Driving successful brand strategy through customer driven innovation

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Driving successful brand strategy through customer driven innovation

Presented by Niki Schroeder at Merlien Institute's International conference on Qualitative Consumer Research & Insights 2011

6-8 April 2011, Malta

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Driving successful brand strategy through customer driven innovation

  1. 1. Driving successful brand strategythrough customer-driven innovationQualitative Consumer Research & Insights 2011
  2. 2. Index1. Introduction to innovation p. 3 Driving successful brand strategy through customer-2. Writing Insights p. 12 driven innovation3. Back to the case p. 22 Qualitative Consumer Research & Insights 2011 TNS NIPO Author(s) Niki Schroeder | © TNS
  3. 3. Introduction to innovationDriving successful brand strategy through customer-driven innovation
  4. 4. Why should businesses innovate? Driving successful brand strategy through customer-driven innovation > 3
  5. 5. How can you innovate?Technology driven innnovationCustomer driven innovation Driving successful brand strategy through customer-driven innovation > 4
  6. 6. Why use consumer insights for innovation? Emotion 85-95% of all decissions are intuitive Connect Brand sense – create preference Understand the life of your customers Driving successful brand strategy through customer-driven innovation > 5
  7. 7. Connect with the life of your customers Driving successful brand strategy through customer-driven innovation >
  8. 8. Early innovation process 1- Discover 2 - Develop 3 - Deliver Market Opportunities Corporate Goals & Capabilities1. Focus!! Opportunity Opportunity Focussed Idea Idea Refinement & Marketing Go/No Go & identification & Development Creativity Screening Development Go-to-market prioritisation Brief optimisation Strategic Continuity Driving successful brand strategy through customer-driven innovation > 7
  9. 9. Step 1 of innovation: Focus!Internal: 2. External Brand: Who are we, who Trends: technological, macro 1. focus economic etc do we want to be, what are our values, who do we Customers: what happens in want to focus on? the life of customers, what do Core competencies: What we already know and what are we good at? are our knowledge gaps? Portfolio: What are our stars, cash cows, dogs and question marks? - >Innovate or renovate?Make innovation brief: Who is our target group? Where can we find them?How are we going to talk to them? What do we want to know from them?What do we want to achieve? Driving successful brand strategy through customer-driven innovation >
  10. 10. Step 2 of innovation: Discover opportunity areasInternal: External Existing knowledge: market Customers: What are their research, database, people, needs and frictions culture and brand concerning your innovation brief? What can we learn from how they live their lives? 2 Opp areasFind opportunity areas: Observe your target group with your existingknowledge in the context of their lives that applies (online, at home, on theway etc) and formulate consumer insights Driving successful brand strategy through customer-driven innovation >
  11. 11. Step 3 of innovation: Develop concepts1 Internal: 2. External(Core) competencies and Customers: How to facilitateknowledge their lives and make things better, more fun, easier etcInternal contraints External constraints (e.g. regulatory) 3. Develop conceptsDevelop concepts: Use successful brand strategy through customer-driven innovation > Driving opportunity areas and consumer insights asstarting point for new propositions (insight, benefit, reason to believe,relevant details) 10
  12. 12. Writing InsightsDriving successful brand strategy through customer-driven innovation
  13. 13. The process of writing insightsObservations Explanation Insight Opportunity area Writing Great Insights Observations: List supporting observations Theme: Provocative title Needs: Physical & Emotional Friction: Why the need is not metConsumer Connections Insight: Truth/Need/FrictionInspirational SafariCreative ‘Homework’Assignments Crafting powerful insights from the raw material of observationsFocus Groups Driving successful brand strategy through customer-driven innovation > Writing Insights 12
  14. 14. 2. Explain the segments: Needs and frictionsaround insurance for the different need segments Writing Great Insights Observations: List supporting observations Theme: Provocative title Needs: Physical & Emotional Friction: Why the need is not met Insight: Truth/Need/Friction Crafting powerful insights from the raw material of observations Driving successful brand strategy through customer-driven innovation > Writing Insights 15
  15. 15. 2. Explain the segments: Needs and frictions aroundinsurance for the different need segments Insight Statements Needs Frictions Driving successful brand strategy through customer-driven innovation > Writing Insights 16
  16. 16. Segment: Red / Purple / Blue / Brown / Orange / Yellow Insight Statements Needs Frictions Driving successful brand strategy through customer-driven innovation > Writing Insights
  17. 17. 2. Explain the segments, dive into their lives! Driving successful brand strategy through customer-driven innovation > Writing Insights 18
  18. 18. 3. Writing insights Consumer Truth “I… drink drink 1,5 liter of water a day” Consumer Need /Want “Because… it is good for my health” Friction “But… it’s difficult to keep up” Driving successful brand strategy through customer-driven innovation > Writing Insights 19
  19. 19. Let’s get towork!Explore the needs andfrictions around insuranceWrite 1 insight per group Driving successful brand strategy through customer-driven innovation > Writing Insights 20
  20. 20. What are yourfindings? Driving successful brand strategy through customer-driven innovation > Writing Insights 21
  21. 21. Back to the caseDriving successful brand strategy through customer-driven innovation
  22. 22. Case: Actions that have been taken to create arelevant connection with the target group with thebrand and offer Define the brand: 4 core values1 Choose a need based unique positioning that fits the brand2 Explore the need based segments: Generating insights around Health care and3 Home insurances -> What is important in their lifes? Taylor the portfolio to fit the target segments: Adjust terms and conditions, develop4 new services and test it with the desired target segments New look and feel: adjust logo, website etc5 Align the whole organisation with the brand positioning: transform all customer Driving successful brand strategy through customer-driven innovation > Back to the case touch points to service the target segments the way they like it6 24
  23. 23. Thanks

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