Welcome back to the monthly CMF Data Series! This chapter pairs the best with Vol 3. Types of Data Sources for CMF. Today, we are exploring practical examples where data enriches our CMF storytelling and highlight the most suitable types of data for various CMF narratives. Let’s get started!
舉例如何用數據說CMF故事
In Vol 3. Types of Data Sources for CMF, we explored various types of data and their suitability for different scenarios. We must remember that data is like a tool. When used effectively, it can strengthen our CMF proposals. In this chapter, we will go through specific presentation scenarios for CMF proposals, and identify the most effective types of data to complement them. Understanding these pairings will empower us to craft persuasive and compelling CMF narratives.
針對產品線或SKU策略，以銷售記錄演示產品間的歷史走向。
Utilizing sales records provides valuable insights into product performance changes over time, and allows us to observe historical shifts among different products. This provides us with strong rationale to shape our portfolio and CMF SKU strategies.
For example, if a sales record reveals that the sales of black and white SKUs have been declining in the last few years, while colorful SKUs have seen a significant increase, we may use this data to suggest an opportunity to expand the product portfolio by introducing more colors that resonate with evolving consumer preferences.
However, while sales records offer a glimpse into the past, they do not predict future preferences, so we must NOT misuse and reference the hue, saturation, and brightness from sales records.
Looking to implement CMF data into your strategy but don’t know where to start?
Book a time to consult with Rina.
利用消費者問卷的量性和質性結果，提升產品用戶體驗。
Consumers surveys are great ways to collect both quantitative and qualitative feedback. The results from surveys help us to uncover opportunities to improve user experience and satisfaction. Often times, a good survey will guide us to identify our previous “blindspot” which Design Team can lesson-learn and make adjustments to the previous design concepts.
For example, if in a focus group, a good portion of participants ranked marble patterns as one of their top three choices of premium finishes, but also noted concerns about the gloss levels of the CMF mockups being perceived as too “slippery”, this feedback presents a clear opportunity in our premium tier to introduce marble CMF with adjusted gloss levels, enhancing both aesthetics and tactile experience.
當呈現趨勢洞察時，善用社會數據解讀消費者行為的變化。
While most social data are not C, M, or F-related, it often provides a window into consumer behaviors and lifestyle changes. Leveraging social data can help to rationalize when we present trend insights and explain why such CMF choices will be becoming popular in the near future.
For example, if a trusted institution reveals that a great portion of Gen Z respondents experience daily anxiety, and many are feeling pressured by societal standards, these data insights underscores Gen Z consumers’ inclination towards designs that offer an emotional boost of confidence and support individual autonomy. By aligning CMF choices with these data insights, we can create designs that resonate deeply with this demographic.
We are coming close to the end of our monthly CMF Data Series. In the next and the last chapter, I will demonstrate a personal example of using data to validate the common trend forecasting methodology. Stay tuned!
Looking to implement CMF data into your strategy but don’t know where to start?
Book a time to consult with Rina.
