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Innovation in Insight

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A look at the new innovative ways marketers are using to get more intimate with their consumers in order to get better insights. The talk was delivered at GIM

A look at the new innovative ways marketers are using to get more intimate with their consumers in order to get better insights. The talk was delivered at GIM


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  • 1. iNNOVATiON iN iNSiGHT GENERATiON
  • 2. A TYPICAL STORE……CLUTTER
  • 3. PEOPLE ARE INFLUENCED BY… Life Situation Role of shopping in Importance of Food Financial Situation(single vs married) people’s lives CultureStore Accessibility Mode of Transportation Market Evolution Life Values (from GT to MT)
  • 4. A TYPICAL CONSUMER……HAS MANY ROLES TO PLAY
  • 5. SO WHAT ARE THE IMPLICATIONS TOA MARKETER? >  She has a number of different roles in her life >  It is possible that she has different need-states within each of these roles… which she would like to be met >  It is unlikely that one manufacturer can meet all of her needs, all of the time >  This means that, at best, any Marketer can probably “own” only a part of her, for part of her life!
  • 6. SO WHAT ARE THE IMPLICATIONS TOA MARKETER?CONSUMER INTIMACY"Its hard for customers to tell youwhat they want when theyve neverseen anything remotely like it”
  • 7. THE FORMULA FOR INSIGHT GENERATIONIS THERE ONE?CERTAINLY NOT……BUT THE TRUTH LIES SOMEWHEREIN THE VICINITY I WOULD IMAGINE
  • 8. THE FORMULA FOR UNDERSTANDINGCONSUMERS AND GENERATING INSIGHTS UC / GI B D T2
  • 9. THE FORMULA FOR UNDERSTANDINGCONSUMERS UNDERSTANDING CONSUMERS / GENERATING INSIGHTS BREADTH DEPTH (TIME X TRENDS)
  • 10. BREADTHTHE MULTI-DIMENSIONAL CONSUMER! Influencer Shopper Consumer Mother Wife Weekdays Daughter Weekends Businesswoman Hostess Sportswoman Friend N D i a g y h t Home Work
  • 11. Top up Main shopping done in between main shopping trips for justLarge, planned grocery a few items shopping trip done on regular basis : weekly, monthly or payday Window shopping Special events Treat for myself Impulse purchase On special occasions e.g because I wentgoing to stores to find birthday / festival etc. browsingall that is available aswell as buy something for myself Meal for today Special offers to buy ingredients for Went bargain hunting or today’s meal sought out items onFor a special meal promotionAt home e.g. guests Emergency shopping / Immediate consumption coming over Needed to buy items I did not expect to run out of or forgot to purchase / Products bought to eat / drink immediately
  • 12. US SHOPPER TYPOLOGIES% of All Shoppers % of X COMPANY Category $ Across All Retailers Resigned Driven to Penny Pinching In Control & Coping Convenience Families & Savvy 11.2% 10.6% 13.2% 14.5% 12.8% 15.5% 12.2% 10.0% Live to Proud Detached Struggling Shop Budgeters Spenders & Careful 13.3% 13.1% 12.9% 11.2% 10.7% 9.2% 13.6% 15.9%
  • 13. SHOPPER THEMES FOR THE ECONOMIC DOWNTURN AFFORDABILITY TRADING UP , TRADING DOWN PLANNING VISIBILITY‘I only buy what I can afford to ‘I don’t want the cheapest ‘I try to stick to what I know I ‘Help me find what I’m looking buy’ option, I want a cheaper need to buy’ for quickly’ option’ CHOICE SIMPLICITY MEALS REASSURANCE ‘Just tell me what this product ‘Right that’s Monday done, ‘I want to be confident this‘OK, which one of the 150 do I does and whether or not it’s now what are we going to product won’t let me down’ buy then?’ good value’ have on Tuesday?’.
  • 14. THE FORMULA FOR UNDERSTANDINGCONSUMERS UNDERSTANDING CONSUMERS BREADTH DEPTH (TIME X TRENDS)
  • 15. DEPTHTHE HUNT FOR CONSUMER INSIGHT A penetrating understanding which provides hooks or clues that lead to brand building opportunities
  • 16. WHAT IS AN INSIGHT?HOW DO YOU KNOW YOU HAVE AN INSIGHT? The Missing Piece of the puzzle The Clue The Magic that solves Bullet the mystery The The consumer’s “Bingo!”/ “Sweet “Eureka!” Spot”
  • 17. THE BRAND INSIGHTIBM
  • 18. THE BRAND INSIGHTIBM My priority is simplicity in all that I do Information technology can be very complicated and so I need a really good PC that will give me access to everything I need - easily
  • 19. THE BRAND INSIGHTAPPLE
  • 20. THE BRAND INSIGHTAPPLE I like to think of myself as a creative sort of person. Whether at home or at work, I look for ways to express my creativity PCs can be very boring in the way that they look and constraining in what they allow me to do
  • 21. THE BRAND INSIGHTIN SHORT
  • 22. APPLE LAUNCH COMMUNICATIONMACINTOSH LAUNCH
  • 23. APPLE BRAND COMMUNICATIONHERE’S TO THE CRAZY ONES…
  • 24. THE BRAND INSIGHT INSIGHT? OR OBSERVATION?
  • 25. WHAT’S THE DIFFERENCE? Insights are WHY she said what she said, did what she did Observations are WHAT he saw, she said, they said, they did, we read
  • 26. WHAT’S THE DIFFERENCE?LET’S LOOK AT APPLE I like to think of myself as a creative sort of person. Whether at home or at work, I look for ways to express my creativity PCs can be very boring in the way that they look and constraining in what they allow me to do (INSIGHT) I enjoy being creative in all that I do (OBSERVATION ‘I heard him say…’)
  • 27. SO HOW DO YOU SPOT A ‘GOOD LOOKING’INSIGHT?THE FOUR QUESTION TEST Will it resonate Will it provide you with your with a real consumer - on competitive both an emotional advantage specific and functional to your target level? group? Can you read it Is it a new angle aloud without on a real truth? cringing with Is this embarrassment? a Good Insight
  • 28. A GOOD LOOKING INSIGHT4 TIPS A universal truth 1 I like to think of myself as a creative sort of personPersonal Deep Whether at home or at work, I look for ways emotional(I, me) to express my creativity drivers PCs can be very boring in the way that they look and constraining in what they allow me 3 to do (INSIGHT) 2 Category specific 4
  • 29. PAMPERS AND HUGGIESTHE WORLD OF MOTHERS WITH YOUNG CHILDREN…
  • 30. PAMPERS ANDMAIN HEADING HUGGIESSAME CATEGORY, DIFFERENT INSIGHTS PAMPERS HUGGIES I am constantly worried that I many not As parents, we proudly encourage the be seen to be perfect in caring for my development of our children in the baby early years I want to keep the skin of my baby dry We want to ensure that this to avoid nappy rash and feelings of development is unhindered all day guilt long
  • 31. THE FORMULA FOR UNDERSTANDINGCONSUMERS UNDERSTANDING CONSUMERS BREADTH DEPTH (TIME X TRENDS)
  • 32. MASLOW’S HIERARCHY OF NEEDS Inner directed Feel Self actualisation good Look good Status/ Prestige Outer directed Be accepted Social/BelongingSustenance Live Safety driven Survival/ Survive Physiological
  • 33. TIMEINSIGHTS CHANGE AS PEOPLE GROW TIME
  • 34. HIGH Priorities PERSON EARNER CARER HOMEMAKER LOW DUTY BREAKOUT ACHIEVING JUGGLING BALANCE HIGHSource: CRAM International (Economic Development)
  • 35. THE SUNNY D MUM FOR EXAMPLE…
  • 36. TIMEINSIGHTS CHANGE AS PEOPLE GROW PAMPERS MUM SUNNY D MUM GOOD MUM GOOD MUM I am constantly worried I want to be both a that I may not be seen to ‘good’ Mum and a be perfect in caring for “cool” Mum my baby By giving my kids the I want to keep the skin of health benefits of fresh my baby dry to avoid juice, with a taste they nappy rash and feelings and their friends love, I of guilt feel that I can be both
  • 37. THE FORMULA FOR UNDERSTANDINGCONSUMERS UNDERSTANDING CONSUMERS BREADTH DEPTH (TIME X TRENDS)
  • 38. TRENDSINSIGHTS EVOLVE OVER TIME - VOLVO >  1970s/1980s >  1990s >  The safety of my family is all >  I want to be fully in control of important to me life’s pleasures >  Driving is dangerous and I want >  I want to experience this ‘safe to do everything possible to sex’ sensation, when driving ensure the safety of my family on the road
  • 39. THE FORMULA FOR UNDERSTANDINGCONSUMERS UC B D T2
  • 40. TO SUMMARISE 1980s 1990s
  • 41. CONVENTIONAL TECHNIQUESTREE OF TRUTHS – SPRINGER, BERLIN, HIEDELBER, 2007 Try out by yourself Focus group in studio One-on-one interviews in studio In-depth CIT interview in studio Read consumer reviews online Psycho-drama – consumers play out typical situations in a studio Consumer home visits Accompanied shopping trips Observe consumers in everyday situations without them noticing
  • 42. They interacted with single brandBrowsing & did not purchase: NON (20%) SERIOUS. Some interacted with multiple brands but still did not purchase: NON SERIOUS Tunnel They just came & touched/picked and Shopping purchased One brand and left: ONE TRACK MIND (6%) They came interacted with one brand I.e. Touched/picked, either sniff, etc. one brand &Contemplating then purchased: PRE-DECIDED (48%) They evaluated multiple brands (2 or more brands) but purchased finally 1 Evaluating brand: OPPORTUNITY (16%) They evaluated with multiple brandsAvid Shopping and also purchased multiple brands: MULTIPLE OPPT. (9%)
  • 43. CAN MUSIC INFLUENCE THE TIME YOU SPENDSHOPPING?HAVE A LOOK AT THIS EXPERIMENT
  • 44. INNOVATIVE TECHNIQUESOBSERVE IN EVERYDAY SITUATIONS WITHOUT THEM NOTICING
  • 45. INNOVATION BASED ON OBSERVATIONTHE POWER OF OBSERVATION IN INNOVATION – MAGIC REACH
  • 46. INNOVATION BASED ON OBSERVATIONTHE POWER OF OBSERVATION IN INNOVATION - SWIFFER
  • 47. INNOVATION BASED ON INTERNET75% FASTER CONSUMER FEEDBACK AT 50% COST
  • 48. INNOVATION BASED ON INTERNET75% FASTER CONSUMER FEEDBACK AT 50% COST
  • 49. FMRIDISCERNING BRAIN RESPONSE TO STIMULUS
  • 50. FMRI RESEARCHSMOKING VIDEO
  • 51. FINALLYBrilliant consumer marketing is based ontrue intimacy with our consumersand shoppers – knowing what they wantand feel even before they know itthemselves – and then driving that insightinto branded selling propositions thatwin people’s hearts.
  • 52. WWW.STEPHENREMEDIOS.COM