An interactive workshop on how to leverage consumer insights from product development to marketing in order to bring your innovation to market

1. expect great answers
Bring your Innovation to Market
Leveraging consumer insights from product development to marketing

3. Understand your consumer

5. Build your innovation by understanding your consumer
Who are your consumers?
What triggers them?
Bring your innovative idea to the market
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6. Innovative ideas also pass through classic
product life cycles

7. Innovatively perceived products in particular
pass through the product life cycle rigorously
It is important to leverage consumer insights
along the way
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
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8. A product idea needs to identify or create a consumer need
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
Unravel consumer
insight via benefit
screening and
research, identify
product relevance
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9. Development stages involve fulfilling this need
Develop product
and packaging
options, test
reasons to believe
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
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10. Discover ways to connect emotionally to consumers
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
Identify brand
fit and key
benefits by
testing aspects of
commercialization
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11. Introduce your product with solid consumer understanding
Fine tune
communications
by testing on pack
claims concepts,
ad-cepts, etc.
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
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12. Fine tune
Develop product
communications
and packaging
by testing on pack
options, test
claims, concepts,
reasons to believe
ad-cepts, etc.
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
Unravel consumer Identify brand
insight via benefit fit and key
screening and benefits by
research, identify testing aspects of
product relevance commercialization
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13. Case Study
Creating a value proposition for
sunscreens
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14. It starts with an idea or a business objective
Idea: A lotion that
We need to re-
protects and tans
energize our sun
care line. What
should be our next
big launch?
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15. Consumer understanding matters, even at the
onset and in ideation
“I have a very fair skin. When I go in the
sun without sunscreen, I burn within the
first 30 minutes. But I do wish I could have
a nice tan at the end of a sunbathing day.”
“I know I am doing the right thing for my
Assess the
skin when I use a high SPF sunscreen but I
long for a nice natural tan at the end of a
day outdoor and I don’t like self tanners.”
market
I wear sunscreen but I pick a low SPF so I
opportunity
can tan better and faster. I know this is not
good for my skin and I want to better
protect it but I don’t want to loose my tan.”
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16. 16

17. Screen benefits that your product could claim for
unmet consumer needs
fragrance
premature aging
sun protection
smooth skin
tanning natural texture
application
streak free
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18. Identify the reasons to believe in these benefits
SPF 50 is Proven dual unique
recommended for benefits: sun protection
effective sun protection and natural tanning
Proven to prevent skin Easy-to-use: fast
damage against UVA absorbing and non-
and UVB sticky
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19. Together these create a value proposition, which
.
can be evaluated further
Consumer Insight Benefits Reasons to
Believe
• Seeking natural •Tan safely and • SPF 50 protects
tan and sun naturally from UVA/UVB
protection •Protects from • Contains natural
sunburn and ingredients to
premature aging accelerate the
process
Value Proposition to Consumers
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20. Assess how to best communicate the value
proposition to consumers
Effective claims and communications can:
Illustrate product Provide reasons
benefits to believe
Motivate
Drive appeal
purchase
Understanding these factors will help you craft
language that will give your products a
competitive edge in the consumer’s mind
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21. Gather consumer insights to best communicate your
value proposition
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22. Interactive exercise
Most of you conducted a survey in the
last 2 weeks about this new product
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23. Interactive exercise
As a group, order the claims in a
preference order. Let’s discuss what
makes your top claim appealing, and
your bottom claim less appealing
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24. # Claim
1 Our new and improved formula will give you a beautiful natural tan safely
2 Our newest and most advanced formula with natural tanning agents
3 Now our best protection against UVA and UVB
4 Get a beautiful natural tan safely with our new and improved formula
5 For perfectly smooth skin
6 All day sun protection
7 Created for perfection
8 A sunscreen that protects your skin so it stays young and healthy
9 Get ready for summer with a beautiful natural looking tan now!
10 Your best beach buddy!
11 Provides all-day protection against UVA and UVB
12 Our newest and most advanced formula with Xemorel and Sytorine
13 Protects you from the sun for two times longer than Neutrogena
14 A sunscreen that delays premature ageing due to sun damage
15 Forget your pale skin and get a beautiful natural looking tan now!
16 12 hours of nonstop waterproof protection
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25. Learning through the sunscreens case study
Principles for developing a winning claims strategy
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26. SKIM has analyzed
the data of a large
number of past claims
studies in an effort to
build a framework that
will help you create
stronger claims
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27. The framework is
based on the analysis of…
• 32 studies
• 854 claims
• 16 categories (personal
care, cosmetics, foods,
home care & durables)
• 38 potential drivers
of claim appeal

28. Winning claims …
Promise value
Are specific
Set you apart
Avoid pitfalls
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29. Developing a winning claim is
like completing an obstacle
course
You need to pass
all the hurdles
to succeed
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30. Hurdle 1
Promise Value
A claim is designed to
drive consumer choice
by calling upon desires
or aspirations through
the value it promises
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31. For perfectly smooth skin 
Created for perfection

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32. Put the Key
Benefit First
You only have a split
second to capture
consumers’ attention
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33. Get a beautiful natural tan safely
with our new and improved formula
Our new and improved formula will
give you a beautiful natural tan
safely
33

34. Get a beautiful natural tan safely
with our new and improved formula 
Our new and improved formula will
give you a beautiful natural tan
safely
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35. Hurdle 2
Be Specific
By describing precisely
what tangible benefits
your product will deliver
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36. Provides all-day protection against
UVA and UVB
Now our best protection against
UVA and UVB
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37. Provides all-day protection against
UVA and UVB 
Now our best protection against
UVA and UVB 
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38. Hurdle 3
Set Yourself
Apart
By differentiating your
value proposition
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39. Simply drawing a comparison
with competition is not enough
Differentiate yourself by offering a
relevant and unique value promise
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40. 12 hours of nonstop waterproof
protection
Protects you from the sun for two times
longer than Neutrogena
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41. 12 hours of nonstop waterproof
protection

Protects you from the sun for two times
longer than Neutrogena

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42. Hurdle 4
Avoid Pitfalls
By ensuring the claim
meets a set of style
and tonality criteria
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43. A sunscreen that delays premature
ageing due to sun damage
A sunscreen that protects your skin
so it stays young and healthy
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44. A sunscreen that delays premature
ageing due to sun damage 
A sunscreen that protects your skin

so it stays young and healthy
44

45. Be Positive
Offer something positive
instead of avoiding
something negative
45

46. Forget your pale skin and get a
beautiful natural looking tan now!
Get ready for summer with a
beautiful natural looking tan now!
46

47. Forget your pale skin and get a
beautiful natural looking tan now! 
Get ready for summer with a
beautiful natural looking tan now! 
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48. Be Respectful
Do not be condescending,
presumptuous or offending
in any way
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49. Our newest and most advanced
formula with Xemorel and Sytorine
Our newest and most advanced
formula with natural tanning agents
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50. Our newest and most advanced
formula with Xemorel and Sytorine 
Our newest and most advanced
formula with natural tanning agents
50

51. Avoid Jargon
Use words that are
meaningful to consumers
instead of technical lingo
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52. All day sun protection
Your best beach buddy!
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53. 
All day sun protection
Your best beach buddy! 
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54. Avoid Humor
Be direct and focus on
efficiently getting your
value message across
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55. Sunscreens case study results
Which claim is a winner?
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56. Rank Claim Claim
1 16 12 hours of nonstop waterproof protection 79%
2 4 Get a beautiful natural tan safely with our new and improved formula 61%
3 1 Our new and improved formula will give you a beautiful natural tan safely 57%
4 11 Provides all-day protection against UVA and UVB 54%
5 8 A sunscreen that protects your skin so it stays young and healthy 51%
6 6 All day sun protection 43%
7 2 Our newest and most advanced formula with natural tanning agents 42%
8 3 Now our best protection against UVA and UVB 30%
9 9 Get ready for summer with a beautiful natural looking tan now! 4%
10 14 A sunscreen that delays premature ageing due to sun damage -15%
11 13 Protects you from the sun for two times longer than Neutrogena -33%
12 5 For perfectly smooth skin -37%
13 15 Forget your pale skin and get a beautiful natural looking tan now! -56%
14 12 Our newest and most advanced formula with Xemorel and Sytorine -79%
15 7 Created for perfection -82%
16 10 Your best beach buddy! -88%
Negative Net Score Positive
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57. 1. 12 hours of nonstop waterproof
protection 16. Your best beach buddy!
Specific 73% Don’t need a beach buddy 59%
Meets my needs 65% Irrelevant 39%
Clear 34% Sounds silly 30%
“I like going in “Conveys a “I need a
the water and specific benefit protective “It sounds silly
hate having to that is product, not a and says nothing.”
reapply important to beach buddy.”
sunscreen” me”
The percentages indicate the percentage of respondents that like or dislike this claim because of the aforementioned reason
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58. Promise value “Because it combines both natural tanning and the safety aspect!”
Put the key benefit first “Conveys a specific benefit that is important to me.”
“12 hours, nonstop and
Be specific “All day UVA and UVB protection!”
waterproof. Awesome!”
Set yourself apart “Better than” is not a relevant element.”
Be positive “I don’t want to hear about damage and ageing on a product.”
Be respectful “It strikes me as being rude - criticizing my skin.”
“Because I have no idea what “I have no idea what
Avoid jargon Xemorel and Sytorine are!” these chemicals do!”
“I don’t need sunscreen as a “The tone is for a product
Avoid humor beach buddy.” promoting "whimsy"”
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59. Understand your consumer

60. Bring your Innovation to Market
Leverage consumer insights from
product development to marketing
Go to Testing
Go to Market
Idea Screen
Develop-
Ideation Marketing Launch
ment
60

61. Paul Janssen
p.janssen@skimgroup.com
Sourabh Sharma
s.sharma@skimgroup.com
SKIM
201 963 8430
Thank you!
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62. About SKIM
• Cutting-edge research agency since 1979
• Committed to providing great answers in marketing
• Acknowledged strategic partner in pricing,
communications and portfolio management
• Serving clients in consumer goods, including
personal care, foods and cosmetics, alongside
healthcare, consumer health, telecom and finance
• Offices in New York, San Francisco, Rotterdam,
Geneva and London
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