From the Word Clouds, when asking respondents about their worst experiences, as well as their high-level cognitive thoughts, behaviours, and attitudes towards their experiences – frequently-used words and themes became known. This was vital to understand if we were to appeal to a wider audience, keep our marketing strategy succinct, and pierce the minds of the interconnected and media-saturated consumers.
Worst Courier Experience
Words which were most prominently associated with negative service experiences were:
Words ascribed to the behaviours in which consumers go through to best avoid missing a parcel were:
Words which were most prominently associated with anxiety-avoidance were:
It is clear from these lists that Parcelbox’s communication will centre around reduction of time wasted, unapologetic need to provide effort, to be pragmatic and self-sufficient, and for customers to spend as little of time as possible using us. There is no need to wait at home – and this is our crucial message.