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The Bre

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Progra

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Co-Inventing with QuantumSteps1 January 2012 © BWC Ltd

QuantumSteps

SQSorry proud to

blow our trumpet

We are different.

Our methodology…

…our range of expertise from different worlds…

…the ways we involve our clients...

…our insight generation processes…

…the depth of our analyses…

...creative NPD and comms development...

Above all, what we do works.

Aquafresh UK from 8%-18% market share in a few months.

Nytol – 31% increase in sales in a single month, and sustained performance thereafter.

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Working with BA, BUPA and

VISA

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What is a Breakthrough?

Something made possible which was not possible before…e.g.

• The Arrivals Lounge

• Lying flat in a travelling aircraft (in Business Class too!)

• Passengers as people not cargo

• Private Health Care programmes designed and underwritten for individuals

• Telephone CS operators and field & telesales trained with counselling skills to ‘nurse’ people through their anxieties before generating solutions

• Contributing breakthrough creative briefs leading to commercials which speak to the unconscious voices in the minds of poor sleepers driving purchase, and to the minds of Mums to drive switching

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We wrote the first book on

“Extended Co-creation”

“People become receptive when they experience new meaning and break through personally, and then translate that breakthrough into commercial innovation. This book shows how to do this, and have fun

doing it."

—Adrian Hosford, BT Group Social Policy

John Wiley and Son October 2003

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Testimonials like these can

be found on our website

www.quantumsteps.co.uk

Russell Pocock

GlaxoSmithKline Consumer Healthcare UK

"I believe we have insight that's potentially dynamite in terms of how the brand connects with the consumer. I don't believe we would have reached this depth of understanding any other way. Insight gleaned forms the bedrock of all our communications, from TV to on-pack.“

They did...33% increase in sales in the first month of their new advert.

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Our approach is award winning

Despite the fact that we do not look for awards we look for delighted clients in November 2003 we won the coveted Market Research Society David Winton Award from the MRS for our paper on Theory and Practice in the Large Group.

In 2006 Mac began lecturing in Business Leadership at the Warwick University Business School, and provided a lauded new course to train and immerse Marketers and Researchers in effective Breakthrough Consumer Contact and Insight Skills (first piloted with Unilever in 2000/1).

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Clients include these

impressive brands

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A huge problem that we have the solution to…

Standard research is based on the cognitive assumption that what people tell you is the truth.

But when you ask people “why” you force them to answer the unanswerable.

“Why” demands an explanation of cause – think about it - causal explanations to emotions, habits, choices, behaviours are the holy grail of all empirical research. Ask an average person “why” they do something and they’ll make something up.

People do not know because they do not have conscious access to almost all of their internal psychological processes.

We give them access – and it’s both fun and revelatory.

We help them express what we want to find out in all sorts of different ways – non-verbal, symbolic, rich self-reports, material, projective.

We employ a cross disciplinary range of data analysis techniques.

Also our golden rule is that nobody observes, everybody including the client participates. That gives you the client first hand experience of insights as it happens inside real relationships in which everyone has a stake.

Groups vary from 1 to 1000 in size.

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It works with simultaneous

and consecutive translation

Taiwan, Saudi Arabia, Bahrain, Malaysia, Mexico,

Russia, Poland, Germany, France, Italy, Spain,

Italy, Dubai, Thailand, Denmark, Germany…

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It is creative, original and

bespoke

Although consistent in its methodological philosophy, it is endlessly flexible in its bespoke process design.

Harriet WhitingSenior Brand Manager Aquafresh InnovationOral Care MarketingGlaxoSmithKline

"Research has a formula, stimulus in, decision out - or so I thought before being introduced to Mac Andrews. Perhaps some brand marketers have forgotten that we are producing products and brands for people, real people. To really understand our consumers we need to get a little deeper into their heads and hearts and explore motivations beyond even their own self-awareness. The Super Group work on Aquafresh opened up the brand to us in a very different way for the first time. This understanding and insight, at the heart of what makes our consumers tick, has made an invaluable contribution to UK business and, in fact, the strategic direction of the Aquafresh brand globally. Mac has been an inspirational person to work with and I look forward to working with him in the future. "

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Creatin

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Breakth

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The Breakthrough

Zone…

…consists of a series of events…

…in which a specially oriented

core client team fully participates…

It requires a minimum commitment to 5½ days of their time...

Spread over a period of 6-8weeks

Two days (the SuperGroup with customer guests) we recommend being a weekend.

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SQDebrief &

Co-CreationWorkshop

Building theFuture &

Presenting the Plan3 days

AN

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4 W

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TeamInsight

DownloadSession

3 hours

Super-GroupWith

Guests2 days

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The overall Breakthrough Process looks

like this…

TeamOrientation

Process1 day

This is a holistic programme of events each element being interdependent with the

others. It is essential that team members commit to participating in all sessions.

To understand the first event (The Team Orientation Day) it is important to grasp what the SuperGroup is.

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SQDebrief &

Co-CreationWorkshop

Building theFuture &

Presenting the Plan3 days

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4 W

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TeamInsight

DownloadSession

3 hours

Super-GroupWith

Guests2 days

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What is a SuperGroup?

TeamOrientation

Process1 day

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Two days with 20-30+ customer guests and a pre-trained client team.

Work will occur in various group sizes and involve a series of carefully designed discovery and co-creative processes. Team members will fully participate in the subgroup exercises. Each process culminates in plenary presentations. The event is filmed.

Day one:- Opening Up The Issues & Generating Insight• Building relationships which support deep inquiry• Exploring deep realities, beliefs, behaviours and

motivations using a variety of bespoke methods in subgroups

• Immersing ourselves and opening up learning about modern life, mobile communication and what we are ‘up to’ with it

Day two:- Harnessing Customer & Team Creativity• Overnight assignment between days one and two• Reviewing and building further insightful learning

together from day one and the early session of day two• Imagibuilding together using the learning from day one –

building brands, products, services, customer touch point role plays, commercials etc

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Super-GroupWith

Guests2 days

The SuperGroup

Process

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Who will the guests be?

Recruiting is achieved as it would be for any research.

The appropriate population is sampled through screening and recruiting.

Recruiting for a normal sample in the UK takes two weeks from project sign off.

No work can take place until a purchase order has been raised.

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Super-GroupWith

Guests2 days

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• Wherever we work the space we choose must be large enough to accommodate the numbers with plenty of space to break into smaller groups, move around and make noise too. We have no tables – only chairs, flipcharts and creative exploratory resources.

• THERE IS NO DISCUSSION GUIDE! We design AN INQUIRY PROCESS which will be available at the orientation session – with a series of exploratory group activities all of which lead to discovery outputs. We let THEIR agendas surface without imposing ours.

• The client team participate fully in each group as ‘consumers’ too – we have no ‘experts’ in the room observing – everyone is invested in the process.

• A range of proven introspective and expressive processes are run to expose new learning in the large group (30 +/- participants including the client team) and smaller relevantly segmented groups

• First day drives insight and immersion and the second day generative processes using the amassed knowledge from day one

• All outputs are filmed and organised by groups into presented materials

• These are then included in depth analysis after the SuperGroup

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Super-GroupWith

Guests2 days

The SuperGroup

Process summary

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The SuperGroup with customer guests will serve four broad purposes –

• To expand customers’ own understanding of their own motives, aspirations and behaviours relative to life, their world, as well as how, when and which mobile comms. products and services fit inside it, their unmet appetites, desires and unforeseen opportunities etc – for them to find out what it is that they and we do not know and for that to become shared knowledge.

• To immerse customers and the client team in insightful inquiry beyond normal levels of research in order to deliver deeper psychological understanding than is currently available – i.e. to find out what we simply do not know right now

• To use their new expertise to co-create new, improved and more relevant ideas – i.e. to put this new knowledge to good use in inventing the future relative to the brief

• To generate a data set which will through analysis reveal deep psychological insight into their worlds, the category and the relationships between them – forming the basis for a final 2 day extended co-creation process with the client team.

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Super-GroupWith

Guests2 days

The SuperGroup

Process

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Building theFuture &

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TeamInsight

DownloadSession

3 hours

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The Team Orientation

Process

TeamOrientation

Process1 day

What will the E.E. Project Team do?

That’s a question for the orientation session

agenda…to participate in the SG you must attend the orientation because there are some

vital skills to learn and equally important rules of thumb to become conversant with.

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The Team Orientation

Process

• The team role at the SuperGroup is only tricky because of normal preconceptions about ‘research groups’. The SG is not a focus group.

• Your normal preconceptions need to be set aside.

• Our customer guests will know you are from a company as we will introduce you at the beginning of the SG.

• As they become absorbed in the SG agenda so will you – you will all be shown how to participate as ‘consumers’, equals, with nobody more expert than anyone else.

• We will need you to put your professional expertise aside and approach the SG naively.

• New learning requires we admit individually and collectively “I don’t know”.

WITHOUT “I DON’T KNOW”

THERE CAN BE NO INSIGHT…

…an overused word and a widely inadequately understood phenomenon.

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TeamOrientation

Process1 day

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Generating Insight.

At QS we define insight as “High impact new learning.” This begins with an impact felt in our bodies which usually defies immediate explanation. The first step is to run a group that is designed to expose insightful moments…and leave them in the air without explanation - crucially the explanation emerges later. Humans (especially in organisations!) generally try to explain insightful impact away as quickly as possible. They do this by hurriedly fitting it into what they already know. It is entirely normal behaviour, but we at QS resist this - we leave high impact events alone for their meanings to emerge. Thus the question “why” is BANNED until well into the analytical phase.

In the SuperGroup we will use a variety of introspective, expressive discovery techniques and bespoke games that give people rich opportunities to learn about themselves in astonishing depth and then to share and work with that learning safely with us and with each other. Participants love working this way and always thank us for including them.

This requires a high level of expertise, ethics & safety that is usually only found in therapeutic groups (though this methodology is more fun and user friendly) and theatre training - this is what we achieve speedily and responsibly. It makes insightful learning an inevitable deliverable. Another unique aspect of it is –YOU PARTICIPATE TOO – no one way mirrors, viewing facilities or discussion guides to hide behind! Nobody gets to watch without playing as well. Nobody gets to participate without orientation.

TeamOrientation

Process1 day

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A bit more on “why” we ban

“why”…

Modern research has been dominated by an assumption that people are logical data-processing mechanisms, who when asked about their internal processes can answer coherently and accurately. This is quite simply almost always not so. People are generally unaware of the processes behind their behaviours. Most of human decision making processes are unconscious - in fact recent respected and peer reviewed studies indicate that decision making may occur non-consciously micro seconds before we are actually conscious there is a decision to be made!

Western society defaults to the question “why” almost as soon as their children can speak. Ask anybody the question “why” and you force them to construct a causal explanation for something that science itself may be unable to answer.

Child:- “I want an ice cream.”

Adult:- - “Why do you want an ice-cream?” –

For the child to get the ice cream that they want requires them to make up an answer that will satisfy the adult and that stands the best chance of getting them what they want. Thus have we all been trained since childhood. So at QS our work starts with an ‘inductive’ position (hypothesis free)– and we spend time with you as our client training you to adopt an “I don’t know” state of mind. You will be surprised how hard this is at first – but equally surprised at the rich insight that flows once it is accomplished.

TeamOrientation

Process1 day

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A bit more on “why” we ban

“why”…

The truthful answer to most “why” questions is “I don’t know.” When a group of people ‘I don’t know’ together then they can really learn! They extend what and how far they can see. Insight dies when it is why’d too soon – it just becomes reshaped into old knowledge.

‘I don’t know’ is a difficult admission for the average Westerner - knowing gets all the exam results, prizes, and promotions. Yet all genuinely new learning can only occur in an environment where not knowing is permitted, lauded and rewarded. Otherwise we would go so far as to assert that discovery can not occur.

Although our clients almost always have mountains of top quality research, a new brief always requires a discovery process before we start inventing. We must do a considerable amount of ‘not knowing’ together if we are to find out more than we have already – that’s where the jewels reside! This is what the orientation day prepares the client team for.

TeamOrientation

Process1 day

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TeamOrientation

Process1 day

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Simply put at the Orientation

Session summary

We will build a team whose members can

• Unlearn what they already think they know

• Clear a space for new learning

• Work in depth with customers

• Identify levels of primary data

• Generate insight from it

• Stay in “I don’t know” without closing the inquiry down by asking and attempting to answer “why” questions about insightful moments

• Co-create as individuals and in groups

• Pilot and practise insight generating techniques together

It is essential that anyone who wants to attend the SuperGroup attends this session.

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Without ‘Why’ Primitive

Insight becomes available

Levels of Insight

Primitive Insights have longevity built in and they reframe the apparent complexity

of the upper levels – that’s why we specialise in prospecting for them – the

upper levels come as a default.

FUNCTIONAL

BEHAVIOURAL

ATTITUDINAL

EMOTIONAL

PRIMITIVE

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The Raw Insight

Download Session – what

is it for?

TeamOrientation

Process1 day

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TeamInsight

DownloadSession

3 hours

The Raw Insight

Download Session – what

is it for?

• Your team will have been experientially immersed in the process inside subgroups as full participants.

• Each member will have experienced and recorded (without note taking!) all sorts of insightful moments.

• These will have non-consciously incubated over the period between the SG and the Insight Download session.

• The insight Download session is a time to dump all of these moments as ‘facts’ without attempting to explain them, make them meaningful, “whying” them into boxes.

• These raw insights will be included into the data set – the film, the physical records of the SG subgroups’ data which will all have been collected and labelled

• This needs to happen no more than 2 days after the SG and will take only 3 hours.

• No preparation is required.

• It is not a meeting which you can phone in for – you’ll just wind up frustrated! We know from experience…honest!

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SQDebrief &

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Analysis…

TeamOrientation

Process1 day

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Analysis…

We do not merely report on what happened, nor do we take literally what people say, suggest or claim to want. There is a chasm between what people say, how they explain themselves and how they behave in reality. Our analytical methods require time, triangulation and study in order to distil the deepest thematic insight platforms. We also need to compare emergent insight to the other respected research. This is highly concentrated and complex.

This explains how a three week period of thorough analysis is necessary. At the end of which we will produce a full analytical report and debrief including the learning, the thinking behind it and specific territories to fuel the Team Co-Creation Workshop.

We debrief twice. First time for the core team and the second time to include anyone else who is to be included in the Extended Co-creation Workshop

Getting your heads around new ideas that interrupt the current paradigm always requires some incubation time.

Cultures always tend to default to habit – yours will try this too – this is normal.

Having a second debrief after a break of a day or two helps bed down new learning and ensures that new learning is embedded for the Co-creation Workshop with the Project Team.

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TeamInsight

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Co-creation workshop

TeamOrientation

Process1 day

Debrief &Co-Creation

WorkshopBuilding the

Future &Presenting

the Plan3 days

SQ

Break-through

FeasibilityAudit & draftProject planning

Break-Through

Imagi-build A ‘Perfect’

Menu

Renewingthe

VisionProposition

Values

Defining the soul of

The taskThe required

result

Completing the past

Debrief &Co-Creation

WorkshopBuilding the

Future &Presenting

the Plan3 days

Co-creation workshop

2 days with the core SG Client Team plus key stakeholders or their trusted representatives.

All participants to have attended a debrief from the SuperGroup.

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Stakeholder Presentations15 minutes

each

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The benefits of the co-creation workshop

• Including customers through the SuperGroup insights which are made available through the debrief

• Leveraging insights and the expertise of an internal team, including agencies, and experts if required in the final workshop

• Everybody gets a voice

• Everybody drives the results

• Everyone owns the outputs

• Creatively Focussed, Pragmatic, Commercial and Deliverable.

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Debrief &Co-Creation

WorkshopBuilding the

Future &Presenting

the Plan3 days

SQDebrief &

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Building theFuture &

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TeamInsight

DownloadSession

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Project timeline

TeamOrientation

Process1 day

Week of16th Jan

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Costs There are many variables which will affect cost – e.g. venue hire, number of guests recruited, their incentives, creative resources etc.

We will require 50% to be invoiced and paid to cover all direct costs and sustain us through the process.

The final 50% will be invoiced after the final presentation of the Co-creation Workshop.

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What you get • Training in a different method of contact with your customers

• One/Two days in creative inquiry with them – first hand raw insight

• A depth psychological analysis and hard copy and electronic report of the insight themes and recommendations

• Two thorough debriefs (2-3 hours each)

• Two days to create with an expanded team of stakeholders to generate new products/services/creative briefs and a draft project plan.

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QuantumSte

ps

A BWC Ltd company

0044 (0)1480 896382

0771 218 0029

admin@quantumsteps.co.uk