Sometimes brand planners do not have the budget, time, or resources required to do a complete job learning and understanding their targets. Hey, welcome to the real world. The last thing a good planner does is impose his or her perceptions on the assignment. Perceptions soiled by previous assignments, individual experiences with a product, and pop cultural observations. Just as a good anthropologist knows not to insinuate him/herself into the fieldwork and only observe, brand planners should acknowledge they don’t know everything and attempt to “out-of-body” whatever they can. Here’s a tip:
To help gain an deeper understanding of the target, identify a prototypical target persona, get into character and interview yourself. Of course it’s play-acting — and the DILO (day in the life of) you use to understand the target is made up — but as a creative exercise it is much better than the alternative. Write out the questions in advance, put on your creative acting hat, dream daily activities (perhaps even do them), and observe signs, rituals and behaviors the target will experience. If not actually doing the behaviors in-situ, play act and interview yourself in a dark room.
The key is to really leave yourself and your belief system at the door. Open your mind. Note activity function and structure. Sounds weird, I know, but it’s doable and a wonderful learning opportunity. Learn on, plan one. Peace.