Reaching Mom in the Digital Age Susan Stoev Worldwide Director, Business Research Eastman Kodak Comp

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Reaching Mom in the Digital AgeSusan
StoevWorldwide Director, Business
ResearchEastman Kodak CompanyOctober 23, 2006
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The Story of EasyShare
How Kodak became the 1 preferred brand of
digital cameras among women
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Its a Digital World

• The digital regime has taken her photos hostage
• Diminishing her family
• Diminishing her pleasure and effectiveness as a
  mom

You know, weve been taking pictures for 2 years
and theyre all sitting on his damn computer!!
This digital camera is ruining my life
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1. Map Out the Highs and Lows of Dealing with
Your Brand
Moments of Truth is an Ogilvy Brand Stewardship
tool that identifies make it or break it
interaction points between a brand and its
consumers

• Consumers record their experiences as they went
  digital in a diary
• Video taped in-home interviews
• Followed them into the store
• Created Experience Map to Chart the highs and the
  lows

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Digital Camera Experience Map
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Some thoughts on Ethnographic Research

• Observe consumers using your product in their
  environment
• You need to see some of the crazy workarounds
• Find labels for key consumer behaviors
• Second Stage Stall
• Picture Purgatory
• Understand your Ethnographers specialty
• Advertising Agency
• In House
• Psychological
• Take the time to package your report --- use lots
  of video, pictures and quotes to bring consumers
  to life

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2. Involve your Product Designers

• Product Designers part of Research Team
• Individual In-Depth Interviews with both
  researchers and designers sitting across the
  table from the consumer. Consumers rank their
  favorites four times
• Just Look
• Pick it Up
• Reveal Features and Price
• Brand
• Designer allowed to ask the respondent questions
  as the interview progresses
• Immediate plan for design changes

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Lessons Learned

• Be careful about prop selection pre-production
  models can get lower scores
• Chose design-forward cities
• Have both note taker and translator when English
  is not spoken
• Debrief the next morning to make sure there are
  no misconceptions

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3. Start an Online Community

• Kodak Digital Picture Forum was an online
  community of 250 parents who were heavy picture
  sharers
• Members participated in surveys, chat sessions,
  field trips, bulletin boards, photo contests and
  more
• Key learnings
• Gave us deep insights into problems and
  workarounds
• Field trips gave new ideas about strengths and
  weakness of our marketing messages
• Some product ideas we were developing were not
  viable
• Members were more comfortable (and interested in)
  talking amongst themselves than to Kodak
• Community built huge enthusiasm for Kodak and its
  efforts to understand needs in digital space

I learned that there are people that know all
the ins outs about great picture taking and
they are happy and ready to help if
needed. Ive been educated, inspired and
rewarded for what I enjoy doing. I look forward
to gathering around my PC and opening up this
page. Please, dont tell us this is the end of
this journey Kodak ROCKS!
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Tips on Managing an Online Community

• Establish a Board of Directors
• Need a full-time community manager
• Prepare materials to keep it fresh
• Dig for insights
• Work with the Panel members
• Communicate the Findings
• Have live debrief sessions with a broad audience
  on a monthly basis

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4. Establish a Consumer Advisory Panel

• Kodak Big Picture Panel surveys over 7000 US
  customers per week
• Survey topics include product naming questions,
  appeal of new concepts, attitudes about claims
  and product messages, and invitations to trial
  new software tools and share usage experiences
• Time to implement down from 6 weeks to 6 days.
• Opportunities to further strengthen the
  connection

bigpicturepanel.com
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5. Do More Prototyping and See What Sticks

• Sandbox.kodak.com is a site to support the rapid
  design, prototyping and launch of new
  technologies.
• Consumers can play with their own images while
  Kodak tracks use of the concepts, satisfaction,
  and subsequent print behavior.
• Gives us a wealth of knowledge that helps refine
  our offerings and showcases Kodak technology.

Sandbox.kodak.com
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6. Involve Customers in Idea Generation
Prioritization

• Needed a way to prioritize ideas for
  enhancements to Kodak EasyShare Software
• Utilized an adaptive conversation technology to
  place structured preference information around
  consumer verbatims
• Ask an open-ended question, giving respondent
  some seed ideas from Kodak and the opportunity
  to write in their own suggestion
• These write-in responses are exposed to
  subsequent respondents as answer choices
• End result is a prioritized list which includes
  consumer-generated ideas.

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Start a Corporate Blog
Why did Kodak join the ranks of 55 million
blogs? We saw a number of benefits . . .

• direct communications with consumers
• reinforce the Kodak brand with images and stories
  by employees that touch people
• burnish Kodaks reputation as a technology
  innovator in a soulful way
• make new friends and strengthen our existing
  friendships

1000words.kodak.com
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Make Research a Part of Your Companys DNA

• Map out the highs and lows of dealing with your
  brand.
• Involve your product designers in consumer
  research.
• Start an online community.
• Establish a consumer advisory panel.
• Do more prototyping and see what sticks.
• Involve customers in idea generation and
  prioritization.
• Start a corporate blog.

Other companies will treat my pictures like a
computer file, but only Kodak will treat them
like a memory.
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Contacts
Online Community Communispace 100 Talcott
Avenue Watertown, MA 02472 617 607
1400 Communispace.com
Styling Research Anderson Research 12868 North
116th Street Scottsdale, AZ 85259 480 614
1270 FAResearch_at_aol.com
Adaptive Concept Screening INFORMATIVE, INC. 701
Gateway Blvd South San Francisco, CA 94080 650
534 1010 Informative.com
Custom Panel MarketTools 150 Spear Street, Suite
600 San Francisco, CA 94105 415
957-2200 Markettools.com
Susan Stoev 343 State Street Rochester, NY
14534 585 724-1525 Susan.stoev_at_Kodak.com