Researching Like It’s the 1990’s? Get Agile and Leap to 2013

Matt WartaCo-Founder & CEO

@GutCheckIt

Researching Like It's the 1990's?Get Agile and Leap to 2013.

Brad WhitePartner

@ProphetBrand

Welcome

• This session will be recorded

– Link to recording will be stored on GutCheck and Greenbook websites and a link will be sent to all who registered.

• Presentation time will be kept to ~30 minutes

• Submit your questions during the webinar

– We’ll leave about 15 minutes at the end to answer them

Only 11%Use CustomerFeedback ToMake BusinessDecisions.

What Are They Using Instead?

Intuition & Experience

Internal Conversations

One-on-One Conversations

Why is Research Not Used More Often?

• Insights from specific consumers in days (vs. weeks)• Generate 3 – 5x the feedback of a typical research project for

the same budget• Funnel and refine multiple concepts to improve likelihood of

success in the marketplace

On-Demand Quant / Qual Enable a Holistic Agile Research Methodology

How Do I Use Agile Research?

CONSUMER EXPLORATION

3rd PARTY VALIDATION

ON-DEMAND INSIGHTS

(A FEW DAYS)

PRODUCT OR MARKETINGINITIATIVE

TIME-CRITICAL QUESTIONS

LEARN(IMMEDIATELY)

TEST & REFINECONCEPTS

(ABOUT 1 WEEK)

AGILE CONCEPT OPTIMIZATION

AGILE RESPONSE OPTIMIZATION

Agile Research Case Studies

Business Context:Highly publicized story challenging core

marketing claim of quick-service restaurant chain made its way through traditional and

social media.

Study 1: Quick Service Restaurant Chain

Business Question:What is consumer awareness level & trends

and how do we maintain loyalty?

Oh _ _ _ _!

A consumer is challenging a core claim on Facebook!

…and now it’s on the evening news…with pics!

What do we do?!

Trusted partner to collaborate on solution

Key questions:- Awareness

level?- Sentiment?- What do we

do about it?- How much do

we do?

Not sure what we’re going to find out…good thing we can quickly adapt and flex our research as needed.

Iterations 1 & 2:- Awareness tracking- Sentiment exploration- Response ideation- n = 200 qual / 1000 quant

Iterations 3 & 4:- Response creative testing

& optimization- n = 200 qual / 1000 quant

Iteration 5:- Final response testing- n = 100 qual / 1000 quant

Study 1: Quick Service Restaurant Chain

BUSINESSCHALLENGE

STUDYDESIGN

ON-DEMAND INSIGHTS

Results:Vast majority of consumers exhibited same

sentiment / intent to visit and did not spread story. Small number were affected negatively

prompting placement of in-store displays.

• 5 unplanned studies in 3 weeks (n > 5,000)• Tracking data was very reliable giving client high confidence in

insights and actions taken and not taken• Creative response changed significantly through iterations;

consumer feedback = mash-up of original concepts

GutCheck/Google combo was really the only viable solution:

Study 1: Quick Service Restaurant Chain

Business Challenge:

Study 2: Household Products Manufacturer

Develop, refine, and pick a set of new product concepts for liquid dish soap.

Gauge consumer response to and understanding of key aspects of 10 different product concepts including naming, packaging, fragrance, and claims.

Research Objective:

Refine, and pick a set of new product concepts for liquid dish soap.

Develop options for consumer interaction on:- Product name- Package

design (bottle, label, liquid color)

- Fragrance- Lead claim- Secondary

claims

Iteration 1:- Concept language and core ides- n = 40 qualitative IDIsIteration 2:- Packaging and fragrance alignment

to concepts- n = 40 qualitative IDIsIteration 3:- Insights, benefits, names and claims- n = 40 qualitative IDIs / 600

quantitativeIteration 4:- Final integrated bundles including

packaging structure and design, name, claims, concept

- n = 30 qualitative IDIs / 1200 quantitative

Study 2: Household Products Manufacturer

PRODUCT INITAITIVE

STUDYDESIGN

TEST & REFINE VALIDATION

Concept Refinement:

Study 2: Household Products Manufacturer

• Does the insight resonate?• Are the benefits compelling and differentiated?• Is it believable?• Language likes/dislikes?

Sample Output:

Findings resulted in strong pipeline:

• Bundles evolved and improved substantially throughout

• Provided insight-driven recommendations to the packaging firm, fragrance houses and internal research department.

• Process resulted in 2 “home-runs” that exceeded action standards and were launched in the market

Study 2: Household Product Manufacturer

Speed

Control

Value

18

Time-Critical Questions

• Answer burning questions / respond to crises

• Insights in few days

• 60 – 80% more affordable than an in-person research project

• Equivalent quality to traditional research communities

Product and Marketing Initiatives

• Funnel and refine concepts to improve likelihood of success

• Multiple concepts tested / refined in about a week

• 3 – 5x the sample of traditional methods for the same budget

• Equivalent to or better quality than traditional research communities

The Value of an Agile Research Approach

Question & Answer Session

Thank You!

@GutCheckitMatt Warta, Co-Founder & [email protected](303) 877-8684

@ProphetBrandBrad White, Partner

[email protected](404) 432-5572

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