Consumer Insight Specilists
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Insights & More is a strategic consumer consultancy that analyzes data to provide insights to companies. They helped a battery company with low market share in developing countries by providing a comprehensive tool-kit of market research and insights. This allowed the company to rationalize consumer behavior, develop globally relevant marketing strategies across different channels, and quickly generate ideas to increase market share. Insights & More works by extracting exact data analysis and co-creating transformations with clients to provide a complete picture of the market and maximize the returns on research investments.
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Consumer Insight Specilists
- 3. with market research budgets of US$350 million
- 4. that work with the biggest names in market research and analytics
- 5. that run their own specialized analysis
- 6. work with us?
- 9. new world currency useful only when refined
- 10. how you look at
- 12. how you use & leverage
- 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.
- 15. reasons why companies come to us
- 21. 6. relevant equity stretch across marketing mix portfolio communication strategy strategy
- 22. 7. democratize knowledge = faster decisions
- 23. complete picture better investment returns rationalize the irrationality insights that can travel globally better consumer predictability relevant across marketing mix democratize knowledge
- 24. how we work
- 25. Yin & Yang
- 26. Evaluate EXACT Co- create Transform Extract Analyze
- 27. our work
- 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
- 34. rationalize the irrationality case study #1 buying decision price
- 35. rationalize the irrationality case study #1 buying decision price
- 36. rationalize the irrationality case study #1 buying decision device
- 37. insights that can travel case study #1 connect with emotions
- 38. relevant across marketing case study #1 mix whitespace entry model core insights + CBA
- 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
Editor's Notes
- 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.