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Adam Richardson
Innovation X: www.innovationxbook.com   eMarketing Conference 2010
Twitter: @richardsona                                     April 23, 2010
Blog: www.frogdesign.com/amphibious
                                                       April 23, 2010
We are a global innovation firm.
480 people / 32 nationalities / 40 years of experience




    We help the world’s leading companies create and bring to market
    meaningful products, services, and experiences that improve people’s lives.

    Our multidisciplinary process reveals valuable consumer and market
    insights and delivers lasting, humanizing solutions across multiple
    technologies, platforms, and media.


Company overview                                                                  April 23, 2010   2
April 23, 2010
@frogdesign 50,000
    @Amazon 20,000
   @Nike Plus 6,000
  @Coca Cola 21,000



                      April 23, 2010   4
“Why do you keep
 Barbies in your
 dishwasher?”




                   April 23, 2010   5
In today’s disruptive environment,
 really understanding customers
         must be job one




                                April 23, 2010   6
But there’s a problem.
Three problems, actually.




                            April 23, 2010   7
Customers are getting more demanding
                               April 23, 2010   8
Customers aren’t fitting into segments
                                  April 23, 2010   9
Customers aren’t fitting into segments
                                  April 23, 2010   10
Customers aren’t fitting into segments
                                  April 23, 2010   11
“Our traditional research told us that there
                 was a total available world market of about
                 two million units for a $499 phone; we sold
                 over two million units in the UK alone.”
                “If you want to be a leading company, you
                  have to create the products that create
                  your destiny.”
                      - Geoffrey Frost, former CMO, Motorola




Customers are getting less predictable
                                                     April 23, 2010   12
“A single story from one disgruntled
 customer may be worth more than
 reams of market research data simply
 because, while the latter may identify a
 problem, it is the former that can
 suggest the solution.”
- Henry Mintzberg



                                     April 23, 2010
Deep customer insight is required to
  uncover the new opportunities
                                April 23, 2010   14
Customer Research




          Trends                           Competitive Research




                        Logical But
Company Legacy                                   Comparative Research
                     Unexpected Insights



        Technology                                 Brand




                             Retail




                                                                  April 23, 2010   15
April 23, 2010   16
April 23, 2010
Complexity
             April 23, 2010
Old TV’s: how big?
                     April 23, 2010   19
Today the choices are more complex
                              April 23, 2010   20
Customers are more confused
                          April 23, 2010   21
“For HD and Blue Ray DVD HDMI audio I do not
     understand if any post-processing is done on the
     5.1 Lossless PCM channels from these players.

     Will DD PLIIx or THX 7.1 apply to these? What
     are the limitations?

     If I have a 1080P video stream going through the
     unit with HDMI to my display device, how does
     the OSD and Set up menu display?”




Customers seek help wherever they can
                                                     April 23, 2010   22
In a complex world, it is the job of the
  marketer to listen to, educate and
  support the customer at all points
                                    April 23, 2010   23
The Typical Car Experience




                             April 23, 2010
The MINI Convergent Ecosystem
Retail                                            Lifestyle




Web


                                 April 23, 2010        25
PRODUCTS
Hardware, software,
services

INTERACTIONS
Web, blogs, social
networks, Twitter, forums,
email…

MESSAGES
Brand, advertising,
collateral, packaging…

SETTINGS
Retail, events…




                             Everything is connected.
                                                        April 23, 2010   26
PRODUCTS
Hardware, software,
services

INTERACTIONS
Web, blogs, social
networks, Twitter, forums,
email…

MESSAGES
Brand, advertising,
collateral, packaging…

SETTINGS
Retail, events…




           All touchpoints must be integrated.
                                           April 23, 2010   27
This means two things.




                         April 23, 2010   28
Company                         Partners


                              R&D      Marketing    Exec      Retail               ODM
PRODUCTS
Hardware, software,
services
                              Eng.      Sales      Strategy   SW Dev              Advert.
INTERACTIONS
Web, blogs, social
networks, Twitter, forums,
email, cust svc…             Design      Web

MESSAGES
Brand, advertising,          Manuf.
collateral, packaging…
                                        Brand

SETTINGS
Retail, events…              SW Dev.




One: eMarketing must be connected with
           everything else.
                                                                            April 23, 2010   29
Two: eMarketing must be at least 50%
             listening.
                                April 23, 2010   30
Corporations = People
                        April 23, 2010   31
Be curious
Be humble
Be genuine




             April 23, 2010   32
Innovation X: http://www.innovationxbook.com
Twitter: @richardsona
Blog: http://www.frogdesign.com/amphibious




                                               April 23, 2010   33

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eMarketing 2010 Conference, frog design

  • 1. Adam Richardson Innovation X: www.innovationxbook.com eMarketing Conference 2010 Twitter: @richardsona April 23, 2010 Blog: www.frogdesign.com/amphibious April 23, 2010
  • 2. We are a global innovation firm. 480 people / 32 nationalities / 40 years of experience We help the world’s leading companies create and bring to market meaningful products, services, and experiences that improve people’s lives. Our multidisciplinary process reveals valuable consumer and market insights and delivers lasting, humanizing solutions across multiple technologies, platforms, and media. Company overview April 23, 2010 2
  • 4. @frogdesign 50,000 @Amazon 20,000 @Nike Plus 6,000 @Coca Cola 21,000 April 23, 2010 4
  • 5. “Why do you keep Barbies in your dishwasher?” April 23, 2010 5
  • 6. In today’s disruptive environment, really understanding customers must be job one April 23, 2010 6
  • 7. But there’s a problem. Three problems, actually. April 23, 2010 7
  • 8. Customers are getting more demanding April 23, 2010 8
  • 9. Customers aren’t fitting into segments April 23, 2010 9
  • 10. Customers aren’t fitting into segments April 23, 2010 10
  • 11. Customers aren’t fitting into segments April 23, 2010 11
  • 12. “Our traditional research told us that there was a total available world market of about two million units for a $499 phone; we sold over two million units in the UK alone.” “If you want to be a leading company, you have to create the products that create your destiny.” - Geoffrey Frost, former CMO, Motorola Customers are getting less predictable April 23, 2010 12
  • 13. “A single story from one disgruntled customer may be worth more than reams of market research data simply because, while the latter may identify a problem, it is the former that can suggest the solution.” - Henry Mintzberg April 23, 2010
  • 14. Deep customer insight is required to uncover the new opportunities April 23, 2010 14
  • 15. Customer Research Trends Competitive Research Logical But Company Legacy Comparative Research Unexpected Insights Technology Brand Retail April 23, 2010 15
  • 18. Complexity April 23, 2010
  • 19. Old TV’s: how big? April 23, 2010 19
  • 20. Today the choices are more complex April 23, 2010 20
  • 21. Customers are more confused April 23, 2010 21
  • 22. “For HD and Blue Ray DVD HDMI audio I do not understand if any post-processing is done on the 5.1 Lossless PCM channels from these players. Will DD PLIIx or THX 7.1 apply to these? What are the limitations? If I have a 1080P video stream going through the unit with HDMI to my display device, how does the OSD and Set up menu display?” Customers seek help wherever they can April 23, 2010 22
  • 23. In a complex world, it is the job of the marketer to listen to, educate and support the customer at all points April 23, 2010 23
  • 24. The Typical Car Experience April 23, 2010
  • 25. The MINI Convergent Ecosystem Retail Lifestyle Web April 23, 2010 25
  • 26. PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… Everything is connected. April 23, 2010 26
  • 27. PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… All touchpoints must be integrated. April 23, 2010 27
  • 28. This means two things. April 23, 2010 28
  • 29. Company Partners R&D Marketing Exec Retail ODM PRODUCTS Hardware, software, services Eng. Sales Strategy SW Dev Advert. INTERACTIONS Web, blogs, social networks, Twitter, forums, email, cust svc… Design Web MESSAGES Brand, advertising, Manuf. collateral, packaging… Brand SETTINGS Retail, events… SW Dev. One: eMarketing must be connected with everything else. April 23, 2010 29
  • 30. Two: eMarketing must be at least 50% listening. April 23, 2010 30
  • 31. Corporations = People April 23, 2010 31
  • 32. Be curious Be humble Be genuine April 23, 2010 32
  • 33. Innovation X: http://www.innovationxbook.com Twitter: @richardsona Blog: http://www.frogdesign.com/amphibious April 23, 2010 33

Editor's Notes

  1. Something we’ve tried to do with all aspects of mktg platform is to make it about open-ness, sharing, 2-way communication.As a company we have undergone a transformation – our marketing used to be shiny object focused, we have worked hard to change that in last 5-10 years. Creating a social marketing platform has both been an outgrowth of that change, as well as helped fuel the change in perceptions from the outside.That brings me to the main topic I want to talk about today, which is listening well, and being curious about the world around you.
  2. Let me start with an odd question: “Why do you keep Barbies in your dishwasher?”Actually it’s a perfectly reasonable question when you meet someone who keeps Barbies in their dishwasher.People are really interesting, and do unexpected things for reasons that are not always obvious. The stories they tell you are not always accurate reflections of what they do and why they do it.
  3. We used to talk about Walmart customers
  4. And we used to talk about Porsche customers
  5. But today those can easily be the same customer
  6. As a result of the previous 2 trends, customers are getting less predictable
  7. 400 sticky notes, each containing one finding, from just 8 customer visits. Finding the opportunities takes time
  8. Multi-vector research – connect the dots across vectors, don’t just rely on one path of research to uncover the big opportunities
  9. Buying a tv used to be simple
  10. Today they may all look the same, but there’s a lot more to consider. People are confused and feel under-equipped.
  11. This is a framework from Innovation X – customer journey mapped to a touchpoints matrix. Align the touchpoints longitudinally across time…
  12. But also align them within each stage, across touchpoint types.
  13. It’s easier today to gather customer insight than ever.Still astonished how few companies are effectively bringing that intelligence in at the front end of the development process. It’s only being used to market stuff after it’s already been launched. This means your offerings will always be behind.
  14. Understanding cannot truly happen without listening.Let me leave you with one parting thought…
  15. Recent Supreme Court decision on corporations are people as far as free speech goes.But people are more and more treating companies and brands as people.So act like a person you’d like to spend time with. Don’t only talk about yourself, don’t exploit others, find out about what other people want and enjoy, help make them successful.
  16. Sincerely seek out the outliers, not just the people you know about alreadyHave humility about what you don’t know, and don’t spend all the time talking about yourselfBe genuine and authentic – people’s bullshit meters are extremely sensitive these days.