1.
Future thinking – Qual Innovating
with Impact: Attribute Mapping
Hannah Rogers
Blue Yonder Research

2.
Sponsors
Communication

3.
Future thinking – Qual
Innovating with Impact: Attribute
Mapping

4.
‘Nice’ doesn’t cut it in qual.
Nor does ‘make it easy to
use’.
When we’re designing for
superiority or designing for the
future, we need to give R&D
teams a set of technical
parameters to work to.
We need to translate what
works for consumers
practically, consciously,
subconsciously, semiotically
into hard and fast technical
rules for superior, consumer-
centric product design.

5.
The brief:
§ Define characteristics of the future
§ Support internal teams looking beyond superiority now to next 5 years +
§ Push the boundaries for next generation of product design
§ Give design teams a head start on prototyping
To do this, we needed to:
§ Consider all individual design elements/ attributes of the product
§ Utilise and explore stimulus inside & outside the category

6.
With multiple attributes &
territories to consider we set
traditional methods aside &
approached the challenge
from a different perspective.

7.
1. Universal design rules for attributes across all three groups
PRODUCT
SENSORIALS
PACK DESIGN
PACK
STRUCTURE
LOW PRIORITY/
NO CHANGE
NEEDED
OPPORTUNITIES FOR
SUPERIORITY
CURRENT
STRENGTHS
2. Relative importance of each attribute within each territory
Start at the end – what kind of output do we need
to achieve?

8.
…but the future is hard to predict; cover more
than one base…
CARE FRAGRANCE
SUSTAINABILITY
Dial territories up and down as the world evolves

9.
A-Map uses face to
face triads or groups to
identify attributes driving
product perception
now and in the future…
2. Define the attributes
to refine: shape, size,
texture, viscosity, smell,
opening, closing etc.
1. Be clear on the
concept: what are we
creating?
and repeat …
3. Select axis which
reflect appeal and
core concept
Budget
Premium

10.
Budget
Premium
G

11.
A-Map combines System 1 & System 2 thinking…
1. Map one attribute at a time;
this is instinctive.
2. Probe liking and specific
connotations within the axis
measurements
3. Repeat
System 1
§ Fast
§ Automatic
§ Low effort
§ Intuitive
System 2
§ Slower
§ Conscious
§ Increased effort
§ Logical
Interplay of both to understand
decisions and trade offs

12.
Choose the right stimulus; what
language, colours, images,
shapes, sizes, formats, tones,
materials, textures, fragrances,
ingredients, communicate the
core territories?
Use stimulus from far ranging
categories with a link to similar
fundamental benefits.
What works now, and what can
drive stretch in future?

13.
Future thinking mind set Time machine task
§ Think about their current product now
– and 10 years in the future. How has it
changed to meet their needs?
§ Build a digital mood board - visual
representation of future product using
products/ images outside the category
Encourage people think
beyond their current
experience - to look beyond
immediate constraints.

14.
Gamification techniques…
This is a tough ask for consumers.
Design tasks with their enjoyment and expression top of mind.
Make it compelling – give them a mission
– not too difficult or easy
Measuring progress – need to
map specific number of stimulus
within allotted time to move to
next level
Multiple long/ short term aims – breaking
things down; reward effort with rapid
clear feedback
Element of uncertainty –
powerful evolutionary driver
& reward seeking hormone
Collaborating with others to achieve a common goal

15.
Core challeneges?
Keeping things moving and keeping up the pace!
Focusing participants on specific attribute and ignoring colour, size etc
Physically lifting/ moving the stimulus around – we got quite a workout!
Sticking to time and getting through amount of attributes
One of the attributes just didn’t translate – so we had to flex
Coping with limitations due to Covid
Ensuring high quality participants - a perfect fit for specific territories

16.
Sometimes, you learn things the hard way…
Movement around the room
will help keep up the pace
and level of energy
A physical ‘test run’ is essential.
Ensure all stimulus is prepared
well in advance.
Pre-task the session to get
people into the ‘future’ focus
mindset
Pick the attributes which have
an impact on overall
perception and purchase
This is complex research to
manage logistically – in house
locations works best
To help consumers focus on
attribute ONLY (not colour, size
etc.) – use unbranded stimulus

17.
This changed the design
game for our client…
§ Set of design rules to significantly shorten the product
development lifecycle
§ Comprehensive playbook for product and key category cues
§ Priority attribute scorecard showing key opportunities & areas of
focus for maximum impact
§ Detailed mapping charts for all stimulus across all attributes
§ ‘Frankenstein’ ideal bottle mock ups!

18.
Thank you for your time

19.
Q & A
Ray Poynter
NewMR
Hannah Rogers
Blue Yonder Research

20.
Sponsors
Communication