Gary Taught Me His Way of Getting Consumer Insights
Research
Unlocking Deep Consumer Insights: The GRAMS Framework for Effective Research
In the fast-paced world of digital marketing, understanding consumer behavior is crucial for building effective campaigns and strategies. Traditional survey methods often fall short, offering surface-level insights that fail to capture real motivations and decision-making processes. As a marketer, I’ve experimented with various research techniques—some effective, others not so much.
One of the most impactful frameworks I’ve encountered is GRAMS, developed by Gary, a talented consumer psychologist and my professor at Harbour.Space, who taught me invaluable lessons on consumer behavior. This structured approach replaces traditional market research methods and provides a clearer picture of what truly drives consumers.
The Five Core Blocks of GRAMS
GRAMS breaks down consumer insights into five essential areas:
✔ Goals – What are consumers trying to achieve? What are their ultimate objectives?
✔ Reality – How do they currently try to achieve their goals? A step-by-step breakdown of their journey.
✔ Alternatives – How have they approached the problem in the past? What alternatives do they consider?
✔ Meaning – What do they gain if they achieve their goal? What do they lose if they don’t? ✔ Solutions – What challenges or hurdles prevent success? Which solutions would they prioritize?
Why Traditional Consumer Research Falls Short
Before using GRAMS, I often relied on online surveys with generic questions like age, income, and preferences. However, these surveys often lacked depth and yielded unreliable insights. Focus groups also had limitations—some questions were disconnected from real consumer pain points, making the results impractical for brand strategy.
The GRAMS framework addresses these gaps by focusing on what drives consumer decisions, rather than just collecting fragmented data points.
How to Use the GRAMS Framework in Consumer Research
The GRAMS model is versatile and can be applied in various research scenarios. Here’s how to conduct a structured interview using GRAMS:
Step 1: Set Up the Interview
✔ Identify the target consumer for your research.
✔ Record the date, time, and location of the interview.
✔ Prepare a structured yet open-ended set of questions based on the GRAMS categories.
Step 2: Conduct the Interview
For each GRAMS category, ask insightful questions to uncover deep motivations:
🟢 Goals:
What is your ultimate objective?
What are you really trying to achieve?
🟢 Reality:
How do you currently achieve this goal?
Can you walk me through your process step by step?
How often do you engage in this activity? How long does it take?
What are the pain points in this experience?
🟢 Alternatives:
How did you previously approach this goal?
Have you tried other solutions? What made you switch?
Are there any alternatives you are considering?
🟢 Meaning:
Why is this goal important to you?
What do you gain by achieving it? What would you lose if you don’t?
🟢 Solutions:
What are the top three challenges in your current process?
Which solutions would be most valuable to you?
In what order should these issues be addressed?
Real-World Example: Applying GRAMS to a Consumer Persona
To illustrate the power of GRAMS, let’s look at an example interview with a Creative Copywriter in marketing who struggles with productivity and inspiration:
Goal: “I want to consistently write engaging copy that resonates with my audience.”
Reality: “I usually start my day by reading industry news, brainstorming ideas, and writing drafts, but I often get stuck with writer’s block.”
Alternatives: “In the past, I’ve tried content templates, AI-generated copy, and even freewriting exercises, but they don’t always work.”
Meaning: “If I create high-quality copy, I get more engagement, which leads to better campaign results. If I fail, my work feels stagnant, and I miss out on career growth.”
Solution: “I need tools and strategies that help me break through creative blocks. A structured brainstorming process or an AI tool tailored to marketing content would help.”
Why Marketers Should Use GRAMS
As a marketer, my role is not just to create campaigns but to understand what truly matters to my audience. With GRAMS, I can go beyond asking whether consumers like a feature—I uncover why they need it in the first place. This method helps shape everything from product positioning to messaging, ensuring that marketing strategies align with real consumer needs.
Final Thoughts
Consumer research should be more than just data collection—it should be about understanding people at their core. The GRAMS framework is a game-changer, offering deep, structured insights that inform both product and marketing strategies. Whether you’re developing a new product or refining a marketing campaign, GRAMS provides the clarity needed to make data-driven, consumer-focused decisions.