3. Motivational Research
Our findings:
• Very often watched alone, usually in bed.
• Watched at night and during the early hours.
• Watched to “unwind”, or to relax before bed.
• Usually watched with snacks and soft drinks.
4. ZMET
The Key Themes:
• Connecting
• Journey
• Control
Freedom of Choice
Peace and Quiet
Losing Yourself
Blocking Out
Everything Else
Focus
Journey
Preparation
Some images from one of our interviews.
6. • 77% of Brits aged 16 and over drank tea within the last month (April/May 2014).
• Despite the popularity of tea, sales are in long term decline. Tea sales are expected to fall by
2.2% within this year (2014).
• Sales of fruit and herbal teas are growing, with 34% of people drinking fruit or herbal tea,
though these only represent 10% of the market by value.
• 15-34 age group has the highest usage of tea.
• 71% of users see tea as a good option to have between meals to prevent hunger.
• 62% believe drinking tea is a good alternative to having alcohol on a night in.
• 42% of people said the most important factor when purchasing tea is choosing a well known
brand.
Why Tea and Why PG?
Source:Source: (Mintel, 2014a)
8. Thank You For Listening
References:
Mintel., 2014a. Tea and other hot drinks [online]. United
Kingdom: Mintel Group.
Mintel., 2014b. Televisions [online]. United Kingdom: Mintel
Group.
9. Transcript (1)
• 1st slide: Introduce Diverge and Team…
•
• This is a presentation on our journey, from choosing our segment, to coming up with our insight, and to picking our organization/brand PG Tips.
•
• 2nd slide: The segment we originally chose was online TV viewers. We then decide to narrow down our segment to student online TV viewers because we were in the
right environment to do so, but also because our secondary research showed that 94% of 16 – 24 year olds streamed online TV.
•
• 3rd slide: Next, we carried out in-depth interviews on students to find out more about their viewing habits - what they do before, during, and after watching online
TV. Instead of direct questions, we used indirection questions to obtain our answers – asking what they had done on the day, what they do to relax, and allowed
them to lead the interview.
•
• Our interviews were based on Earnest Ditcher’s motivational research. Ditcher suggested that direct questioning would always get biased answers, as people’s egos
would always distort the truth. He proposed indirect questioning was the way to discover their hidden motivations.
•
• Through our interviews, we discovered the student online TV viewing ritual:
•
• They very often watched alone, and usually in bed.
• Watched at night and during the early hours of the morning.
• Watched to “unwind”, or to relax before bed.
• And usually watched while eating snacks or drinking soft beverages.
•
• 4th slide: We then carried out our ZMET interviews. During these interviews we had participants select ten images that represented how they felt about online TV
viewing. We then followed a number of steps, where we got them to select, discard, and group the images together.
•
• On this slide you can see some of the central images that were chosen by one our interviewees.
•
• The Zaltman Metaphor Elicitation Technique supports that information is stored in the brain as images. Similar to Ditcher’s interview technique, it allowed us to
circumvent the subjects’ egos, and even to extract thoughts from their sub-conscious minds, to understand how they really felt about online TV viewing.
•
• The key themes we drew from this were:
•
• Connecting – Online TV should be immersive, involving, and without distraction.
• Journey – It is about following the characters and going on a journey with them.
• Control – Online TV should not be frustrating; it is about control over the environment.
•
• The key themes taught us that online TV viewers want to immerse themselves in what they’re watching, but to do this they need to create the right environment for
themselves.
10. • 5th slide: So, from that conclusion, we crafted our insight: “Complete immersion requires a complete environment”.
• 6th slide: Now that we had our insight, it was time to pick our organization or brand. We had to think how we could apply our insight within the
rituals we discovered from our Ditcher style interviews. We needed something that would help set the environment, which would allow a more
immersive experience from watching online TV. We decided to go for snacks and beverages, eventually deciding on the tea brand PG Tips.
•
• So, why tea?
•
• We chose tea because it was one of the most popular beverages.
•
• It matched our segment, as 15 -34 year olds have the highest consumption of tea.
•
• It was consistent with the rituals of student online TV viewers, as it was a soft drink and could be consumed with snacks and while watching.
•
• Many people agree it prevents hunger and feel it is a good alternative to drinking alcohol on a night in, which suits student online TV viewers as they
watch late at night and during the early hours.
•
• It matched our insight, as different varieties of teas are used to promote certain feelings and states, for example: chamomile helps you relax,
peppermint eases digestion, and valerian helps you sleep - this would also suit student online TV viewers who watch to unwind, or relax before bed.
•
• We chose the PG Tips brand because they were not targeting student online TV viewers, were at a reasonable price for students, they had just
expanded into the herbal tea market, and because we learned one of the most important factors for people when buying tea is choosing a well-
known brand.
•
• We think targeting online TV viewers would be good for PG, as despite the popularity of tea, tea sales are actually in long-term decline. PG adverts
have usually shown tea drinking as a social ritual around a table with family or friends, but we believe PG could start targeting the student online TV
viewer, by marketing tea as part of the solitary ritual for online TV viewing.
•
•
• 7th slide: (Jacob on creative outputs)
•
• 8th slide: Thank you for listening, we are Diverge. Are there any questions?
Transcript (2)
