Consumer Insights, source of Innovation How to move from ”Product Centric” to ”Consumer Centric” in the Organisation. Based on our personal experience and best practices Corinne Rosinski – 2008 (update in 2011)
Consumer Insights,
source of Innovation
How to move from ”Product Centric” to ”Consumer Centric” in the
Organisation.
Based on our personal experience and best practices
Corinne Rosinski – 2008 (update in 2011)
2
Objectives of this presentation
Review the importance of Consumer Insights for Innovation
Explore powerful approaches for “Consumer Centricity”
I
The Importance of Consumer
Insights for Innovation
4
Swatch
Magnum
Twingo
Espace
Nike
Post-it
McDonalds
Apple
Ryanair
MTV
. . .
New paradigm -> destabilize, rupture… cf. Freud, techno, Einstein,GSM, internet, Google…
The category is different “before. . . and after”.
There is “revolution” and not simply an “evolution”.
The Mechanism of strong brands
Invent a new territory
Change the values, the rules of the game
Previous values become old-fashioned
They are the prototype
the first. . .
the real one (real thing)
There is a new vision, a redefinition of the category
5
Examples of new paradigm: Dove
6
Examples of new paradigm: Senseo
7
Examples of new paradigm: Swiffer
8
Examples of new paradigm: ebay
9
Examples of new paradigm: Rabobank
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Examples of new paradigm: tripadvisor
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NEW
INTERESTING
Existing
products/services (innovation content
weak
no coherence with
needs and expectations)
Me too
Evolution
improvements
Gadget
Real
innovation (revolution)
± + + +
±
+
+ +
The Innovation Matrix
12
Consumer Insights
“Penetrating understanding
which provides hooks or clues
for brand building
opportunities.”
Insights are opportunities to
create value for consumers, to
improve aspects of their lives
Insights
13
Consumer Insights
14
Deep Insights into
Consumer Needs (today’s & future)
inspiring basis
Market Monitoring
(Continuous Research)
Reconnect/
Direct consumer contacts
Digital anthropology/
Trends
Generation Participation/
Co-creation with
consumers
Traditional Market
Research (Ad Hoc Research)
Communication
Activation
Strategic opportunities Innovations
Brands’ growth
Client’s management
Brandkey
Ad brief ……
ideas
Creativity!
Great Consumer Insights are the basis for great marketing
Ethnographic research/
Observations
15
Powerful approaches for “Consumer Centricity”
A- Ethnographic Research / Observations
B- Reconnect/Direct consumer contacts
C- Digital anthropology/Trends
D- Generation Participation/Co-creation with consumers
E- Creativity
II
Powerful approaches for
“Consumer Centricity”
A- Ethnographic Research/
Observations
17
“When people find themselves needing to get a job done,
they hire products to do that job for them.
The Marketer’s task is to understand what jobs periodically
arise in customers‟ lives for which they might hire
products the company could make.”
These jobs will point the way to purposeful
products… and genuine innovation.
In search of opportunity areas: « jobs to be done »
18
Conventional research: representative sample –Product
Test clear feed-back, product improvements…but no
impact on sales!
“one size fits none” product!
New research: Observations in a restaurant all day long
2 distinct jobs:
1. Early morning customers (commuters)
- Job: make the long, boring commute more interesting
- Product expectations: save off hunger until noon, convenient and
clean “with one free hand”.
2. Kids (families)
- Job: in addition to complete meals for the children: milk-shake =
an innocuous way to please the kids.
- Product was too thick for this job!
Very clear to understand which improvements would get these jobs
done even better!
Source: Harvard Business Review Dec. 2005: “Marketing Malpractice-The Cause and the Cure” (C.M.
Christensen, S. Cook, T. Hall)
An example: Milk shake in a fast-food restaurant
(U.S.A. case)
19
Examples of jobs to be done: cleaning
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This way…?
Examples of jobs to be done: cleaning
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…Or this way…?
Examples of jobs to be done: cleaning
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A User: 7 different wash loads…
Examples of jobs to be done: Sorting of the laundry
23
Another user…
Dark colours at 40°
Whites at 90°
Examples of jobs to be done: Sorting of the laundry
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Ethnographic Research: example:
Room girl 12 years old
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Ethnographic Research: example:
Room boy 15 years old
II
Powerful approaches for
“Consumer Centricity”
B- Reconnect/Direct consumer
contacts
27
The Importance of Direct Consumer Contacts
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Why Reconnect: the importance of personal experience
”What I hear
I forget,
What I see
I remember,
What I do
I know”
Chinese Proverb
29
Intuition
Confidence
Mindset change
(consumer focus)
Proactivity
Foresight
Passion/
Willingness to
satisfy the
consumer
Personal
development/
Rounded
marketeers
And… +
What do you gain from greater “consumer connection”
30
Brand Innovation Generator „BIG‟®
1. IMMERSION Briefing
Core / extended team
building
Review existing
knowledge
Kick-off meeting
2. EXPLORATION Reconnect process
Be them
With them
About them
4. GENERATION Brand vision and
identity based on
relevant insight platforms
The creativity shaker:
innovation ideas (new
products, communication,
activation)
3. TRANSFORMATION Light my fire process
Observations
Insights
Insight platforms
31
Interactive Trend Innovation Shaker « ItIs » ®
1. FEED Briefing- scope (business
opportunity, e.g. trend, target
group, new category…)
Core/extended team building
Desk research
Kick-off meeting including
presentation of learning’s from
desk research
2. FEEL Consumer Safaris: (accompanied interviews or
direct consumer contacts)
« The closer you are to
someone, the more you’ll get to
know them »
4. TASTE Output creativity:
concepts boards (idea,
insight, proposition…)
including illustration
3. SHAKE Share feelings, observations
Consumer insight platforms
The Creative Shaker:
innovation ideas (new
products, communication,
activation)
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Consumer Day (C-Day)
Objective: to organise a “Consumer Day” involving members of
different departments: Management, Marketing, R&D, Commercial...
The overall objectives are twofold:
– Put the client‟s Staff in “direct contact” with their consumers.
This experience is very useful to develop the “consumer focus” and raise
“insightfulness habits” of teams.
– Generate useful “consumer insights” in order to feed the client‟s strategy
and action plans, i.e. identify levers to develop brands and category growth.
II
Powerful approaches for
“Consumer Centricity”
C- Digital anthropology/Trends
34
The Power of the Web
C is for Content. The GENERATION C phenomenon captures the
avalanche of consumer generated content that is building on the Web,
adding tera-peta bytes of new text, images, audio and video on an
ongoing basis.
“We are all creatives, and our creativity is being unleashed in unprecedented
ways, because we have the hardware, the software, the skills, and, via new
distribution channels, an audience... and permission.”
+ =
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In search for inspiration?
What is in your pocket?
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In search for inspiration?
What is in your bag?
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In search for inspiration?
Fashion in the streets of Japan
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About Youth…
In search for inspiration?
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Opinions about companies, brands, products, services…
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Opinions about companies, brands, products, services…
41
Digital anthropology…be connected!
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Google Alerts to keep you in the picture
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Many trendwatching companies…
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And their (free) newsletters
45
Trends Point of view Innovation
Making Money…
46
Trends intelligence that explains the breadth of consumers‟ increasingly
complex behaviours can be used to identify current and emerging
consumer pressure points. It enables the development of future-facing
strategies and executions that touch these nerve points, eliciting powerful
connections with the modern consumer.
Trends intelligence fuels innovation: source of fresh stimulus for
generating new ideas, to identify emerging opportunities.
The use of Trends Intelligence for Marketing
Springboard for Creativity
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Drivers Trends Platforms
(Causes:
psycho/sociological,
economic,
demographic,
politic…)
(A global macro-
trend. One of key
areas of energy in
societal, consumer
and brand behaviour
today.)
(The concrete
manifestations-
consumer/brand
behaviours- of this trend in
the society- illustrated with
examples)
Trends intelligence framework
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Stress of Modern Life
Globalisation and
multiculturalism
New Connectivity
Transparent society
Self-reliant society
Information knowledge
and management
Key Trends and platforms: examples1)
1) Source: HeadlightVision - Global Behaviour Energies
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An example: Stress of Modern Life
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In an accelerating society, time has become the most valued
commodity of the 21st century. Stress and frustration levels are
rising across much of the developed world as time-poor consumers
attempt to pursue multiplying lifestyle choices.
An example: Stress of Modern Life
Strategies for maximising the value of this increasingly precious commodity
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Stress of Modern Life: drivers
Complexing lives: a mass of lifestyles & roles
Seeing more, wanting more: cf. global communication networks
24/7 access
Accelerated culture: instant response, instant gratification
Information overload
Speed stress: increased pressure of time and sense of urgency
52
Time efficiency
Life simplification
Stress of Modern Life: platforms + examples (1)
53
Time intensification
Chill-out culture
Fantasy immersion Disneyland
Nike Town
David Lloyd
Stress of Modern Life: platforms + examples (2)
II
Powerful approaches for
“Consumer Centricity”
D- Generation Participation/Co-
creation with consumers
55
The Participative Trend
How to unleash this
participative trend and the
power of web 2.0:
– For great marketing
– For even more inspiring
consumer insights
From consumption society to
participative society
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Blogs by TrendWatching
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Generation Participation
Social networks, communities, blogs…
Better educated consumers /more critical mindset/more self-confidence re. external world/technology…
Active involvement of the consumers/dialogue. Want to give their opinion, participate, co-create .
Will determine the future of brands, at least partially…
Transfer of power to the consumers!
Consumers = Actors (>< target groups).
From “1 way communication” to “2 ways communication” /direct feed-back loop.
60
Some new P‟s for Marketing…
“The way that brands engage their targets has shifted from
interruption and monologue, to engagement and dialogue.”
“It’s no longer about searing messages on the brain. The old “4 P’s”
of product, price, place and promotion are being supplanted by some
new P’s: permission, participation, perspectives and
personalisation.”1)
1) Source: Terry Willie, CEO Hall & Partners
61
Drivers of Generation P1)
1) Source: Thierry Maillet – Generation Participation
Science &
technology
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Drivers of Generation P1)
1) Source: Thierry Maillet – Generation Participation
Feminine values
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Drivers of Generation P1)
1) Source: Thierry Maillet – Generation Participation
Education
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Drivers of Generation P1)
1) Source: Thierry Maillet – Generation Participation
Open World
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What‟s next for brands?
Opportunity or Threat?1)
Opportunity:
Adopt “2 ways communication”.
Stronger bonds with our consumers (love brands).
Co-creation with the consumers/ financial involvement.
Positive word-of-mouth amplification (no need for massive GRP!).
1) Source: Blog Vox Populi® BABM Seminar – October 2007
66
What‟s next for brands?
Opportunity or Threat?1)
Threat:
If we do not embrace these changes today.
Negative snow-ball effect if negative story, dissatisfied consumers…
1) Source: Blog Vox Populi® BABM Seminar – October 2007
“Healthy Challenge” for Marketers!
Pressure to be better…
67
LET IT GO … TO SURVIVE Alan Lafley CEO
68
SPECTATORS
(Passive Receivers)
COMMUNICATORS
(Send to friends, create buzz)
POSTERS
(Put Content, give suggestions)
CREATORS
(Co-create)
Innovators, Designers…
“Remixers”
The Pyramid of Participation
69
SPECTATORS
(Passive Receivers)
COMMUNICATORS
(Send to friends, create buzz)
POSTERS
(Put Content, give suggestions)
CREATORS
(Co-create)
Innovators, Designers…
“Remixers”
The Pyramid of Participation
70
A Dove movie as big hit on the internet
Results:
Bring the Dove message on a new, “viral” way Winning different “Grand Prix” in Cannes Over 7.000.000 views worldwide 23% of the Belgian online population have seen the movie A parody!
De standaard
71
SPECTATORS
(Passive Receivers)
COMMUNICATORS
(Send to friends, create buzz)
POSTERS
(Put Content, give suggestions)
CREATORS
(Co-create)
Innovators, Designers…
“Remixers”
The Pyramid of Participation
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http://www.danone.com/wps/portal/jump/DanoneEtVous.Encyclo.VosEchanges
73
http://www.onvotetouspourdanette.com/
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http://www.onvotetouspourdanette.com/
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SPECTATORS
(Passive Receivers)
COMMUNICATORS
(Send to friends, create buzz)
POSTERS
(Put Content, give suggestions)
CREATORS
(Co-create)
Innovators, Designers…
“Remixers”
The Pyramid of Participation
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Co-creation / Customer Made
“The phenomenon of corporations creating goods, services and experiences in close
cooperation with experienced and creative consumers, tapping into their intellectual
capital, and in exchange giving them a direct say (and rewarding them for) what
actually gets produced, manufactured, developed, designed, serviced, processed.”
[source: TrendWatching.com]
Why are customers interested in co-creating?
Status
Bespoke lifestyle
Cold hard cash
Employment
Fun and involvement
79
http://www.concoursliebig.fr/
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http://www.liebig.fr/pages/produits_liebig/produits.php?id=57
http://www.campbell.soup.be
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http://www.nespresso.com/design
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Seth Godin
“If you’ve got something great, today is the
best time to be in marketing ever”
88
RELEVANCE
EMPATHY AUTHENTICITY
“The most important rule for Marketers who wish to use Web 2.0 is simple. In a world of brand messages driven by relevance, authenticity and relationships, “Your ads can’t suck”.
Mark Zuckerberg – CEO FaceBook
Return On Interestingness
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The Challenge for Marketing
Be more “alert”
Change the Mindset change: “listen/share/dialogue” instead of “impose”
Be more disciplined
Honesty trust relationships
Relevance “win-win”
Instant capacity to react
Marketers becoming “moderators” with consumers
Be Modest…and Participate!
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Generation Participation implies a paradigm shift in the producer/consumer relationships: letting go of control, and realising that the entire world could be your advisor…
A paradigm shift for Marketing, Communication, Innovations, Retail… and Market Research!
91
Changing rules
A paradigm shift for Market Research
There are new ways to do research, next to classical research:
More interesting ways to have conversations with your consumers
More focus on experience
Use digital technology to make research more insightful and timely
Getting close in ways and places in which people live and interact
Be open with them, come clean about what we are trying to understand or
accomplish, and asking for their help
92
Changing rules
A paradigm shift for Market Research
Research 2.0!
With the era of online mass participation and user-generated content
will come the next generation of more creative and interactive online
research tools.
Reseach 2.0 will listen, watch, immerse, interact and
co-create on an unprecedented scale.
93
Source: Pete Comle -Research World October 2006
Changing rules
A paradigm shift for Market Research
Research 1.0 Something we did to people
“Respondents”
Transactional analysis:
Parent <> Child relationship
“1 way”
Research 2.0 Something we do with people
“Customers”, “Stakeholders”
Transactional analysis:
Adult <> Adult relationship
“2 ways” – dialogue, co-creation…
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From “Traditional Research” to
“Participative Research”
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Vox Populi® online platform1)
From “traditional research” to “participative research”
Vox Populi Blog®:
A new generation of qualitative research
Vox Populi ID Box®: The new creative and participative idea box
Vox Populi Quali-Quanti®: Online survey combining
The depth of quali with the scope of quanti
1) Vox Populi® is a registered and copywrite brand & marketing platform developed, managed and owned by JPCR
Vox Populi Co-Creation Communities® A permanent platform to feed brands with ideas from consumers
NEW!
Vox Populi Blog®:
A new generation of qualitative
research (since early 2007)
97
Vox Populi Blog®: a new generation of qualitative
research
What it is/How it works:
An « ad-hoc » Online Community of +/- 30 consumers (15 FRA + 15 NLD), during a
period of +/- 2 weeks (NB. The number + period is indicative – can be adapted
according to research scope/needs)
Recruited « ad-hoc » for the purpose of the study + individual interview prior the
start of the blog
Daily connection with these consumers during 15 days (JPCR moderators FR/NL).
Individual answers + collective perspectives (interaction)
Opportunity for the client to view all comments/input posted by the bloggers +
interact through JPCR + flexibility for extra questions
Complete Report + In-depth analysis/key insights and recommendations by
JPCR
Opportunity for the client to actively use the full database of “verbatims”, for
instance by using the “search engine”
The blog is secured according to available online standards
98
Vox Populi Blog®: 3 Broad Types of benefits
Proximity of the experience
• More in-depth, into people intimacy
• « In-vivo »
• Natural environment, flexible
• Possibility to give missions to people
• Rich material collected (verbatims + photos, videos, links…)
• Consumer connection for the Client team
Individual + Collective
• Individual answers first
• Collective interaction
• Participative research (motivation high)
• No influence of group leader/moderator
Over a « long » period
• Spontaneous + “well thought” feed-back (maturity/microcosm)
• Evolutive & interactive research – “sequential recycling”
• Give “missions” to people…
99
Vox Populi Blog®: wide application opportunities
Wide application opportunities + all sectors: ideal for “wide scope” + very
actionable: for examples:
– Ethnographic research (incl. consumer “reportages”, photos, video reportages…)
– Usage & attitudes
– 360° on a theme from consumer perspective
– Brand 360°: image/word-of-mouth+ all aspects of the mix/points of contacts…
– Creative/development research- Co-creation with the consumers.
– Home Product Use Blog (send products for home usage).
– “Stimuli” research: advertising, concepts, packs, website, activation…
– Shoppe Research
– …
Flexibility of the tool:
– Different panel sizes, different periods according to research scope & needs.
– Also difficult targets
– Also possibility of panel “ambassadors” over a long period/through different waves…
Consumers and also experts (e.g. doctors, pharmacists, etc).
B2C and B2B.
…
100
Vox Populi Blog®: In practice...
101 101
Welcome participants, presentation of the subject
102 102
Presentation of the participants
103
Presentation of the participants
104 104
Themes, questions...
105 105
Richness of verbatims
106 106
Richness of verbatims
107
Richness of verbatims
108
Group dynamic: interaction between participants
109
Group dynamic: discussion forum to stimulate
interaction between participants
110
Group dynamic: interaction moderator - participants
112
Richness of the Stimuli to be tested (photos, videos, links...)
Paco Emma Aldo Theo
113
Richness of the Stimuli to be tested (photos, videos, links...)
114 114
Richness of the Stimuli to be tested (concepts, links, videos,...)
Paco Emma Aldo Theo
116 116
Opportunity to give missions to people, e.g. Mystery
Shopping
117
Richness of the output
Noukie’s cela fait penser à un nounours tout doux
Cela fait penser également à Noukie’s :
Noukie’s = bisous et maman
Noukie’s = tendresse
Cela me fait penser aussi à Noukie’s :
Noukie’s, cela fait penser aussi à une praline toute fondante et
délicieuse. C’est vrai, non ?
Les animaux me font penser aussi à Noukie’s
Richness of the Output: Example: Noukie‟s collage « As is »
Voilà, je trouve que la dernière image illustre bien le côté doux, moelleux et chaud. Quoi de plus confortable que le ventre de sa maman ? Dans toutes ces images, je trouve qu’on retrouve l’apaisement, le confort, le bien-être et la tranquillité. Comme musique, j’en ai plusieurs en tête et de style différents qui me tiennent à cœur : Millésime d’Obispo, La preuve par trois de Zazie ( c’est avec celle-ci que j’ai annoncé à mon mari que nous allions avoir un bébé) Une chanson de Marie Myriam je crois : Cadeau (je ne suis pas très sûre du titre mais c’est une mère qui parle à son enfant. Elle lui explique tout ce qu’elle a déjà fait gratuitement pour lui alors que l’enfant rechigne à lui rendre un petit service). Une chanson de Lynda Lemay qui parle de la naissance d’un enfant mais j’ai oublié le titre. Et enfin, plus classique, « La méditation de Thaïs » de Massenet. Je vois évoluer ces personnages dans un monde style le village dans les nuages. Nouky aurait une maison aux formes rondes et aux couleurs pastel. Je l'imagine bien rouler dans une voiture faite de nuages et de cœurs. Une maison où les fenêtres seraient des cœurs, dans le jardin, des arbres porteraient des fruits en forme de cœur. Quand je pense à la marque Noukie's, je vois un milieu moelleux, doux et chaud...
Richness of the Output: Example: Noukie‟s collage « As is »
Ik verwacht dat
Nouky's haar
imago gaat
moderniseren in
de toekomst met
meer kleur. De
collectie Kaya en
Pinto was al een
stap in die richting.
Een hele mooie
trouwens!
Noukie’s Tomorrow
Example: Noukie‟s collage « To be »
J'imagine bien Noukie's rester vraiment destinés aux petits. Pour le moment, ce sont déjà une série d'objets, je pense qu'élargir la gamme à des meubles pour la chambre pourrait beaucoup plaire (berceau, lit, garde robe, armoire,...) D'autre part, j'ai collecté une série d'images qui ont trait à des salles de psychomotricité ou plaine de jeux : je trouve que Noukie's pourrait essayer de développer cet aspect : observer ce qui favorise le développement des petits et créer des jeux dont pourraient ses servir les familles et pourquoi pas les animateurs, psychomotriciens,... d'autre part, j'imaginerais assez bien que noukie's se développe grâce à des activités : sortir de la fabrication d'objets et s'orienter en plus vers des animations d'ateliers,... (en plus, pas à la place) évidemment, ça change l'optique mais pourquoi pas d'ici 5 ans...
Richness of the Output: Example: Noukie‟s collage « To be »
Mijn badkamer is een piepklein kamertje, met douche en lavabo. Door heel wat creatief denkwerk (en de catalogus van Ikea) heb ik toch aardig wat bergruimte kunnen creeëren voor de was en de plas. Om een groter gevoel van ruimte te scheppen heb ik mijn badkamer destijds lichtgrijs geverfd, met witte en metalic accenten. De WC is apart. Daar heb ik een soort van festivalWC van gemaakt. ik ben altijd graag naar festivals gegaan en wou 'iets' doen met al die toegangskaarten en gadgets die je daar kan krijgen. Heb er iets speels van gemaakt en al mijn WC bezoekes vinden het tot hiertoe een geslaagd concept. Ik geef ook nog graag mee dat hij in het framboosrood geverfd is.
Ann D.
C'est la clarté et les bonnes senteurs!
Véronique S.
Bin pour moi la toilette n'était pas un
endroit très poétique vu les besoins qu'on
doit y faire mais depuis que je l'ai
transformée ,colorée c'est devenu un
mini parc d'attraction.
Judith D.
128
Pleasure to participate
129
Vox Populi Blog®: What they told us1)
"Moi perso j'ai bien aime ce système, je trouve qu'il offre plein d'avantages. Tout d'abord celui d'être chez soi, ensuite celui de faire ça quand on veux, et puis ça permet de faire les choses plus en profondeur que à une petite réunion ponctuelle. Et on est entre jeunes, on se retrouve tous les jours, c'est assez sympa. Dans l’ensemble les questions étaient assez sympa. Voilà j'ai bien aimé participer à cette enquête, j'espère le refaire bientôt, et ça fait bizarre quand ça s'arrête."
"Olalala, je n'aime pas les au revoir.... Ces trois semaines en votre compagnie furent un réel plaisir, ce n'est pas toujours qu' on prête autant attention aux jeunes. Je crois d'ailleurs que c'est ça la beauté de ce blog, c'est que vous donnez la parole aux jeunes, vous cherchiez à nous connaitre et cela fait toujours du bien de se sentir important ! C'est souvent ce qui nous manquent à nous les jeunes, la confiance ! Alors merci!! De plus, les petits messages d'accueil que nous avions chaque jour était toujours très sympathiques et l'atmosphère de ce blog très bonne... On sentait que derrière les questions, deux personnes adorables nous "espionnaient", c'est d'ailleurs votre ton généreux et attentif qui nous a mis en confiance!"
“J'ai vraiment bien apprécié cette étude. Je trouvais très enrichissant de pouvoir observer, s'intéresser sur l'avis des autres. De temps à autres, les questions étaient longues, mais dans l'absolu, c'était plutôt bien. Je trouve que c'est une méthode assez originale et nouvelle pour moi. J'aimerais assez recommencer cette expérience."
“Haha!! alors moi j'ai adoré participé à cette étude et pouvoir voir ce que les autres camarades répondaient ! on a tous le même avis sur certaines choses tandis que sur d'autre c'est la guerre:). C’était vraiment super chouette merci à vous! aucun point négatif."
1) Source: Vox Populi Teen Blog (Coca-Cola cie) – Feb/March 2007
130
Belgacom TV Vox Populi Blog®:
What they told us1)
"Het grote voordeel van dit is zeker dat je je mening makkelijk kwijt kan. Er zijn minder remmingen en je hebt wat tijd om na te denken. Ik moet ook wel zeggen dat de vragen goed waren opgesteld - voldoende stimuli om na te denken en voldoende open om toch je mening kwijt te kunnen."
"Het concept is zeer oké, denk niet dat je geen eerlijke manier van communicatie zult vinden bij een groep volwassenen die hun mening moeten neer schrijven, laat mensen ze vertellen in een groep en er zullen al vele meningen veranderen door wat anderen van elkaar horen. Nu kun je pas andere meningen lezen, wanneer je zelf iets hebt geschreven, zo blijft je eigen mening of idee echt uniek. Vond het wel super dat het elke dag opnieuw begon met een”hallo ronde”; anders is het zo heel erg zakelijk en “to the point”; nu is het menselijker... vond ik zeer aangenaam. Anders zou het zo schools overkomen (zo van we moeten hier maken dat we antwoorden en voor de rest is de kous af) in die hallo kon je nog eens gewone dingen kwijt, zalig!"
“e blog vond ik leuk. Inderdaad veel van dezelfde vragen, tjah. Maar het moet ook wel goed gedaan worden, he?! Aangename mensen hier, verwarrend genoeg kan ik me bij veel (ook tegengestelde) meningen terug vinden. Leuke discussies en toffe manier om te communiceren. Het wordt na enkele dagen ook een vaste afspraak in je agenda! Zou zeker weer in aanmerking willen komen voor zo'n onderzoek! "
"Ik vond dit zeer leuk om aan mee te doen en zal dit in de toekomst met even veel plezier doen. Ik ben dan ook iemand die zich van het nut van marktonderzoeken bewust is. Wat ik zeker apprecieerde was de dagelijkse persoonlijke inbreng van de moderator en zijn telkens weer oppeppende woorden in de eerste vraag. Dit helpt echt wel bij het laden om er weer een 30 a 60 min voor te gaan. Wat ik ook apprecieer is dat je dit kan doen op een moment wanneer je het zelf kiest. Als men je op straat aanspreekt voor een marktonderzoek wil ik meestal wel meewerken maar ontbreekt het aan tijd."
1) Source: Vox Populi Blog Belgacom TV (adults) – June 2007
II
Powerful approaches for
“Consumer Centricity”
E- Creativity
132
INSIGHTS + IDEAS + IMPACT = INNOVATION
Creativity Management Judgement!
The importance of creativity for innovation
133
We can all learn creativity! Discover the 5 behaviours of
highly creative people:
The 5 key Behaviour1)
Freshness
Greenhousing
Realness
Momentum
Courage
1) Source: What If! – Sticky Wisdom
134
Creative Behaviour 1: Freshness
135
Creative Behaviour 2: Greenhousing
136
S Suspend (judgment)
U Understand
N Nurture
SUN RAIN
Greenhousing: SUN not RAIN
R React
A Assume
IN Insist
137
Creative Behaviour 3: Realness
138
Read same newspaper everyday
Listen to favorite radio in morning
Sit in meetings most of day
Never do their own shopping
Don’t often eat their own products
Rarely get a chance to watch TV
TAKE THEIR WORK HOME
Normal Managers Insightful Managers
Realness: a different approach
Read a different newspaper everyday
Listen to target’s favorite radio station
Build in time to get out of office
Watch consumers do their shopping
Regularly use own/competitors products
Watch TV, get reels of ads from agencies
LIVE A LIFE OUTSIDE WORK
139
Creative Behaviour 4: Momentum
140
Creative Behaviour 4: Courage
141
The magic toolbox
142
The brain classifies all information in “file cabinets”, allowing people to handle vast
amount of data…but the way the brain processes information kills creativity.
Why a toolbox?
143
Conscious
Subconscious
& New
3 Types of ideas
144
The Magic Toolbox
To get “freshness” in our thinking and allow to go “out of the
box”, we use tools and techniques “River jumping”:
The 4 R‟s1) :
Related Worlds: looking at other areas where a similar issue or benefit can
be seen.
Re-expression: finding an alternative way of describing or experiencing an
issue or problem.
Revolution: identifying and then challenging the rules and assumptions we
are using.
Random links: making connections and links between the issue and random
items found in the world.
1) Source: What If! – Sticky Wisdom
III
Best Practice Summary
10 Golden Rules for consumer
centricity and innovation
146
10 Golden Rules for consumer centricity and innovation
1. A ”consumer driven” approach – Breakthrough innovations start from
strong consumer insights.
2. Use alternative ways to gather new consumer insights. Be creative.
3. ”Direct consumer contacts” - ”Reconnect” approach.
4. The power of the web - ”Digital anthropology”.
5. Consumer trends – look out of the box – ”steal with pride”.
6. Capitalize on the participative trend. Co-creation with your customers.
7. The importance of teamwork for innovation projects.
8. Combine Research and Creativity. Flexible ”toolbox”.
9. Use ”sequential recycling approaches” in research. Nurture young ideas,
don‟t kill them!
10. Involve your agencies, partners involved from ”A” to ”Z”
147
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Contact:
Corinne Rosinski | Jean-Paul Crabbé