Jonathan gable and christiane quaas ethnography - 2011

A
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from
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Ethnography
&

Market
Research
Event
-‐
May
25,
2011

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‘Me’
to
‘We’
Research

A
New
Way
of
Looking

Jonathan
Gamble,
BrainJuicer

ChrisFane
Quaas,
Boeringer
Ingelheim

Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany
NewMR Ethnography, May 25, 2011
2
“Me” to “We” Research:
A New Way of Looking
Christiane Quaas Jonathan Gable

3
Agenda
l Background
l A new map of research
l Case study
l Conclusions

4
Background

5
Our mission: understand & predict behaviour

6
Unreliable witnesses…

7
But there s good news...

8
New Ways of Looking

9
A New Map
of Research

10
“We” Research Methods
Mass
Prediction
Co-Creation
Mass Ethnography
Mass Anthropology
We Insights
Predictive Wisdom of
Crowds
Co-Creation with clients
and each other
Social powers of
observation
Smart aggregation of
existing data on crowd
behaviour
We Methods

11
Case Study
Pharmaton®
Innovation Project

12
The vision of Global Consumer Health Care Team
To create and drive inspiring global brands for consumers.

13
How to generate FACTs about consumers wants, needs &
desires - Mass Anthropology
People from different cultures –
working in different functions
Analogies from
other categories –
Sweets, Chocolate
“Expert”
Opinions
Published data
from Media –
Men’s Health
Brand
Product Data
Trends
OTC News
Competitive
Data
GNPD
Published
data from
Web
Existing
Consumer
Research

14
Fact
Needs of the aged population to remain
physically + mentally independent as long as
possible. The natural aging process causes
mental + physical decline that brings
dependency / frustration into peoples’ lives
Mass Anthropology exercise delivered us 814 FACTs
We translated them into 12 Consumer Insight
Opportunity Areas
814 FACTs
Fact
Fact
“Stay active longer”
Fact FactFact
Fact
Fact
Fact
FactFact
Fact
Fact
FactFact
Links based on “Why?”

15
1 out of 57 ideas

16
1 out of 57 ideas
I enjoy being an active person and I want to be sure that I
keep my life-style. But I know that stress, unbalanced
nutrition or lack of physical exercise may endanger my
cardio-vascular system and body.
Now Pharmaton® Cardio Plus helps you to keep your
lifestyle by helping maintain your cardio-vascular health and
providing the vitality you need every day.
Its unique combination of active ingredients work in
harmony:
•  Omega-3 fatty acids help maintain your cardio-vascular
health
•  The antioxidant potential of Selenium and Zinc,
combined with vitamin C and vitamin E, deactivate the
free radicals responsible for inflammation, allowing the
arteries to remain in a healthy condition
•  A balanced blend of vitamins and minerals support your
vitality
Pharmaton® CardioPlus - stay active and healthy!

17
From 57 rough ideas to 11 concepts
12 insight opportunities
57 rough ideas
11 concepts
inspired
refined
into

18
Challenge!!
Screen the 11 ideas cost-effectively with consumers to find the 3 or 4
with the highest potential in the market
Need: a screening solution which allows us:
to distinguish clearly between ideas to prioritise and those to park
to enrich hypotheses about potential new target audiences
to avoid a subjective internal pre-screening
to meet a given budget

19
The solution
Use our human ability to predict
not our own actions,
but others’ actions:
Mass Prediction

20
Mass
Prediction
Co-Creation
Mass Ethnography
Mass Anthropology
We Research

21
Why the Many Are Smarter Than the Few
James Surowiecki (2004)
The Wisdom of Crowds

22
Galton’s surprise findings
collective
guess
=
1197 lbs
actual
weight
=
1198 lbs

23
X 596
Polls
(1988 - 2000)
ü ¾
IEM – the classic Predictive Market
http://www.biz.uiowa.edu/iem/index.cfm

24
The investment game
Probably Sell Shares In... Probably Buy Shares In...
Which One To Sell All Shares In... Which One To Double Shares In...
Net Preference% %
Full evaluation of ‘reasons why’ Full evaluation of ‘reasons why’
Normable
Benchmark

25
-9 -7
-10
-3
-14
-26
-30
31
19 17
7 7
13
6
22
12
7
4
-24
-13
-7
-35
-25
-15
-5
5
15
25
35
Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6 Concept 7
%ofrespondents
0
10
20
30
40
50
60
70
80
90
100
SequentialMonadic%Def/Prob
Net Preference
Most Successful - would double shares
Least Successful - would sell shares
Superior Differentiation
Please select which one of these ideas you would immediately sell / double your shares in
Total Sample: 500
Flat line monadic scores
Wheat from chaff

26
26
Proven Accuracy:
same winners as in conventional tests
Monadic Ideas No. of Green Light Concepts
Snacks 15 5 out of 5
Cleaners 10 5 out of 5
Air Care 5 2 out of 2
Drinks 8 1.5 out of 2
Waters 11 1 out of 2
48 91% match
Sequential
Telecoms 42 8 out of 12
Chilled Food 11 3 out of 3
Cleaners 29 6.5 out of 9
Gum 7 4 out of 4
Lighting 20 9 out of 10
Air Care 28 5 out of 7
137 81% match

27
Priorities for Concept Development: Country Comparison

28
●  In week 5 of the TV campaign, CorActive
reached maximum weekly volume of
4.200 units. Post the TV flight, volume
remained at around 2.300 units.
●  Vitacol had a slower reaction to its TV
campaign
●  At CYTD, CorActive has sold twice the
volume of Vitacol
Current in-market performance
Pharmaton CorActive in Spain outselling Vitacol 2 to 1
SALES VOL
244
294
200
268
169
202
163
179
86
192
485
533
654
1,344
2,583
2,835
1,068
3,523
4,200
3,252
2,882
2,249
698
857
790 807
786
933
944
1,470
1,671 1,806
1,217
1,134
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
1 (10
Enero)
2 (17
Enero)
3 (24
Enero)
4 (31
Enero)
5 (7 Febr) 6 (14
Febrero)
7 (21
Febrero)
8 (28
Febrero)
9 (7
Marzo)
10 (14
Marzo)
11 (21
Marzo)
12 (28
Marzo)
0
50
100
150
200
250
300
350
GRPCORACTIVE GRPVITACOL CORACTIVE VITACOL
VTAS VOL ACUM
25,608
13,113
0
5,000
10,000
15,000
20,000
25,000
30,000
CUM 28 MARZO
CORACTIVE VITACOL Soure: Nielsen volume

29
POS MATERIALS - PRODUCT DISPLAY
(with take one and product samples)
Product Display (12 units)
Take One
Outsideview

30
Conclusion

31
Conclusion (1/2)
The ‘We Research’ approaches adopted were:
• challenging
• requiring faith and
• energy from the team and its leaders
The journey was ultimately viewed as richly enjoyable
and rewarding.
The successful launch is a testament to the dedication
and faith of the team.

32
Conclusion (2/2)
At the same time, the development and launch process
is a fine validation of the ‘We Research’ approach:
• recognizing that we are unreliable witnesses to our
own behaviour
• Conducting Mass Anthropology instead of a U&A
• using our human powers of social observation and
prediction
• Gathering Mass Predictions with the Wisdom of
Crowds approach

33
Thank you…
…and let’s catch up during a break!

Q & A
Ray Poynter
The Future Place
Jonathan Gable
BrainJuicer
Christiane Quaas
Boehringer Ingelheim

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