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by Edward Appleton, Senior European Consumer Insights Manager, Avery Dennison, Germany
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| Confidential - For Internal Use Only
Crisis? What Crisis?
Edward AppletonEuropean Consumer Insights Manager, Avery Zweckform
BAQ MaR GhentDecember 2013 CONFIDENTIAL
Why Market Research should be optimistic about a re-energised future
Crisis?What Crisis?
| Confidential - For Internal Use Only
Avery: Office and Consumer Products
Consumer Products for
• Small Business
• Office
• Home
• School
| Confidential - For Internal Use Only
Agenda
• Snapshot: MR threats, opportunities
• From “Researcher” to “Insights Consultant”: how?
• Proving MR Impact and Value - how?
• Outlook
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1. Challenges
● Restructuring, delayering
● Multiple datastreams bypassing MR
● D.I.B (“Do-It-Badly”)
● Speed and Actionability
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1. Opportunities
●
● Data expertise
● New MR = Strategic, Creative
● Closer to Action
•
● Data Experts = InsightsExperts
● Nearer the Action● New MR = Strategic, Creative
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Better Tools = Better Craftsman?
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2. Becoming an “Insights Consultant”…
It’s as much about Leadership Skills as Hard Skills
Visibility is more than half the battle
Sympathy
Collaborate with Other Disciplines
Participate in Board Level Meetings
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7 Quick Ways to Lose Influence
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7 Quick Ways to Lose Influence
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7 Quick Ways to Lose Influence
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7 Quick Ways to Lose Influence
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7 Quick Ways to Lose Influence
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7 Quick Ways to Lose Influence
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7 Quick Ways to Lose Influence
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● Bias towards Action● Communication, collaboration● Work with Multiple Data Streams● Document the Value
3. Skills to Survive Tomorrow
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3. Document Value - How?
● Year End Value Summary - $ quantification
● Always issue Executive Summaries
● Gain Top Management Attention
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The new Competitive Environment
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Transformation Through Insights – 2 Examples
• Highlighted strong dealer perceptions of brand equity prior to a packaging re-launch
• Uncovered an unmet need that developed into a Winning Concept
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Children’s Stickers range – new packaging design?
Current Proposed New
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Children’s Stickers range
Simple Insight: don’t change a winning recipe
• Dealer IDIs in combination with quantitative pack test
• Key Insight – “that’s the blue brand”
• New designs too radical a break with perceived equity, too trendy
• “Zweckform should not change its package design for stickers. Blue stands for Zweckform in a very strong way.”
| Confidential - For Internal Use Only
General Purpose Labels
Insight: uncovered important new unmet need
• On surface: not a problem encountered
• Discussion about new possibility: changed opinions
• “I have an airbag – doesn’t mean I wish to have a crash”
• Validation in Quant. Survey
• Formed basis of R&D briefing
| Confidential - For Internal Use Only
4. Outlook
● Make your voice heard● Become a better craftsman - execute
immaculately● Document the value
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The Future is Bright - but we have to adapt
| Confidential - For Internal Use Only
