Choose The Red Pill or The Blue Pill: Adventures In The Matrix Of The Mind by Shane Skillen of Hotspex - Presented by Insight Innovation eXchange North America 2013
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The document provides various data points and metrics including: percentages comparing different groups (e.g. 50% vs 50%); survey results (e.g. 68% vs 32%); hours spent on research and number of interviews conducted; validation scores of emotional words predicting behavior; dollar amounts for marketing budgets; brand personality descriptors (e.g. knowledgeable, friendly); adjectives to describe brands (e.g. stinky, smells good); and questions to gauge feelings about brands. The data comes from extensive desk research, pilot interviews, and validation of predictive models, suggesting it provides both qualitative and quantitative insights into consumer perceptions and behaviors related to brands.
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Choose The Red Pill or The Blue Pill: Adventures In The Matrix Of The Mind by Shane Skillen of Hotspex - Presented by Insight Innovation eXchange North America 2013
- 4. WHITE SPACE
- 5. RIGHT SPACE
- 14. 50% vs. 50%
- 15. 68% 32%
- 16. 52% 48%
- 17. 34% 66%
- 18. 9% 91%
- 19. 5,000 hours of desk research 821,000 pilot interviews Validation .92 correlation Relative hot&spex score within brand category in 2008 Relativebrandusagewithincategoryin2009 25 30 35 40 45 2030405060
- 20. 20
- 22. 5,000emotional words 96 That predict behavior with 92% accuracy
- 25. 3X
- 27. 27 How do you feel about Toyota?How do you feel about the ad you just saw?How do you feel about this website?How do you feel about this package?
- 38. $138
- 39. ans Non- Fans
- 40. ans Non- Fans Q52.1.1) Brands are not people, but they do have personality. If this Brand was a person would it be more...?
- 43. Smells good…
- 44. Stinky
- 46. CANNED TUNA
- 47. ?Right space??
- 59. Visually Appealing Imported Ingredients Exotic Seasonings Sea Salt Spicy
- 62. And more . . . •Values • Shapes •Smells •Archetypes
- 68. QUESTIONS
- 69. 69
Editor's Notes
- 50 clients and we have done work in over 20 countries in the past year
- New leads to wins, things are changing, it’s our chance to shine
- Cans in general are shrinking People are making less sandwiches Here is a company only in canned tuna so need to think out side the can and get into other parts of the store
- What is it really?It can be a little scary ...It doesn’t always lead to winning concepts
- You feel Confident Inspired
- Who has felt stress
- Impulse to act No free will, free wont
- Tie into how we will be able to understand behaviours of business sellers
- Talk about phone extension of yourself
- Map next
- Your body is trying to avoid neroepinphreins and GET dopamine Differentiate in a zone Axis – RED GREEN
- Partnerships
- Put stock price in
- All the stuff in the sell sheet Emotions
- Say heat map
- Cans in general are shrinking People are making less sandwiches Here is a company only in canned tuna so need to think out side the can and get into other parts of the store
- Cans in general are shrinking People are making less sandwiches Here is a company only in canned tuna so need to think out side the can and get into other parts of the store
- Positioning is dead without starter ideas No white walls in our session
- We as an industry need Innovate more to create what’s right Dig deeper to understand why people REALLY buy Position brands, concepts, communications and ourselves