DePaul Deck for Insights Presentation_May9thA
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Transcript of DePaul Deck for Insights Presentation_May9thA
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Insights into Action
May 9th, 2016 La Sridhar
Associate Director, Consumer Insights and Strategy,
Kraft Heinz Company
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Agenda• Introductions
• What is an Insight? What is not an Insight?
• Discussion on marketplace stimuli and insights behind them
• Typical CPG process
• Questions
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What is an Insight?
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Source: The Fortini-Campbell Company 5
Actionable Consumer Insight
• The “Sweet Spot”o The point of greatest emotional leverage
in the strategic value target’s psychology
o To which we can connect our product and brand
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Source: The Fortini-Campbell Company 6
Consumer Insight• An insight is---
o Psychological, not behavioralo Empathetic, not judgmentalo Explanatory, not descriptive
An insight is not--o Exclusiveo Proprietaryo Temporary
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Distilling Insights• Distinguish between:
o An insight and a fun fact
o An insight and product requirements
o An insight and shopping behavior
o An insight and usage behavior
And be very careful to distinguish between:
o An insight and a judgment
Source: The Fortini-Campbell Company
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Five Barriers to Insight
• Targeting so broad, it’s meaningless
• Not observing broadly enough
• Not questioning deeply enough
• Not getting yourself--your values and your resistance to change--out of the way
• Leaping to insight from a demographic or behavioral target description
Source: The Fortini-Campbell Company
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Marketplace Examples
Potential Insights
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Applebee’s Carside to Go
• http://www.applebees.com/others/tv-ads
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• https://www.ispot.tv/ad/7JF5/dsw-say-something-great-song-by-the-who
DSW Portfolio Spot
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• https://www.ispot.tv/ad/7r4p/listerine-cool-mint-half
Listerine Mouthwash
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TYPICAL CPG INSIGHTS DEVELOPMENT
PROCESS
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CONSUMER TARGET AND BRAND FOUNDATION
CONSUMER-RELEVANT BRAND OFFERINGS & TACTICS
IN-MARKET SCORECARD
OUTPUT
INPUT
FIND & UNDERSTAND CONNECT & MOTIVATE TRACK & MEASUREOBJECTIVE
New Product/Quality
Improvement
MarketingComm.
In-MarketTracking/Analytics
ConsumerCompetitor
Macro Trends
Consumer Unmet Needs/Observation
Customer/Shopper
BrandEssence/
Differentiation
Lead with the Consumer!
TYPICAL CPG INSIGHTS DEVELOPMENT PROCESS
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Trends
Key Questions/Considerations:
Global trends (socioeconomic, food, packaging, retailer, etc).
Demo shifts How is the consumer or their
world changing?
Syndicated studies (Yankelovich, Hartmann, Health Focus, etc)
Environmental scanning Trend trackers GNPD/Mintel Technomic AFH food consumption Competitive activity Lead Users/Influentials
Who are the ripe prospects and their core values?
What are their relevant attitudes, behaviors, preferences, beliefs, media habits?
Role of User/Shopper/ Gatekeeper
Need states/Segmentation/A&Us Immersion--Ethnography/observation ZMET/Kano Analysis Syndicated learnings-panel, NPD,
Spectra In store observation On line communities Shopper 360 Dr Rapaille, Cultural Anthropology
What is the consumer’s existing relationship with the brand/category?
Can my brand address an unmet need?
How and where can I extend my brand?
What other products meet similar needs?
Qualitative with projectives or laddering Existing insight mining
Team workshops Mine segmentation and needstate
research Market Structure
Brand
Essence/Differentiation
Consumer/Competitor/Macro Trends
Consumer Unmet Needs/Observation
Customer/Shopper
Target and Their Unmet Needs Role of Brand/CategoryOUTPUT
Research Approach/Tools:
Find the right target, get to know them well, while understanding the relevance of the brand and category
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Consumer vs. ShopperSame Person; Different Goals
DESIRE - Usage occasions, brand benefits, narrative,
association
DECISION - Trip missions, retailer benefits, time, budget,
choices
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Marketing objective is to get into the consumer’s
consideration set
Marketing objective is to get into the shopper’s cart
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Consumer journey along the path-to-purchase
17Sources: Nielsen Multi-generational Households – New Normal, October 2014 (Path-to-Purchase image); Nielsen Homescan panel, 2014
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Questions
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How will YOU gather Insights?