Betsy Leichliter's presentation to the NewMR April 2014 Lecture series - Ramping Up for Global Innovation: How Digital Is Your Dog?

1. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Ramping up for global innovation:
How digital is your dog?
2014 Platinum Sponsor April Series Sponsor

2. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The point
A bit of qualitative exploration
can take you a long way
even when you don’t know
where to start or
where you want to wind up

3. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Background
ThinkGlobalQualitative.com
• 11 selected associates and their trusted networks
• Provide clients with global qualitative expertise

4. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Topics
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
v0407

5. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?

6. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Situation
Global qualitative
network…
• Developing more ways to
leverage global/local expert
research collaboration
Clients seeking to…
• Detect global new
product/service opportunities
sooner
• Become more co-creative
• De-zombify innovation efforts
“We need ideas
that the world is
almost ready for.”

7. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?

8. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Participants
US/Central & Eastern segment:
• 1-2 dogs
• Single-family homes
• Smartphone/computer experience
• Excluded pet-related occupations
• Sourced via social media and qual recruiting

9. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Participants

10. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Individual
Smartphone
Diaries
Group
Discussion
Board
Mixed
Multi-Screen
Idea-Building
Process

11. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?

12. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building

13. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs sleeping

14. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs lounging

15. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs dining

16. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs doing their business

17. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs hanging out

18. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs hanging out

19. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs with other dogs

20. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs with kids

21. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs with adults/parents

22. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs on the go

23. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being good

24. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being bad

25. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being indifferent

26. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
A dog’s perspective

27. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being undecipherable

28. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being destructive

29. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Doggie drama1
2
3
4

30. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Diaries: The downside
Roz Chast
New Yorker Magazine

31. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Questions of the Day
• Best aspects of life with dog(s)
• Dog faves
• Teaching & training
• Difficulties
• Products/services want but can’t find

32. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Best aspects
“To expound on what I said earlier, companionship is the
major aspect of having dogs, at least for me. Al has been with
my wife and I since we were engaged. In fact, he was 8 weeks
old when we adopted him and his projected birthdate was
the day we got engaged. He is now 11 and quickly
approaching 12. His age is catching up to him, and it has
become more apparent in the past few months. I don't know
how much longer we will have with him, but his best days
are behind him. Still, I wouldn't trade anything about the
relationship we have had with him. He's been with us from the
beginning, and he will continue on in our memories when he is
gone. Al is the first dog I've ever had, and a central
character in the genesis of my family. He is a part of our
family. I wouldn’t trade that for anything.”

33. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building
• Roles
• Peer reco’s
• Brainstorm
products/ser
vices
• Make them
smart
• Expansion,
not
evaluation
• FYIs
• Concept
• Strategic
directions &
examples

34. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building
• Roles
• Peer reco’s
• Brainstorm
products/ser
vices
• Make them
smart
• Expansion,
not
evaluation
• FYIs
• Strategic
directions &
examples

35. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
FYIs

36. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Quiz
Unique paw print?
Unique nose print?
Unique tongue print?

37. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014

38. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
FYIs

39. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Concept

40. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Digital directions & examples
1 Contain
Create and monitor a
movable perimeter
(“mobile bubble”) inside
or outside
3 Communicate
Have a language
training/translation system
to learn what barks/body
language/other "signals"
really mean
2 Care for
Let your dog control
some things he needs
(fresh water/food/air/meds)
while you monitor and
manage others
4 Companionship
Do more than watch your
dog – interact remotely
using sounds, visuals,
or actions

41. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Topics
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?

42. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The point
A bit of qualitative exploration
can take you a long way
even when you don’t know
where to start or
where you want to wind up

43. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Ramping up for global innovation:
How digital is your dog?
www.leichliter.com
2014 Platinum Sponsor April Series Sponsor

44. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The Sponsors for this Event
If you are interested in sponsoring a future NewMR event
Email Michele.Poynter@TheFuturePlace.com
2014 Platinum Sponsor April Series Sponsor

45. Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Q & A
Ray Poynter
The Future Place
Betsy Leichliter
Leichliter Associates
2014 Platinum Sponsor April Series Sponsor