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3 Measuring The Unmeasurable Without Script

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Saatchi&Saatchi Love Marks
www.yaraticifikirler.biz

3 Measuring The Unmeasurable Without Script

  1. Measuring The Unmeasurable
  2. The Qualitative/Quantitative Conundrum 2 THE CHALLENGE
  3. Lovemarks The future beyond brands Love and Respect Loyalty beyond reason Owned by the consumer 3 THE CHALLENGE
  4. Commodification Differentiation Competition Consumer Indifference 4 WHY LOVEMARKS?
  5. 5 Products to trademarks Trademarks to brands Brands to Lovemarks WHY LOVEMARKS?
  6. 6 The Emotional Brain WHY LOVEMARKS?
  7. “ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Donald Calne, Neurologist 7 WHY LOVEMARKS?
  8. People feel about brands the way they feel about people 8 LOVEMARKS
  9. Genuine emotional connections with consumers 9 LOVEMARKS
  10. Respect and Love 10 LOVEMARKS
  11. 11 LOVEMARKS
  12. 12 Respect Trust Performance Reputation LOVEMARKS
  13. Beyond Respect Mystery Sensuality Intimacy 13 LOVEMARKS
  14. Mystery Great stories Past, present and future Taps into dreams Myths and icons Inspiration 14 LOVEMARKS
  15. Sensuality Sound Sight Smell Touch Taste 15 LOVEMARKS
  16. Intimacy Commitment Empathy Passion 16 LOVEMARKS
  17. Valid Emotional Metrics 17 LOVEMARK RESEARCH
  18. Unique and proprietary In-depth sensitivity with quantitative rigour Based upon extensive research over last 18 months 18 LOVEMARKING
  19. 19 LOVEMARKING Rational Emotional Social Cultural
  20. Quantitative Usage in the category Demographics Brand awareness Frequency of use Future buying intentions 20 METHODOLOGY
  21. Qualitative Image and word associations Projective techniques - collages, guided dreams, story-telling, archetypes Image and word data banks Cultural responsiveness 21 METHODOLOGY
  22. Typical sample size: 300 interviews 22 METHODOLOGY
  23. Computer Interface 23 METHODOLOGY
  24. Lovemarks Research Validation 24 VALIDATION INTERNATIONAL
  25. 25 VALIDATION Love Respect Cereals INTERNATIONAL
  26. 26 Cars VALIDATION Love Respect Nissan Chevrolet Toyota Volkswagen Honda Hyundai 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4 4.2 1.8 2.3 2.8 3.3 3.8 4.3 INTERNATIONAL
  27. 27 New Yorker Subscribers VALIDATION Love Respect 1.5 2 2.5 3 3.5 4 4.5 5 1.5 2.5 3.5 4.5 INTERNATIONAL
  28. Love Mystery Sensuality Intimacy 28 VALIDATION INTERNATIONAL
  29. Respect Trust Reputation Performance 29 VALIDATION INTERNATIONAL
  30. Consumers are far more likely to purchase their Lovemark in the future 30 VALIDATION Cereals - Future Intentions Respect Brands p=0.53  Lovemarks p=0.88 Products p=0.26 Fads p=0.66 Love Cars - Future Intentions Respect Brands p=0.39  Lovemarks p=0.72 Products p=0.17 Fads p=0.66 Love INTERNATIONAL
  31. Consumers use their Lovemarks more often (days per year) 31 VALIDATION Fads 41 Products 5 Lovemarks 119 Brands 26 INTERNATIONAL
  32. Volume increases in each quadrant - cereals 32 VALIDATION Respect Brands Increases future purchasing intent by 66% Multiplies usage frequency c.5 times  Lovemarks Products Increases future purchasing intent by 238% Multiplies usage frequency c.23 times Fads Increases future purchasing by 33% Multiplies usage frequency c.3 times Love INTERNATIONAL
  33. Volume increases in each quadrant - cars 33 VALIDATION INTERNATIONAL Respect Brands Nearly doubles buying intent  Lovemarks Products Multiplies buying intent fourfold Fads Increases buying intent by a tenth Love
  34. The New Yorker Project 34 CASE STUDY
  35. The New Yorker’s Emotional Halo 35 CASE STUDY
  36. In-depth Lovemarks Study Benchmark against 3-4 competitors Value of being a Lovemark Lovemarker diagnostic Segmentation insights Integrated qualitative/quantitative Vivid insights Practical conclusions 36 THE OFFER
  37. Timing 2 weeks – questionnaire 2 weeks – fieldwork 3 weeks – analysis 5-7 weeks, actionable results 37 THE OFFER
  38. $US40,000 or £24,000 for Lovemarking Study of 300 sample Travel costs not included 38 THE OFFER
  39. Versatile Emotivation Idea Testing Designed to nurture breakthrough ideas Heartbeat Relationship Monitoring An emotion based brand tracking system 39 LOVEMARK RESEARCH
  40. Lovemark Hothousing Three day workshop Senior level clients Agency teams 40 NEXT PHASE OPTION
  41. Explores Lovemark potential Develops high quality ideas 41 LOVEMARK HOTHOUSING
  42. Emotional and intuitive Experiential and interactive 42 LOVEMARK HOTHOUSING
  43. Cost $US60,000 or £34,000 43 LOVEMARK HOTHOUSING
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