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ESOMAR 3D - 'Create a Win-Win-Win'

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ESOMAR 3D - 'Create a Win-Win-Win'

  1. 1. Part 1
  2. 2. Market it to them... Make it CRUSH
  3. 3. ... an experience
  4. 4. WIN #1 Gamification
  5. 5. game
  6. 6. WIN #2 Positive
  7. 7. 8,6Celebrating victory?
  8. 8. 8,6/14Celebrating victory? 3 winners
  9. 9. Part 1
  10. 10. Researchers Gen Y crowd
  11. 11. The rules of the game: Number of insightsNumber of unique insights
  12. 12. Dunkin’ donuts makes me happy, And not because of the doughnuts (which in fact, I do not enjoy). What makes me happy about this brand is the coffee! Although the coffee isnt the best in the world by any stretch of the imagination, theres nothing quite as comforting as seeing that bright sign while traveling down the road in the morning. Its good for a pick me up at any time of day.Post #1
  13. 13. Dunkin’ Donuts makes Jenny HAPPY because it’s an easy to recognize place, available whenever, wherever. Out of experience, and good memories, she knows what to expect: a home feeling, relaxing moments, a vibrant place with known and unknown people. It’s a place to reload the batteries, although the donuts and the coffee are not that special.Researchers Gen Y crowd
  14. 14. Dunkin’ Donuts makes Jenny HAPPY because it’s an easy to recognize place, available whenever, wherever. Out of experience, and good memories, she knows what to expect: a home feeling, relaxing moments, a vibrant place with known and unknown people. It’s a place to reload the batteries, although the donuts and the coffee are not that special.Researchers Gen Y crowd
  15. 15. Unique- A mirror that one of my best friends made me for my 21st Birthday! Her husband constructed the mirror and then she painted, decorated it with the tiles and my name! A treasured present from a gifted artist!Post #2
  16. 16. For Alice, a gift is UNIQUE when it is personalized (in this example, with her name), when the giver, with whom she has a close personal relationship, has treated it using her own creative skills, when both gifters have created it, and because it complements a unique moment in her life; her 21st birthday.Researchers Gen Y crowd
  17. 17. For Alice, a gift is UNIQUE when it is personalized (in this example, with her name), when the giver, with whom she has a close personal relationship, has treated it using her own creative skills, when both gifters have created it, and because it complements a unique moment in her life; her 21st birthday.Researchers Gen Y crowd
  18. 18. Theres one brand I find authentic : LUSH Cosmetics. It is the only brand that really cares (for our health and for the environment) and stays real. I like the fact they use natural and organic ingredients, I like the event they organize and I like the spirit of the brand (the products names, the pictures of the products creators, ...). I discovered Lush 5 years ago when I was in London and then found out there were Lush shops in Paris (when I moved in Paris).Post #3
  19. 19. Aude sees Lush as an AUTHENTIC soap boutique, because their products are both good for your health and the environment, fitting our current way of natural living. Their handmade products look very real and raw. All of this without being boring: it’s more than just green, it’s also fun in different ways.Researchers Gen Y crowd
  20. 20. Aude sees Lush as an AUTHENTIC soap boutique, because their products are both good for your health and the environment, fitting our current way of natural living. Their handmade products look very real and raw. All of this without being boring: it’s more than just green, it’s also fun in different ways.Researchers Gen Y crowd
  21. 21. Who is best at generating insights?
  22. 22. Researchers Gen Y crowd 16 Number of insights 25 6 Number of unique insights 15 WIN #3
  23. 23. Gen Y crowdResearchers
  24. 24. Gamification game
  25. 25. ACT! cards

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