BAMM reposted this
Our new Joy report unpacks the emotion of joy and the various associations consumers have in their minds. We can overlay different categories onto our Joy Wheel to see how different types of joy are delivered. Home & Garden is highly associated with joy in the minds of consumers (3rd in our list behind Travel and TV streaming). Think B&Q, Homebase or Screwfix and the great adult pastime of pottering around in the garden or making improvements to your living space. What was really fascinating here was just how highly this category scored on two types of joy: Serenity (think: calmness, contentment, meaning) and Freedom (think: liberation, adventure, spontaneity). Being in our own space and improving it really does deliver these feelings. As a brand operating in the Home & Garden space, this offers up some interesting areas of thought. How much are we representing these joy associations in our comms? Can we own these category associations or should we look to stand out by building other joy associations? Are we focusing on the ‘wrong’ types of joy when we talk about our brand? Viewed through this lens, what associations are our competitors playing to? Is there an opportunity to combine different joy types (Serene Freedom?) to provide new meaning to consumers? All this and more in our new Joy report. Drop me a DM if you’d like to learn more. #MRX #BrandStrategy #MarketResearch #Joy #Marketing
