New Research: Why 99% of Funeral Facilities Reinforce Negative Stereotype

October 2, 2012
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Article by: Alan Creedy, FuneralHomeConsulting.org and the Creedy Commentary

The Funeral Service Foundation has just released the results of its “Bleeding Edge” research project with world renowned Olson-Zaltman Associates simultaneously revealing both disturbing and encouraging insights.

Recognizing that the growth of cremation has more than doubled (leaping from 1% to more than 2% annually in the last several years) The Funeral Service Foundation commissioned the unconventional market research using the patented ZMET process to study:

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THE MARKET WE ARE LOSING. 

The ZMET process is an unconventional approach to market researchfocused on uncovering the unconscious metaphors consumers use to relate with and make choices about a given service or product.  Olson Zaltman developed the process while its founders were still professors at Harvard and Penn State in the 1990′s. It has since been embraced by a veritable “who’s-who” of Global companies, universities, non-profits and governments.

The results didn’t so much tell us anything new as they revealed how we are unintentionally reinforcing negative stereotypes which may be causing the market to seek out alternatives.

The Foundation will be rolling out the results of this research at the upcoming NFDA Convention TUESDAY OCTOBER 9 AT 7:30 AM. (SEE NOTE BELOW) in a program entitled:

Breaking the Consumer Code: New Insights Into Ways Consumers Really Think About Funerals 

The program will cover the findings and attempt to identify the far-reaching implications for us and how the profession needs to begin the process of transformation over the next 5 or more years to remain relevant in this NEW NORMAL.

Attendees will learn:

Read rest of article at funeralhomeconsulting.org

Ryan Thogmartin

CEO at DISRUPT Media and ConnectingDirector.com
Ryan Thogmartin is the Owner and CEO of DISRUPT Media.

DISRUPT Media is a full-service creative agency built for the now. We partner with death care companies to drive deep-rooted brand loyalty and measurable leads through social media.

More Fans. More Conversations. More Leads.

Ryan is also the founder of ConnectingDirectors.com. ConnectingDirectors.com is the leading online daily publication for funeral professionals with a reader base of over 45,000 of the most elite and forward-thinking professionals in the profession. With ConnectingDirectors.com Ryan has created a global community through an online platform allowing funeral professionals to Stay Current. Stay Informed and Stay Elite.
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