an introduction
table of contents

        about protean strategies                         3
        we help the solution to find you    ...
about protean strategies
protean strategies




•   founded in 1998 as the bay charles consulting company/bc3
•   morphed into protean in 2009
•   ...
we help the solution to find you




  Rain-ma-ker (rAn'mA"kur)
       A person, who causes it to rain, not by making it r...
how we guide the solution to you




                            Page 6
we are obsessed with difference


 different ways of looking at 
 challenges

     different questions to ask 
     differ...
our approach is collaborative and interactive



                we make the conditions right so it 
                     ...
protean approach
research | brand | operationalize
research | brand | operationalize


                                   research
                                 understan...
protean approach
| research |
   esea c                                                                                   ...
success measurement

                                    qualitative
                                     on-site
        ...
philosophy


we believe that what we believe,
makes us different
what we believe: about differentiation




1. there are two predictors of brand success: relevance and differentiation
2. ...
what we believe: about experiential brands




1.
1 the experience is the brand and the brand is the business
2. experienc...
what we believe: about market research


1. we don’t know what we don’t know
       really successful projects are designe...
experiential branding
protean customer odyssey model©
the discipline behind experiences

                                            differentiated 
                           ...
The approach




      experiential branding approach

  •looking at the marketplace in terms 
         of the customer od...
protean customer odyssey model©


  revelation       inspiration        consideration            motivation       activati...
protean research
what we believe: about market research (2)


                                              “Tip of the Iceberg”
          ...
what we believe: about market research (3)




            conscious
            awareness




           unconscious
    ...
proteanprediction
collective wisdom engine

a marketing tool for today’s changed world
briefly


leverage the wisdom
                of crowds to evaluate innovations, concepts,
messaging, strategies, advertis...
a marketing tool for today’s changed world




allows people to participate in marketing decisions
talks to them at the sp...
the underlying premise




two simple yet profound tenets
ask what they think other people would do, not what they would d...
simply what you need to know

                                    will it work?




       why?

                         ...
prediction market core
                                           If we asked 100 people like yourself
                   ...
plus: tailored to the needs of every project



questions
      demographic and behavioural screening questions
      pre-...
prediction market difference


                   Traditional Quant Study        proteanprediction

                      ...
prediction market difference
a more nuanced outcome
                                                                      ...
simple straightforward reporting




                            Page 33
simple straightforward reporting




                            Page 34
visual analysis of open ended question


Comments about Statement A
      Total sample




                             Pa...
widely used




•   Iowa Electronic Markets: political predictions more accurate than the
    most accurate polls at least...
scientifically validated




                            These two academic papers give an interesting overview into 
    ...
Inner Directives®


Understanding the subconscious relationship between
consumers and brands
Inner Directives®

•   Proprietary research approach

•   Proven psychoanalytic technique in combination with traditional ...
Inner Directives: Delivering deeper insights

What you gain
       Deeper insights into attitudes and behaviours that cons...
clients we have helped
Foodservice, Hospitality and 
Automotive                                      Financial Services
                         ...
Contact us


416 967 3337
bernstein@proteanstrategies.com
www.bc3strategies.com
www.proteanstrategies.com
80 Cumberland St...
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Introduction To Protean Strategies

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Introduction To Protean Strategies

  1. 1. an introduction
  2. 2. table of contents about protean strategies 3 we help the solution to find you 5 we are obsessed with difference 7 our approach is collaborative and interactive 8 approach to branding 9 philosophy: what we believe about: 13 differentiation 14 experiential brands 15 market research 16 experiential branding 17 protean CUSTOMER ODYSSEY MODEL© 20 protean research 21 p protean pprediction collective wisdom engine g 24 inner directives psychoanalytics 38 recent clients we have helped 41 Contact us 43 Page 2
  3. 3. about protean strategies
  4. 4. protean strategies • founded in 1998 as the bay charles consulting company/bc3 • morphed into protean in 2009 • headquartered in toronto • largest client – general motors (research management and brand positioning) • smallest client – the yorkville club (health club) Page 4
  5. 5. we help the solution to find you Rain-ma-ker (rAn'mA"kur) A person, who causes it to rain, not by making it rain, but by bringing together the environmental, human and spiritual components that together g p p g make the perfect conditions for the rain to fall. Strategic Rainmaking™ Creating an environment of knowledge, enthusiasm and commitment that crystallizes strategic solutions and brings them to the forefront. y g g Page 5
  6. 6. how we guide the solution to you Page 6
  7. 7. we are obsessed with difference different ways of looking at  challenges different questions to ask  different people diff t l different interpretations and  different interpretations and different insights differentiated brands,  communication, companies Page 7
  8. 8. our approach is collaborative and interactive we make the conditions right so it  wants to rain. and we rely on the wisdom of the  crowd* nobody  the  frequent  fluid and  everybody  close  knows what  marketplace  workshops  organic  contributes  partnership they don’t  reigns  and updates approach equally know supreme *Reference to “The Wisdom of Crowds” by James Surowiecki, Anchor Books, 2004 Page 8
  9. 9. protean approach research | brand | operationalize
  10. 10. research | brand | operationalize research understand the business, category and consumer accelerate return on brand investments operationalize brand align business describe relevant, process to value differentiated, proposition experiential brand Page 10
  11. 11. protean approach | research | esea c | brand | ba d brand audits Understand the experience psychological Customer archetype experience audit studies brand and new product describe product understand the development relevant, positioning company, differentiated, category and experiential consumer brand qualitative and anthropological quantitative ethnographic research observations portfolio experiential management branding semiotics strategies architecture analysis customer odyssey od sse model | operationalize | align business brand impact Brand spikes process to evaluation and impact value systems points proposition human capital h it l development programs Page 11
  12. 12. success measurement qualitative on-site evaluation stakeholder tracking response studies track and measure the outcome t brand touch point valuation audits Page 12
  13. 13. philosophy we believe that what we believe, makes us different
  14. 14. what we believe: about differentiation 1. there are two predictors of brand success: relevance and differentiation 2. features, attributes and benefits can no longer sustain brands 3. there are very few products that somebody cannot copy exactly and sell for a little less or improve on and sell for the same price 4. creating a relevant differentiating experience (RDE©) is a means of creating sustainable differentiation Page 14
  15. 15. what we believe: about experiential brands 1. 1 the experience is the brand and the brand is the business 2. experiences are co-created. marketers define the inputs, provide clues and deliver triggers; but the consumer engages in the experience and forms j g judgments based on who he or she is at the time of contact 3. experiential branding is not experiential marketing. experiential marketing is a communications channel that allows marketers to trigger the RDE© outside the immediacy of the brand. experiential branding is the discipline of translating features and benefits into meaningful experiences, and building t l ti f t db fit i t i f l i d b ildi businesses and brands around these relevant differentiated experiences (RDE©) 4. 4 experiential branding is different from branding experiences Page 15
  16. 16. what we believe: about market research 1. we don’t know what we don’t know really successful projects are designed to allow completely unthought-of ideas, opinions and attitudes t emerge; not li it d t what we all were thi ki b f i i d ttit d to t limited to h t ll thinking before we started 2. if we ask the same questions of the same people in the same way, we’ll get the same answers methodologies must be innovative and different, the people who we talk to must be able to add new dimensions 3. what we get out of it depends on what we put into it the degree to which research findings will be head smacking and mind bending depends entirely on the openness of our own minds as we embark on the project and our willingness to take risks in the process 4. 4 research doesn’t make decisions, it provides learning to stimulate thinking doesn t decisions out of the box thinking comes from out of the box learning which comes from out of the box research Page 16
  17. 17. experiential branding protean customer odyssey model©
  18. 18. the discipline behind experiences differentiated  experiences • consistent • intentional • strategic • valuable • relevant • unique predictable experiences • consistent • intentional random experiences p Page 18
  19. 19. The approach experiential branding approach •looking at the marketplace in terms  of the customer odyssey Page 19
  20. 20. protean customer odyssey model© revelation inspiration consideration motivation activation confirmation  i have an itch i have a need i need what you promise i want  to buy  i am in the  the experience was  your brand of  process of  delightful and ill tell  p product or  p g experiencing  y y everybody i know  service the brand about it Impact point Impact point Impact point Impact point Impact point Impact point spike spike  spike  spike spike spike  experience experience experience experience experience experience Page 20
  21. 21. protean research
  22. 22. what we believe: about market research (2) “Tip of the Iceberg” 5% of human cognition Describes behaviour, motivation and responses Informed by conscious Attitude Behaviour Demographics/ psychographics h hi unconscious “Under the surface” 95% of human cognition Explains behaviour, E l i b h i motivation and responses Informed by Psychology Page 22
  23. 23. what we believe: about market research (3) conscious awareness unconscious i processes Page 23
  24. 24. proteanprediction collective wisdom engine a marketing tool for today’s changed world
  25. 25. briefly leverage the wisdom of crowds to evaluate innovations, concepts, messaging, strategies, advertising copy and ideas Prediction Markets are a means of aggregating the inherent wisdom of the crowd in order to predict an outcome Prediction Market theory applied to consumer research is a powerful, technique that enables marketers to evaluate multiple ideas quickly, effectively and reliably proteanprediction Collective Wisdom Engine is a simplified simplified, streamlined tool based on prediction market theory Page 25
  26. 26. a marketing tool for today’s changed world allows people to participate in marketing decisions talks to them at the speed they are used to allows people to apply their marketing savvy gives them a respite from complexity by offering them simple ways to make their opinions known credits them being consumer-kings Page 26
  27. 27. the underlying premise two simple yet profound tenets ask what they think other people would do, not what they would do reward them for getting it right o e co p e and profound tenet one complex a d p o ou d te et apply prediction market algorithm to weight the responses Page 27
  28. 28. simply what you need to know will it work? why? Page 28
  29. 29. prediction market core If we asked 100 people like yourself which of the two advertising campaigns you have just seen will be most likely to make them want to buy BRANDX how many would say Campaign A and how many would say Campaign B and how many would say Campaign C You said that more people id h l would say that [Insert: Campaign Favourite] would make them want to buy BRANDX. Why do you say y y y that? Page 29
  30. 30. plus: tailored to the needs of every project questions demographic and behavioural screening questions pre-exposure brand and competitive awareness and preference post exposure preference full range of diagnostic testing sample l customer lists, hand raisers, brand enthusiasts on-line panel any other source Page 30
  31. 31. prediction market difference Traditional Quant Study proteanprediction people focused on what think other people Remove Bias Subjective personal opinions would say, not their ld narrow personal biases People are better at predicting the behaviour of others than their own behaviour respondents are rewarded for Engage Respondents rewarded for thinking about the completing the survey, not respondents honesty or accuracy question and being right! Page 31
  32. 32. prediction market difference a more nuanced outcome Looking t the L ki at th results of thi lt f this actual study, the deeper Comparison ProteanPrediction nuance of ProteanPrediction vs. Average Responses  can be clearly seen. 29.2% Statement D: 33.4% Using the average value for 29% each statement (Red) would have lead to a conclusion 26.8% that Statement D was far and Market Result Statement C: Statement C 24.0% 24 0% away the best idea. idea 20% Using the percentage of the 16.7% sample that selected each Statement B: Average 13% 14.5% statement as their “favorite,” (Green) dampens “D” ‘s lead, 14.8% but changes the picture for Statement E: 16.9% Average of  the number two position – “A” 13% "favourite "  is now equal to “C” concepts 12.5% In the ProteanPrediction Statement A:  13.9% (Blue) result, the difference 21% between the lead and second closes significantly, indicating that th th t the market place has k t l h ‐10.0% ‐10 0% 5.0% 5 0% 20.0% 20 0% 35.0% 35 0% very nearly as much “heart” for “C” as they do for “D” Page 32
  33. 33. simple straightforward reporting Page 33
  34. 34. simple straightforward reporting Page 34
  35. 35. visual analysis of open ended question Comments about Statement A Total sample Page 35
  36. 36. widely used • Iowa Electronic Markets: political predictions more accurate than the most accurate polls at least 75% of the time • Hollywood Markets: Predict box office receipts • Used by: Google, Hewlett Packard, Wrigley (Global); Kraft; GE; Microsoft; Intercontinental Hotels Group; GM’ etc. Page 36
  37. 37. scientifically validated These two academic papers give an interesting overview into  some of the academic thinking behind the theory of prediction  markets.  Additional Links http://www.youtube.com/watch?v=keVL0PkCpaQ&eurl=http%3A%2F%2Fwww%2Econsensuspoint%2Ecom%2Fpredicti on%2Dmarkets%2Dblog%2F&feature=player_embedded This link connects you to a video of the CEO of Best Buy talking about their use of Prediction Markets. Given their recent business collapse, I am not sure they are necessarily the best example http://www.hsx.com/ This is the link to the Hollywood Stock Exchange, which is probably the most famous prediction market site – it has become an extremely important tool for movie producers to judge the potential of their future movies before they make them. http://www.pbs.org/wgbh/nova/sciencenow/0301/04.html This is the most fun of all of them – PBS video that makes it all clear clear. Page 37
  38. 38. Inner Directives® Understanding the subconscious relationship between consumers and brands
  39. 39. Inner Directives® • Proprietary research approach • Proven psychoanalytic technique in combination with traditional consumer research • Explores and interprets subconscious level of consumer and brand perceptions and behaviour • One O on one interviews conducted under clinical conditions by a clinical psychoanalyst Meyers Briggs self complete test as a window into understanding typology, archetypes and mythological narrative i • Combined with one or more qualitative techniques • Focus groups in-home interviews, ethnographic observations, in-store interviews groups, in home interviews observations in store and shop-alongs • Helps explain attitudes and beliefs that underlie behaviour Page 39
  40. 40. Inner Directives: Delivering deeper insights What you gain Deeper insights into attitudes and behaviours that consumers are unwilling or unable to express What you learn How and why consumers buy How consumers experience “experiences” How consumers focus attention, acquire information, make decisions and orient to outside world What you get Completely new understandings of consumer relationships with categories and brands More connected and relevant approaches to delivering brand experience Entirely new ways of thinking about positioning and communication platforms Page 40
  41. 41. clients we have helped
  42. 42. Foodservice, Hospitality and  Automotive  Financial Services Travel (continued) T l ( ti d) General Motors (all divisions)  TD Canada Trust  Lexus  H&R Block  Metropolitan Hotels  Mitsubishi  ING Canada  Ontario Lottery and Gaming (OLG)  Nissan Canada  Presidents Choice Financial  Prime Restaurants  RBC  Travel Gay Canada  Business to Business  Scotiabank  Wells Fargo Bank  Government and Not for  Government and Not for Dell Canada  VISA  Profit  Deloitte Consulting  Allstate Insurance   Fairmont Hotels and Resorts  American Express   Canadian Liver Association  Fleetcorp   Amicus  Canadian Marketing Association  IBM  CIBC  Elections Ontario  ING  Food Banks Canada Objectivity Systems  Communication Agencies  George Brown College   OIC Publications  Ontario Government   Pattison Outdoor  BBDO  Ministry of Economics and  Rogers Communications Inc.  Clean Sheet  Development  Scotia McLeod  DDB Canada  Ministry of Research and  Draftfcb   Innovation  Consumer Package Goods   Consumer Package Goods LA Ads LA Ads Toronto Region Research Alliance (TRRA) Toronto Region Research Alliance (TRRA) Leo Burnett  Wellesley Institute  Brita  MacLaren McCann  SOCAN  Corby’s  Perennial  Energizer Batteries  Ogilvy  Retail  Knorr (Unilever)   Wonderman   Linsey Foods  Y&R   Bell Mobility  Mark Anthony Group (Wines and spirits)  Mark Anthony Group (Wines and spirits) Dell Canada Dell Canada Mars  Foodservice and Hospitality  GM Dealer Associations  Motts (Clamato Juice)  GM Goodwrench   Pepsi Frito‐Lay  and Travel  Grand and Toy  Procter and Gamble  Canadian Tourism Commission  Yorkville  Clubs  Splenda  Delta Hotels  Holt Renfrew  Fairmont Hotels and Resorts  Liquor Control Board of Ontario Mac’s  Fallsview Casino Convenience Stores Convenience Stores KFC (US)  Rogers Communications Inc.  Sears Canada  Page 42
  43. 43. Contact us 416 967 3337 bernstein@proteanstrategies.com www.bc3strategies.com www.proteanstrategies.com 80 Cumberland Street Toronto ON M5R 3V1

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