Breakfast talk re market research, consumer insight, innovation, disruption etc

1. Jason Dunstone
MD Square Holes and Consumer Researcher

6. NAB Monthly Business Survey April 2015

8. SOUTH AUSTRALIA
OVERALL CONFIDENCE APRIL 2015
Nov 13
[n=400]
Mar 14
[n=401]
May 14
[n=400]
Aug 14
[n=402]
Nov 14
[n=404]
April 15 [n= 404] 6%
4%
5%
7%
6%
4%
11%
12%
16%
20%
16%
25%
42%
37%
44%
35%
42%
27%
33%
42%
30%
31%
29%
39%
8%
5%
5%
7%
6%
5%
Extremely confident Quite confident Neutral / unable to say Quite unconfident Extremely unconfident
Most are
uncertain!

9. SOUTH AUSTRALIA
PERSONAL FINANCIAL SECURITY
12 months ago
In 12 months time 7%
5%
18%
18%
49%
50%
19%
19%
8%
8%
Much better Slightly better About the same Slightly worse Much worse
Confidence largely
comes back to certainty
at home.

10. “Australia is in a state of flux as
to its economic future - lack of
political leadership”
“I am satisfied with my life at
present and assume this will
continue next year.”

13. Innovate or Die
Disrupt or Die

14. Eight disruptive thinkers
Nicki BowersAlistair HaighAndre & JustinAnthony Kittel
Eric MigicovskyMark ZuckerbergHenry FordSteve Jobs

15. “Trying to get back to the
basics of great products, great
marketing, and great
distribution.” “Apple has
drifted away from doing the
basics really well.”
“Our customers want to
know who is Apple, and
what is it we stand for,
where do we fit in this
world? And what we’re
about isn’t making boxes
for people to get their
jobs done (although we
do that well, we do that
better than almost
anybody in some cases).
But Apple is about
something more than
that. Apple at the core,
it’s core value, is that,
we believe, that people
with passion, can change
the world for the better.”
1997
Steve Jobs on 'Think Different'

17. Creators
Itch Scratchers
Pattern followers
Visionaries
Customer Focused
Disruptivethinkers

18. No brand or issue is an island,
it sits within a broader context

20. Demographics
Passions
Aspirations
Category
Interactions
Experiences
Frustrations
Communications
Brand
Opportunities
Disruptive Thinking!
Life
Product
Growth

21. Broader Context
Aligned categories
Direct ‘competitors’
Brand
Product
Consumer:
“How can you
make my life
better, easier …?”
Consumer:
“How do these
products make my
life better, easier
…?”
Red Ocean
Blue
Ocean

22. Consumer Centered innovation
Disruptive thinkers design and implement with the end user in mind.
Balancing the needs of people, the possibilities of technology, and the requirements for

23. Product
Value
It all starts with a valued product …

25. Three ways to illustrate ‘value’
1. Cheaper – but need to maintain quality?
2. Better – but need to illustrate better?
3. Unique – but is there an unmet need?

27. Focus on your product value and
strategy.
Don’t get scared or distracted by
competitors!
Eric Migicovsky
Steve Jobs
20152015
Tim Cook
2012

28. ProductSales
Relationships Value

29. ProductSales
Relationships Value
Advocacy hotspot

32. 90%+ advocate mouth to ear

34. Encourage users to share / build the story

35. Product
Disruption
Sales
Growth
Relationships Value

36. Product
Disruption
Sales
Growth
Relationships Value
Disruption that matters

37. Product
Disruption
Sales
Growth
Relationships Value
Disruption that matters
Advocacy hotspot
Disruption hotspot
Advocacy hotspot

38. ProductSales
Relationships Value
Get now right first

39. Product
Disruption
Sales
Growth
Relationships Value
Disruption that matters
Advocacy hotspot
Disruption hotspot
Advocacy hotspot
Invest in the future …

40. Doing something amazing! Not, lots of things mediocre.

41. Who owns disruptive thinking?

42. Brand ambassador
Consumer ambassador
1 2
1 2
1

43. There is a trend towards innovation managers,
with many organisations well down this path.
However, it needs to be driven
from the top.
Rarely does a game changing idea proceed without
CEO / Board endorsement.

44. Where to start?

48. Thank you.

49. Jason Dunstone
Square Holes
www.squareholes.com
Twitter
www.twitter.com/jasondunstone
LinkenIn
www.linkedin.com/in/jasondunstone
Email
jason@squareholes.com