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Ethical Frames

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What exactly are Ethical Frames?

Quite simply, they’re a tool to view marketing potential more clearly.  They represent a way to make your customer feel even better about using your product.

Ethical Frames are critical lenses that allow you to see the six Ethical Zones™ that consumers operate in. Understanding these Ethical Zones lets you look at your product, your marketing, your target audience, and their relationship to each other with more awareness. These are usually invisible to us. They represent deeply held values that people use to guide their life. Things like belonging to a group, respecting authority, care for other people and concepts of fairness. 

And when you can understand your customers more deeply, you can avoid marketing landmines: unseen hazards that can either propel your brand—or kill it.

Recognizing your customers’ deeply rooted drives, feelings, pleasures, and fears gives you insight into the best way to reach your audience. Viewing marketing challenges through Ethical Frames also allows you to see the effect of the tribe on individual behavior. This clarity can change everything.

  • Your positioning will be much stronger and more compelling
  • You’ll be able to recognize marketing landmines and avoid them or use them to your advantage
  • You’ll be able to more clearly describe and really see your target audience
  • You’ll recognize and overcome previously unstated barriers
  • You’ll be able to navigate cultural barriers
  • You’ll be able to better anticipate your audience’s reactions

When you look at your branding through Ethical Frames, you’ll truly see your customers. And when you can really see them, you can really speak to them.

Who needs Ethical Frames?

  • Marketers who need to understand how their product and marketing efforts intersect with tribal beliefs
  • Business decision-makers who need to learn how people evaluate their actions
  • Compliance and ethics officers who need to develop more effective training programs
  • Anyone who wants to understand the underlying motivations of consumer behavior
Find out more about Ethical RE(Frame) Workshops, custom Training Programs, and consulting services
Learn more

Testimonials

“Her superpower is pulling together disparate existing research to draw new strategic business insights.”

Karen Tibbals might be the smartest colleague I've known. Her superpower is pulling together disparate existing research to draw new strategic business insights.  I’ve seen her then pinpoint more research to quickly answer questions brought up by those insights and business ideas.  I’m enthusiastic to see how her RE(Frame) efforts will crack open approaches to thorny problems such as: why well-tested messages in the right channels sometimes land, but don’t drive the consumer behavior change we predicted.  Another application is likely to be: how to approach the mysteries of product bad-mouthing from targeted segments.  Can it be that the people in our target markets have core beliefs we would do well to study, acknowledge and work with in our market planning? Think so.


“Karen is a consummate market researcher, and is dedicated to finding truth and insights in all of the work that she engages in.”

I have known Karen Tibbals for approximately 8 years in my capacity as head of market research at Regeneron and have worked with her on a significant number of market research projects and initiatives. Karen is a consummate market researcher and is dedicated to finding truth and insights in all of the work that she engages in. She has a unique ability to sift through the multitudes of data elements, facts, and figures to elucidate a story useful to marketers, strategists, and business teams alike. She is steadfastly attached to sound research methods, elimination of bias, and accuracy of results. I wholeheartedly endorse her work and find her a pleasure to work with.


“Karen's ability to take both qualitative and quantitative feedback and turn them into actionable insights is second to none.”

It has been about 10 years since working with Karen directly when we were colleagues at Schering-Plough/Merck. I still consider Karen one of the best, if not the best insights lead I have worked with in my 23-year career in pharmaceuticals. Karen’s ability to take both qualitative and quantitative feedback and turn them into actionable insights is second to none. Karen, through her ability to synthetize insights, helps our teams frame strategies and tactical plans for successful launch brands and generate growth strategies for in-market products over my time at Schering-Plough/Merck. With the amount of time launch teams spend together, it is essential that you have an ease and comfort level with each individual to perform at a high level. I can tell you that Karen personifies those aspects, making her a key asset to a high-performing team.


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