Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
Hello.1
Agenda
• Introduction
• Psychological Test
• Core Psychological Principle
• Tools & Approaches
• Food Values Reframing the Psychology of Food
2
3
FoodMinds:
Mission and Approach
5
Guinea pig
Kit Kat
Deer
India
Audi
Avocado
Budweiser
Ford
Bear
Dog
Kitchen
Sam Adams
Snickers
Orange
Miller Lite
Grapes
Buffalo
Saturn
Volvo
Cat
Twix
Birds
Hershey’s
Apple
Tulip
Squirrel
Chevy
Coors
What we won’t be talking about
6
Ulric Neisser Martin Fishbein
Sigmund Freud BF Skinner
But, psychology is foundational to marketing
7
Jennifer Aaker Jagdish Sheth
Martin ZaltmanRichard Wirthlin
8
Guinea pig
Kit Kat
Deer
India
Audi
Avocado
Budweiser
Ford
Kitchen
Bear
Dog
Sam Adams
Snickers
Orange
Miller Lite
Grapes
Buffalo
Volvo
Cat
Saturn
Twix
Birds
Hershey’s
Apple
Squirrel
Chevy
Coors
Tulip
Core marketing principle, based in psychology
9
10
11
12
13
Proprietary and Confidential
15
Brand owners
Brand map
16
17
Journey, experience map
Consumer Target
Explore Discover Mobile Service Personalization Transaction Advocacy
• Demos• Lifestage• Shopping
behaviors• Media
behaviors• Category
motivations
• Sources• Channels• WOM• Search
strategies
• Competitive set
• Information requested
• Decision making criteria
• Role of mobile smart phone technology in search and purchase process
• Company ownedtouchpoints and tools
• Customer help lines
• Web sites• Social• Retail channel
partners
• Content and programming
• Events• Ads• Coupons• Promotions
• Retail channel partnerships
• Relevant, associated content
• Contests• Social media
following
• Facilitatesocial sharing
• Encouraging word of mouth
Engagement
18
UX is on-going commsR&D
19
Where & When UX Conducted in Development Process
20
How User Research is Used
UX has multiple benefits
UX has multiple utilities
21
UX Research is Conducted on:
22
Decision motivation research
23
Measuring reach, relevance and relationships of ideas
24
Dinner, on the table, that everybody loves
25
F&V Intake and Chronic Disease Risk Research (7.6%)
F&V Intake and Chronic/Acute Disease Prevention (5.1%)
Research on Beneficial Compounds Found in F&V (3.6%)
Eating Patters/Fad Diets & Weight Loss (8.3%)
F&V Intake and Cancer Prevention (3.1%)
Descriptive Labeling for F&V (1.3%)
CDC Report on F&V Intake in US (1.5%)
School Initiatives to Improve F&V Intake (12%)
Research, Government Funding and Initiativesto Promote F&V Production/Intake(11%)
Community Efforts to Promote F&V Consumption (5.5%)
Australian Try for 5 Campaign (1.7%)
Federal Food Assistance & Food Deserts (4.4%)
N = 1,354 stories
Ideamap
The Changing Psychology of Food Marketing
27
• How Food Values are Affecting Marketing Content and Consumer Decisions
• The role of consumer psychology and values in evolving food choices and behaviors, and explore how today’s food marketers are leveraging insights from consumer beliefs and behaviors to drive relevant food innovation and communication.
Food brands have always been multi-factorial . . .
Proprietary and Confidential
28
Hypothesis:
Global Food Values™ Project
• Taste, price and convenience are no longer the sole or even primary drivers of food choice.
• Market signals and structural changes suggest a wide range of different food values are now having a significant impact on the availability and selection of foods and beverages.
• Food values are comprised of interrelated social, political, regulatory, agricultural, and technological factors that are changing the way food is produced, distributed, marketed, regulated, sold and consumed.
Proprietary and Confidential
29
Food Values Project™ FoodMinds
Food Values Factor Analysis™
30
#FoodValuesProject
Proprietary and Confidential
DriversSignalsTesting the HypothesisApplying Learnings
31
FoodMinds Global Food Values Project™
Drivers of food values
Proprietary and Confidential
é é é
é
é Trend based on historical development between 1990 and 2010 of total disability adjusted life years lost (Global Burden of Disease)
1 In 2014 dollars at purchasing power paritySource: Literature review: World Health Organization global burden of disease (GBD) database; McKinsey Global Institute analysis
Prevalence of obesity has a massive financial and societal cost
Proprietary and Confidential
Climate change is impacting the food supply Rome, July 2017
FAO STRATEGY ON CLIMATE CHANGE
23 July 2015
1
NATIONAL SECURITY IMPLICATIONS OF CLIMATE-RELATED RISKS AND A CHANGING CLIMATE
This report responds to the Congressional request to the Department of Defense to identify the most serious and likely climate-related security risks for each Combatant Command, the ways in which the Combatant Commands are integrating mitigation of these risks into their planning processes, and a description of the resources required for an effective response.
Submitted in response to a request contained in Senate Report 113-211, accompanying H.R. 4870, the Department of Defense Appropriations Bill, 2015.
The estimated cost of this report or study for the Department of Defense is approximately $22,000 for the 2015 Fiscal Year. This includes $0 in expenses and $22,000 in DoD labor.
Generated on 2015May27 RefID: 8-6475571
Proprietary and Confidential
2.5 billion MORE people to feed by 2050
Proprietary and Confidential
Decline in global poverty GLOBAL MEDIAN INCOME
2003 $1,090 international2013 $2,010 international
Proprietary and Confidential
Atomizedmedia environment
Source - 2017 Top Trends in Fresh Foods, Atomization of PersonalizationIRI, FMI and Burris Logistics
On average, every minute of every day . . .
Proprietary and Confidential
37
Channel proliferation, consolidation, redefinition
Proprietary and Confidential
FoodMinds Global Food Values Project™
Signals of the presence of food values
Proprietary and Confidential
Deloitte’s measurement of food values
Source: Deloitte Food Value Equation Survey 2015, Deloitte Analysis
Consumer ValueDriver Chart
Half of U.S. consumers claim they weigh evolving value drivers more than traditional value drivers
Proprietary and Confidential
40
Importance of Production RelatedFactors on Purchase Decisions
Ingredients, source, production methodsmatter to food consumers
Source: IFIC 2017 Food & Health SurveyProprietary and Confidential
Erosion in perceived role of personal responsibility
•In your opinion which of the following groups holds the PRIMARY responsibility for making sure the public makes the right food choices to stay healthy and avoid obesity?
37%63%
January 2010
52%48%
September 2016
IndividualsSociety (government, food companies, health care system, educational system)
Source: Food Temperance in America, 2010 and 2016.Proprietary and Confidential
Restrictive food policies and activist critics
Restricted AccessWarning Labels
TaxesRestricted MarketingActivist Pressures
Proprietary and Confidential
Fewer artificial food ingredients in global food innovation
Source: Mintel GNPD, November 2016.
Global Use of Selected Ingredient Groups, as a Percentof All New Product Introductions 2011 to 2015
Proprietary and Confidential
Food system approach in retail food brand stories
• We’re partnering with almond grower Richard Gemperle and dozens of farmers to support their transition from conventional to organic farmland
• Organics is more a soil-health program, focused on the ecosystem surrounding the tree, the almond
Source: Kashi Company Website, FoodMinds Customer Sustainability Interviews, 03.29.17
Corporate sustainability initiatives with impact throughout the value chain
Proprietary and Confidential
FoodMinds Global Food Values Project™
Testing the hypothesis with global experts
Proprietary and Confidential
Hypothesis: Global Food Values™ Survey
• Taste, price and convenience are no longer the sole or even primary drivers of food choice.
• Market signals and structural changes suggest a wide range of different food values are now having a significant impact on the availability and selection of foods and beverages.
• Food values are comprised of interrelated social, political, regulatory, agricultural, and technological factors that are changing the way food is produced, distributed, marketed, regulated, sold and consumed.
Proprietary and Confidential48
UK
China
Mexico
Canada
India
SouthAfrica
Brazil
Columbia
Netherlands
Japan
FranceUSA Spain
SaudiArabia
N = 15
FoodMinds Global ExpertBench™ Qualitative Input To Hypothesis
Proprietary and Confidential
49
Exploratory Survey Development
• The FoodMinds Global Food Values Survey™ was developed based on the DELPHI method
• Completed questionnaire was then resubmitted to the 15 FoodMinds Global ExpertBench™ members with the following countries represented
Proprietary and Confidential
• India• South Africa
• Saudi Arabia• Spain• UK• USA
• Brazil• China• Colombia• Mexico
Very Highly Developed
Source: UNDP Human Development Report 2016
• Canada• France• Japan• Netherlands
Highly Developed Moderately Developed
50
Food DistributionAnd Access
Food Content and Ingredient
Food Manufacturing and Retailing
Social Justice andFood Security
Personal/Psychological
Agriculture
Socio-demographic
Food Cooking/Preparation
Geography
Economy
Food Regulation And Policy
Food Labeling
Public Health
Environmental
Proprietary and Confidential
Food Values Factor Analysis™
51
Food Values Factor Analysis™ Attributes
• Organic• Animal welfare (e.g., cage free, humane)• Antibiotics in animal agriculture• GMO/biotech enhanced crops
Agricultural Values• Farm labor practices• Farmers equity programs• Ethical trade & sourcing practices• Free/subsidized school meals
Social Justice Values
Economic Values• Food costs• Overall cost of living • Household incomes• Unemployment level
• Urban environment• Suburban environment• Rural environment• Region with progressive
food policy actions
• Expression of love for family, friends• Convenience, ease, time of preparation• Lack of interest/knowledge in cooking• Cooking over open fire (no clean burning
cooking stove)• Understanding of connection between food
and health
• Both parents in the workforce• Immigration• Families with children• Elderly population
Geographic Values
Socio-demographic Values
Food Prep Cooking Values
* Select attributes shown for example purposesProprietary and Confidential52
Food DistributionAnd Access
Food Content and Ingredient
Food Manufacturing and Retailing
Social Justice andFood Security
Personal/Psychological
Agriculture
Socio-demographic
Food Cooking/Preparation
Geography
Economy
Food Regulation And Policy
Food Labeling
Public Health
Environmental
REACHIMPACT
GlobalFoodValues
Proprietary and Confidential53
54
Global Food Values Factors – Estimate % Of Population Impacted
0
10
20
30
40
50
60
Economic
Geographic
Cook/Food3 Prep
Socio3demographic
Agricultural
Food3Distribution/Access
Food3Manufacturing/Retail
Food3Content/Ingredient
Social3Justice/Food3Security
Food3Regulation/Policy
Food3Labeling
Public3Health
Environmental
Psychological3
Total (14 countries)
Proprietary and Confidential
55
Global Food Values Factors – Estimate % Of Population Impacted
0
10
20
30
40
50
60
Economic
Geographic
Cook/Food3 Prep
Socio3demographic
Agricultural
Food3Distribution/Access
Food3Manufacturing/Retail
Food3Content/Ingredient
Social3Justice/Food3Security
Food3Regulation/Policy
Food3Labeling
Public3Health
Environmental
Psychological3
Total (14 countries)
Primary Factors
Proprietary and Confidential
56
Global Food Values Factors – Differences in Estimated % Population Impacted
0
10
20
30
40
50
60
Economic
Geographic
Cook/Food3 Prep
Socio3demographic
Agricultural
Food3Distribution/Access
Food3Manufacturing/Retail
Food3Content/Ingredient
Social3Justice/Food3Security
Food3Regulation/Policy
Food3Labeling
Public3Health
Environmental
Psychological3
Differences
M Developed Countries
VH Developed Countries
Proprietary and Confidential
Once identified and ranked, Global Food Values Factors™ can be leveraged through the value chain
Inputs Producers Processor
FoodInfluencers
Industry Associations
Consumer
FoodAssistance
PublicHealth
FoodService
Schools, Institutions
Grocery
Digital Distribution
Food SystemsActivism
Mfgr.Marketer
Digital Media Environment
Proprietary and Confidential
Food brands have always been multifactorial
Food Values have a bigger role in the brand experience
Proprietary and Confidential
58