6. Interesting data is all around us.
!
Collecting that interesting data makes it
possible to do great work.
!
Some people live at the intersection of
research and marketing.
!
!
ITS NOT JUST FOR ROCKET SCIENTISTS
6
9. “Planners are in a unique position in their jobs
because they have an understanding of the
audience through research expertise AND an
understanding of how it will be applied within their
own business, thus they provide a crucial bridge.”
9
- Merry
Baskin
13. Effectiveness
PLANNING IS MEASURED ON ONE THING
13
Planners build knowledge through observation & validation
• Above all else, ensure the work actually works
16. !
Why would people to eat a
candy bar unchanged since the
1960s?
EXPLORERS
16
How do we put wonder in
a can?
How do we regain trust when
we are a meme for bad?
22. Make the advertising happen
Make the advertising good
Make the advertising work
- CONTROLLED FRICTIONWHERE WE FIT
22
Account
Creative
Planning
Source: Gareth Kay
23. THE PLANNING PROCESS
23
Defining the
problem
Building Insights
& Strategies
Inspiring
Creatives
Selling the
Work
Measuring
Impact
25. I. DEFINING THE PROBLEM
25
Most of the time SOMETHING IS WRONG --> enter the agency
The target, the competitive set, the benefit, the proposition, not enough information, etc
!
The other half of the time, the problem isn’t clearly defined enough:
Telling your agency your brand lacks awareness is like telling the doctor something hurts
26. 2008 financial crisis
Changed financial mindset & the world
forever
!
!
Lack financial institution trust
Consumers eyes-wide open & wallets half-
shut
A LOSS OF TRUST
26
27. Endless research methodologies, it boils down to 2 types:
Qualitative - Rich immersive learnings & data through people’s true
thoughts, feelings and actions
!
Quantitative - Studies that effectively engage larger populations for data
set validation
ENTER RESEARCH
27
28. Pros
Deep dives & serendipitous
discovery
Cons
Limited sample size
QUALITATIVE RESEARCH
28
Focus / friendship groups
Roundtable discussions on particular topic (product, brand, behavior)
Ethnographies Intimate immersions uncover context of real-world consumer experiences
User/ experience testing
Usability learning centered around product interactions
Message Testing
Determines core responses how consumers relate to key messages such as motivation,
branding, and cohesiveness
Positioning
Determines key point of differentiation amongst category and beyond
Concept testing & development Evaluates messages / features through exploration and comparison
Branding Understand consumers social and internal perception of “brand” for effective positioning
29. QUANTITATIVE RESEARCH
29
Pros
Scale and validation; clients
love data!
Cons
Pre-defined exploration; can’t capture cultural cues
Segmentation Data variables based on correlation; often used for prioritizing consumer groups
Factor Analysis Correlates large number of variables to determine basic factor relationships
Cluster Analysis
Data based on grouping people on demographics & psychographics
Attitude & Usage
Behavior, knowledge, perceptions, attitudes, and brand use to be applied to positioning, product
development, creative strategy, or market segments
Omnibus
Data on variety of subjects is collected during same interview
Panels Recruited users answer series of questions across different topics
Copytesting
Diagnostic(story, credibility, uniqueness, stand out) and Evaluative (engagement, communication,
motivation
Product / Concept Testing Scoring products based on attributes to determine benchmarks
30. !
Secondary Digging
RESEARCH OVERVIEW
30
Qualitative Focus Groups
Quantitative Concept
Testing & Optimization
Citizen & User
Experiences
Global Unmet
Needs Study
!
Semiotics Braintrust
discussions
Cultural Anthropology
Quantitative Panel Research
31. “If I had asked people what they wanted, they
would have said faster horses”
- Henry Ford
RESEARCH IS A MEANS TO UNDERSTANDING
NOT THE END ALL BE ALL
31
32. Insights are profound human truths specific
about people, categories, products,
businesses, and brands that are presented
in a fresh stimulating way
II. BUILDING INSIGHTS
32
33. ISNT
Kids like to build stuff. Parents like when their kids
build things because it keeps kids busy and
teaches them how to problem solve.
!
IS
Parents believe that children who are creative
problem solvers will do better and achieve more in
their personal and professional lives.
INSIGHT
33
36. !
(When talking about convertibles) “everyone thinks beach and sun, but at night its like
you’re in a space ship” - Lance Jensen
GOOD INSIGHTS CAN LEAD TO GREAT WORK
36
37. Brand History / Equity / Values
Mission Statement
Brand Tracker
Stakeholder Interviews
GETTING TO GOOD INSIGHTS
37
Business Brand
ConsumerEngagement
Cultural Context / Attitudes /
Motivations
3rd party data
Quantitative Surveys
Qualitative Research
Social Listening
Market Share & Competitive Data
Competitrak
Financial Analyst Reports
Sales Trends
Behaviors / Media / Purchase
Experiential Research
Customer Journeys
Qual & Quant Research
38. Who we trust has changed
Our biggest challenge was just as we were trying to build relationships,
our category and our company are challenged by a loss of trust
END OF INSTITUTIONAL ERA
38
0%
10%
20%
30%
40%
1973% 2010%
30%
17%
General Social Survey, University of Chicago!
There’s been a
decades-long trust
decline in
institutions
And, trust in other
people is replacing
the void
0%
20%
40%
60%
80%
2002# 2012#
22%
72%$
Edelman Trust Barometer, 2012!
39. The time when we turned to institutions to form opinions and
make decisions has ended. Over the past 30 years, we’ve
witnessed this steady decline and entered a new era.!
!
One that represents a fundamental shift in how we access
information and influence our lives. It’s called the Human Era –
and it’s based on mutuality and respect. Where people
connect with one another at eye level.!
!
And everyone has a voice."
!
HUMANERABRANDS.COM"
WE ARE LIVING IN THE HUMAN ERA
39
41. INSIGHTS ARE THE BASIS FOR ALL
MARKETING
41
Insights
Positioning
Creative
Media
Content
All Marketing Efforts
insights become foundation for all marketing
Source: Rowena Alston
Belief
Behavior
44. •TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK
DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE
DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUS
INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERN
DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK
SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP G
AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY
TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TA
DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE
DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUS
INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERN
DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK
SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP G
AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY
TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TA
DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE44
III. INSPIRING CREATIVES
45. Our Main Deliverable. Distillation of all research, thinking & discussions. Serves multiple functions.
THE BRIEF
45
Write the brief
Get some account and
media suggestions
Simplify the problem
Get away from
the idea
Come back & crack
the idea
Feed bits of
inspiration
Give them
something helpful
Build your strategic
fortress
Source: Heidi Hackemer
Rewrite the brief
47. Come Correct
Building Sessions
Be Positive
Start with the good parts
Collaborate but respect space
Keep bitching to a minimum
CREATIVE GUIDANCE STRATEGIES
47
It’s not easy being a Creative
Intense pressure
Weird hours
Each works differently
49. ALWAYS BE SELLING
49
Don’t accept the client’s frame of the problem. Reframe in the terms that
are surprising but make your answer inevitable and inarguable
Bring the idea to life in ANY way possible
Tell a story: the power of an idea, the problem, an even bigger problem,
catalyst for change, how we know we’re right
Sell early and often: Planner’s should never hide, be front and center selling
the mythical creative with an effective strategy
!
•Source: Rowena
Alston
50. V. MEASURING IMPACT
50
Old world
wait for 3/6/12
months sales
data
New World
real-time
measurement &
reporting for 24/7
optimization
51. Work can always be made better - culture & consumer behavior shifts
Planners work with media & analytics:
•Define program goals
•Develop learning & measurement plans
V. MEASURING IMPACT
51
Test Measure Learn Optimize
Analytics
Brand Tracking
Engagement
Measurement
Buzz Metrics
Source: Rowena Alston
53. Rich Equity - Japanese heritage
!
Limited Growth - Lack of distribution & a small budget
!
Nationwide qualitative research - Understand imported beer
category dynamics and potential barriers for adoption
!
The Issue - When asked to identify a Sapporo, consumers drew
the 20oz silver can, which hadn’t changed in 20 years, and was
found only in convenience stores.
!
The Truth - Sapporo’s biggest equity lay outside the primary
engagement point of sushi restaurants.
!
The Solve - Bring the Sapporo can to the people and the places
where they expect it it via programs of discovery.
!
Results - In the year following the events, the brand grew 11% and
gained 2% category share in the US; which was over 50%; double
its nearest competitors combined.
!
CASE STUDY - SAPPORO
53
57. MY CAREER PATH WAS SURPRISING
57
School
History Major
Journalism Minor
Portfolio School
Planner
Internship
Self Marketing
Freelance
Internship
58. IDEAL PLANNER DNA
58
!
A good intellect & innate
curiosity
Capable of daring leaps
Humanity and empathy
A dose of anxiety
Weird wiring
Geeking out
Ability to perform
Brave
59. •*SUBJECT TO CHANGE WITHOUT RHYME OR REASON AT ANY
GIVEN MOMENT. YOUR PLANNING LICENSE CAN BE REVOKED
WITHOUT ADVANCE NOTICE. NO AGENCY SHALL BE
RESPONSIBLE FOR EMOTIONAL OR PSYCHOLOGICAL STRESS AS
A RESULT.
New business scour on
blogs & social media,
A DAY IN YOUR LIFE*
59
•Competitive Dig for Market
Analysis
•Write tactical brief for
Dunkin Donuts Summer
Promotion Biscuit
Breakfast
•Sharing stimulus in
creative briefing
•Developing hypotheses &
initiatives for go-to-market
launch strategy on Cigna
•Get Organized for
day and week ahead
63. “THE WAY TO BE INTERESTING IS TO BE INTERESTED.”
- RUSSELL DAVIES
63
64. You’d be surprised how much easier it’s for people to discuss tangible
things. It gives you a perspective and a chance to show off how you
think. Go make something, right or wrong, and see what it inspires.
MAKE STUFF
64
65. “Consistency is the last refuge of the unimaginative”
- Oscar Wilde
DONT BE AFRAID OF FAILURE
65
•Source: Gareth Kay / Mark Lewis