The "aha" moment. Every brand has one. Have you had yours? Discover how market research can help you drive share by better understanding your brand and your consumer.

2. a-.. ha. . (the revelation)
an insight that is blindingly
obvious once it’s stated

3. WE INTERUPT THIS
PROGRAM FOR A MESSAGE
FROM OUR SPONSOR

4. This
presenta,on
is
designed
to
be,
well,
presented
–
in
person.
WE INTERUPT THIS
PROGRAM FOR A MESSAGE
FROM OUR SPONSOR
When
needed,
we’ll
give
you
some
of
the
verbal
commentary
through
a
s,cky
note
–
like
this
one
here
Let’s
get
back
to
business
…
Hi!

5. RESEARCH
TOOLS
aha
Today, we’ll share some
of our favorite aha
moments and the
research tools that
flipped the switch
(so to speak).

6. The aha moment that …
- ENGERGIZED an industry
- CATAPULTED a brand
Up first …

7. category
awareness
brand
awareness
considera,on
preference
usage
Before we dive in, a
little Branding 101:
There are two ways to
drive share …
THE
BRAND
FUNNEL

8. marke,ng,
media,
PR,
$$$
category
awareness
brand
awareness
considera,on
preference
usage
1st
Drive Awareness
(a.k.a. fill the funnel).

9. category
awareness
brand
awareness
considera,on
preference
usage
2nd
Drive Conversion
convert more people in
the funnel to users.

10. Intent
to
Purchase
(usage)
2.5
YRS
POST
DUCK
PRE
DUCK
This first story beg ins over a
decade ago when a client in the
insurance industry – for whom we
conducted annual brand tracking
studies – launched a campaign
that gave birth to what would
become one of America’s favorite
advertising icons.

11. The tracking study indicated
that as a result of the
campa ign …
2.5
YRS
POST
DUCK
Intent
PRE
DUCK
to
Purchase
(usage)
Awareness skyrocketed
yet Intent to Purchase
remained low

13. We clearly needed to talk
to people …
well, listen.

14. QUALITATIVE RESEARCH
One-on-one interviews among
• Consumers
• Corporate decision makers

15. B2B
audience
CONSUMERS
Supplement
Insurance
means
…
DENTAL
/
VISION
They
either
currently
have
it
OR
invesBgated
and
it’s
too
expensive.
Supplemental
Insurance
means
…
HMOs
&
80/20s
They
felt
their
exisBng
coverage
sufficed
and
assumed
supplemental
insurance
wouldn’t
kick
in
unBl
a"er
their
exisBng
coverage
was
exhausted.
Here’s what they
told us …

16. Supplemental
Insurance
Unnecessary
The aha … the way
the company was
describing their product
rendered it unnecessary in
minds of consumers and
corporate decision makers.

17. Qualitative research
revealed an a-ha; but we
need quantitative research
to va l i date it.
QUANTITATIVE RESEARCH

18. category
awareness
brand
awareness
considera,on
preference
usage
In this scenario, the brand
funnel breakdown was
with conversion – our
COMMUNICATIONS
were not working.

19. As a result,
the primary objective of ou r
quantitative survey was to
identify the message that best
solves our communication (and
therefore conversion) issue.

20. insurance”
“AFLAC
“supplemental
insurance”
Intent
to
Purchase
(usage)
1
We tested 3 messages to
see which generated the
highest purchase intent.
2

21. SUPPLEMENTAL
INSURANCE
PAYS YOU CASH
The RESU LT:
“Supplemental insurance”
has been removed from all
communications.

22. Lesson Learned:
Sometimes the one that
brought you to the dance
is not the one that takes
you home.

23. The aha moment that …
- REDEFINED a brand
- REDIRECTED its prod dev
Up next …

24. SHOW Piece
This story takes place in the
furniture industry with a
brand that was historically
positioned as “show pieces.”

25. Awareness
Usage
YEARS
&
YEARS
AGO
TODAY
The brand stats indicated
the business challenge was
the result of a
conversion issue
(yet again).

26. Cue Bantam’s SOCIAL CIRCLES –
(intimate gatherings among good
friends) – in this case, women aged
25+, on an evening at home with their
closest friends.
What surfaced were ten key attributes
women look for when shopping for
furniture.

27. DECISION
MOTIVATORS
Timeless
Style Durability American
Coveted
Brand Comfort
Made
Brand
That’s
Been
Around
Good
Va l u e
fo r Pr ice
Family
Friendly
Var i e t y o f
Finishes/
Upho lstery
Elegance

28. 140
130
120
110
100
90
80
70
60
MARKET
INDEX
Brand
That’s
Been
Around
FuncBonality
Timeless
Style
The next step is to
quantify the importance
Durability
Family
Friendly
Coveted
Brand
American
Made
Variety
of
Finishes/
Upholstery
of each purchase
motivator.
Good
Value
for
Price
Elegance

29. 114
110
110
105
104
And now we have our
Market Index.
Let’s pause for a
quick lesson …
101
101
86
85
84
140
130
120
110
100
90
80
70
60
MARKET
INDEX
Brand
That’s
Been
Around
FuncBonality
Timeless
Style
Durability
Family
Friendly
Coveted
Brand
American
Made
Variety
of
Finishes/
Upholstery
Good
Value
for
Price
Elegance

30. 125
120
115
110
105
100
95
90
85
80

31. 102
102
101
101
100
100
99
99
98
98

32. MOST
MOTIVATING
114
Brand
That’s
Been
Around
110
110
Func,onality
Timeless
Style

33. LEAST
MOTIVATING
Variety
of
Finishes/
Upholstery
Coveted
Brand
85
American
Made
84
86

34. 114
110
110
105
104
101
101
86
85
84
116
105
120
108
80
100
118
103
90
72
140
130
120
110
100
90
80
70
60
MARKET
INDEX
OUR
BRAND
Brand
That’s
Been
Around
FuncBonality
Timeless
Style
Durability
Family
Friendly
Coveted
Brand
American
Made
Variety
of
Finishes/
Upholstery
Good
Value
for
Price
Elegance
Here’s where our brand
performs compared to the
Market Index.

35. 114
Timeless
Style
110
110
105
104
101
101
86
85
84
116
105
120
108
80
100
118
103
90
72
140
130
120
110
100
90
80
70
60
MARKET
INDEX
OUR
BRAND
Brand
That’s
Been
Around
FuncBonality
Family
Friendly
Durability
Coveted
Brand
Variety
of
Finishes/
Upholstery
American
Made
Good
Value
for
Price
Elegance
STRENGTH
WEAKNESS

36. CATEGORY
PROBLEMS
V
V
So, we know the
motivators and their rank
of importance … which are
most difficult to find?

37. 9%
38%
14%
40%
35%
37%
11%
Your 4 biggest category
problems …
9%
18%
28%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Brand
That’s
Been
Around
Func,onality
Timeless
Style
Durability
Family
Friendly
Coveted
Brand
American
Made
Variety
of
Finishes/
Upholstery
Good
Value
for
Price
Elegance

38. CONSUMER
MOTIVATORS
CATEGORY
+ PROBLEMS
OPPORTUNITY
BRAND

39. 1
2
3
4
9
8
7
6
4
3
2
1
6
7
8
9
Here comes the
quadrant analysis ….

40. MOTIVATORS
1
2
3
4
9
8
7
6
4
3
2
1
6
7
8
9
PROBLEMS
Key
Influencers
Attributes in the Key Influencer
quadrant are the
MOST motivating and
MOST problematic.
They represent the greatest
opportunity for growth.
The goal is for our brand to have
as many “strengths” in this
quadrant as possible and to use
one or more of these attributes as
the basis for positioning the brand.

41. MOTIVATORS
1
2
3
4
9
8
7
6
4
3
2
1
6
7
8
9
PROBLEMS
Table
Stakes
Attributes in this
quadrant are the
MOST motivating but the
LEAST problematic –
meaning, the market has no
difficulty getting its expectations
met on these attributes.
The goal is for our brand to be at
parity with the attributes in this
quadrant. Having a weakness
here could be detrimental;
however, having a strength here is
not important.

42. MOTIVATORS
1
2
3
4
9
8
7
6
4
3
2
1
6
7
8
9
PROBLEMS
Future
Opportuni,es
Attributes in this quadrant are the
LESS motivating cu rrently but
VERY problematic.
If your brand solves a market
problem (a ka: has a strength in this
quadrant), then it is possible to force
a migration to the Key Influencers
quadrant with enough attention.

43. MOTIVATORS
1
2
3
4
9
8
7
6
4
3
2
1
6
7
8
9
PROBLEMS
Low
Return
Attributes in this quadrant are the
LEAST motivating and the
LEAST problematic –
suggesting that any investment
here is likely to yield a low return in
the market right now

44. MOTIVATORS
1
2
3
4
Timeless
Style
Table
Stakes
9
8
7
6
4
3
2
1
6
7
8
9
PROBLEMS
Durability
FuncBonality
Family
Friendly
Good
Value
for
Price
Variety
of
Finishes/Upholstery
American
Made
Elegance
Brand
That’s
Been
Around
Key
Influencers
Coveted
Brand
Low
Return
Future
Opportuni,es
OPPORTUNITY
CHART

45. OPPORTUNITY
CHART
MOTIVATORS
1
2
3
4
Timeless
Style
Table
Stakes
When we lay our brand strengths
and weaknesses over the category
opportunities, we learn that the
foundation of our brand image –
show piece = timeless style,
elegance, coveted brand – is not
hard to to find and for some, not
9
8
7
6
4
3
2
1
6
7
8
9
PROBLEMS
Durability
FuncBonality
Family
Friendly
Good
Value
for
Price
Variety
of
Finishes/Upholstery
American
Made
Elegance
Brand
That’s
Been
Around
Key
Influencers
Coveted
Brand
motivating.
Low
Return
Future
Opportuni,es

46. And, we have our
aha …
Our brand was fishing
in the wrong pond.

47. SHOW PIECE
And they extended the
brand to include
LIVE PIECEs
along with the
SHOW PIECEs
LIVE PIECE

48. Thank you!
If you’re looking to
discover your brand’s
“a ha moment,”
give us a call.
We’d love to help!
Troy Nottingham
President
tnottingham@thebantamgroup.com
404.815.9331 x225