To help cross-border eCommerce gain specific market insights while expanding business to new audience or location
Businesses have been spending many labor hours on consumer researches, done by either themselves, agencies or consultancies. From general retail landscapes, industry trends to cultural behaviours, it takes quite an effort to discover usable insights that would benefit only ONE specific nature of business in ONE specific market during ONE limited time frame.
Previously, I have created many new-market playbooks for eComm clients, including Mexico, Poland, Vietnam, etc. These sharing are always applauded by clients, but they could never go home with any actionable next-steps.
I came to realise that it's not that we were doing a bad job preaching the insights. Every marketer loves trends! But the playbooks are usually too generic for clients to deploy with impacts.
Market-wide learnings sometimes don't fit well with the precise realities nor the current needs of the industry. This simple 3-step framework is a DIY toolkit for any marketer to find brand-specific actionable insights in an efficient and timely manner. A set of simple brand exercises and pre-designed A/B tests facilitate the process even without research manpower/knowledge.
Asking the same 3 X Questions Repeatedly
Define the Market: Who exactly are we targeting?
Define the Demand: What do they like about us?
Define the Palette: How do they like us to show up?
