Elena speer ipsos

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  • Understanding the fundamentals….is the idea understood, engaging, relevant, and the brand has a role on bringing these things to consumers. Also, what we are calling social value and that people want to get involved in it and share it. Our process and tools focus on the outcomes but understand the fundamentals.

    Across our process: monitoring and maximizing. Inspiring closeness and understanding ROI.

    It is a continuous and linked process through consistent measurement and carried learnings from step to step. At the early stage, understanding the fundamentals is most important. As we get to the end, we are focusing more on the outcomes. But all of these things are present throughout so we can deliver on continuous and integrated measurement from beginning to end.
  • Clients start to understand the need for a clearer, more focused creative brief prior to development
    More inclusive, social, consumer-centric methods
    Media agnostic, foundational work
  • What to do with this consumer empowerment? Well, if we want consumers to love our brands, to desire us, to accept us into their circle, we must love them back – to understand them - it is clear for marketers the relationship between brands and consumers is a 2-way relationship that must be cultivated and respected. So, we need to discover our consumer and a REAL insight on what is meaningful to them, what do they dream about or long for, what do they need?
  • Brands TODAY really have to work....to truly understand their consumers (their desires, dilemmas, their aspirations) to unearth these human insights. We call them piercing insights and we define it as the identification and revelation of a real tension that inspires a brand opportunity.
  • Once we’ve gathered the insights we believe are the most universal and compelling. We need to understand how many people care about the dilemma, dissatisfaction or desire we’ve identified so how broadly does this idea appeal? We call this SCOPE. And then how strongly do they feel about it? How big will the sign of relief be? We call this the TENSION – how taut is the rubberband.
  • This is the BIG IDEA – the second building block of great communications. This is where we really explore and determine the legitimacy of the brand’s role in consumer’s minds connected to the piercing insight. Big ideas are the backbone of all communication for a brand – across all media which serves to bridge the insight with the brand’s offer to relieve the tension we’ve identified consumers are carrying. These are the enduring ideas that can support a brand over time, over geographies, over media, over campaigns.
  • As I mentioned earlier, the development of tools to research and explore insights and ideas began as a way to better inform the agency with a focused and clear brief in order to raise the chances of successful creative development and reduce wasted costs on unproductive ideas and routes. And that is the role of creative – to tell the big idea story in a way that elevates it, boosts it and brings it to life for consumers in a unique way. We know what we have to say is strong and compelling, the creative team takes over to tell the story in the best way possible.
  • These are the main ingredients to the early, foundational stages of Nurturing Great Creative – INSIGHTS, IDEAS, EARLY STAGE CREATIVE CONCEPTS. And it wouldn’t be a surprise to anyone to reveal that any creative endeavor and anything that is in its stages of infancy is fragile and needs to be cared for and supported. With this in mind, our approach to researching these stages has been developed, refined and adapted to protect and encourage growth with special care NOT to tear down or destroy. This is the NGC process. So, how do we adapt research for these fragile stages?
  • Well, that’s simple....we build a hothouse. We create an environment where we can grow insights, ideas and creative quickly in:

    A dynamic live event that brings together all of the key stakeholders to participate in an engaging environment of exploration, learning, diving deeper and resolving and answering questions on the right path toward successful creative development. The true key is this immersive event where the key stakeholders (the marketing team, consumer insights, the agency and the consumer) come together for quick decision making, informed and supported by consumer input and reactions. The way a real hothouse works is that the elements are contained and the net energy (and temperature) increases - which makes everything go faster. It is the inspiration for what we are trying to accomplish as a team.

  • To this hothouse, we bring all of our tools and experts! This is not about scores, report cards and norms. This is about building and growing so we combine qualitative and quantitative techniques and each has their role in the process. QUAL for sparking, feeling, growing allowing space, freedom and exploration......with qual tools adapted and applied specifically for our purpose of NGC. And quantitative assessment for comparing and contrasting, to allow some assessment of progress and applying each tool to the best of its ability.
  • It is not a linear process. You can start at any place (insights, ideas, creative) and with any level of finish or clarity depending on where you are with your brand, your consumers. The tools speak to each other and are grounded in the same philosophy so we are sensitive to capturing learning and holding on to what matters so it is not lost when creating the story but inspires it!
  • An intentional outcome of our survey design is an improved respondent experience. How we engage with respondents is no small detail if we are representing your brands and we want the best information we can get from them.

    We ask consumers to give opinions about products, advertising and entertainment so they are no alerted as to the intentions of the research. Visual and emotional tools add to the interactivity and enjoyment of the survey.

    The feedback from respondents on the Next*Connect experience has been phenomenal. We respect their time and respondents feel more in control, not inundated with the same questions rephrased in 5 different ways. Consumers rate Next*Connect 50% more enjoyable than other current online tests; 80% are willing to participate again.
  • In evaluating and improving upon creative, we are measuring and looking for the concrete impact on your business so we measure the ad’s absility to drives sales (this is the sales power)
    YET we know that the ad has also to build on brand Equity & therefore we extend our conception of response to BOTH Sales and Equity power. We now have a one number summary of the power of your ad to drive equity for your brand.
  • That set the framework for the establishment of a powerful creative device. It used the juxtaposition of an incongruous figure, often in male settings who were embodying hunger traits ...
    The first ad with Betty White sums up perfectly the approach .. play ad
  • Whilst the global TV pool gave the flexibility to target to local markets USING A VARIETY OF LOCALLY RELEVANT CELEBRITIES
  • lower media and production costs meant that a real local flavour could be further injected through other media..

    for example a Mockumentary in the US told the unknown story of how the NFL player Leon Lett made one of the games most famous mistakes because he played hungry
  • Overall a great example of the benefits that a BIG IDEA can deliver..
    They ended up with a campaign running in 58 markets, pulling away from the pack as the world’s biggest bar. The brand had its most successful period of growth ever.
    Getting it right is not merely about saving production costs and spending less time on campaign development, it is all about giving the creative teams the freedom to create inspiring work that do prompt discussion, sharing and create a wave of momentum for the brand...
    When the markets understood the BIG IDEA and recognised it was about demonstrating recognisable hunger traits in a humorous way, then they were really able to execute it successfully on the ground and reap their rewards.
  • There are no IPA awards in 2013 – all the more time to get ready for 2014 and maybe we can help you a little along the way
    Thankyou!
  • Elena speer ipsos

    1. 1. Research as fertilizer, not weed killer Elena Speer President Ipsos ASI Central & Eastern Europe
    2. 2. © Ipsos ASI 2 My path to this stage
    3. 3. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 3 Advertising development process: planning Strategy development Creative briefAdvertising recommendations Campaign evaluation 3 Familiarise Hypothesise Synthesise Inspire Review Evaluate Optimise The Planning Cycle
    4. 4. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 4 As a planner I worked with research Familiarise Hypothesise Synthesise Inspire Review Evaluate Optimise Strategy development research Market/ Consumer research Tracking research Creative qualification /ROI research Creative development research
    5. 5. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 6 Good research can and Does happen • It can and doescontribute to the development of great, effective ideas (APG Awards, IPA Effectiveness Awards).
    6. 6. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 7 7 Sales Effect Equity Effect Re-transmission ARE FUNDAMENTALS SOUND? Brand role Distinctiveness, Credibility and Fit Social value Advocacy, story telling capability Resonance with Consumer Journey Comprehension, Engagement, Relevance of idea/execution ARE OUTCOMES THERE? Nurture Great Creative Monitor & SenseQualify / ROI Great communication: from fundamentals to sales
    7. 7. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 8 Start early from consumer fundamentals before copy testing 8 Nurturing Great Creative Copy Testing & Qualification Remarkable Advertising
    8. 8. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 9 Without NGC investigation With Ipsos-ASI NGC research Maximizing cost and timing efficiencies 492 M$ 287 M$ 12 months 6 months 3 Without With NGC investigation NUMBER OF RETESTS PER CAMPAIG N 0 (all ads qualified first time)
    9. 9. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 10 To be accepted by people, brands must first seek to understand their concerns and extend a helping hand People Brands 10
    10. 10. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 11 So what is a compelling insight? ‘A real tension (aspiration, frustration, desire, need) that inspires a brand opportunity’. It’s the emotional engine of your campaign 11
    11. 11. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 12 “I wish I could be effortlessly attractive to sensational women” Then there’s the fundamental insight or ‘The acceptably articulated truth’ Finding a fundamental insight is about uncovering a deep, core truth in someone’s life... ....and then expressing it in a way that allows them to identify with it. It is not about extracting a confession or pointing a finger It is about finding the tension and making it humane and empathetic Herein lies the opportunity for brands to connect with people 12
    12. 12. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 13 HOW MANY really care? HOW MUCH do they care? 13 And if the answer is not many and not much we need to go round the circle again + To know if it is worthwhile to take forward we need to understand….
    13. 13. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 14 We have uncovered the compelling insights, can we link them to the brand? 14
    14. 14. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 15 What’s the Big Idea? ‘the resonant credible connection between your brand and the compelling insight, that inspires a proper “thank you” from people’ It’s the emotional fuel for your campaign 15
    15. 15. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 16 Smell nice Keep cool Credibly and meaningfully linking the brand to the tension is key “I wish I could be effortlessly attractive to sensational women” 16
    16. 16. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 17 Sequential stimuli structure recognises the need to clarify where and how the idea is working (or not) Example Piercing Insight Brand Connection Brand Sign-Off You don’t want to be seen to be trying too hard. Girls smell when you’re desperate – it’s written all over you. Axe keeps me dry and smelling good so I can focus on being cool and funny which girls are into Axe, spray more, get more  The context of the Fundamental Insight that allows credible and relevant category and brand connection  Refreshed ‘ah ha’ perspective to the category  We layer on the category / brand to gauge consumer reaction  Brand has a natural connection or role in the big idea - an answer or empathy that is credible and relevant  A “one line expression” that will work to trigger the brand and its “Big Idea space” when shown creatively
    17. 17. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 18 Role of Creative: Tell the Big Idea Story.
    18. 18. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 19 Great stories absorb us, make us feel part of it and leave us thinking and compelled to talk about it! A Great Story
    19. 19. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 20 Smell nice Keep cool Creative idea should resonate and be immediately recognisable to the defined target “I wish could be effortlessly attractive to sensational women” Cheeky humour Divert ‘desperation’ to opposite sex in a self- deprecating way “Ha,Ha! Brilliant! That’s totally me!” 20
    20. 20. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 21 How do we adapt research for these fragile stages? Ideas Insights Creative Concepts
    21. 21. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 22 22 We build a hothouse Dynamic live event1 insights, ideas or stories to be nurtured2 Active participation of all key stakeholders3 Engaging environment4 Advertiser People Agency IPSOS
    22. 22. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 23 23 Qualitatives To spark, feed and grow insights, ideas, creative Quantitatives To screen and prune so the rest can grow stronger. To assess and measure growth We bring all of our tools and experts
    23. 23. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 24 24 Nurturing Great Creative Process: Insights Ideas Creative
    24. 24. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 25 Once the best creative route has been chosen, we can assess final executions or campaigns, ROI 25
    25. 25. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 26 26 Ads must Reach, Touch and Move consumers Reach AND Response The ad needs to cut through the clutter to get noticed and the brand must get credit! The ad needs to trigger a rational and/or emotional consumer reaction to the brand EFFECTIVE ADVERTISING
    26. 26. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 27 People are invited to give opinions about advertising, products and movie previews how does it work? p.s. respondents this survey!
    27. 27. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 28 28 Forced Exposure Intent Ratings Communication & Diagnostics Brand Ratings Recruit Sample & Start Interview Consumer Watches Ads In Media & Views Movie Trailer Next Day Recall Interview What do people really remember? TESTCONTROL Recruit Sample & Start Interview Matched Control Group Intent Ratings Communication & Diagnostics Brand Ratings No Ad Exposure Test vs. Control Observation
    28. 28. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 29 what else makes it unique? We measure the difference in resonance we talk to consumers who have not seen your ad about your brand and we talk to consumers who have seen your ad about your brand
    29. 29. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 30 ASI*Connect allows us to assess full campaigns including those with a non-TV focus using a flexible media platform In-store Print TV Digital Outdoor 30
    30. 30. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 31 what is the outcome? validated performance measures that matter in today’s world sales power 1 equity power 2
    31. 31. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 33 BIG Ideas ARE only truly BIG through Creative Source: Ebiquity Gold IPA Effectiveness Awards 2012
    32. 32. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 34 SNICKERS – YOU’RE NOT YOU 34 Great creative – Funny, likeable, memorable, celebrity that doesn’t overshadow the brand. Big Idea – “you’re not you when you’re hungry” and Snickers satisfies to get you back to being “you”. A Big Idea That makes the brand resonate with the Consumer’s personal journey Great Creative Executions so engaging that the Consumer is ready to receive, retain… and pass along
    33. 33. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 35 Flexible freedom, across market, across media Source: IPA
    34. 34. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 37 Flexible freedom, across market, across media Source: Snickers: You’re not you when you’re hungry Alex Lewis Gold IPA Effectiveness Awards 2012
    35. 35. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 38 Buzz, fame, relevant salience and ROI Source: Snickers: You’re not you when you’re hungry Alex Lewis Gold IPA Effectiveness Awards 2012
    36. 36. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 40 Advertising and Research planning circles Familiarise Strategy development research Market/ Consumer research Tracking research Creative qualification /ROI research Creative development research
    37. 37. Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential© Ipsos ASI 41 Here’s to 2014! Source: IPA

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