On Insights & Innovation

Copyright Propellerfish Private Limited 2013

HOW INSIGHTS FUEL GROWTH & HOW TO GENERATE INSIGHTS THAT MATTERON INSIGHTS & INNOVATION

01 A BIT ABOUT ME !02 HOW INSIGHTS FUEL INNOVATION !03 HOW TO GET THEM !04 INSIGHT IN ACTION !05 SOME DISCUSSION

WHAT I’M GOING TO TALK ABOUT


:40

PROPELLERFISH HELPS ORGANIZATIONS INNOVATE.


WHAT WE DO:


01 INNOVATION PROJECTS 02 CAPABILITY BUILDING 03 TECHNOLOGY

We run projects to help organizations bring new

opportunities into focus and develop the products and services

that help them grow.

We partner with organizations to increase their capability around insight and innovation through

courses and process design.

We deploy our proprietary collaboration platform to help

organizations channel the brainpower of their employees towards key innovation briefs.

We do three things.

WHO WE WORK WITH


We helped Shell invent the future of petrol stations in time to

prototype two locations in Europe.

We helped Audi reinvent their customer experience

to delight customers in Hong Kong and China.

We ran a 12 week innovation process to develop a pipeline

of new products which all aced BASES and feasibility

testing.

We deployed our online collaboration platform as an internally branded

system called “SnackLab”!!We ran a project to develop packaging

insights for Asia Pacific markets.


WHY WE’RE TALKING ABOUT INSIGHT AT AN INNOVATION CONFERENCE?


INSIGHTS BRING OPPORTUNITIES INTO FOCUS


WHAT IS AN INSIGHT?A seemingly patronizing question:


MOST MEN WE INTERVIEWED IN THESE MARKETS DID NOT WANT US TO LOOK THROUGH THEIR PHONES.

Insight or observation?


MOST MEN WE INTERVIEWED HAD PHOTOS THEY WOULDN’T WANT THEIR MOTHERS TO SEE ON THEIR

SMART PHONES.

Insight or observation?


BECAUSE THE LOWER MIDDLE CLASS IN EMERGING MARKETS HAVE LITTLE PERSONAL SPACE AT HOME, THEIR MOBILE

PHONES BECOME THEIR PERSONAL SPACE LIKE A BEDROOM OR CLOSET IN A DEVELOPED MARKET.

Insight?


BECAUSE THE LOWER MIDDLE CLASS IN EMERGING MARKETS HAVE LITTLE PERSONAL SPACE AT HOME, THEIR MOBILE

PHONES BECOME THEIR PERSONAL SPACE LIKE A BEDROOM OR CLOSET IN A DEVELOPED MARKET.

A much better insight…


(WHAT IS CURRENTLY HAPPENING) Because

(THE REASON WHY IT’S HAPPENING)

WRITTEN INSIGHTS TEND TO BE STRUCTURED LIKE THIS


AS COFFEE BECOMES MORE INSTANT IT BECOMES LESS SATISFYING

Because PEOPLE TURN TO COFFEE AS A BREAK AND WANT THAT BREAK TO LAST.

(WHAT IS CURRENTLY HAPPENING)

(THE REASON WHY IT’S HAPPENING)


30% of people leave your showroom without ever interacting with a salesperson because there is no clear meeting point where they can make their presence known and seek help.

INSIGHTS DON’T HAVE TO BE BIG TO BE USEFUL

8 INGREDIENTS TO GREAT INSIGHTS


01 RICHNESS OF DATA 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME


01 RICHNESS OF DATA 02 DIVERSITY 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME

MARKETING INSIGHTVerbal

DESIGN INSIGHTVisual

VERBAL INSIGHT WORK HAS LIMITATIONS WHEN IT COMES TO DESIGN & INNOVATION


“Packaging is all pretty easy to use. It opens easily. It’s fine.”


TWO PROBLEMS WITH WRITTEN INSIGHTS

MARKETERS ARE BIASED. CONSUMERS LIE.

GREAT INSIGHT WORK IS MULTISENSORY AND MULTIMEDIA



01 DIVERSITY OF INPUT

02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME

CONSUMER CENTRICITY HAS ITS LIMITS

Consumers we spoke to loved vertical packaging and spent more time holding it while talking to

us as compared to other types of packaging.

Retailers told us they had a feeling it flew off the shelves because it was easy

to grab ad go.

A hand surgeon talked to us about how hands were designed to pick up vertically oriented

objects more easily than laterally oriented ones.

DIVERSE PERSPECTIVES HELP YOU UNDERSTAND

A STORY ABOUT VERTICAL PACKAGING

Consumers gave us many of the same insights around which the category has already been established and left us with little new

insight around with to reinvent the anti-aging space.

A taxidermist got us to a brilliant idea for a new anti-aging process based on their job preserving skin on

dead creatures.

A STORY ABOUT TAXIDERMY & ANTI-AGING

DIVERSE PERSPECTIVES INSPIRE


What they told us their social life was like.

What their girlfriends told us their social life was like.

A STORY ABOUT TEENAGE BOYS IN RUSSIA

“I know a lot of people. We spend a lot of money in the best night clubs and meet lots of women.”

“He and his friends play lots of video games, chat with each other on ICQ and probably look at a lot of dirty websites.”

DIVERSE PERSPECTIVES KEEP PEOPLE HONEST

We recruited teenage boys to talk to us about their lives in Moscow. We didn’t tell them we had also recruited their girlfriends to sit behind the glass at the focus group with us.

PLANNING FOR PERSPECTIVE

CONSUMERS

THEIR PEERS

AGGREGATORS

CATEGORY EXPERTS

CULTURAL EXPERTS

01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE

03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME

AN OFT FORGOTTEN DISTINCTION


What many organizations test. What organizations actually sell.

Sometimes I wish I had a better understanding of how my car worked, but the manual can be a little confusing.!Audi’s A-Dash is an interactive manual that resides on a tablet and can tell you not just about the model you’ve purchased but also give you actual real-time information about your car.!Because getting to know your car should be as easy as driving it home.

THE INTERACTIVE MANUAL

01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS

04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME

HERE HEREVs.Vs.


What he told us. What his refrigerator told us.

CLOSENESS PUTS DATA INTO CONTEXT

“I keep myself healthy by only buying healthy foods so I can

keep my diet healthy.”

A STORY ABOUT HEALTHY EATING

01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS

05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME


THEY’RE PEOPLE NOT CONSUMERS

THEY’RE PARTICIPANTS NOT SUBJECTS

IT’S A CONVERSATION NOT AN INTERVIEW

IT’S AN EXPERIENCE NOT A STUDY


01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY

06 OPENNESS 07 REFLECTION 08 TIME


A STORY ABOUT “INCORRECT” TWITTER HABITS

“Our parents are on Facebook so Twitter is where we share our more personal stuff.”


01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS

07 REFLECTION 08 TIME


DATA POINTS

PATTERNS

INSIGHTS (INTERPRETATIONS)

OPPORTUNITIES

What we saw and heard in market.

Common patterns within the data worth digging into

Why we believe these patterns are emerging

What’s the commercial opportunity this insight unlocks for us?


01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION

08 TIME

PRINCIPLES IN ACTIONPRINCIPLES IN ACTION

QUESTIONS.


LET’S KEEP IN TOUCH.


[email protected] @ALEX__MARQUEZ (2 X _) WWW.PROPELLERFISH.COM

Design

On Insights & Innovation