13. how you
use & leverage
data gives you a
competitive edge
14. Insights & More is a strategic
consumer consultancy that unearths
consumer and market insights from the
data out there and the research you
have accumulated within your
organization.
We convert passive, dormant data into
active, usable knowledge.
28. case study #1
project brief
current best approach (CBA) for
marketing batteries to low
income consumers globally
29. case study #1
project brief
business issues new knowledge
• not growing fast enough • a comprehensive tool-kit
• need entry strategy • in-depth country reviews
• grow consumption • cross-country channel review
• reduce the price? • communication tool-kit
• get retailers’ buy-in team • competitive reviews
• new team, unfamiliar category
• geographically dispersed
• different scripts
• move forward together,
aggressively
30. complete picture case study #1
comprehensive CBA tool-kit for
4 marker countries, with:
• market scenarios & trends
• competitive reviews
• cross-country, cross-channel
understanding
• copy & communication understanding
• core consumer & retail insights
31. better investment returns case study #1
>US$1.5 million worth of
unmined research
maximised at 10% of the
research cost
32. rationalize the irrationality case study #1
perceived issue = real issue = irrelevance
* also the barrier for consumption
claims believability
33. rationalize the irrationality case study #1
perceived issue = real issue = irrelevance
* also the barrier for consumption
claims believability
39. relevant across marketing case study #1
mix
whitespace entry model
increase
core insights
share in
stagnant
+ CBA
market
40. relevant across marketing case study #1
mix
whitespace entry model
increase
core insights
share in
stagnant
+ CBA
market
communication concepts
for global LIM campaign
41. relevant across marketing case study #1
mix
whitespace entry model
increase
core insights
share in
stagnant
+ CBA
market
communication concepts packaging design
for global LIM campaign ideas
42. relevant across marketing case study #1
mix
whitespace entry model
increase
core insights product port-
share in
stagnant
+ CBA folio & pricing
strategy
market
communication concepts packaging design
for global LIM campaign ideas
43. relevant across marketing case study #1
mix
whitespace entry model retailer sell-in story
increase
core insights product port-
share in
stagnant
+ CBA folio & pricing
strategy
market
communication concepts packaging design
for global LIM campaign ideas
44. democratize knowledge case study #1
multi-functional, multi-
geography workshop:
• get everyone on the same page
• embed new understanding
• influence multi-functional team
• convert insights into actionables
• entry & growth strategies alignment
• concept writing & generation
• product & innovation pipeline ideation
At the minimum, we synthesize all the existing organizational data to come up with a comprehensive picture of your consumer, from all perspectives, whether it be packaging, shopping behavior, advertising, product, usage habits, attitudes, etc. We combine the explicit data – consumer understanding, sales data, usage data, internal financials, biz reviews & plans, goals & measures, tracking data, internal process data, HR data, training material/ best practices – with the implicit knowledge – senior managers’ experiences, historical understanding, perspective; line staff’s market & competitive info; cultures, values, history & evolution; people knowledge; organisational process understanding, political & organisational dynamics understanding.E.g. penetration vs. consumption for Pampers in India; wings or non-wings in sanitary napkins in India
Companies invest multi-million dollars on market research and collecting data from stores & consumers. But every time there is a new business question, the fall back option is to go in for new research. We maximize the knowledge & understanding you can gain from your current knowledge investments in research & data – so that you get better returns for your current investment, frequently saving you from new, expensive research or helping you fine-tune your future research to topics that truly need to be understood better.E.g. focus particularly on understanding habits related to driving more consumption vs. understanding adoption for diapers, product is not an issue – understand more about the impact & response to advertising
How often have you faced this problem? The consumer says East and then moves West. We all know & talk about the irrational side of the consumer and have accepted it as the reality. Market research is limited in that it cannot help us understand or predict this irrationality. But why does this “irrationality” arise? It is the result of external factors like the market, political and cultural environment, societal norms & trends, the history of the category and the innate habits of our consumers. We go where traditional market research cannot – by understanding this and marrying it with the rational understanding we gain directly from consumers & data, we get a truly 360 understanding of our consumer and truly understand why they behave the way they do. We break down the consumer’s “irrationality” into real variables & drivers & make intangibles into tangibles.E.g. the importance of trust in developing markets makes them buy products they ‘cannot’ afford, ‘Be Brazilian’ vs. functional benefit for batteries, the colour ‘red’ in China
We uncover deeper, more fundamental, more profound insights – more of human truths. Human truths tend to be more similar than different. This leads to better re-applicability – a better understanding of where, how & what to reapply.E.g. ‘football’ travels across LA & Europe; ‘cold concepts’ applicable across Islamic countries, not geographically; similarities across Philippines & LA on aesthetics & smell; importance of the home in the Muslim context – therefore, impact on diapers (early adoption & high consumption) & paint (highest per capita consumption among Malays).
We are big believers in inter-connectedness and understanding the power of trends vs. point-in-time data. We connect the dots across data sources, marketing mix elements and time, we then understand & identify the drivers of historical trends, we look at countries which are early and late on those trends, we look at complementary categories to predict where the consumer is headed. Not only do you get a full picture, you also get a peek into the future.E.g. female grooming trends are a precursor of male grooming trends in Asia
We uncover deeper, more fundamental, more profound insights – more of human truths. We don’t believe in shopper insights or product insights or retail insights or advertising insights. The consumer is one & she responds to all stimuli with one code that she has. By uncovering that code, we are able to understand the impact & her likely response across different functions & marketing mix elements.
Typically, deep & real knowledge of the consumer lies with a few people. Everyone has a different perspective of the business problem, the consumer, the market….. The result – it becomes difficult to move the organization or strategy move forward rapidly, because different functions or levels or people are working off different scripts. Often, it is not about the better decision but the faster decision. Having everyone on the same page helps you make better & faster decisions, with fewer alignment issues. We do this by embedding the consumer in everyone’s gut through the power of storytelling & collaborative workshops. Decisions are often agreed to & taken in the workshop.
We believe that when you bring together opposites, you can weave magic.The Arts & the SciencesQualitative & QuantitativeOrganisational data & macro-economic perspectiveDeep analytical rigor & a creative approachReal consumer data & academic consumer understandingNumbers & feelingsSimplicity & complexity
Evaluation: We take the data that you already have, and then make sense of it. This is information you can trust – because you commissioned the research. We do not conduct any new research. Extraction: We supplement the truth within, with the truth out there – through an external audit of the competitive landscape, market trends, signature shifts on the macro-economic front, academic understanding of consumer psychology and deeper investigations in the fields of economics, psychology, history and cultural anthropology because they all influence and impact the consumer mindset. Analysis: We then bring the internal and external realities together, combining rigour with imagination, analysis with intuition, to craft a contextual frame for the story behind the numbers. Our 30 years of experience in marketing, research and knowledge creation as well as a deep understanding of Asian markets and consumers allows for intensive interpretation that marries the science and the art. The result: An enlightened account of the way your world works. Co-creation: Once we have the content, we deliver it in a compelling way – most often through a collaborative workshop – in which we embed the new realities within your organization by connecting with the head as well as the heart. Transformation: We strive hard with each project to recast your perspective of the original challenge, revive your purpose, and reveal new possibilities around what you can do with the new-found knowledge.
