iNNOVATiON iN iNSiGHT GENERATiON
A TYPICAL STORE……CLUTTER
PEOPLE ARE INFLUENCED BY…   Life Situation                              Role of shopping in   Importance of Food          ...
A TYPICAL CONSUMER……HAS MANY ROLES TO PLAY
SO WHAT ARE THE IMPLICATIONS TOA MARKETER?    >  She has a number of       different roles in her life    >  It is possibl...
SO WHAT ARE THE IMPLICATIONS TOA MARKETER?CONSUMER INTIMACY"Its hard for customers to tell youwhat they want when theyve n...
THE FORMULA FOR INSIGHT GENERATIONIS THERE ONE?CERTAINLY NOT……BUT THE TRUTH LIES SOMEWHEREIN THE VICINITY I WOULD IMAGINE
THE FORMULA FOR UNDERSTANDINGCONSUMERS AND GENERATING INSIGHTS             UC / GI       B               D            T2
THE FORMULA FOR UNDERSTANDINGCONSUMERS           UNDERSTANDING            CONSUMERS /         GENERATING INSIGHTS     BREA...
BREADTHTHE MULTI-DIMENSIONAL CONSUMER!                             Influencer                              Shopper        ...
Top up   Main shopping            done in between main                             shopping trips for justLarge, planned g...
US SHOPPER TYPOLOGIES% of All Shoppers   % of X COMPANY Category $ Across All Retailers       Resigned               Drive...
SHOPPER THEMES FOR THE ECONOMIC DOWNTURN     AFFORDABILITY                 TRADING UP   , TRADING DOWN                PLAN...
THE FORMULA FOR UNDERSTANDINGCONSUMERS           UNDERSTANDING             CONSUMERS     BREADTH               DEPTH   (TI...
DEPTHTHE HUNT FOR CONSUMER INSIGHT                         A penetrating                     understanding which          ...
WHAT IS AN INSIGHT?HOW DO YOU KNOW YOU HAVE AN INSIGHT?                            The Missing                            ...
THE BRAND INSIGHTIBM
THE BRAND INSIGHTIBM             My priority is simplicity in all that I do               Information technology can be ve...
THE BRAND INSIGHTAPPLE
THE BRAND INSIGHTAPPLE            I like to think of myself as a creative sort            of person. Whether at home or at...
THE BRAND INSIGHTIN SHORT
APPLE LAUNCH COMMUNICATIONMACINTOSH LAUNCH
APPLE BRAND COMMUNICATIONHERE’S TO THE CRAZY ONES…
THE BRAND INSIGHT        INSIGHT?    OR   OBSERVATION?
WHAT’S THE DIFFERENCE?              Insights are WHY she said what she said,                           did what she did   ...
WHAT’S THE DIFFERENCE?LET’S LOOK AT APPLE                  I like to think of myself as a creative sort                  o...
SO HOW DO YOU SPOT A ‘GOOD LOOKING’INSIGHT?THE FOUR QUESTION TEST                     Will it resonate   Will it provide y...
A GOOD LOOKING INSIGHT4 TIPS                           A universal                           truth               1        ...
PAMPERS AND HUGGIESTHE WORLD OF MOTHERS WITH YOUNG CHILDREN…
PAMPERS ANDMAIN HEADING HUGGIESSAME CATEGORY, DIFFERENT INSIGHTS                 PAMPERS                                 H...
THE FORMULA FOR UNDERSTANDINGCONSUMERS           UNDERSTANDING             CONSUMERS     BREADTH               DEPTH   (TI...
MASLOW’S HIERARCHY OF NEEDS                 Inner directed      Feel       Self actualisation                             ...
TIMEINSIGHTS CHANGE AS PEOPLE GROW                                 TIME
HIGH     Priorities                                                          PERSON                                       ...
THE SUNNY D MUM FOR EXAMPLE…
TIMEINSIGHTS CHANGE AS PEOPLE GROW PAMPERS MUM                     SUNNY D MUM GOOD MUM                        GOOD MUM I ...
THE FORMULA FOR UNDERSTANDINGCONSUMERS           UNDERSTANDING             CONSUMERS     BREADTH               DEPTH   (TI...
TRENDSINSIGHTS EVOLVE OVER TIME - VOLVO        >  1970s/1980s                      >  1990s       >  The safety of my fami...
THE FORMULA FOR UNDERSTANDINGCONSUMERS              UC       B             D          T2
TO SUMMARISE               1980s               1990s
CONVENTIONAL TECHNIQUESTREE OF TRUTHS – SPRINGER, BERLIN, HIEDELBER, 2007                           Try out by yourself   ...
They interacted with single brandBrowsing           & did not purchase: NON  (20%)          SERIOUS. Some interacted with ...
CAN MUSIC INFLUENCE THE TIME YOU SPENDSHOPPING?HAVE A LOOK AT THIS EXPERIMENT
INNOVATIVE TECHNIQUESOBSERVE IN EVERYDAY SITUATIONS WITHOUT THEM NOTICING
INNOVATION BASED ON OBSERVATIONTHE POWER OF OBSERVATION IN INNOVATION – MAGIC REACH
INNOVATION BASED ON OBSERVATIONTHE POWER OF OBSERVATION IN INNOVATION - SWIFFER
INNOVATION BASED ON INTERNET75% FASTER CONSUMER FEEDBACK AT 50% COST
INNOVATION BASED ON INTERNET75% FASTER CONSUMER FEEDBACK AT 50% COST
FMRIDISCERNING BRAIN RESPONSE TO STIMULUS
FMRI RESEARCHSMOKING VIDEO
FINALLYBrilliant consumer marketing is based ontrue intimacy with our consumersand shoppers – knowing what they wantand fe...
WWW.STEPHENREMEDIOS.COM
Innovation in Insight
Innovation in Insight
Innovation in Insight
Innovation in Insight
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Innovation in Insight

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A look at the new innovative ways marketers are using to get more intimate with their consumers in order to get better insights. The talk was delivered at GIM

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Innovation in Insight

  1. 1. iNNOVATiON iN iNSiGHT GENERATiON
  2. 2. A TYPICAL STORE……CLUTTER
  3. 3. PEOPLE ARE INFLUENCED BY… Life Situation Role of shopping in Importance of Food Financial Situation(single vs married) people’s lives CultureStore Accessibility Mode of Transportation Market Evolution Life Values (from GT to MT)
  4. 4. A TYPICAL CONSUMER……HAS MANY ROLES TO PLAY
  5. 5. SO WHAT ARE THE IMPLICATIONS TOA MARKETER? >  She has a number of different roles in her life >  It is possible that she has different need-states within each of these roles… which she would like to be met >  It is unlikely that one manufacturer can meet all of her needs, all of the time >  This means that, at best, any Marketer can probably “own” only a part of her, for part of her life!
  6. 6. SO WHAT ARE THE IMPLICATIONS TOA MARKETER?CONSUMER INTIMACY"Its hard for customers to tell youwhat they want when theyve neverseen anything remotely like it”
  7. 7. THE FORMULA FOR INSIGHT GENERATIONIS THERE ONE?CERTAINLY NOT……BUT THE TRUTH LIES SOMEWHEREIN THE VICINITY I WOULD IMAGINE
  8. 8. THE FORMULA FOR UNDERSTANDINGCONSUMERS AND GENERATING INSIGHTS UC / GI B D T2
  9. 9. THE FORMULA FOR UNDERSTANDINGCONSUMERS UNDERSTANDING CONSUMERS / GENERATING INSIGHTS BREADTH DEPTH (TIME X TRENDS)
  10. 10. BREADTHTHE MULTI-DIMENSIONAL CONSUMER! Influencer Shopper Consumer Mother Wife Weekdays Daughter Weekends Businesswoman Hostess Sportswoman Friend N D i a g y h t Home Work
  11. 11. Top up Main shopping done in between main shopping trips for justLarge, planned grocery a few items shopping trip done on regular basis : weekly, monthly or payday Window shopping Special events Treat for myself Impulse purchase On special occasions e.g because I wentgoing to stores to find birthday / festival etc. browsingall that is available aswell as buy something for myself Meal for today Special offers to buy ingredients for Went bargain hunting or today’s meal sought out items onFor a special meal promotionAt home e.g. guests Emergency shopping / Immediate consumption coming over Needed to buy items I did not expect to run out of or forgot to purchase / Products bought to eat / drink immediately
  12. 12. US SHOPPER TYPOLOGIES% of All Shoppers % of X COMPANY Category $ Across All Retailers Resigned Driven to Penny Pinching In Control & Coping Convenience Families & Savvy 11.2% 10.6% 13.2% 14.5% 12.8% 15.5% 12.2% 10.0% Live to Proud Detached Struggling Shop Budgeters Spenders & Careful 13.3% 13.1% 12.9% 11.2% 10.7% 9.2% 13.6% 15.9%
  13. 13. SHOPPER THEMES FOR THE ECONOMIC DOWNTURN AFFORDABILITY TRADING UP , TRADING DOWN PLANNING VISIBILITY‘I only buy what I can afford to ‘I don’t want the cheapest ‘I try to stick to what I know I ‘Help me find what I’m looking buy’ option, I want a cheaper need to buy’ for quickly’ option’ CHOICE SIMPLICITY MEALS REASSURANCE ‘Just tell me what this product ‘Right that’s Monday done, ‘I want to be confident this‘OK, which one of the 150 do I does and whether or not it’s now what are we going to product won’t let me down’ buy then?’ good value’ have on Tuesday?’.
  14. 14. THE FORMULA FOR UNDERSTANDINGCONSUMERS UNDERSTANDING CONSUMERS BREADTH DEPTH (TIME X TRENDS)
  15. 15. DEPTHTHE HUNT FOR CONSUMER INSIGHT A penetrating understanding which provides hooks or clues that lead to brand building opportunities
  16. 16. WHAT IS AN INSIGHT?HOW DO YOU KNOW YOU HAVE AN INSIGHT? The Missing Piece of the puzzle The Clue The Magic that solves Bullet the mystery The The consumer’s “Bingo!”/ “Sweet “Eureka!” Spot”
  17. 17. THE BRAND INSIGHTIBM
  18. 18. THE BRAND INSIGHTIBM My priority is simplicity in all that I do Information technology can be very complicated and so I need a really good PC that will give me access to everything I need - easily
  19. 19. THE BRAND INSIGHTAPPLE
  20. 20. THE BRAND INSIGHTAPPLE I like to think of myself as a creative sort of person. Whether at home or at work, I look for ways to express my creativity PCs can be very boring in the way that they look and constraining in what they allow me to do
  21. 21. THE BRAND INSIGHTIN SHORT
  22. 22. APPLE LAUNCH COMMUNICATIONMACINTOSH LAUNCH
  23. 23. APPLE BRAND COMMUNICATIONHERE’S TO THE CRAZY ONES…
  24. 24. THE BRAND INSIGHT INSIGHT? OR OBSERVATION?
  25. 25. WHAT’S THE DIFFERENCE? Insights are WHY she said what she said, did what she did Observations are WHAT he saw, she said, they said, they did, we read
  26. 26. WHAT’S THE DIFFERENCE?LET’S LOOK AT APPLE I like to think of myself as a creative sort of person. Whether at home or at work, I look for ways to express my creativity PCs can be very boring in the way that they look and constraining in what they allow me to do (INSIGHT) I enjoy being creative in all that I do (OBSERVATION ‘I heard him say…’)
  27. 27. SO HOW DO YOU SPOT A ‘GOOD LOOKING’INSIGHT?THE FOUR QUESTION TEST Will it resonate Will it provide you with your with a real consumer - on competitive both an emotional advantage specific and functional to your target level? group? Can you read it Is it a new angle aloud without on a real truth? cringing with Is this embarrassment? a Good Insight
  28. 28. A GOOD LOOKING INSIGHT4 TIPS A universal truth 1 I like to think of myself as a creative sort of personPersonal Deep Whether at home or at work, I look for ways emotional(I, me) to express my creativity drivers PCs can be very boring in the way that they look and constraining in what they allow me 3 to do (INSIGHT) 2 Category specific 4
  29. 29. PAMPERS AND HUGGIESTHE WORLD OF MOTHERS WITH YOUNG CHILDREN…
  30. 30. PAMPERS ANDMAIN HEADING HUGGIESSAME CATEGORY, DIFFERENT INSIGHTS PAMPERS HUGGIES I am constantly worried that I many not As parents, we proudly encourage the be seen to be perfect in caring for my development of our children in the baby early years I want to keep the skin of my baby dry We want to ensure that this to avoid nappy rash and feelings of development is unhindered all day guilt long
  31. 31. THE FORMULA FOR UNDERSTANDINGCONSUMERS UNDERSTANDING CONSUMERS BREADTH DEPTH (TIME X TRENDS)
  32. 32. MASLOW’S HIERARCHY OF NEEDS Inner directed Feel Self actualisation good Look good Status/ Prestige Outer directed Be accepted Social/BelongingSustenance Live Safety driven Survival/ Survive Physiological
  33. 33. TIMEINSIGHTS CHANGE AS PEOPLE GROW TIME
  34. 34. HIGH Priorities PERSON EARNER CARER HOMEMAKER LOW DUTY BREAKOUT ACHIEVING JUGGLING BALANCE HIGHSource: CRAM International (Economic Development)
  35. 35. THE SUNNY D MUM FOR EXAMPLE…
  36. 36. TIMEINSIGHTS CHANGE AS PEOPLE GROW PAMPERS MUM SUNNY D MUM GOOD MUM GOOD MUM I am constantly worried I want to be both a that I may not be seen to ‘good’ Mum and a be perfect in caring for “cool” Mum my baby By giving my kids the I want to keep the skin of health benefits of fresh my baby dry to avoid juice, with a taste they nappy rash and feelings and their friends love, I of guilt feel that I can be both
  37. 37. THE FORMULA FOR UNDERSTANDINGCONSUMERS UNDERSTANDING CONSUMERS BREADTH DEPTH (TIME X TRENDS)
  38. 38. TRENDSINSIGHTS EVOLVE OVER TIME - VOLVO >  1970s/1980s >  1990s >  The safety of my family is all >  I want to be fully in control of important to me life’s pleasures >  Driving is dangerous and I want >  I want to experience this ‘safe to do everything possible to sex’ sensation, when driving ensure the safety of my family on the road
  39. 39. THE FORMULA FOR UNDERSTANDINGCONSUMERS UC B D T2
  40. 40. TO SUMMARISE 1980s 1990s
  41. 41. CONVENTIONAL TECHNIQUESTREE OF TRUTHS – SPRINGER, BERLIN, HIEDELBER, 2007 Try out by yourself Focus group in studio One-on-one interviews in studio In-depth CIT interview in studio Read consumer reviews online Psycho-drama – consumers play out typical situations in a studio Consumer home visits Accompanied shopping trips Observe consumers in everyday situations without them noticing
  42. 42. They interacted with single brandBrowsing & did not purchase: NON (20%) SERIOUS. Some interacted with multiple brands but still did not purchase: NON SERIOUS Tunnel They just came & touched/picked and Shopping purchased One brand and left: ONE TRACK MIND (6%) They came interacted with one brand I.e. Touched/picked, either sniff, etc. one brand &Contemplating then purchased: PRE-DECIDED (48%) They evaluated multiple brands (2 or more brands) but purchased finally 1 Evaluating brand: OPPORTUNITY (16%) They evaluated with multiple brandsAvid Shopping and also purchased multiple brands: MULTIPLE OPPT. (9%)
  43. 43. CAN MUSIC INFLUENCE THE TIME YOU SPENDSHOPPING?HAVE A LOOK AT THIS EXPERIMENT
  44. 44. INNOVATIVE TECHNIQUESOBSERVE IN EVERYDAY SITUATIONS WITHOUT THEM NOTICING
  45. 45. INNOVATION BASED ON OBSERVATIONTHE POWER OF OBSERVATION IN INNOVATION – MAGIC REACH
  46. 46. INNOVATION BASED ON OBSERVATIONTHE POWER OF OBSERVATION IN INNOVATION - SWIFFER
  47. 47. INNOVATION BASED ON INTERNET75% FASTER CONSUMER FEEDBACK AT 50% COST
  48. 48. INNOVATION BASED ON INTERNET75% FASTER CONSUMER FEEDBACK AT 50% COST
  49. 49. FMRIDISCERNING BRAIN RESPONSE TO STIMULUS
  50. 50. FMRI RESEARCHSMOKING VIDEO
  51. 51. FINALLYBrilliant consumer marketing is based ontrue intimacy with our consumersand shoppers – knowing what they wantand feel even before they know itthemselves – and then driving that insightinto branded selling propositions thatwin people’s hearts.
  52. 52. WWW.STEPHENREMEDIOS.COM

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