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Innovative FrontEnd Research for Marketing Enlightenment

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The Quantitative MindReading Agency. London S Brighton S Rotterdam S New York S Los Angeles ... Lauren Lackey Director of Global Technology Wrigley. New ... – PowerPoint PPT presentation

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Title: Innovative FrontEnd Research for Marketing Enlightenment


1
Innovative Front-End Research gtgt for Marketing
Enlightenment
The Quantitative MindReading Agency
  • John Kearon Chief Juicer

London S Brighton S Rotterdam S New York S Los
Angeles A Leading International Online research
agency
2
Growth of Market Research
Growth 46Annual compound 7
Growth 336Annual compound 28
ESOMAR Industry Report Inside Research US
European Online MR Spending Index
3
Market Research Evolution
2007
2012 BrainJuicer Online Estimate
2000 Offline
US online MR 10 EU online MR lt1
US online MR gt60 EU online MR gt40
US online MR 35 EU online MR 5
Research Revolution More representative More
engaging More potential More creative More
reach Faster Cheaper More honest
Offline Research More representative More
tactile More depth breadth
Fieldwork Revolution Faster Cheaper More honest
4
BrainJuicer Offering the Best of Both
Qualitative
Quantitative
  • Consumer habits/attitudes
  • Consumer Segmentation
  • Brand/Market Mapping
  • Consumer Deep-Dive
  • Volume Predictions
  • Concept testing
  • Insight testing
  • Pack testing
  • Ad testing
  • Spontaneous thoughts
  • Creative projections
  • Free associations
  • Idea generation
  • Reasons why
  • Best/worst

Robust data Rich Insights
5
Our Clients...
The brands and logos used in this presentation
are the trademarks of the respective third
parties
6
Innovative research, for marketing enlightenment
  • Let Creative Sixers create Predictive Markets
    decide
  • Using CommScan to screen communications

Tracking
Launch
Screening
Evaluation
Prediction
Foundation
Innovative research for marketing enlightenment
7
Let the Creatives Create
Use 50 Creative Sixers to generate a deck of
innovative ideas
8
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9
Creativity is like any other aptitude
10
The more creative the person, the more ideas
they had the more creative they were
  • Elephant ideas
  • humanising ideas
  • more abstract ideas
  • A finger puppet
  • Water proof 4 bath
  • Whistle in trunk
  • Make it laugh
  • Make it dance
  • Make it fart burp
  • Help spell count
  • Roar when smacked
  • Elephant Hoover
  • A radio with tusks for volume tuning
  • A Pyjama case
  • Tusks 4 teething
  • Wheels ride it
  • Vibrates to soothe
  • Microwaveable as a hot water bottle
  • Elephant ideas
  • humanising ideas
  • Pull the trunk to open its mouth
  • Trumpet when it detects movement
  • Have babies inside
  • Allow it to speak
  • Give it spectacles
  • Give it clothes
  • Talk back to you
  • Record a message
  • Have the childs name on it
  • Elephant ideas
  • Make ears bigger
  • Give it a squeak
  • Make the eyes move
  • Ears feels different
  • Make trunk longer
  • Squirt water from trunk (given as e.g.)
  • Sing Nellie the elephant
  • Make it walk

The Creativity Test with 5,000 showed a bell
curve of creativity just like any other talent
11
How the Creative works
  • Use Creative Sixers 6 who scored highly on the
    BrainJuicer creativity test produced
    demonstrably creative ideas
  • Increase creative output by challenging them to
    better the co.s best current ideas produces 4x
    the number of sixes
  • Increase creative output by giving them 4 days to
    think about it time to ponder produces 3x the
    number of sixes
  • Increase creative output by asking for at least 8
    ideas since the best ideas tend not to be the 1st
    ideas edit for the top 50
  • Output a Deck of Ideas of the best 52 ideas 2
    Jokers for the workshop

Using BrainJuicers we generated tested dozens
of ideas to find a winner. What would normally
take us months we finished in 2 weeks. More
Juice please!
Jaroslav Cir Global Consumer Market Insight
Manager Rexona
12
A radio with one tusk for volume the other for
tuning
13
Let The Team Harvest
Use the Internal Team to select and shape the
best ideas
14
Let the Market Decide
  • 15 ideas in a Predictive Market where 500
    select the most PotentWinner of ESOMAR Best
    Methodology 2005

15
The Wisdom of Crowds
How the Many Can Be Smarter than the FewJames
Surowiecki (2004)
16
Galtons surprise findings
collectiveguess 1197 lbs
actualweight 1198 lbs
17
IEM - The original Predictive Market
X 596Polls (1988 - 2000)
? ¾
18
How Predictive Markets work
  • Test 15 ideas with a convenience sample of 500
    answering for how they believe the market would
    react
  • Share the game with them, imagine you owned
    shares in all these ideas..., which one would you
    sell diagnostics why and which one would you
    double your shares in and why?
  • Aggregated buy/sell scores accurately sorts
    wheat from chaff, purchase projection indicates
    the grade of wheat the rich quali-quant
    diagnostics provide creative direction
  • Works across cultures with universal net
    preference scores

BrainJuicers Predictive Markets is an
innovative research technique, which enables us
to test multiple ideas really quickly, accurately
and insightfully.
Lauren Lackey Director of Global Technology
Wrigley
19
Experiment 1 Top 2 Box Purchase Intention
Results for 10 Ideas in UK
  • A diverse crowd will be as accurate as a targeted
    sample
  • A Predictive Market will be as accurate as a
    monadic test
  • Answering for the market as accurate as answering
    for oneself

20
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21
? The crowd scores were more accurate in market
than the monadic ? The Predictive Market much
more correlated with in market shares ? The
Predictive Market better separated the wheat
from the chaff
22
Experiment 7 Bets Placed for the WINNER of
X-Factor 2006..
23
Let the Market decide
  • Monadic Test of 10 ideas
  • Less differentiation
  • Over-rewards the mediocre
  • Scores vary by culture
  • More expensive samples
  • Costly to test many ideas
  • 5-6 week turn process
  • Predictive Markets
  • Sorts wheat from the chaff
  • Can also grade the wheat
  • More comparable cross-culture
  • Cheaper convenience sample
  • VFM way to test many ideas
  • 2 week process

24
Doubling and Selling Shares in Each Idea Male
  • Einstein represents ideas generated by the
    Creative Sixers
  • Bars represent a breakdown of the buying and
    selling each idea
  • Net preference score sorts wheat from chaff to
    reveal which concepts have real potential

?
?
?
?
?
?
?
?
Sample 500
25
Ensuring the biz is working with great concepts
Let the Creatives create and the Market decide
Predictive Markets
CreativeSixers
Use 50 Creative Sixersto generate 50 unique
ideas
15 ideas in a Predictive Market where 500 select
the most Potent
2.5 weeks brief-to-debrief
2.5 weeks brief-to-debrief
Sliding scale with each additional country down
to 9,500 per study
Sixers 19 of the 40 final ideas
Sixers 6 ofthe 7 best ideas
26
CommScan
  • Using Faces to tell the engagement story
  • FaceTraceWinner ESOMAR Best Methodology
    2007Winner MRS Advertising Effectiveness Award
    2007

27
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28
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29
Paul Ekman
30
Emotions drive our motivations decisions
  • Les Binet Peter Field 880 IPA award-winning
    ads analysis 2007 concluded
  • Emotional campaigns are more effective more
    profitable than rational campaigns - even in
    'rational' categories
  • The most common objectives, brand awareness,
    brand image improvement and direct response are
    easy to measure but do not increase market share
    as often as ads that set out to create brand
    fame' or seek to differentiate the brand /or
    drive quality perceptions
  • Morris et al The Power of Affect Predicting
    Intention 2002 concluded
  • This robust structural modeling study, with over
    23,000 responses to 240 advertising messages,
    found that affect when measured by a visual
    measure of emotional response dominates over
    cognition for predicting attitude and action.

31
FaceTrace
Which of these faces best expresses how you feel
about this advert?
To what degree did this advert make you feel
selected emotione.g. disgust?
And what was it about this advert that made you
feel this way? Use our MindReader to capture
reasons foreach emotion
32
Results
  • Absence of emotion absence of any action
  • Greater the emotion greater propensity for
    action
  • Reflective emotion more helpful than autonomic

Intensity Score measured on a scale from 0 to 3
33
Cadbury Gorilla Emotional Triggers
  • Cannot see what the connection was between Phil
    Collins, Gorilla Chocolate
  • I just don't get it it frustrates me
  • Because its a ridiculous advert makes no point
    could be 4 anything
  • Don't understand the connection between a gorilla
    and chocolate - lack of understanding as to what
    the advert is meant to achieve!
  • It seemed a bit drawn out - I kept waiting for
    something to happen!
  • There should be a loose connection between the
    advert and the product
  • Ad is brilliant and gorilla makes me laugh, its
    very clever and easy to remember - I like
    gorillas, I like the song, and it was a funny
    twist
  • Clever, inspired and funny
  • I absolutely love the ad but I'm not sure what
    it has to do with Cadburys
  • The Best Ad Around! I Just Love It!!!! it is
    different and memorable
  • Great ad, gets people talking about it,
    memorable - Nothing to do with chocolate but you
    wont forget ad
  • Ad is brilliant and gorilla makes me laugh
  • It's just such an amazing advert, I'm mesmerized
    by it
  • It's absolutely brilliant, can't take my eyes
    off the screen, so amusing
  • The sheer joy on his face!
  • Gives you a laugh therefore makes you feel happy
  • The expression on his face, the beating of the
    drum in time to the music - great
  • Not what I was expecting. Trying to work out
    whether the gorilla was real... - it looked so
    real but at the same time I'm suspending my
    disbelief!
  • What does a gorilla playing the drums have to do
    with chocolate?

2.17
R
R
R
A Autonomic Trigger R Reflective Trigger
R
R
R
R
R/A
R
R
R
R
34
Domestos Germ Emotional Triggers
Creates fear of germs, exaggerates the risk
The disgusting sludgy germ, unpleasant The ad
is repulsive and makes you not even want to watch
to see who it is for Icky, utterly revolting,
but very, very clever The ominous voice and the
disgusting yucky bug Germs are disgusting
anyway, but these along with the voice grossed me
out! Looked slimy and evil and made me want to
clean my loo Is the toilet bleach and
disinfectant I am using enough to kill these
germs? Horrible ad...almost frightening and
wouldn't want my kids to see it It made me
laugh and want to keep watching to see what it
was for It portrays brand as a strong bleach
which will kill all germs makes me happy It was
funny and a bit menacing - good animation The
kind of ad you would call people into the room to
see very funny! I was surprised to see
something creepy. I like the ad though was like a
film I was surprised to see something creepy
nasty looking. I like the ad though
Negative emotional transfer
A
A
A
A
A Autonomic Trigger R Reflective Trigger
R
R
R
35
Absence of emotion will lead to inaction
  • Neutrality to be avoided. Strong negative
    correlation with key advertising measures,
    including memorability, desire to buy and
    persuasion

Entertain- ing
Ad Memor- ability
Desire to buy
Understand- ing
How much told you
Impact
Persuasive
Relevance
Different
36
Matching Emotions to Advertising Objective is Key
  • Happiness is key in adverts where increased sales
    are the ultimate objective. Correlates strongly
    with key measures

How much told you
Understand- ing
Different
Desire to buy
Entertain- ing
Ad Memor- ability
Persuasive
Impact
Relevance
37
BrainJuicer Labs

38
Labs
Juicy Communities Web 2.0 social networks and
online communities to provide a 24/7
inspirational insightful research resource
FamilyCam / BarCam Family Cam wired up for
online ethnography product testing as an
inspirational insightful research resource
Brand Personality Profiling A robust,
psychometric understanding of how consumers see
the personality of brands in a category
Mobile Juicing Creating ways to measure
experiential research e.g. first moment of truth,
event feedback
39
Myers Briggs Personality Types Mobile Network
Operators
Modal MBTI type
ENFP Champion / Inspirer
ENTP Inventor / Visionary
ENFP Champion / Inspirer
ENFP Champion / Inspirer
Champion/Inspirer ENFP
ENFP Champion / Inspirer
ESTJ Supervisor/Guardian
40
FamilyCam
  • Real life,real homes
  • Not people performing for the cameras
  • Viewable 24/7 from your desktop
  • New product testing interventions
  • All film viewable, taggable usable by all
    teams agencies

41
for lovers of Innovation
I had to create a 1,000 ways not to make a light
bulb 1st Thomas Edison
If its worth doing, its worth doing badly
Sahar Hashemi Coffee Republic
Be bold, be first, be different Anita Roddick
Body Shop
Let a thousand flowers bloom Chairman Mao
Peoples Republic China
Dont be safe, polarise Guy Kowazaki - Apple
Macintosh
42
planes, trains automobiles
looking good, feeling good
gadgets
my money
media ideas
my home
food drink
online
toys games
charity
43
toys games
discuss
test
generate
suggest
suggest
new post
Latest Topics
January Tasks Open/Closed Games that girls and
boyscan play together Toys that combine funand
learning Collectibles challenge December
Tasks Toy Elephant challenge November
Tasks What are your toy safety concerns?
January Tasks Open/Closed Fit kids winter
games Star Wars character toys December
Tasks Narnia toys ideas November
Tasks Christmas 2008 Top Presents
view results
view results
view results
view results
Page 1 of 1 (9 items)
44
Mobile Moments of Truth
  • 15-17 year olds
  • 5050 MF
  • Builds a real picture of teen risks attitudes

Pre-Phase 1Teenage Risk DiaryMobile diary with
200 teens to capture 14 days of risks, major and
minor
  • Followed up with online exploration of the themes

Thanks -)
When confronted with a risk, teens txt Yes or
No
Txt risk type number 0-10 for how risky it
felt?ASocial,BPersonal Image,CEducational,DPhy
sical,EDrugs, FAlcohol, GFood,HSexual,
IMisbehaving,JOther
Dont forget to txt when youre confronted with a
risk however big or small
Txt risk location number 0-10 for how
rewarding it felt?ASchool,BHome,CFriends
house,DBar/club,EShopping,FSports,GCinema,HB
owling,IOutdoors,JOther
4 demo txt Yes to 82555
45
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