How to do innovation faster, without leaving the consumer...
Transcript of How to do innovation faster, without leaving the consumer...
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mmr-research.com
mmrresearch
@mmr_research
How to do innovation faster,
without leaving the consumer behind
Presented by Andrew Wardlaw
Insights Director, MMR Research
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The Rise of ‘Agile’
Processes that
• Combine quality & speed
• Reduce inherent risksof innovation
• Enable better ideas through wider collaboration
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The Rise of ‘Agile’
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More Projects
More Collaboration
Faster Timelines
The Rise of ‘Agile’
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Why has ‘Agile’ risen?
Faster, faster!’
Increased fragmentation
High rates of failure
“Agile is a response to faster, fragmented & failing dynamics
Consumers demanding more tailoring –challenger brands taking chunks out of mainstream players…
Burden of high failure rates… how do we innovate faster & reduce risk?”
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The Risk of ‘Agile’
More projects, less resource
Absence of consumer participation
Dominance of ‘opinion’
“With so many ideas flying around, there’s a need to sort wheat from the chaff before spending too much money.
Tendency for ideas to develop to far without consumer check in…
Often relying on highest paid person in the room!”
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The Research Response
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Market Research is evolving…
How far do you want to roll your sleeves up?
Different levels of service – from full service to completely ‘self-serve’
Towards self serve, you’re losing the interpretive ability of the researcher, and some flexibility
Self serve Full service
Ipsos InnoQuest
Overnight
eValuate
Express
LinkExpress™LinkNow
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It’s a question of confidence
“Don’t listen to her – DIY is a really good way of getting your research
done cheaply and quickly.
Do it! You have nothing to lose!”
“Wait – you should be adding value, not doing the research
yourself. Do you really have the time, resources and expertise?
Perhaps you should get help from an expert?
You might need their help if the brand team challenge you on
the results.”
Also…
• Knowing when to stay lean
• Knowing whatminimum viable insight looks like
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Does cheaper mean inferior?
Greater standardisation – Survey, Sample, Output
Reduced client service
Shifting of responsibility
“In a word, no.
Many instances where ability of research agency to add real value is reduced
Well designed research, with simple standardised output will often suffice.”
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FAST is here to stay
2010Link pre-test
£12-15k4 weeks
2015Link Now
From £3,690“as little as 6 hours”
• Link Now mandate• 50 markets• Self serve on ZappiStore• K&I team can use full serve, but
have to justify additional cost• Test / re-test, rather than single,
set piece research
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Your evolving toolkit
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What options do you have?
Express Screening
Testing & Optimisation
ImmersionSensory
Evaluation
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Express Screening Robust quantitative screening
NAMES
CLAIMS
BENEFITS
IDEAS
Helps you to choose names, flavours and varieties
Find out your most favoured brand or product claims
Discover your most compelling brand/product benefit
Screen your early stage ideas to give you a better idea of where to invest
Ideal for narrowing down the options
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Express Testing + Optimisation
CONCEPT
PRODUCT
PACK
Holistic concept assessment and optimisation
Fast product testing at a central location
ImpacktLite on ZappiStore: MMR’s highly capable packaging assessment tool
Validate potential and gain clarity on how to improve
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Immersion
ONLINE QUALITATIVE
VIDEO INSIGHT
Explore and collaborate with target consumers, in a fully moderated online community
Experience how consumers think, feel and articulate around a category or key issue
In depth qualitative insight, without the wait
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Sensory Evaluation
RAPID DIAGNOSTICS
RAPID MAPPING
RAPID SENSE CHECK
Defines the sensory attributes of product or category.Expert commentary in specifics, not easily articulated by consumers
Maps the sensory space of a category by illuminating the key similarities and differences of up to 20 products
Compares and contrasts up to 6 products or prototypes by focussing on differences
Deep product understanding from the sensory experts
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From TV ad testing…
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To packaging effectiveness
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CASESTUDY Objective:
Understand which, if any, of 4 new packaging routes perform stronger than current
Method:
Client used MMR Express ‘Concept’
Monadic read: per Nandos concept (n=150)
Competitor Benchmarks: 2 competitor concepts integrated into test
Bespoke sample: 100% condiment/Cooking Sauce users
Assessment of new packaging concepts
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CASESTUDY Deliverables:
Power Summary
Unpriced / Priced Purchase Intent
Price optimisation
Key measures: New & Different + Excitement +
Taste Appeal + Fit to Brand
Additional Diagnostics:
Concept Highlighter (Likes and Dislikes)
Agreement statements
Emotional Profiling
Assessment of new packaging concepts
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CASESTUDY
Client Feedback
“These are extremely useful
reports - guiding our decision
making as I type”
“Great! This immediate
feedback enables us to act
quickly”
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CASESTUDY
Identifying sensory signature in crowded category
Objective:
Ella’s Kitchen’s younger brother! Baby + toddler bath time brand seeking distinctive sensory profile for new Baby Bubble Bath
- Understand the sensory space
- Understand sensory differences between Paddy’s prototypes
Method:
Client used MMR Express Sensory Mapping
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CASESTUDY
Be more compelling at shelf
Background
Global CPG company losing share to competitor
Early research suggested issue was at shelf
Objective:
- Understand if proposed new packaging would bolster competitiveness
Method:
Client used ZAPPISTORE Impackt Lite
5 cell packaging test with 3 new designs, current + competitor
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CASESTUDY
Be more compelling at shelf
Deliverables:
Power Summary
- All key measures, including standout, PI and appeal
Brand Recognition
- ½ second exposure
Competitive Stand Out
- Recognition vs. distractor images
Emotional Profiling:
- Performance against 12 tailored attributes
Hot Spots:
- Likes / Dislikes / why
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Summary
Faster research is here to stay
Enabling greater consumer participation
Focus investment on what matters most
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Thank you, and good luck