by Edward Appleton, Senior European Consumer Insights Manager, Avery Dennison, Germany

1. Crisis? What
Crisis?
Crisis?
What Crisis?
Why Market Research
should be optimistic about a
re-energised future
Edward Appleton
European Consumer Insights
Manager, Avery Zweckform
BAQ MaR Ghent
December 2013
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Confidential - For Internal Use Only
CONFIDENTIAL

2. Avery: Office and Consumer Products
Consumer Products for
• Small Business
• Office
• Home
• School
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Confidential - For Internal Use Only

3. Agenda
• Snapshot: MR threats, opportunities
• From “Researcher” to “Insights Consultant”: how?
• Proving MR Impact and Value - how?
• Outlook
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Confidential - For Internal Use Only

4. 1. Challenges
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Restructuring, delayering
Multiple datastreams bypassing MR
D.I.B (“Do-It-Badly”)
Speed and Actionability
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Confidential - For Internal Use Only

5. 1. Opportunities
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● Data Experts = Insights
Data expertise
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New MR
Experts = Strategic, Creative
Closer the Action
Nearer to Action
New MR = Strategic, Creative
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Confidential - For Internal Use Only

6. Better Tools = Better Craftsman?
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Confidential - For Internal Use Only

7. 2. Becoming an “Insights Consultant”…
It’s as much about Leadership Skills as Hard Skills
Visibility is more than half the battle
Sympathy
Collaborate with Other Disciplines
Participate in Board Level Meetings
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Confidential - For Internal Use Only

8. 7 Quick Ways to Lose Influence
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Confidential - For Internal Use Only

9. 7 Quick Ways to Lose Influence
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Confidential - For Internal Use Only

10. 7 Quick Ways to Lose Influence
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11. 7 Quick Ways to Lose Influence
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12. 7 Quick Ways to Lose Influence
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13. 7 Quick Ways to Lose Influence
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14. 7 Quick Ways to Lose Influence
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Confidential - For Internal Use Only

15. 3. Skills to Survive Tomorrow
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Bias towards Action
Communication, collaboration
Work with Multiple Data Streams
Document the Value
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Confidential - For Internal Use Only

16. 3. Document Value - How?
● Year End Value Summary - $ quantification
● Always issue Executive Summaries
● Gain Top Management Attention
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Confidential - For Internal Use Only

17. The new Competitive Environment
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Confidential - For Internal Use Only

18. Transformation Through Insights – 2 Examples
• Highlighted strong dealer perceptions of brand equity prior to a
packaging re-launch
• Uncovered an unmet need that developed into a Winning Concept
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Confidential - For Internal Use Only

19. Children’s Stickers range – new packaging design?
Current
Proposed New
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Confidential - For Internal Use Only

20. Children’s Stickers range
Simple Insight: don’t change a winning recipe
• Dealer IDIs in combination with quantitative pack test
• Key Insight – “that’s the blue brand”
• New designs too radical a break with perceived equity,
too trendy
• “Zweckform should not change its package design for
stickers. Blue stands for Zweckform in a very strong way.”
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Confidential - For Internal Use Only

21. General Purpose Labels
Insight: uncovered important new unmet need
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On surface: not a problem encountered
Discussion about new possibility: changed opinions
“I have an airbag – doesn’t mean I wish to have a crash”
Validation in Quant. Survey
Formed basis of R&D briefing
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Confidential - For Internal Use Only

22. 4. Outlook
● Make your voice heard
● Become a better craftsman - execute
immaculately
● Document the value
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Confidential - For Internal Use Only

23. The Future is Bright - but we have to adapt
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Confidential - For Internal Use Only

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Confidential - For Internal Use Only