A look at the new innovative ways marketers are using to get more intimate with their consumers in order to get better insights. The talk was delivered at GIM

2. iNNOVATiON iN iNSiGHT GENERATiON

3. A TYPICAL STORE…
…CLUTTER

4. PEOPLE ARE INFLUENCED BY…
Life Situation Role of shopping in Importance of Food
Financial Situation
(single vs married) people’s lives Culture
Store Accessibility Mode of Transportation Market Evolution Life Values
(from GT to MT)

5. A TYPICAL CONSUMER…
…HAS MANY ROLES TO PLAY

6. SO WHAT ARE THE IMPLICATIONS TO
A MARKETER?
> She has a number of
different roles in her life
> It is possible that she has
different need-states within
each of these roles… which
she would like to be met
> It is unlikely that one
manufacturer can meet all of
her needs, all of the time
> This means that, at best, any
Marketer can probably “own”
only a part of her, for part of
her life!

7. SO WHAT ARE THE IMPLICATIONS TO
A MARKETER?
CONSUMER INTIMACY
"It's hard for customers to tell you
what they want when they've never
seen anything remotely like it”

8. THE FORMULA FOR INSIGHT GENERATION
IS THERE ONE?
CERTAINLY NOT…
…BUT THE TRUTH LIES SOMEWHERE
IN THE VICINITY I WOULD IMAGINE

9. THE FORMULA FOR UNDERSTANDING
CONSUMERS AND GENERATING INSIGHTS
UC / GI
B D T2

10. THE FORMULA FOR UNDERSTANDING
CONSUMERS
UNDERSTANDING
CONSUMERS /
GENERATING INSIGHTS
BREADTH DEPTH (TIME X TRENDS)

11. BREADTH
THE MULTI-DIMENSIONAL CONSUMER!
Influencer
Shopper
Consumer
Mother
Wife
Weekdays Daughter Weekends
Businesswoman
Hostess
Sportswoman
Friend
N
D i
a g
y h
t
Home Work

14. Top up
Main shopping done in between main
shopping trips for just
Large, planned grocery a few items
shopping trip done on
regular basis : weekly,
monthly or payday
Window shopping
Special events
Treat for myself Impulse purchase
On special occasions e.g
because I went
going to stores to find birthday / festival etc.
browsing
all that is available as
well as buy something
for myself Meal for today Special offers
to buy ingredients for Went bargain hunting or
today’s meal sought out items on
For a special meal promotion
At home e.g. guests Emergency shopping / Immediate consumption
coming over
Needed to buy items I did not expect to run out of or
forgot to purchase / Products bought to eat / drink
immediately

15. US SHOPPER TYPOLOGIES
% of All Shoppers % of X COMPANY Category $ Across All Retailers
Resigned Driven to Penny Pinching In Control
& Coping Convenience Families & Savvy
11.2% 10.6% 13.2% 14.5% 12.8% 15.5% 12.2% 10.0%
Live to Proud Detached Struggling
Shop Budgeters Spenders & Careful
13.3% 13.1% 12.9% 11.2% 10.7% 9.2% 13.6% 15.9%

16. SHOPPER THEMES FOR THE ECONOMIC DOWNTURN
AFFORDABILITY TRADING UP , TRADING DOWN PLANNING VISIBILITY
‘I only buy what I can afford to ‘I don’t want the cheapest ‘I try to stick to what I know I ‘Help me find what I’m looking
buy’ option, I want a cheaper need to buy’ for quickly’
option’
CHOICE SIMPLICITY MEALS REASSURANCE
‘Just tell me what this product ‘Right that’s Monday done, ‘I want to be confident this
‘OK, which one of the 150 do I
does and whether or not it’s now what are we going to product won’t let me down’
buy then?’
good value’ have on Tuesday?’.

17. THE FORMULA FOR UNDERSTANDING
CONSUMERS
UNDERSTANDING
CONSUMERS
BREADTH DEPTH (TIME X TRENDS)

18. DEPTH
THE HUNT FOR CONSUMER INSIGHT
A penetrating
understanding which
provides hooks or clues
that lead to brand building
opportunities

19. WHAT IS AN INSIGHT?
HOW DO YOU KNOW YOU HAVE AN INSIGHT?
The Missing
Piece of the
puzzle
The Clue
The Magic
that solves
Bullet
the mystery
The
The
consumer’s
“Bingo!”/
“Sweet
“Eureka!”
Spot”

20. THE BRAND INSIGHT
IBM

21. THE BRAND INSIGHT
IBM
My priority is simplicity in all that I do
Information technology can be very
complicated and so I need a really good PC
that will give me access to everything I need
- easily

22. THE BRAND INSIGHT
APPLE

23. THE BRAND INSIGHT
APPLE
I like to think of myself as a creative sort
of person. Whether at home or at work, I
look for ways to express my creativity
PCs can be very boring in the way that
they look and constraining in what they
allow me to do

24. THE BRAND INSIGHT
IN SHORT

25. APPLE LAUNCH COMMUNICATION
MACINTOSH LAUNCH

26. APPLE BRAND COMMUNICATION
HERE’S TO THE CRAZY ONES…

27. THE BRAND INSIGHT
INSIGHT? OR OBSERVATION?

28. WHAT’S THE DIFFERENCE?
Insights are WHY she said what she said,
did what she did
Observations are WHAT he saw, she said, they said,
they did, we read

29. WHAT’S THE DIFFERENCE?
LET’S LOOK AT APPLE
I like to think of myself as a creative sort
of person. Whether at home or at work, I
look for ways to express my creativity
PCs can be very boring in the way that
they look and constraining in what they
allow me to do (INSIGHT)
I enjoy being creative in all that I do
(OBSERVATION ‘I heard him say…’)

30. SO HOW DO YOU SPOT A ‘GOOD LOOKING’
INSIGHT?
THE FOUR QUESTION TEST
Will it resonate Will it provide you
with your with a real
consumer - on competitive
both an emotional advantage specific
and functional to your target
level? group?
Can you read it
Is it a new angle aloud without
on a real truth? cringing with
Is this embarrassment?
a Good
Insight

31. A GOOD LOOKING INSIGHT
4 TIPS
A universal
truth 1
I like to think of myself as a creative sort of
person
Personal Deep
Whether at home or at work, I look for ways emotional
(I, me) to express my creativity drivers
PCs can be very boring in the way that they
look and constraining in what they allow me
3 to do (INSIGHT) 2
Category
specific 4

32. PAMPERS AND HUGGIES
THE WORLD OF MOTHERS WITH YOUNG CHILDREN…

33. PAMPERS AND
MAIN HEADING HUGGIES
SAME CATEGORY, DIFFERENT INSIGHTS
PAMPERS HUGGIES
I am constantly worried that I many not As parents, we proudly encourage the
be seen to be perfect in caring for my development of our children in the
baby early years
I want to keep the skin of my baby dry We want to ensure that this
to avoid nappy rash and feelings of development is unhindered all day
guilt long

34. THE FORMULA FOR UNDERSTANDING
CONSUMERS
UNDERSTANDING
CONSUMERS
BREADTH DEPTH (TIME X TRENDS)

35. MASLOW’S HIERARCHY OF NEEDS
Inner directed Feel Self actualisation
good
Look good Status/
Prestige
Outer directed
Be accepted Social/Belonging
Sustenance Live Safety
driven
Survival/
Survive Physiological

36. TIME
INSIGHTS CHANGE AS PEOPLE GROW
TIME

37. HIGH
Priorities PERSON
EARNER
CARER
HOMEMAKER
LOW
DUTY BREAKOUT ACHIEVING JUGGLING BALANCE
HIGH
Source: CRAM International (Economic Development)

38. THE SUNNY D MUM FOR EXAMPLE…

39. TIME
INSIGHTS CHANGE AS PEOPLE GROW
PAMPERS MUM SUNNY D MUM
GOOD MUM GOOD MUM
I am constantly worried I want to be both a
that I may not be seen to ‘good’ Mum and a
be perfect in caring for “cool” Mum
my baby
By giving my kids the
I want to keep the skin of health benefits of fresh
my baby dry to avoid juice, with a taste they
nappy rash and feelings and their friends love, I
of guilt feel that I can be both

40. THE FORMULA FOR UNDERSTANDING
CONSUMERS
UNDERSTANDING
CONSUMERS
BREADTH DEPTH (TIME X TRENDS)

41. TRENDS
INSIGHTS EVOLVE OVER TIME - VOLVO
> 1970s/1980s > 1990s
> The safety of my family is all > I want to be fully in control of
important to me life’s pleasures
> Driving is dangerous and I want > I want to experience this ‘safe
to do everything possible to sex’ sensation, when driving
ensure the safety of my family
on the road

42. THE FORMULA FOR UNDERSTANDING
CONSUMERS
UC
B D T2

43. TO SUMMARISE
1980s
1990s

44. CONVENTIONAL TECHNIQUES
TREE OF TRUTHS – SPRINGER, BERLIN, HIEDELBER, 2007
Try out by yourself
Focus group in studio
One-on-one interviews in studio
In-depth CIT interview in studio
Read consumer reviews online
Psycho-drama – consumers play out typical situations in a studio
Consumer home visits
Accompanied shopping trips
Observe consumers in everyday situations without them noticing

45. They interacted with single brand
Browsing & did not purchase: NON
(20%) SERIOUS. Some interacted with
multiple brands but still did not
purchase: NON SERIOUS
Tunnel They just came & touched/picked and
Shopping purchased One brand and left: ONE
TRACK MIND
(6%)
They came interacted with one brand I.e.
Touched/picked, either sniff, etc. one brand &
Contemplating then purchased: PRE-DECIDED
(48%)
They evaluated multiple brands (2 or
more brands) but purchased finally 1
Evaluating brand: OPPORTUNITY
(16%)
They evaluated with multiple brands
Avid Shopping and also purchased multiple brands:
MULTIPLE OPPT.
(9%)

46. CAN MUSIC INFLUENCE THE TIME YOU SPEND
SHOPPING?
HAVE A LOOK AT THIS EXPERIMENT

47. INNOVATIVE TECHNIQUES
OBSERVE IN EVERYDAY SITUATIONS WITHOUT THEM NOTICING

48. INNOVATION BASED ON OBSERVATION
THE POWER OF OBSERVATION IN INNOVATION – MAGIC REACH

49. INNOVATION BASED ON OBSERVATION
THE POWER OF OBSERVATION IN INNOVATION - SWIFFER

50. INNOVATION BASED ON INTERNET
75% FASTER CONSUMER FEEDBACK AT 50% COST

51. INNOVATION BASED ON INTERNET
75% FASTER CONSUMER FEEDBACK AT 50% COST

52. FMRI
DISCERNING BRAIN RESPONSE TO STIMULUS

53. FMRI RESEARCH
SMOKING VIDEO

54. FINALLY
Brilliant consumer marketing is based on
true intimacy with our consumers
and shoppers – knowing what they want
and feel even before they know it
themselves – and then driving that insight
into branded selling propositions that
win people’s hearts.

56. WWW.STEPHENREMEDIOS.COM