Peter Spear, Owner, Spear, An experience research company for brand builders
- Peter is the owner of Spear an experience research company for brand builders.
- He’s an ethnographer and a brand consultant.
Podcast
Overview
In a riveting conversation on The Brand Called You podcast, Peter Spear, owner of Spear, an experience research company, delves into the nuances of brand listening and its pivotal role in understanding consumer behavior. From his journey into consumer anthropology to embracing digital tools in the digital age, Spear shares profound insights on the evolving landscape of qualitative research. He emphasizes the importance of cultural context in brand research and highlights the transformative power of storytelling in building brand identity. Drawing from his experiences in Nepal and India, Spear discusses how travel fosters empathy and enriches professional perspectives. With a focus on discovery research, he advocates for startups to invest early in understanding their consumers. Join the conversation to unravel the secrets of effective brand research and storytelling from a seasoned marketing guru.
00:34- About Peter Spear
- Peter is the owner of Spear an experience research company for brand builders.
- He’s an ethnographer and a brand consultant.
05:01- What role does the cultural context play in brand research? And how do you handle this?
- Cultural context shapes consumer perceptions and behaviors toward brands.
- To handle this, it’s essential to immerse in the culture and environment where the brand operates.
- Brand listening involves understanding people’s thoughts, feelings, and associations with the brand within their cultural context.
14:10- How do you see the role of travel in enhancing understanding and empathy when it comes to brand research?
- Travel exposes researchers to diverse cultures and perspectives, fostering empathy by challenging their own experiences.
- Immersion in different environments allows researchers to understand varying consumer behaviors and attitudes toward brands.
- Embracing the discomfort of unfamiliarity during travel encourages personal growth and expands researchers’ understanding of human experiences, enriching brand research efforts.
RESOURCES:
Learn more about Peter Spear: LinkedIn
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Profile
- Peter is the owner of Spear an experience research company for brand builders.
- He’s an ethnographer and a brand consultant.
