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From Big Bang to the final creative story - TNS Turkey & Unilever


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From Big Bang to the final creative story - TNS Turkey & Unilever

  1. 1. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by
  2. 2. From Big Bang to the final creative story: The methodology of Co-Creation Workshop - How big ideas are created working as one team combining all parties who make, design, market, advertise and use brands & products. ©TNS 2013
  3. 3. Traditional Research World The work flow in traditional research world: The client sends the briefing document Finally a decision is made by the client. ©TNS 2013 The research company makes the sample design / or revise the given design Conduct the fieldwork (there is generally a stimulus to evaluate) Various stakeholders make numerous meetings Analyze and does reporting. (takes some time) The seniors find time to read the report. Makes a presentation to some people in the client (if they have time and if they prefer) The client sends the report to the seniors.
  4. 4. Traditional Research World Seeing the result of the business objectives and research sometimes takes months. In the meantime, people loose the thrill of doing research, and research becomes just a burdensome procedure to overcome. ©TNS 2013
  5. 5. Real Business World In today’s business world... Competition is too strong! Time is precious Many competitors in the category Making decision and taking action in short period of time and in a creative way is becoming a tougher issue everyday. ©TNS 2013
  6. 6. What is needed? Making decision in a short period of time (ASAP!) Finding a creative and differentiating solution (ASAP!) TO DO THIS  All stakeholders should come together to focus and discuss about the research results  Put the consumer in the center  Make decision altogether  Feel confident about the decisions  Brief the agency altogether And see the fruits of the decision ASAP: growth in business ©TNS 2013
  7. 7. Solution from the Researcher Talking about Thinking Together Altogether in a Disciplined Way ©TNS 2013
  8. 8. Solution from the Researcher Working together and leading this teamwork with some discipline Workshops enable:  Making all stakeholders come together  Giving the research results in a short period of time with a holistic perspective  Having an atmosphere of discussion in which the consumer and research are at the center  Generating creative consumer insights  Making decisions at a short period of time ©TNS 2013 ideas linked to strong
  9. 9. Various Workshop Solutions for Various Needs Various workshop types for various needs on the way to growth  Insightment WorkShop  Brand Map WorkShop  Presentation WorkShops  Super Group Co-Creation WorkShop Although categorized, still each workshop needs a tailor-made preparation and agenda. ©TNS 2013
  10. 10. Various Workshop Solutions for Various Needs Presentation Workshop Provides deep understanding and taking strategic decisions together with the client according to the research results. Enables the clients to activate their strategic decisions right away without waiting for the full report  Commenting on the research results together  Reaching the ideal solution for the brand  Forming the recommendations together ©TNS 2013
  11. 11. Various Workshop Solutions for Various Needs ©TNS 2013
  12. 12. Various Workshop Solutions for Various Needs Insightment Workshop Delivers insight platforms convenient to the brand positioning acquired by consumer observations - turn consumer observations compiled from various sources into insight platforms in line with the brand strategy First step taken on the way to positioning concepts searched within brand positioning, determines communication and positioning routes ©TNS 2013
  13. 13. Insightment Program Inspiration Safari Consumer Connections Data Mining Insightment Workshop Ethnography Dinner with Experts ©TNS 2013
  14. 14. Insights are positioned on this framework Investigate already solved progress Low opportunity area Investigate Leave Size of issue (Identification & frequency) Fertile ground Possible niche Need for a Solution (Importance & current solutions) ©TNS 2013
  15. 15. Various Workshop Solutions for Various Needs ©TNS 2013
  16. 16. Various Workshop Solutions for Various Needs Brand Map Workshop Delivers brand positioning strategies and brand equity (Insight, Benefit, Discriminator, Competitor environment, RTB, Brand personality, Target, ESSENCE)  The brand direction that is targeted is defined  Current positioning is discussed  Elements that compose the Brand Map are discussed to create the ideal “brand map” ©TNS 2013
  17. 17. Various Workshop Solutions for Various Needs Insight Competitive environment RTB Benefit Brand Personality Discriminator Target ©TNS 2013
  18. 18. Various Workshop Solutions for Various Needs ©TNS 2013
  19. 19. Various Workshop Solutions for Various Needs Super Group Co-Creation Workshop An atmosphere that arouses creativity is established Managed to acquire a concept, product, brand claim or communication idea related to the brand strategy and positioning For Creating Bright Ideas & Exciting Concepts  Unique new ideas are vital for brands  A dynamic, energetic setting full of intense emotions ©TNS 2013
  20. 20. Various Workshop Solutions for Various Needs Super Group Co-Creation Workshop The Setting:  Participants are enabled to live in the concept  Setting that supports creativity  Play-room setting  Laboratory setting The Participants:  Client team  Brand communication team  Creative consumers  Experts related to the subject  Illustrators/ cartoonists ©TNS 2013
  21. 21. Various Workshop Solutions for Various Needs Super Group Co-Creation Workshop Results in-line with Project Objectives:  Concept/ Brand claim  Packaging/ Product idea  Communication idea Later, this data is further refined together with the client About 10-15 concepts/ brand claims can be produced ©TNS 2013
  22. 22. Various Workshop Solutions for Various Needs ©TNS 2013
  23. 23. Various Workshop Solutions for Various Needs ©TNS 2013
  24. 24. Various Workshop Solutions for Various Needs ©TNS 2013
  26. 26. Super Group Co-Creation Workshop Everyday, hair care brands try to  find a solution for various problems  communicate their solutions  differentiate their solutions Currently, there are too many communications around, which convey the same message with similar analogies and demos. ©TNS 2013
  27. 27. Super Group Co-Creation Workshop The same unhappy women The same hair strand The same analogies The same happy women with beautiful hair ‘repair’ ‘from roots to ends’ The claims have became too cliché over time ©TNS 2013
  28. 28. Super Group Co-Creation Workshop It is the time to think out of the box and to say new things Unilever Turkey wanted to get rid of these clichés, and find a new way to explain the performance of their products. Then, TNS came into agenda and... ©TNS 2013
  29. 29. Super Group Co-Creation Workshop WHY CO-CREATION WORKSHOP? Because creation should be done in a dual & mutual process. We used to create on our own and broadcast it for consumer appeal. Realized that the way of creation and the end results are falling short when it is processed via single, mono mindset. Now Co-Creation is finding its real meaning with multifarious people source and mindset. ©TNS 2013
  30. 30. Super Group Co-Creation Workshop A set up stage of 2 months: Numerous meetings:  For clarifying the business issues  For clarifying the study needs  For developing the methodology  For setting up THE DAY ALTOGETHER ©TNS 2013
  31. 31. Super Group Co-Creation Workshop As a result: A combined methodology of SuperGroup Co-Creation Workshop is created Stage 1: Training Day NeedscopeTM 101 Training Claims 101 Training Consumer 101 Training Stage 2: Creating the New Claims SuperGroup Co-Creation Workshop ©TNS 2013
  32. 32. Super Group Co-Creation Workshop Preparation: Who will be involved? It is decided to have a 3600 understanding about the study, and to be nourished by various expertises as much as possible. Unilever – Brand, CMI, R&D teams TNS Research Team Ad Agency – Strategy & Creative team Experts – From various industries Creative consumers Illustrators ©TNS 2013
  33. 33. Super Group Co-Creation Workshop Preparation: How should we encourage creativity? Zones to stimulate creativity, to think out of the box and to feel involved: Consumer Zone Damage & Repair Zones Mini Chemistry Lab Zone Breakfast and lunch prepared according to NeedScopeTM segment ©TNS 2013
  34. 34. Super Group Co-Creation Workshop Damage Zone Consumer Zones Lab Zone ©TNS 2013
  35. 35. Super Group Co-Creation Workshop THE DAY: ©TNS 2013
  36. 36. Super Group Co-Creation Workshop 70 56 88 21 functional analogies for damage emotional analogies for damage functional analogies for damaged hair emotional analogies for damaged hair 31 39 10 10 consumer-relevant names for the technology of the product technology analogies (RTB) functional benefits Emotional benefits 40 23 6 1 Product claims Mechanism claims concepts Ad idea + Numerous POP ideas + Numerous Gift ideas + Numerous Promotion ideas ©TNS 2013 + Numerous pack design ideas
  37. 37. Keys to Success in a Workshop  One team- Listened well  Flexibility  Think out of the box  Planning and planning  Stimuli  No killing ideas  Harmony and comfort Flawless collaboration & teamwork ©TNS 2013
  38. 38. Solution from the Researcher To shed light on the client’s positioning, new ideas and communication projects Using the right consumers and experts the right way at the right time Creativity and Discipline well-balanced at all stages. ©TNS 2013
  39. 39. THANK YOU ©TNS 2013
  40. 40. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by