COLGATE(PALMOLIVE( Lean(Customer(Insights(...

COLGATE(PALMOLIVE(

Lean(Customer(Insights(

“Leveraging(Technology(in(our(

Innova>on(Process”(

(Richard(Thorogood(VP,(Consumer(&(Market(Insights(

Global(Oral(Care(

Overview(

•  Introduc>on(to(Colgate(&(our(Innova>on(Process(

•  Using(Technology(Today(around(the(world(

•  Thinking(about(the(Future(

Colgate(Palmolive(

•  $17B(consumer(Sales(•  200+(countries;(80%(sales(outside(USA(•  4(Core(Business(Areas(

ORAL(CARE(

Colgate(Plax(Elmex/Meridol(Sorriso(Tom’s(of(Maine(Laser((Myanmar)(

PERSONAL(CARE(

Palmolive(SoYSoap(Irish(Spring(Protex(Sanex(Speed(S>ck(

HOME(CARE(

Palmolive(Ajax(Axion(Sauvitel(Fabuloso(Murphy’s(Oil(Soap(

Colgate(Palmolive(

•  $17B(consumer(Sales(•  200+(countries;(80%(sales(outside(USA(•  4(Core(Business(Areas(

ORAL(CARE(

Colgate(Plax(Elmex/Meridol(Sorriso(Tom’s(of(Maine(Laser((Mynamar)(

PERSONAL(CARE(

Palmolive(SoYSoap(Irish(Spring(Protex(Sanex(Speed(S>ck(

HOME(CARE(

Palmolive(Ajax(Axion(Sauvitel(Fabuloso(Murphy’s(Oil(Soap(

PET(CARE(

HILLS(Science(Diet(Prescrip>on(Diet(Ideal(Balance(Nature’s(Best(

COLGATE:(World’s(Most(Used(Brand(

%(Households(buying(

COLGATE(

Coca_Cola(

Dove(

Lux(

Maggi(

Knorr(

Nestle(

Pantene(

Tide(

Pepsi(

63(

44(

34(

32(

31(

30(

29(

28(

26(

26(

Almost(2(in(3(

Households(buy(the(

Colgate(Brand(each(

year(Kantar(Brand(Footprint(2014(

Consumer(Innova>on(Centers(

Oral(Care(Personal(Care(Home(Care(Toothbrushes(Pet(Nutri>on(

Paris(

Rome(

Mexico(

Guangzhou(Mumbai(

Moscow(

Bangkok(

New(York(Topeka( Istanbul(

Basel(

Insight(Plays(Key(Role(in(Innova>on(

•  LEARNING(

•  REFINING(

•  VALIDATING(

•  MONITORING(

Observa>on(

Qualita>ve(

Quan>ta>ve(

Tracking(

The(Insight(Tools(reflect(Colgate’s(

Values(

•  ESTABLISHED(

•  PROVEN(

•  GLOBAL(

•  TRUSTED(

Overview(




The(Insight(Process(Challenges(

•  “IT’S(JUST(3(PEOPLE’s(OPINIONS”(•  NOT(DEEP(ENOUGH(•  OUT(of(CONTEXT(

(

Note(about(examples(

•  No(endorsement(should(be(implied(by(the(examples(shared(today(

•  Purpose(is(merely(to(show(some(of(the(types(of(technology(we(are(applying(to(the(Innova>on(Process(

INSIGHTS(&(TECHNOLOGY(

GOING(DEEPER(

Deeper(and(More(Accurate(Insights(

through(use(of(“Emo>onal(

Measurement”(Technology(

Emo>ons(

•  Emo>ons(make(90%(of((key(decisions(– Happen(faster(– Overrule(ra>onal(ones(– Ra>onal(Answer(may(not(reflect(reality(

•  Need(smarter(tools(to(measure…(

£10,000(Fine(for(Congratula>ng(the(

Referee(

I(want(to(congratulate(again(Mike(Dean((referee).(I(think(his(performance(was(unbelievable(and(I(think(when(referees(have(unbelievable(performances,(I(think(it’s(fair(that(as(managers(we(give(them(praise.(So,(fantas>c(performance.(He(came(here(with(one(objec>ve.(To(make(a(fantas>c(performance.(And(he(did(that(

WHAT(A(SURVEY(TELLS(US( Is(this(the(Face(of(Congratula>ons?(

hnps://www.youtube.com/watch?v=nS0z2Tgrl8o(

MEASURING(DEEPER(IS(CLEARLY(VITAL(

Many(technologies(for(Measuring(

Emo>ons(

1.33

-0.07 0.32

-0.51

0.13

-0.43

-1.02

0.15

-2.00

-1.50

-1.00

-0.50

0.00

0.50

1.00

1.50

2.00

Used(for(Low(Interest(Subject(

APPEAL(

Stand(Up(Cap(

used(on(Total(

Relaunch(

General(Conclusions(of(“Neuro”(

•  Mmm…Interes>ng(•  Helpful(•  Cool(•  Yeah…Makes(sense(•  How(does(it(work?(•  You(did(what!(•  Is(it(Proven!(

Some(of(the(Challenges(

•  Many(new(measures(– No(consistency((no(Purchase(Intent(Equivalent)(

•  Lot(of(passion(for(“their”(approach(– Hard(to(judge(independence(of(POV(

•  Most(“validated”(and(oYen(have(“Academic’(endorsers(– How(does(a(Layman(know(what(ques>on(to(ask?(

•  Can(I(trust(it(to(make(a(Big(Decision(

•  Too(much(current(research(is(based(on(“recall(of(past(events”(– Much(of(what(we(do(never(makes(it(to(our(memories(

– Our(memories(are(“edits”(of(reality(


CONTEXTUALY(RELEVANT(

REAL(SHOPPING(EXPERIENCE(IN(A(

KROGER(STORE(

SO(WHY(DO(WE(THINK(THIS(WILL(GET(US(

ACCURATE(LEARNING(ON(SHOPPER?(

Survey(when(Relevant(

•  Colgate(wanted(to(understand(what(mo>vated(shoppers(to(choose(base(compe>>ve(product(vs.(the(equivalent(Colgate(one(in(a(Grocery(Retailer(

•  Working(with(mFour(– Survey(in(Store(– Real(Time(Feedback(– GPS(technology(iden>fies(the(next(>me(the(consumer(entered(an(appropriate(store(

The(Survey(

•  Take(a(Photo(of(what(was((purchased(

•  Record(your(reasons(for(choosing(the(product(– 10_20(audio(clip(

•  Answer(some(simple(ques>ons(•  Live(Interac>on(with(the(Survey(Responses(

project azonto Digital(Research(in(the(Developing(

World(

Understanding(the(Millenial(in(Africa(

•  What(mo>vates(them(•  How(they(use(our(categories(today(•  How(to(engage(them(in(our(categories(•  96(Individuals(13_25(

– Nigeria,(Kenya(&(South(Africa(

Authen>c(Conversa>ons(&(Images(

Technology(&(Context(

•  Allows(asking(the(Ques>ons(when(they(need(to(be(asked(

•  Lets(people(answer(in(a(true(conversa>on(style(

•  Proven(versus(Claimed((visual(verifica>on)(•  Accessing(people(who(may(be(difficult(to(reach(the(“old”(ways(


ADDING(SCALE(

•  Qualita>ve(research(is(oYen(used(early(on(for(Learning(&(building(ideas(

•  But(in(a(world(where…(–  Videos(get(Millions(of(Views(in(a(few(days(–  Amazon(reviews(are(based(100,000s(of(people(

But(it(was(only(a(few(people!(

•  …Are(2(groups(of(6(people(in(Ohio(and(New(Jersey(s>ll(the(right(basis(for(learning?(

ADDING(SCALE(TO(QUAL(

•  US(Innova>on(Group(needed(to(gain(learning(on(which(parts(of(a(Concept(were(resona>ng(

•  They(worked(with(Quester(– Qualita>ve(Techniques(– Quan>ta>ve(Tools(– Applies(AI(Based(Modera>on(

Overview(of(Process(

•  206(Interviews(in(4(days(•  Ask(ini>al(ques>on(and(then(AI(soYware(analyzes(the(response(from(the(consumer(simultaneously(– Generates(a(follow_up(probe(that(uses(their(own(natural(language(

•  The(large(amount(of(data(from(these(interviews(is(analyzed(leveraging(second(soYware(–  iden>fies(the(themes(in(data(and(bucke>ng(ideas(in(a(way(that(not(only(makes(sense,(but(that(is(data(driven(

Does(AI(Modera>on(work?(

•  Iden>fied(the(elements(most(mo>va>ng(to(consumers(– Clear(which(element(should(be(hero(of(communica>on(

•  Iden>fied(&(Quan>fied(a(Benefit(Roadmap(from(Key(Elements(to(Emo>onal(Benefit(

•  Engaged(respondents(–  felt(like(a(conversa>on(not(an(interroga>on(

INSIGHTS(&(TECHNOLOGY(LEARNING(

•  Technology(can(be(a(powerful(enabler(•  Can(help(provide(Truer,(Faster(&(more(Accurate(responses(

•  Interacts(with(consumers(in(a(more(“real”(way(•  Can(bring(scale(to(measurement(•  Can$be$Harder$to$do$than$Current$•  Can$be$More$Challenging$to$sell$the$answers!!

Overview(




INSIGHTS(&(TECHNOLOGY(FUTURE(

•  What(technology(do(we(need?(

•  What(help(do(we(need?(

What(Technology(do(we(need(

•  Simple(– …to(Use(– …to(Use(around(the(World(– …to(Understand(

•  Proven(Predic>on(– Proven(to(provide(New(&(Deeper(Learning(– Case(Studies(of(valida>on(

•  Faster(and(Cheaper(

What(Help(do(we(Need?(

•  How(to(sell(the(new(to(people(who(grew(up(on(the(Old(

•  How(to(fit(the(New(with(the(Current(– Or(does(it(obsolesce(the(Old?(

•  What(is(the(Skillset(of(the(future(to(leverage(the(new(– Neuroscien>st?(Mathema>cian?(

Quantum(Mechanics(&(Insights?(

•  Technology(may(give(greater(confidence(in(the(answer,(however(we(need(to(remember(– Measuring(with(Precision(in(one(area,(may(lead(to(lower(Precision(in(another(area(

– Events(before(a(Singularity,(do(not(predict(events(aYer(it(

•  Judgment,(Intui>on(and(Experience(must(

not(be(ignored(

COLGATE(PALMOLIVE(

Lean(Customer(Insights(

“Leveraging(Technology(in(our(

Innova>on(Process”(

(

THANK(YOU(

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