Innovation in Insight

iNNOVATiON iN iNSiGHT GENERATiON

A TYPICAL STORE…

…CLUTTER

PEOPLE ARE INFLUENCED BY…

Life Situation (single vs married) Financial Situation Role of shopping in

people’s lives Importance of Food

Culture

Store Accessibility Mode of Transportation Market Evolution (from GT to MT)

Life Values

A TYPICAL CONSUMER…

…HAS MANY ROLES TO PLAY

SO WHAT ARE THE IMPLICATIONS TO A 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!

SO WHAT ARE THE IMPLICATIONS TO A MARKETER? CONSUMER INTIMACY

"It's hard for customers to tell you what they want when they've never seen anything remotely like it”

IS THERE ONE?

THE FORMULA FOR INSIGHT GENERATION

CERTAINLY NOT… …BUT THE TRUTH LIES SOMEWHERE IN THE VICINITY I WOULD IMAGINE

THE FORMULA FOR UNDERSTANDING CONSUMERS AND GENERATING INSIGHTS

B T2 D

UC / GI

THE FORMULA FOR UNDERSTANDING CONSUMERS

BREADTH (TIME X TRENDS) DEPTH

UNDERSTANDING CONSUMERS /

GENERATING INSIGHTS

BREADTH

N i g h t

D a y

Weekdays Weekends

Influencer Shopper

Consumer

Mother Wife

Daughter Businesswoman

Hostess Sportswoman

Friend

Home Work

THE MULTI-DIMENSIONAL CONSUMER!

Main shopping

Large, planned grocery shopping trip done on regular basis : weekly,

monthly or payday

Top up

done in between main shopping trips for just

a few items

Meal for today

to buy ingredients for today’s meal

Treat for myself

going to stores to find all that is available as well as buy something

for myself

For a special meal

At home e.g. guests coming over

Special events

On special occasions e.g birthday / festival etc.

Emergency shopping / Immediate consumption

Needed to buy items I did not expect to run out of or forgot to purchase / Products bought to eat / drink

immediately

Special offers

Went bargain hunting or sought out items on

promotion

Window shopping

Impulse purchase because I went

browsing

US SHOPPER TYPOLOGIES

Proud Budgeters

Struggling & Careful

Resigned & Coping

Driven to Convenience

Penny Pinching Families

In Control & Savvy

Live to Shop

Detached Spenders

11.2% 10.6%

% of All Shoppers % of X COMPANY Category $ Across All Retailers

13.2% 14.5% 12.8% 15.5% 12.2% 10.0%

13.3% 13.1% 12.9% 11.2% 10.7% 9.2% 13.6% 15.9%

‘I only buy what I can afford to buy’

AFFORDABILITY

‘I don’t want the cheapest option, I want a cheaper

option’

TRADING UP, TRADING DOWN

‘I try to stick to what I know I need to buy’

PLANNING

‘Help me find what I’m looking for quickly’

VISIBILITY

‘OK, which one of the 150 do I buy then?’

CHOICE

‘Just tell me what this product does and whether or not it’s

good value’

SIMPLICITY

‘Right that’s Monday done, now what are we going to

have on Tuesday?’.

MEALS

‘I want to be confident this product won’t let me down’

REASSURANCE

SHOPPER THEMES FOR THE ECONOMIC DOWNTURN

THE FORMULA FOR UNDERSTANDING CONSUMERS

BREADTH (TIME X TRENDS) DEPTH

UNDERSTANDING CONSUMERS

DEPTH

A penetrating

understanding which provides hooks or clues

that lead to brand building opportunities

THE HUNT FOR CONSUMER INSIGHT

WHAT IS AN INSIGHT?

HOW DO YOU KNOW YOU HAVE AN INSIGHT?

The “Bingo!”/ “Eureka!”

The Clue that solves the mystery

The Missing Piece of the

puzzle The Magic

Bullet

The consumer’s

“Sweet Spot”

THE BRAND INSIGHT

IBM

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

IBM

THE BRAND INSIGHT

APPLE

THE BRAND INSIGHT

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

APPLE

THE BRAND INSIGHT

IN SHORT

THE BRAND INSIGHT

MACINTOSH LAUNCH

APPLE LAUNCH COMMUNICATION

HERE’S TO THE CRAZY ONES…

APPLE BRAND COMMUNICATION

INSIGHT?

OBSERVATION? OR

THE BRAND INSIGHT

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

WHAT’S THE DIFFERENCE?

I enjoy being creative in all that I do (OBSERVATION ‘I heard him say…’)

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)

THE FOUR QUESTION TEST

SO HOW DO YOU SPOT A ‘GOOD LOOKING’ INSIGHT?

Is this a Good Insight

Is it a new angle on a real truth?

Will it resonate with your

consumer - on both an emotional

and functional level?

Will it provide you with a real competitive

advantage specific to your target

group?

Can you read it aloud without cringing with

embarrassment?

A GOOD LOOKING INSIGHT

4 TIPS

Personal (I, me)

Deep emotional drivers

Category specific

A universal truth

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)

1

4

2 3

THE WORLD OF MOTHERS WITH YOUNG CHILDREN…

PAMPERS AND HUGGIES

SAME CATEGORY, DIFFERENT INSIGHTS

MAIN HEADING PAMPERS AND HUGGIES

PAMPERS

I am constantly worried that I many not be seen to be perfect in caring for my

baby

I want to keep the skin of my baby dry to avoid nappy rash and feelings of

guilt

HUGGIES

As parents, we proudly encourage the development of our children in the

early years

We want to ensure that this development is unhindered all day

long

THE FORMULA FOR UNDERSTANDING CONSUMERS

BREADTH (TIME X TRENDS) DEPTH

UNDERSTANDING CONSUMERS

MASLOW’S HIERARCHY OF NEEDS

Feel good

Look good

Be accepted

Live

Survive

Self actualisation

Status/ Prestige

Social/Belonging

Safety

Survival/ Physiological

Inner directed

Outer directed

Sustenance driven

INSIGHTS CHANGE AS PEOPLE GROW

TIME

TIME

HIGH Priorities PERSON

EARNER

CARER

HOMEMAKER

DUTY BREAKOUT ACHIEVING JUGGLING BALANCE LOW

HIGH

(Economic Development) Source: CRAM International

THE SUNNY D MUM FOR EXAMPLE…

TIME

PAMPERS MUM GOOD MUM I am constantly worried that I may not be seen to be perfect in caring for my baby I want to keep the skin of my baby dry to avoid nappy rash and feelings of guilt

SUNNY D MUM GOOD MUM I want to be both a ‘good’ Mum and a “cool” Mum By giving my kids the health benefits of fresh juice, with a taste they and their friends love, I feel that I can be both

INSIGHTS CHANGE AS PEOPLE GROW

THE FORMULA FOR UNDERSTANDING CONSUMERS

BREADTH (TIME X TRENDS) DEPTH

UNDERSTANDING CONSUMERS

TRENDS

>  The safety of my family is all important to me

>  Driving is dangerous and I want to do everything possible to ensure the safety of my family on the road

>  1970s/1980s

INSIGHTS EVOLVE OVER TIME - VOLVO

>  I want to be fully in control of life’s pleasures

>  I want to experience this ‘safe sex’ sensation, when driving

>  1990s

THE FORMULA FOR UNDERSTANDING CONSUMERS

B T2 D

UC

TO SUMMARISE

1980s

1990s

TREE OF TRUTHS – SPRINGER, BERLIN, HIEDELBER, 2007

CONVENTIONAL TECHNIQUES

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

Browsing (20%)

Tunnel Shopping

(6%)

Contemplating (48%)

Evaluating (16%)

Avid Shopping (9%)

They interacted with single brand & did not purchase: NON

SERIOUS. Some interacted with multiple brands but still did not

purchase: NON SERIOUS

They just came & touched/picked and purchased One brand and left: ONE

TRACK MIND

They came interacted with one brand I.e. Touched/picked, either sniff, etc. one brand &

then purchased: PRE-DECIDED

They evaluated multiple brands (2 or more brands) but purchased finally 1

brand: OPPORTUNITY

They evaluated with multiple brands and also purchased multiple brands:

MULTIPLE OPPT.

HAVE A LOOK AT THIS EXPERIMENT

CAN MUSIC INFLUENCE THE TIME YOU SPEND SHOPPING?

OBSERVE IN EVERYDAY SITUATIONS WITHOUT THEM NOTICING

INNOVATIVE TECHNIQUES

THE POWER OF OBSERVATION IN INNOVATION – MAGIC REACH

INNOVATION BASED ON OBSERVATION

THE POWER OF OBSERVATION IN INNOVATION - SWIFFER

INNOVATION BASED ON OBSERVATION

75% FASTER CONSUMER FEEDBACK AT 50% COST

INNOVATION BASED ON INTERNET

75% FASTER CONSUMER FEEDBACK AT 50% COST

INNOVATION BASED ON INTERNET

DISCERNING BRAIN RESPONSE TO STIMULUS

FMRI

SMOKING VIDEO

FMRI RESEARCH

FINALLY

Brilliant consumer marketing is based on

true intimacy with our consumers and shoppers – knowing what they want

and feel even before they know it themselves – and then driving that insight into branded selling propositions that win people’s hearts.

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