Insights Workshop For Newsletter1108

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  • Insights Workshop For Newsletter1108

    1. 1. EMM Group 6-Connect Insights Workshop and 4-D Innovation Ideation November, 2008 © 2008 EMM Group EMM Group and MLC Confidential
    2. 2. Insights help achieve growth by finding the link to customer’s desired outcome <ul><li>e.g. feeling safe and secure </li></ul><ul><li>e.g. Superior braking performance </li></ul><ul><li>e.g. anti-locking brakes </li></ul>© 2008 EMM Group Emotional benefits Functional benefits Product features
    3. 3. Emotional benefits are the foundation of building competitive advantage <ul><li>They help make your solution: </li></ul><ul><li>RELEVANT </li></ul><ul><li>UNIQUE </li></ul>Why are insights important? © 2008 EMM Group
    4. 4. Tire Brands Created Relevance and Uniqueness for Their Target Segment Using Different Insights For families with kids For male car enthusiasts © 2008 EMM Group Better grip Superior tread design , steel radial Better control Safer drive Security Better grip Superior tread design , steel radial Better control Exciting drive Fun & enjoyment Functional Benefits Emotional Benefits Attributes
    5. 5. EMM Group - Leadership in Insights to Innovation <ul><li>Developed the proprietary 6-connects Insights methodology and 4-D esign Innovation Ideation methodology and implemented it: </li></ul><ul><ul><li>GE Money – Have adopted the 6-Connects Insights methodology as part of the C-Tran Go-to-market process </li></ul></ul><ul><ul><li>Microsoft – Adopted enterprise-wide as the standard methodology for insights identification before the start of any product development effort </li></ul></ul><ul><ul><li>Phillip Morris – Solving fundamental customer issues in Japan, Australia, Germany, Italy, Poland and other markets. Have done over 25 such workshops in the last two years. </li></ul></ul>© 2008 EMM Group
    6. 6. Insights to Innovation Approach Voice of the Customer Insights Brief 4-D esign Innovation Ideation 6-Connects Insight Generation Insights Statement Innovation Brief © 2008 EMM Group Emotional benefits Functional benefits Product attributes
    7. 7. Workshops are conducted in a specially designed environment <ul><li>Specially designed Insights Workshop </li></ul><ul><li>Immersion in customer mind-set </li></ul><ul><li>Focused collaborative session in off-site location </li></ul><ul><li>Specially engineered with exercises and props </li></ul><ul><li>Cross-functional </li></ul><ul><li>Accelerated “connecting the dots” </li></ul>© 2008 EMM Group
    8. 8. What are the 6-Connects? Connect product attributes to benefits Connect 2 Connect to Customer Goals and Fears Connect 1 Connect to Magnifying Lens users Connect 3 Connect to Insights of other Marketers Connect 4 Connect to Experts Connect 5 Connect to Trends Connect 6 Refine Insights Statement © 2008 EMM Group Emotional benefits Functional benefits Product attributes
    9. 9. Workshop Objective: To Complete Insights Template Tool © 2008 EMM Group The actionable customer behavior we seek to explain What does actionable insight indicate that Brand or Company should do in order to drive new or modified behaviors? The actionable insight that explains the behavior The behavior being examined occurs because: The target customer values/feels/believes/is motivated by the underlying attitudes/emotions/beliefs/motivations uncovered in the workshop. This is evidenced in the supporting data/knowledge uncovered in the workshop. Our brand or business’s role in this behavior (What we have or haven’t done in the past that contributes to this behavior) What are potential benefits of changing targeted behaviors? What is scale of opportunity? What actionable innovations or other new ideas came to mind during insights workshop?
    10. 10. We’ll focus on customer behavior <ul><li>Identify behavior that drives your business. </li></ul><ul><ul><li>Usually the behavior that is monetized </li></ul></ul><ul><li>Identify the target customer segment whose behavior is to be explained. </li></ul><ul><li>Identify the aspect of the behavior that you wish to influence. </li></ul><ul><ul><li>Product usage </li></ul></ul><ul><ul><li>Brand usage </li></ul></ul>The insights process is behaviorally based © 2008 EMM Group
    11. 11. Connect 1 – Identify hopes and fears of target customers <ul><li>What is it? </li></ul><ul><ul><li>Profile customer and their explicit and implicit hopes and fears. </li></ul></ul><ul><li>Context </li></ul><ul><ul><li>customer’s hopes and fears are often a driver of their behavior. </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To immerse oneself in the customer’s mindset to truly understand what drives them. </li></ul></ul><ul><li>Activities </li></ul><ul><ul><li>Create a collage out of the photographs provided to represent the target customer and their everyday life and environments </li></ul></ul><ul><ul><li>Then answer questions about their hopes and fears in this context. </li></ul></ul>© 2008 EMM Group
    12. 12. <ul><li>Life-event: Bride Getting Married </li></ul><ul><li>Customer Hopes: </li></ul><ul><ul><ul><li>Fairy-tale wedding </li></ul></ul></ul><ul><ul><ul><li>Presenting my best </li></ul></ul></ul><ul><ul><ul><li>Best transition to my “new life” </li></ul></ul></ul><ul><li>Customer Fears: </li></ul><ul><ul><ul><li>A poor wedding </li></ul></ul></ul><ul><ul><ul><li>Spending too much </li></ul></ul></ul><ul><ul><ul><li>What my key others (groom, family, friends, in-laws) will feel about me </li></ul></ul></ul>Connect 1 – Example © 2008 EMM Group
    13. 13. Connect 2 – Connect behavior to emotions & values using Means End Chain <ul><li>What is it? </li></ul><ul><ul><li>Connecting customers’ behavior to their emotions </li></ul></ul><ul><li>Context </li></ul><ul><ul><li>Expose and understand hierarchy of needs and how those actionable needs connect to behaviors and emotions. </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Identify actionable connection between purchase and usage of products and customers’ emotions. </li></ul></ul><ul><li>Activities </li></ul><ul><ul><li>Develop a Means End Chain for your segment. </li></ul></ul><ul><ul><li>Do one level at a time – starting with bottom </li></ul></ul>© 2008 EMM Group
    14. 14. Connect 3 - Connect to “Magnifying Lens&quot; users <ul><li>What is it? </li></ul><ul><ul><li>Connecting to “magnifying lens&quot; users needs and wants and identifying differences with others </li></ul></ul><ul><li>Context </li></ul><ul><ul><li>“ Magnifying lens&quot; users usually serve as an early indicator and display magnified motivations, which may apply to rest of market. </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Identify what is important to “magnifying lens&quot; users and how that may differ from other users. </li></ul></ul><ul><li>Activities </li></ul><ul><ul><li>Identify differences between “magnifying lens&quot; users and others. </li></ul></ul><ul><ul><li>Identify refinements to your Means End Chain and strongest route to top. </li></ul></ul>Loyal brand users exemplify “best a man can be” attitude © 2008 EMM Group
    15. 15. Connect 4 - Connect to insights of other marketers <ul><li>What is it? </li></ul><ul><ul><li>Examining how other marketers are targeting the same customer </li></ul></ul><ul><li>Context </li></ul><ul><ul><li>Marketers in your or other categories that provide similar benefits to your customer may have insights that you can leverage </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To be an insight detective and leverage actionable insights from other categories </li></ul></ul><ul><li>Activities </li></ul><ul><ul><li>Look at each ad </li></ul></ul><ul><ul><li>Identify the benefit and emotional value that they are trying to communicate. </li></ul></ul><ul><ul><li>Contrast that with the emotional values and benefits that we have in our means end chain and identify any additions, modifications. </li></ul></ul>© 2008 EMM Group
    16. 16. Connect 5 – Connect to experts <ul><li>What is it? </li></ul><ul><ul><li>Understanding the point-of-view of experts. </li></ul></ul><ul><li>Context </li></ul><ul><ul><li>Experts in behavior motivation, especially in behaviors that you are trying to influence, may offer some unique perspective that help you understand your customer better. </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To identify refinements to the actionable insight based on the input of experts </li></ul></ul><ul><li>Activities </li></ul><ul><ul><li>Review expert material </li></ul></ul><ul><ul><li>Identify any changes/refinements to the Means End Chain and the Insight. </li></ul></ul>© 2008 EMM Group
    17. 17. Connect 6 – Connect to Trends <ul><li>What is it? </li></ul><ul><ul><li>Understanding impact of long-term trends. </li></ul></ul><ul><li>Context </li></ul><ul><ul><li>Identifying intersection of regulatory, demographic changes and communications trends can reveal how behaviors and motivations are likely to shift in future. </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>To identify how actionable insight and its implications may shift in the future. </li></ul></ul><ul><li>Activities </li></ul><ul><ul><li>Review trends material </li></ul></ul><ul><ul><li>Project potential intersection points </li></ul></ul><ul><ul><li>Identify impact on MEC and Insight. </li></ul></ul>Regulatory Restrictions Well-off Older People Female Revolution © 2008 EMM Group
    18. 18. Key Outputs - Means End Chain and Insights Statement © 2008 EMM Group Highest Value Our theory is that customers value _____________ the most. Emotional Benefits This ultimate value results most from the emotional benefits of _____________. Functional Benefits These emotional benefits are most created by the functional benefits of _____________. Attributes The functional benefits are delivered most by the attributes of _____________ . Contact Points The key entry points that get us started on the best route to the top are _______________. The actionable customer behavior we seek to explain The actionable insight that explains the behavior The behavior being examined occurs because: The target customer values/feels/believes/is motivated by the underlying attitudes/emotions/beliefs/motivations uncovered in the workshop. This is evidenced in the supporting data/knowledge uncovered in the workshop. Our brand or business’s role in this behavior (What we have or haven’t done in the past that contributes to this behavior)
    19. 19. Generate Innovation Ideas using the 4-Design Methodology <ul><li>An innovation idea is an actionable concept for a customer solution: </li></ul><ul><ul><li>described in terms of features, benefits and experiences </li></ul></ul><ul><ul><li>that meet customers needs (from hierarchy of needs) </li></ul></ul><ul><ul><li>described in a way that helps technicians and design experts to act </li></ul></ul>© 2008 EMM Group
    20. 20. What are the 4-Design exercises? Design 1 Innovation Brief Design the sensory experience Design for the Moment of Truth Refine Design 2 Design 3 Visualize the solution Design 4 © 2008 EMM Group Emotional benefits Functional benefits Product attributes Map priority benefits to product attributes
    21. 21. Key Output – Innovation Brief © 2008 EMM Group

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