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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 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.
WWW.STEPHENREMEDIOS.COM