Starcom Drives Business Results by Being More Human

Starcom recently partnered with Forrester Consulting for a landmark global study that proves human outcomes have a direct impact on business outcomes They conducted the study quotBuilding Better Outcomes for Brands and Businesses Understanding the Power of Interactions to Drive Human and Business Outcomesquot from January to June 2019 surveying 10097 consumers across 21 countries Respondents were adults at least 18 years old who reported recently shopping for or owning items in one of seven key vertical categories personal technology QSR travel automotive financial services beverage and luxuryStarcom and Forrester Consulting defined human outcomes broadly as interactions between consumer and brand that can range from the functional such as those involving time and money to higherorder metrics that include agreeing with statement that interactions with the brand quotmade me feel confident about the decision I madequot quotraised my social currencyquot quotmade me feel more popularquot or quotinspired mequotWe have moved into a world that embraces data but is evolving from a hyperfocus on raw numbers to a focus on insights learning implications and intuitive understanding that the numbers on a spreadsheet represent emotional impressionable human beings quotIncreasingly with every interaction brands need to think about the value that they are creating for people and not just of course with their interactions with a product or service but also with their interactions with marketing and mediaquot said KlineStarcom has been successfully improving many clients39 business outcomes by creating strategy around human outcomes They are more than confident that it is the right path However they also wanted to be responsible and run a rigorous test that in addition to proving this was more than just a local phenomenon shows the approach could be applied and scaled Additionally they were hoping to uncover any regional nuances Having been impressed by Forrester Consulting39s consistent view to the future they chose them as partners in the projectquotWe were able to prove in this study that when you create human outcomes for people it does drive business outcomesquot Kline said quotHowever we also learned that those business outcomes can differ depending on which human outcomes you drivequotOne finding intrigued Kline The functional human outcome of quotsaved me moneyquot was the most important human outcome in the most economically developed countries such as those in the EU and North America In less developed markets amp8212 including Latin America Asia Pacific and MENA amp8212 the human outcome of quotI felt more confident in my purchasequot was prevalent When it comes time to make an important purchase Kline hypothesizes that people in developing countries amp8212 who might not be spending as freely as people in more developed countries amp8212 want to feel like they made the right choice in their purchaseKline is quick to point out that just because quotsaved me moneyquot was the top human outcome in two regions it doesn39t mean that consumers are switching based solely on pricequotWhen we talk about human outcomes there are a variety of outcomes that you can get from a brand or brand interaction that might make me switch brands or consider a brand I hadn39t thought of beforequot Kline said quotIt could be that the brand gave me social currency that I didn39t have before or the brand inspired me It could even be that I got the idea that they are going to make my life a little simpler and that sounds interesting to me There are a lot of reasons that people switch brands or move away from brands and we interpret that to mean that it39s not just about pricequotAnother interesting finding is that different human outcomes led to different business outcomes The idea of making someone feel popular is tied to share gains whereas making people feel that they got better at a task or better at something was more associated with driving brand advocacyThe findings of the study back up what has already been in practice at Starcom for the past few years Their strategic approach called HX is all about creating human outcomes with every interaction The breadth and depth of this study shows that they are on the right track and that HX is a process that can and does work globallyDownload the full report belowClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Starcom Drives Business Results by Being More Human

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