The use of Sensibility
The use of SENSE
Driven by emotions, impressed
by words
Taking risks as believing in the
power of emotions
Carefree, not foreseeing major
dangers
Reality is a projection of a better
self
Driven by rationality, impressed by
facts
Introvert, need to stay in control
Prevails in times of crisis
Reality has goods and bads / what
one can see in the mirror in the
morning, before the make up
The use of Sensibility
The use of SENSE
The truth lays in emotions I feel that Facts live in the future
The truth lays in facts Based on facts, I plan to do that Facts live in the past
Both sides contain A TRUTH Only that a different sort of truth
Trust Openness
Doubt Control
Feelings & words matter
Facts & thoughts matter
Crisis, of any kind
Prosperity
The change of paradigm
Pressure is very high as one feels being on the edge all the time, people need solid reasons to justify their actions
When all the others progress, we take a small share of their welfare
When they go through crisis, we are fully impacted by that
Digitalization and globalization is rather negative for us.
The only change we have is to focus on building local value
Our only chance is to try to decrease our dependency, by creating indubitable
local value
What are the consequences for a vulnerable culture as Romania?
It is clear we move from the Sensibility to the SENSE
paradigm
Consumers needs what fits me Shopping needs, occasions needs what fits the context
Loyalty for the brand Loyal to the channels / benefits
Consuming, listening to brand story
Shopping, brand experiences
The emotional delivery counts The pragmatic benefit makes the difference
Sensibility Sense
1st PARADOX
Sensibility generates ritualistic behavior:
preserve the emotional connection
I consume, buy, do only what fits me
Little browsing
SENSE stimulates exploration:
search for what makes more sense
Looking for the next best thing for
me / benefit based behavior
2nd PARADOX
Sensibility allows more tolerance
towards facts and sensitivity to
words. Facts can happen in only one
channel, you do not need circularity
SENSE a good idea depends very
much on facts. You must deliver
what you promised, most often
better than promised in words
Walk could live apart from the talk Walk the talk, walk even better than the talk
3rd PARADOX
Sensibility: brands talk to
consumers and establish a
partnership / based on sharing
SENSE: brands are subordinated to
consumers. Consumers make more
instrumental use of the brands
"Consumers are beginning, in a very real sense, to own our brands and
participate in their creation
In the words of A.G. Lafley, CEO of P&G
What to do when sensibility fades away and SENSE takes control
How do we catch consumers truth
The SENSE era
There is a change of paradigm in the way consumers relate to our brands There is a change of paradigm in marketing There must be a change of paradigm in research
What is happening in the world of research
Researchers focus on monitoring facts and understand the motivation behind
actions.
Clients need best interpreters of what people do. Clients need researchers who know
how to bridge what people do to what they say they do.
Applying tools is useless in the absence of interpretation. Tools should be used for
benchmarking your performance. What to do next is an issue of interpretation
What methods
From classical interviewing and focus groups
To immersion into peoples real life, life as it is
In-home visits
On-line journal
Shopping trips
The new paradigm in research / FACTS based
Mass prediction / gamification
Mass ethnography
Mass anthropology
Co-creation
ALL FACTS
From the founder of Brainjuicer, the most innovative research agency in the world - John Kearon
1. Follow behavioral trends, check expressions of these and monitor peoples
list of priorities
2. Monitor the way they act and understand what kind of content they select
as best. Understand why
3. Be prepared for the return of sensibility. Check sensibility hidden in
actions
FOCUS ON UNDERSTANDING FACTS
USE WORDS / DISCUSSIONS TO UNDERSTAND FACTS
What you get are the seeds of tomorrows sensitivity
DO NOT USE FOCUS GROUPS as the only possible tool to understand people. Use
circularity in research. Combine discussions with real life observations. There is a
lot of gold hidden into actions
In the era of SENSE, people change behavior so fast that they do not have time to
sediment the reasons behind their actions and then narrate these to you
You have to be in the battle field
WHAT WE DID SO FAR
20
1. Behavioral trends, check expressions of
these and monitor peoples list of priorities
Status quo of Romanians: new manifestation
of cultural values
21
Premises for such a study
Marketers and consumers have different priorities, marketers define people as consumers
while people define themselves as HUMANS
There is a strong cultural code that is imprinted in all of us; this is important as brands
have to adapt to local context if they want to win
There is no such thing as wrong and good cultures; each culture has a minim and a maxim
Crisis proved to be good for us. When in crisis, people tend to make use of all the aces in
their sleeves
22
Understanding Romanian Values in order to help marketers to speak their language
What we actually do:
Constant monitoring of Romanian cultural features throughout all the studies that we conducted
CATI research in order to validate and measure cultural features of Romanians and also to match them with manifestation at behavioral level
Main typologies based on cultural values
Exploring
Control
Individual Me
Collectiv We
I want to be different not
characteristic for Romanian culture
Pleziristul
38%
Connector
13% Independent
Normative
24
33%
33%
24%
7%
27%
34%
41%
31%
Pragmatism
Individualism
Nationalism
Experimentalism
Promoters Follower
Collective
Defensive
Low esteem / low national pride
Sensitive, vulnerable
Romanians fundamentals
Tren
ds
Base: 1000
Let us see what this actually means in terms of facts
Fundamentals of Romanian culture vs crisis shifts*
* Based on Unlock Research conducted study on Romanian Values (2012)
25
Expression of PRAGMATISM across Romanians
Long cigarettes are better- they
last longer and cost the same!
Id better eat some sandwiches at
work instead of going to lunch if I
want a holiday this year!
Hmm, let us have a closer look at
leaflets ..it seems they have the best
promotion this week, so wee will go
to THIS hypermarket!
26
Expression of INDIVIDUALISM across Romanians
Maybe I do not have money to go to
the gym, but I can still at work by
bike. Maybe latter I could go to
competitions even
I read that sweets made in home do
not get one so fat as bought one, as
less processed! I think i should really improve
my communication with others,;
this will do me good!
27
Expressions of NATIONALISM across Romanians
We also have valuable
productsI remember how much I
liked ROM when I was a kid
I like it very much going to the countryside
at that little guest house! I felt really
recharged in that clean environment
I just bought that book of Horia Varlans
Romanian recipes. . I believe that it is still
our food that is better !
28
Going in vacation with the tent is
really cool, you can see more things in
a shorter time and offers you freedom!
Come and see my new design I
thought of it and did it all by myself.
Isnt it interesting?
Hei, I have just receive the news of a cool
event downtown. Do you want to go?
Expressions of EXPERIMENTING across Romanians
29
2. Monitor the way they act as
Shoppers, Media Consumers, Promotion Participants and
Facebook Users
30
The shopper
31
SHOPPER CONSUMER
32
Good shopper strategy recognizes that the shopper is often not the consumer
Even when he is the same person, they have different needs and behave differently
depending on which role they are playing
Mindsets differ in-store and out-of-store. Consumers may love a brand but that
doesnt always translate to purchase
And, now this is more valid than ever. Because, in this new social order, there is less
time for illusions, for dreaming. It is FACTS & EVIDENCE that matters!
Decision are made in store. Shopper is overcoming the Consumer
33
Extended SHOPPER survey in order to understand and measure FACTS
What we actually do:
Understand shoppers needs and motivations. See how they think and how they translate all these into actions. How they live and how they shop GO UNPLUGGED SHOPPING!
GO LARGE in order to measure and validate the findings. Find out the numbers, give the size of the phenomenon.
34
The shopper is exploring in order to find the best pragmatic solution for its needs
When nothing is certain, then people have to take risks and explore and grab any given opportunity.
Exploring is another way to survive, to adapt to new conditions!
Yet, they try new as long as it has a functional benefit attached!
5 shopper typologies
Traditionalist Ambitious Ritualist Explorer
12% 30%
FROM no worries (Carefree) TO attentive exploration of best offer (Explorer)
35
Supermarket gains higher importance for shoppers
Modern trade shopping is 28% of
total volume 15% out of this is in supermarket
Pragmatism also refers to the place people chose to do their shopping.
Appealing since offer good prices (close to KA) but more efficient in terms of time.
Smaller shops are cost controllers. People tend to avoid the temptations such as buying
unnecessary stuffs.
36
Some manifestation of the findings
LIDL - Trying out exotic or sophisticated food from
different cultures such as China, Mexico, France etc. since
delivered in a simple and accessible manner
Success of Ciuc Radler beer, with impact over the entire
flavored beer market, with a strong execution in media
and at the point of sale. It is a fact
Increased appetence and presence at various fairs,
expositions, events etc.
37
The Media Consumer
38
How does the world looks today?
Yesterday reality = brands reality
Consumers = passive;
Communication was
unidirectional, from brands to
consumers
Today reality = consumers reality
Consumers = active;
Communication is result of
interaction between brands &
people
39
Unlock MEDIA TOUCHPOINT LANDSCAPE in order
to help brands build an effective media plan
What we actually do:
Re-construct consumer daily journey. Consumers are asked to complete a journal of daily activities for a week period time and to note- where they are, what they do, whom they are, what touch point they have interacted with et.
Understanding the usage and attitudes regarding the main touch-points by applying a face-to-face questionnaire to the same people completing 1 week journal Link of touch points with category or brands
40 Building the picture of a day in a life of our target. Linking activities with touch points
Time Who Activities
6.00
Morning
All, no matter the age or sub-segment
At home, doing nothing special 7.00
8.00 On the go via public transport 09.59
10.00
Lunch
All
Working / studying In front of computer
11.00 Eating out at a cafeteria or fast-food
12.00
18-24 y.o.
At home, doing nothing special
13.00
13.59
14.00
Afternoon
All Working / studying 15.00
35-35 y.o.
Socializing either With colleagues or going out in park etc.
16.00
17.00
17.59
18.00
Evening 18-24 y.o.
Relaxing outdoor (parks)
19.00
At home doing nothing 20.00
21.00
21.59
22.00
Night
All Relaxing at home 23.00
. 36-45 y.o. Domestic activities (do not go out)
05.59
Treat Enriched Thrill Zesty
Internet, radio, TV, Mobile phone
Internet
In store media: Promoters, sampling
OOH: billboards, TV screens
Internet
OOH:
Mobile phone
Mobile phone, TV
Radio, TV
Chill out Basic / normal Empty
Improve
Maintain
Build
Park
Index: over 120
Ideal Mix of Touchpoints for Economy Consumers
Economy
Must Performance Add value
% Index % Index % Index
In-store posters
91% 54 TV 95% 159 Billboards 39% 179
Branded objects
87% 167 Sms Ads 89% 163
. 76% 161 Thematic parties 79% 184
.. 67% 120
56% 150
Visibility at place of buying is a must not the TV!
More pragmatic people, need to build strong
distribution otherwise TV presence is not efficient!
42 Brands performance versus touchpoints
Economy segment Brand X Brand Y
% Index % Index
Mu
st
In store 91% 54 43% 10 93% 125
TV ads 73% 186 34% 45 37% 5
Branded objects 81% 150 44% 1 29% 113
Per
form
ance
.
.
Billboards 39% 179 59% 134 37% 195
Ad
ded
val
ue
Thematic parties 79% 184 68% 178 41% 197
. . . . . . .
. . . . . .
.
Brand X definitely needs to improve
performance at the level of must
attribute in-store promotion
Consumers pragmatism is influencing behavior towards media touch-point
60% of investigated target
informs on promotions before
getting into the store
Increasing awareness on brand offer before the shopping moment is highly important.
Retail is a battle field.
Anytime there is something that can hit you (i.e. promoters, offers)
ECONOMY target in big urban becoming more active on Internet, welcoming very much
the online newsletters from retailers
44 Some market cases
Vodafone launching the first online flower shop transforming a
rather static/ with pure informative role touch-point such as
outdoor into a more engaging one by linking it to mobile
Rom campaign that made people effectively & directly involved
into the campaign. Combining channels, but starting from digital
TV & Online: a winning combination
Add interactivity to an otherwise passive informative
touch-point
45
Let us see the New Promotion
Participants
46
Two intertwined trends lead to an ever growing importance of PROMOTIONS:
The shopper drives the consumer The shopping experience makes and breaks a brand
Pragmatism is on the rise A whos offering more? philosophy at the shelf
47 From previous research we know there are several types of promotions out there:
Liberation
Control
Familiarity
Aff
irm
atio
n
Big pot
Fun
Self
reward
Reward
Bonus
Affinity
The why behind each:
for fun (PLAY or ENJOY)
for moving away from financial worries
(winning the BIG POT),
out of love & respect for the brand
(AFFINITY),
to get the comfort of a small reward
(REWARD),
to feel in control / doing a bargain (get an
extra quantity BONUS)
to express their individuality through their
special choices (SELF REWARD)
48 As compared to 2009-2010, the importance of each type of promotion has shifted
Functional (drives sales)
Emo
tio
nal
(d
rive
s in
volv
emen
t)
Functional (drives sales)
Emo
tio
nal
(d
rive
s in
volv
emen
t)
2009 2012
Affinity
Reward
Big Pot
Bonus
Self reward
Fun
Bonus
Fun
Affinity
Reward
Big Pot
Self reward
The least emotional type of promotion now dominates so the main challenge for brands becomes:
How to differentiate inside an emotionless consumer mindset without compromising the brand
story? How to build an emotional link on such rational motivations?
49
Unlock PROMO PLANNER to understand how promotions
work and how you can use them to create strong future
relationships
What we actually do:
UNPLUGGED SHOPPING SESSIONS to see how people actually interact with promotions and CO-CREATION groups to see how one can build a differentiated and involving activation
CATI research in order to dimension motivations towards promotions
50
83
126
104
75
105
120
103
88
87
111
102
109
112
60
114
102
112
89
101
96
111
81
83 Big Pot
Fun/ Enjoyment
Safety Bonus
Affinity
Passive
Reward
Association Index*
BRAND A BRAND C
* Based on aggregated scores obtained at Q29: Please tell me to what extent do you agree each of this statements fit with brand promotions
BRAND B
TOTAL SAMPLE
BRAND D
Brand A
Brand B
Brand C, D
Brand B
Brand A,D
Brand B
51
Digital user: Facebook
52
The paradox of Facebook
Facebook is a place of social interaction
where people share emotions, feelings
more than just some simple words and
pictures
Is a pulsating / living platform
When it comes to brands, Facebook
becomes more about adding numbers than
interaction. More about quantity than
quality!
i.e. over 4 millions fans, but a reaction rate
of 40.000only!
53
From to FACEBOOK study having the following challenge:
What we actually do:
Qualitative study under the form of:
1. online focus-blog (also doubled by the observation of respondents
Facebook profiles)
2. Focus-groups so as to check and enrich findings from blog
Next step: quantitative validation!
54
6 Facebook users typologies:
Pragmatic Militant Connector Harmonizer Self-promoter Explorer
55 Main typologies of Facebook users (1)
By their activities on Facebook
Look for information about products, promotions, brand pages
Rarely they like pages or photos
Take part in contests
Suggestions and useful links
By the Facebook profile
Detailed profile, visible to their friends only
Medium number of friends also colleagues and acquaintances
Photos from vacations- well organized
How to recognize them
The Pragmatic
56 Main typologies of Facebook users (2)
By their activities on Facebook
Info about the activates and groups they are involved in
They create groups and start discussions
Pictures from events
By the Facebook profile
Minimum info on their profile
Large number of friends
Causes and projects
Photos from areas of interest, events
How to recognize them
The Militant
57 Main typologies of Facebook users (3)
By their activities on Facebook
Photos from events and parties
Post info and news on friends wall
Info about movies and serials
Recommend jokes, games, pages
By the Facebook profile
Detailed info, visible for everyone
Medium number of friends, from various areas
Funny info, videos, jokes
How to recognize them
The Connector
58
By their activities on Facebook
Like & comment friends posts
Always say Happy birthday
Post common interest news i.e. tomorrow is yellow code
By the Facebook profile
Few info on their profile demographics
Small number of friends, having personal connections with them
Photos of friends and hobbies or funny pictures
Main typologies of Facebook users (4)
How to recognize them
The Harmonizer
59 Main typologies of Facebook users (5)
By their activities on Facebook
Personal pictures and videos
Share articles
Promote events or clubs
Subscribe to clubs they go to
By the Facebook profile
Most detailed profile job, interests, movies and books they like
Periodical status of how they feel/ do
Many photos with them and places they went to
How to recognize them
The Self-promoter
Main typologies of Facebook users (6)
By their activities on Facebook
Promote original/ creative ideas
Music links non mainstream
Events and places they go to
Artists and brand pages
By the Facebook profile
Demographics and interests
Close friends with common hobbies
Quotes they like
Alternative/ abstract photos
How to recognize them
The Explorer
61
Pragmatic
Militant
Explorer
Harmonizer
Connector
Self-promoter
Most relevant segments for the Romanian culture
Tangible benefits (contest, personal advice, recommendations)
Projects they can get involved in or social causes
Entertainment and funny stuff
Friends posts, pages and links of interest for their friends
Events, articles, movies, books, brand with an interesting image that they would like to be associated with
Actions/ messages that represent or have an original or creative idea
Content that makes them click Active involvement
YES Example!
Personalized design through special applications
(The Senerade, Win and swing)
Involving fans by activities and creative applications
(The sunrise,,Fan Bottle)
Ads collection, including making of
Affiliating with events (Australian Open, etc)
Explorers
Connectors
NO Example!
Low personalization overall (especially since the logo is less present/ visible)
Lacks dynamism / no personalized application (virtual shop, styling advices etc)
Not at all intuitive/ hard to find desired section in the page (i.e. including info referring to two different section under the same denomination such as Your H&M include Fashion si FAQ)
Sections that are not constantly up-dated (ex: Deals)
64
III. Keep tune to Sensibility, so as to be prepared when the
opportunity arises:
Kids Panel, Teens Values and Consumer Shoes & Unplugged
65
Kids Panel
66
Every human being is born with emotion
67
Life experiences teach us using the weapons & shields of rationality and freeze emotion We often overuse the power of rationality to protect us from being hurt
68 But life is basically about feeling, emotion, energy and thrill. However, grown ups prefer to freeze emotionality for the sake of silence and safety
They think too high of themselves, they feel they can control everything
69 In research we often confront ourselves with this dilemma people over rationalize everything
Trying to find a rational answer to any question
Having difficulties in accessing the area of pure emotional reasoning which is so precious for getting an insight
70
So we thought where can we find the purest form of humanity, that unaltered emotion that makes us feel alive
In KIDS, of course
71
UNLOCK LATERALITY POOL
72
What we do
We have an online panel with kids aged 7-12 y.o. Minimum 60 kids (maximum 100)
are active monthly on this panel
We monitor their opinions every day. Every time they have
something interesting to say, they can make posts
We get info on ordinary days, special events, home activities, school activities,
leisure, shopping anything related to lifestyle as perceived by kids
73 How we do it
Collecting data technique
Frequency of posting
Main topics
Continuous Online journals / story telling techniques
We invite them to complete experiences using the platform by sending letters , pictures & movies
Ad hoc Chat rooms / bulletin boards
They can be invited to a discussion on a certain topic with a moderator
Testing We test products / concepts with
them; check for the true emotion Co creation
We ask kids to use their imagination in imagining names, packages, products and come up with fresh / lateral ideas
Minim 10 stories, happenings, events per month
Files uploads (pictures, music )
Home (social unit living together)
School (as providing education and shaping pupils trajectories )
Leisure time patterns
Dreams, desires, fears
Consumption & shopping
Things kids dont like !
74
Users With children, a product can have an endless afterlife. And even the most insignificant
part, like a simple wrap, can have a glorious career in time
75
They become co-creators which makes their connection with the
brand infinitely more personal
And they are spokesmen for the brand more than one could
imagine. Because people are ever so sensitive about their kids
preferences, even in improbable fields
Examples, examples
In 2012, a house cleaning brand organized a contest in schools in which kids were
to use their packages in order to create a cleanliness robot
In consequence, the trust in the brand rose as much as 95% of mothers would now
recommend the brand
76
One day we gave them the assignment to decorate Bucharests grey old buildings:
And they reminded us a thing we, as adults, should have
known better:
a home does not end at the limits of our apartment
it is not just about what furniture we put in it and
what color we make it
it is primarily about the atmosphere, the people and
the activities inside it and around it; colors and
decorations should be invitations to shared activities
Co-creation with kids
77 Approach
Two available options for clients to access Unlock Laterality Pool Product:
Option 1:
Continuous study
Option 2:
Ad-hoc studies
Continuous access to posted information (general topics)
Availability to post 2-3 tasks per month
A report every 3 months with up-dated information on various topics kids complete
Also, the report will comprise the integrated analysis of for the specific posted tasks. This will be linked with trends and insights from panel
Monthly fee - 800 EUR / month
A project aiming to respond to a specific questions/ issue (i.e. launch of a new product)
Can take various forms: online or offline focus groups, co-creation, concept testing etc.
An individual report concerning the specific investigated topic
A report on generic topics based on the information gathered during a 3 months interval (before or after running the ad-hoc study, based on project objectives & client desire)
Ad-hoc project TBD based on target , subject and methodology
Additional report- bonus, free of charge
What it means
What clients receive
What is the costs
What it means
What clients receive
What is the costs
78
Teens Value Research
Individuals in a strong individual culture
In individual cultures, the strength of the individual comes from the personal experiences Individuals in individual cultures tend to face risks naturally Failure and successes are equally important for the personal development of a human being
Individuals in a collective culture
In collective cultures the inner strength of the individual is rather low The individual gets strength from external anchors, badges or communities
I rely on others shelter
We are talking to this person
An elite teen in Romania
Young people have the starts up advantage. Their future is ahead of them. Anything is possible
A young person is an individual in expansion, projecting its future as a highly confident human being
Actual confidence
Projected confidence
He accumulates experiences and adds layers to his inner confidence If he ends up with more failures than successes, despite his / her desire to succeed, he / she will end up as a low confidence, passive individual
Projecting the future of youth in Romania
Both failures and successes
= ends up a strong individual, walking the talk, yet crossing the boundaries of a defensive setup (ex. emigrating, expressing where the culture allows and encourages this)
= ends up a strong, yet bitter and isolated individual, double pressured by own limits and by the limits of the system he fights with
= ends up as a low confidence person that always follows others and actions only backed up by others
We are
here
Trendsetters
Early adopters Visionaries
Early majority Pragmatics
Late majority Conservative
Laggards Skeptics
The diffusion of trends - ideas spread like viruses
A new meaning is associated to a product
The new meaning gets familiar with the followers
The new meaning reaches its top potential being acquitted to masses
Questioned by the most skeptical Out-running the hot-spot zone, preparing into becoming past
Trends emerge, develop and die very fast!
Laggards Skeptics
Trendsetters
Early adopters Visionaries
Early majority Pragmatics
Late majority Conservative
Trendsetters paradox in Romania
Romania
Below norm
Close to norm
Norm
Above norm
Above norm
Individual cultures
Above norm
Norm
Norm
Close to norm
Below norm
Need encouragement to open up and express out loud
Others view
What you see is what you get
Trendsetters view
It is more than you can see
Let us start with their mottos, extracted from the way they talk about life in general
A project of
88
Consumer Shoes & Unplugged
Research & Workshop objectives
Core objective: Bring to life the actual Consumer
Specific objectives:
Uncover consumer beliefs and habits
Actual Consumer Portrait Analysis
Identify the key elements that define the Consumer Portrait and what is behind
them
Rewrite the key elements in a relevant way related to the discovered consumer
Find relevant way to link the brand to their actual universe
90
The pen portrait of our consumer is a construct, an ideal type
We need to enliven it and find the imperfections that make consumers
& brands human and charming
91
If we put people into capsules and try to
homogenize them, the tensions coming
from un-chained emotionality accumulates
People are not robots; they have emotions
which can be surprising
They have to burst out and release tensions.
And thats where the hot truth about the
real consumer comes out
92
So, we got to know the real consumer
And find their hot truths that makes them human & charming
To set as inspiration for further brand building
We started with the technical portrait of the Responsible Alfa *
Responsible Alfa segment - % of consumers: .% of volume
Men, 35-45 y.o.;
At least professional school and maximum college graduated
At least xxxx RON per family member
Urban, all Bucharest
Respondents to be regular consumers of (2-3 times/week)
Competition users to be most frequent consumers of
Relevant attributes
I like to spend most of my free time with family
I prefer to relax at home with family and friends
.
* As provided by Client team, based on segmentation study; base for recruitment in this survey
And we challenged it, in search for hot consumer truths
What we did
Purpose Method Participation
Phase 1 Consumer Expose N = 12
Ask consumers to send images & information on their life for a week
Unplugged filming Self completed
journals Explanatory
interviews
12 respondents fitting the profile (heavy & light users of the brand)
Phase 2 Consumer Immersion N = 8
Visit consumers within their own environment
In-home visit Assisted shopping Going-out session
8 respondents (selected from first phase) 8 members of the Client & partners 1 Unlock moderator
Virtual tour of their life
Doing things with own hand
Playing with kids
Emotional religious objects
EXAMPLES
He feels like hes advancing through the objects he purchases. He can see the progress, it must be tangible the
flat-screen TV, computer, book collections (even if it sounds superficial)
For him its very important to pay attention to the child. He tries to guide him so that he can walk straight
ahead, with no major blockages; to help & support the child is very important
..
Virtual tour of their house
Their house is full with children pictures
Old fashioned still functional objects meet modern, trendy ones .
Mans place is the house is very important at the bar, drinking coffee and watching TV or in front of computer
Mix of old & new / replacing the old with the new
..
Having own rituals in special places in the house (yard,
kitchen
Look for widest, most popular brands, socially confirmed Sensitive to best value for money offers, thus, they very receptive to promotions Friends recommendation is crucial
They also have unbranded
furniture: old-fashioned, still qualitative one
Popular & widely familiar &
recommended brands
Accessible yet of value
Main discoveries
Premises Discoveries
X segment people are pretty simple, monotonous, living a routine life
! Mainstream consumers are far more complex, smart, intelligent than we thought
They consume mainstream brands since they are looking for best value for money deal;
! We discovered they might live premium lives but consume mainstream brands, just because they feel emotional comfort among them (the same feeling they share with family and friends)
Final consumer portrait
Name, age, profession:
George, 37 years old, married with Ioana/Simona , a kid of 9 years old
Finished college
How they are? use generated insights
He likes being seen in a good light by others /
How they shop?
He goes to Real because they live nearby
Media consumption?
He likes to get informed / know: Discovery, Animal Planet, Natgeo etc.
Relationship with category?
Relationship with category & other beverages
His favorite brand in category is .because it never disappointed him, its trustworthy,
but still innovative
Assets of the redefined Brand X consumer portrait
Vs previous brand consumer
Vs Competition 1 consumer
Vs competition 2 consumer
More enliven and joyful More profound, serious, reliable
Valuing family life
More open-minded / flexible
More joyful
Next steps
What we are going to do further:
Innovation workshop
Activation workshop
Communication declination workshop
In conclusion
We really invest money in creating valuable research
Lets win money together
Please write us some words on what you experienced working with Unlock
Thank you!