Extreme Consumer Assignment - 437 Spring 2024

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University of Wisconsin, Madison *

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Marketing

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Apr 3, 2024

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Extreme Consumer Assignment: Individual Project: Learning from Extreme Consumers Due Date: Wednesday, February 21 (Presenting on 2/22, in-class). The goal of this project is to give you a hands-on opportunity to use a unique qualitative data collection method to assist in generating new product ideas. Please choose a topic / category that is DIFFERENT from the one you’re working on for your new product innovation project. Process and Deliverables A detailed description of the exercise can be found on p. 5 of the “Learning from Extreme Consumers” reading under the heading “Exercise Options.” Please follow those instructions up until the paragraph beginning “Finally.” In that last section, the article asks you to think about a series of discussion questions. For the purposes of this class, however, here are the details of your deliverable: Project Deliverable A 2-slide PowerPoint presentation highlighting the following:  which one of the 5 methods you chose and why. Please note that the “go extreme yourself” option has historically been an easier option and as a result it will not receive as many points in the final grading as the other options. Conduct a Netonography of Lovers and Haters - Stanley Cups  details of how you implemented that method/approach (feel free to use pictures, videos, etc.) - Using detailed key words on Instagram, tik tok, Twitter, joining facebooks groups, reading through reddit threads and comments  the most interesting and surprising elements from your exercise - hi  the new product insights you generated - hi  New product ideas or thought starters generated from the research Supporting material:  Any exhibits you would like to include such as charts, tables, data analyses and/or summary statistics, pictures, videotapes, prototypes, transcripts, etc.  A 1-page (maximum) summary that addresses the following 2 questions:  What did you discover from studying extreme consumers?

 What kinds of insights did you glean from this research that you don’t believe you could have uncovered using traditional market research techniques? Logistics This project will be due on Wednesday, February 21, at 11:59 pm. Presentations will be on February 22 (in-person class), with any presentations we don’t get to in this class will be presented during the following class time. Please plan on a maximum presentation time of 2 minutes (you will need to be quite selective and succinct)! I will use a buzzer. Please plan on uploading to the course site the Powerpoint presentation, the exhibits (if any), and the 1-page summary. Grading Criteria The following criteria will be considered for the project grade:  Quality and creativity of the execution of the research method chosen (40) o e.g., Methods that involve more consumers are considered higher quality  Quantity and quality of the insights developed and ideas generated (30) o e.g., at least 3 insights or findings is expected for quantity o e.g., quality as related to insights/findings means that it isn’t so obvious that you didn’t need to do the research to learn it  Quality and creativity of the presentation (15)  Quality of the written summary (15) Oumou Barry Extreme Consumers Project: Stanley Cup Netnography

I chose to study a new product that has captivated the world; The Stanley Cup. Conducting a Google search on lovers and haters of the product revealed a prevalence of these extreme consumers. Across nearly ever social media platform, there was discourse and conversation regarding the product with thousands of comments and interactions on these posts. One of the observations that stood out me was the influence of lead-users who frequently prove insights into the products. This was evident in the multitude of Stanley Cup Reviews assessing factors such as color, aesthetic, and overall usability. Furthermore, the enthusiasts or lovers were the ones who went out of their way to modify the product to better suit their lifestyle. I found many videos titled “Stanley Cup Hacks” or “Stanley Cup accessories” these included bags, ChapStick holders, snack trays and many other product modifications. Not only does this generate further innovation for the brand, but it also enhances the products appeal to a particular lifestyle. An example of this was witnessed with the release of Starbucks Stanley Cup. Hundreds of customers lined up at Target stores across North America to be among the first to grab this limited item. On the flip side, I found that the Stanley cup critics offer significant insight into the flaws or areas for improvement. One of the biggest, critiques of the product was its propensity to spill when tipped over and the awkward size for cup holders. This presents an opportunity for Stanley to redesign their product to address these issues and potentially capture a new customer base. Tying into our class learning, I observed the relevance of the product theory of new product diffusion. The Stanley Cup excels in all these categories particularly in its compatibility with the lifestyle and values of the target audience. Unlike traditional market research, which heavily relies on statistics and data analysis, the netnography gave the chance to step into the shoes of the consumers. Through joining Facebook groups and exploring online comment sections, I was able to grasp the feelings from the thought leaders and rejecters of the product. Social media is a vast platform to gain product insights and a lot of new opportunities are presented simply through online discourse with consumers and other people. This became evident when watching countless Tik Tok videos of consumers’ Stanley Collections and reading the comments of people sentiments towards the product. Conducting research on extreme consumers, provided valuable insight into the importance of understanding more than just the average consumer. It offers an opportunity to effectively position a product to fans while also bringing in new and relevant product development ideas from critics.

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