Immersion Debrief

How we look for consumer insight: Wheel of consumer engagement

We also talk to people with deep and weird relationships to our challenge to explore the space beyond the current experience.

E.g. If we were exploring a new credit card system for a bank, we would talk to shopaholics with multiple credit card debts, debt counsellors, bank managers, even people who have been blacklisted from credit card accounts or who have never held a bank account.

Innovation requires a step outside the normal pattern of thinking.We make sure that we cover off the ‘normal’ places, and people with normal relationships to our challenge. But we will explore this perspective by talking with the target, about the target and by being the target ourselves.

Normalrelationship

Weird relationship

Deeprelationship With

them

About them

Be them

WITH THEM (deep): Spend time with consumers as they prepare, consume

and purchase meals and snacks.

BE THEM (weird): We immerse ourselves in the project and give ourselves and the project team challenges that will make us feel and think like the target consumer.

ABOUT THEM (deep): We talkto people that are relevant for the project challenge and fast-track our knowledge.

ABOUT THEM (normal): There is a great amount to be learnt from talking to experts about our consumers – whether they are

a direct expert in our field (like the world’s leading food ingredient manufacturers) or a ‘naive’ expert like

hypnotherapist who can explain the mechanisms at play for modifying/changing behaviour.

Some examples…

Normalrelationship

Weird relationship

Deeprelationship With

them

About them

Be them

The Inspiration Equation

Wheel of engagement: helps

us ask the right questions

+

Flashes: Helps us listen for the right

answers

=

Flashof

Inspiration

Flashof

Inspiration

Normalrelationship

Weird relationship

Deeprelationship With

them

About them

Be them

What to listen for:The Seven Sources of Flashes of Inspiration

Feelings –yours and their emotional state

Logic –the way consumers make sense of their world/your product

Alternative viewpoints –meaningful different behavioural or attitudinal segments

Solutions –DIY solutions to problems/issues which consumers have invented for themselves

Hierarchy of importance –where your issue figures in importance for your target

Exposing contradictions –between two different attitudes or attitudes and behaviours

Spoken word – the real language of consumers

FF

LL

AA

SS

HH

EE

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Chain Of Why’s• Unpick what they are saying by asking “Why..”• While you unpick it, get them to explain it in their terms.• A chain of why’s can lead to great insights.

…and look for the ‘what’ and ‘how’: use observation & consumer narration to define current behaviours and solutions

Ask Open, non-leading questions• Ask questions that require participants to answer with more than a one word answer

and doesn’t suggest a particular answer.

Listen, Silence & Patience• Don’t rush to fill the silence.• Listen…

Story Examples• Get them to tell their story• Get them to explain their answer as a story• Get them to relate their story to the Key Challenge and Target• Story examples help to give context, motivation, and purpose.

Top Tips for interviewing consumers

What should I wear?• It’s important to make the participant feel as comfortable as possible. We

don’t want to create a formal interview environment but rather a relaxed informal environment where participants feel happy to open their lives and homes up to us.

• In this vain we should dress casually, and not arrive suited and booted. We are one of them and on those sessions where we accompany them on a shopping visit we want to remain discrete.

Who do I say I am?• Don’t worry about this, the How To Impact team will initially introduce you

as our colleagues to avoid any bias potentially stemming from saying you work from XXXX. We will tell them at the end of the session where you are from.

FAQs

Immersion and Exploration PlanBelow is a starting agenda for our upcoming immersion & safari exploration sessions. Individual activities are broken down further in

your pack, however, this will give you a holistic overview of what will be happening over the next two days.

Session # Team Time Location

Day 1: 20 May

Team A: 7:15am – 9:15am (2 hours) In-home breakfast visit 1 x LF

10:30am – 11:15am (45 mins)

Safari Activity

12:00pm – 1:30pm (1 ½ hours)

At the Office for Lunchtime (can be home office) 1 x LF

3:00pm – 4:00pm (1 hour) Safari Activity

5:30pm – 7:30pm (2 hours) Consumer’s Home 1 x VS

Team B: 7:15am – 9:15am (2 hours) Consumers’ Home 2 x VS (couple)Jillian Donnelly

10:00am – 10:30am (30 mins)

Safari Activity

11:30am – 1:30pm (2 hours home or 1 ½ hours office)

Consumers’ Home OR At Office – Lunch 1 x ROVanessa Loupos

2:30pm – 4:30pm (2 hours) Consumer’s Home & Accompanied Shop 1x VSAnne Andrews

5:00pm – 6:00pm (1 hour) Dr. Eli Thomas from Health in Flow Chinese Medicine

EX

AM

PLE

Day 1: Wednesday 20 MayTeam A: Alex & Anand

1. 7:15am – 9:15amIn-home breakfast visit

2. 10:30 – 11:15Safari Activity

3. 12:00pm – 1:30pmAt the office for lunchtime

4. 3:00pm – 4:00pmSafari Activity

5. 5:30pm – 7:30pm

EXAMPLE

Safari Pack

342 Lygon Street, Carlton VIC

Gewürzhaus is German for spice house, although it is much more than that. The boutique holds over 200 premium herbs and spices - you’ll feel as though you’ve just stepped into a market in Marrakesh. Pick up uncommon sugar blends, Australian native herbs and spices and sample an eclectic assortment of salt & pepper blends as well. The real joy comes from being able to self scoop the herbs and spices at your leisure. You may have no idea of what you’re after but having the freedom to smell and choose you might leave with an entire chest of wonders.

WHY: To better understand the perceived health benefits around herbs and spices. We want to know what role language, colour and aroma play in customers minds.

Spice Safari: Gewürzhaus

EXAMPLE

Weighty issuesCore Target: VS

Why is this big and exciting for XXXX? Weight management is the No. 2 concern for all XXXX attitudinal segments.

Obesity is high on the political and global agenda, with 2 in 3 Australians being overweight. We are looking at an epidemic of grand proportions . The rise of related health conditions - diabetes, cholesterol and cardiovascular disease – means weight management goes beyond the aesthetic, especially with maturing consumers who fear living with chronic, debilitating diseases.

For both health and cosmetic reasons, there is growing pressure on Australians to take control of their bodies. The constant advertising of products, medicines/ supplements, devices/apps, diets etc. designed to be the magic bullet keeps the issue front of mind for the consumer. Gallup surveys found that 48% of consumers claim they are actively trying to loose weight and looking for dietary solutions! Focus on Weight loss vs. Weight management solutionsWeight management is a given across the full range especially for this mature target e.g. low sugar, low carbohydrates etc. where as weight loss products would be formulated to actively support weight loss goals.

The opportunity for XXXXWith the plethora of bad snacking choices bombarding Australians, there appears an exciting opportunity to create revolutionary natural snack alternatives that assist with overcoming weight gain triggers such as sluggish metabolic rates and satiety – without compromising on taste and enjoyment. Consider support services beyond the product alone.

Weighty issues

Supporting facts:• ABS data notes - more than 70% of Australian males and 56.2% of females are overweight or

obese• Weight loss counseling systems e.g. Jenny Craig, valued over AU$600M • Australian fitness industry estimated at $1B and growing• W.H.O - estimates 2.8M people globally die per year of weight related diseases such as diabetes

and heart disease• The Department of Health Estimates that there will be 6M Obese Australian’s by 2020• Vitality Seekers are more concerned about weight issues than RO or LF• 76% of VS are adjusting their diets by increasing their intake of fruit, vegetables and whole

grains and reducing fats, sugar and salt• 35% of VS have increased the amount of all natural foods consumption• VS are typically increasing their levels of both general and specific exercise – potentially

support products required e.g. protein• <1% of VS are doing NOTHING to manage their weightRelated trends: 1. TD Media explosion around the “evils of

sugar” • Explosion of wearable technology – predicted

to reach $170B by 2020 • Estimated 20% of Australians have engaged

with a health and wellness apps – when looking to loose weight

Trend implication/opportunity

Re-write the truth around refined vs. natural sugars remove this barrier

The challenge:Rational: In what ways can we provide delicious natural solutions (products and services) that actively assist with our consumers weight loss goals?Emotional: how can we make consumers feel more in control of their bodies?