that know him better than I do and this exercise has truly helped me gain empathy for our differences. 

 

What He Thinks and Feels

Caleb lives a fairly private life, keeping his personal thoughts and feelings to himself most of the time. He truly values simple life and the art of contentment. To him, being happy is what really counts. Caleb aspires to be just like our dad, Floyd Bates, who lives a very fulfilling and satisfying life. He has few worries, but one is loneliness. In our interview he said, “I don’t really care about what people think of me, I just do what I enjoy.” 

  

What He Sees

Caleb is an extreme right-wing Republican. Having been raised on the farm and in church, he has acquired a conservative view of the world and the environment we live in. When it comes to friendships he values quality over quantity. He said, “I would rather have just a couple close friends, rather many friends that I only know on a surface level.”

What He Does

As alluded to in a previous section, Caleb is a man of few words. When it comes to his behavior, he is often misunderstood. Due to the fact that he stays relativity quiet in public, Caleb is often perceived as shy. His fraternity inspired clothing tends to automatically categorize him within the greek stereotype.  Caleb strives to live by the golden rule, quoting “I want to treat others the same way that I would want to be treated.” 

 

What He Hears

If I were to describe my brother's character, the two traits that stand out are determination and hard working. After interviewing him, it turned out that this is what others think of him as well. First off, I think the word “determined” is used too loosely today. It tends to be one of those default characteristics that we pin upon ourselves to make us look more marketable, but in reality very few people have raw determination. Caleb is one of those people that once his mind is set on something, it's going to be accomplished. Whether it is school, work, or a hobby that he has, my brother is one of the most determined people that I know and he is out to disprove peoples misinterpretations of him. “Bosses and mentors say that I’m a hard worker and that is something I pride myself in,” he said.

  

His Pain Points

“My biggest fear is not knowing my own self,” said Caleb. He is currently trying to find his personal identity and what he wants to do with his life, which is a fearful process for him. Caleb often gets frustrated with himself and the personal decisions that he makes. Growing up in the church, he has always been surrounded with faith principles. In college, he has found spirituality to be an obstacle as he continues to try and adjust to the new lifestyle and environment.

  

His Hopes To Gain

Though Caleb is still trying to find his calling in life, he does have high aspirations for himself. “At the end of the day I want to feel loved,” he said. Caleb’s needs in life, include money and women. Consequently, his love for money and women will also be his biggest obstacles to success. He measures success on his level of happiness, which correlates back to his desire for contentment. At the end of the day, family will always be one of the most important parts of Caleb’s life.