The document introduces Projective Insights Consultants, a market research firm that specializes in deriving consumer insights. It describes their Heart Drive approach, which focuses on uncovering insights that reveal consumer emotions. This is important because consumers are looking for brands and services that excite and delight them. The document then provides details about the managing principal consultant and four specific Heart Drive methods the firm uses to measure brand premium, customer satisfaction, emotional consequences of product usage, and marketing strategies.

1. INSIGHTS THAT MAKE A DIFFERENCE

2. • Much has been said of organizations being data rich but insights poor. The
irony is, consumer insights did not always bring success and organizations
have somehow muddled through this insights hungry age with highly
variable results. This suggests some kind of change is needed. The
compelling question that will shape the relevance of market research and
data analytics should no longer be, “Are we finding insights?” but, “Are we
findings insights that can make a difference in the market place?” Even
more importantly, “Which insights or portfolio of insights has the largest
impact?”
• At Projective Insights Consultants, we believe the Priority should be the
priority of the heart. Insights that reveal the state of the heart, i.e.,
emotions of the consumer, are the ones that really matter. Consumers are
looking for brands that excite, services that delight, i.e., surprise me, they
say. Our Heart DriveTM approach to deriving insights is designed to help
organizations unearth ‘WOW’ drivers. To complete the experience, each
study will be benchmarked with best of the class examples by our Principle
Consultant for practical recommendations that work.
PROJECTIVE INSIGHTS

3. Managing Principal Consultant – Andrew Lau
• Before setting up Project Insights, Andrew spent 19 years with Media
Research Consultants, the market research subsidiary of MediaCorp,
holding the position of VP, Head of the consultancy company.
• A 22-year market research veteran, Andrew has worked on market
research consultancy projects with top MNCs, like SingTel, DBS, Citibank,
AVIVA and various public sector organizations, including ministries,
statutory boards and education institutions, across a wide spectrum of
projects.
• Familiar with making presentations and recommendations before CEOs,
Permanent Secretaries and Ministers, Andrew is a master researcher in
quantitative and qualitative research methods, a rare combination of skill
sets among even the finest of researchers.
• High profile studies include Gardens by the Bay consumer research, Ready
Credit Brand Perception for Citibank, MOH Patient Satisfaction Survey, KAP
studies for NEA and HPB, Changi Airport Passenger studies, etc.
PROJECTIVE INSIGHTS

4. (1) Heart DriveTM BP – Brand Premium Analysis
• An empirical approach to determining brand premium in the eyes of
consumers
• Measure the Value of your brand versus competitors
• Determine the Price perception of your brand versus competitors
• Establish the preference of your brand versus competitors in the
market place
• Track your brand’s and your competitors’ brands’ perceived premiums
through PV GapTM Analysis
• Heart DriveTM BP will give you the clearest possible picture of the standing
of your brand when compared against competitive brands
PROJECTIVE INSIGHTS

5. (2) Heart DriveTM 2D – 2-Dimension Customer Satisfaction
• Determine Expectations of your product, brand or service
• Ascertain the Performance/ Satisfaction of your product, brand or service
• Derive the priorities of action or drivers for
• Extension
• Standardization
• Redesign
• Improvement
• Benchmark your service against leading brands and best practices across
the public and private sector
• Heart DriveTM 2D outcomes will give you clear insights on how to rise
above and make a difference to any target customer group
PROJECTIVE INSIGHTS

6. (3) Heart DriveTM 3E – Emotional Consequences that Define Usage
• The Outcome of detailed qualitative research of consumer behaviour over
15 years revealed 3 key emotional consequences actually define usage of
products and services
• Freedom
• Wantedness
• Achievement
• Tested across products, services and venues that define leisure choices,
media consumption and preference, Heart DriveTM 3E will reveal what
your brand or service can do to make the consumer’s heart beat faster
when they think about you.
PROJECTIVE INSIGHTS

7. (4) Heart DriveTM 4G – Marketing with a Purpose
• Essentially, all roads of marketing will lead to the strategy to reach 4
groups of customers that define the Usage and Attitude of any product or
brand.
• The thought process of Heart DriveTM 4G together with our family of Heart
DriveTM research approaches serves to simplify complex marketing
decisions and provide a straight forward process for maximizing resources
and / or profits.
PROJECTIVE INSIGHTS