On Insight
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Transcript of On Insight
Copyright Propellerfish Private Limited 2013
HOW INSIGHTS FUEL GROWTH & HOW TO GENERATE INSIGHTS THAT MATTERON INSIGHTS & INNOVATION
01 A BIT ABOUT ME !02 HOW INSIGHTS FUEL INNOVATION !03 HOW TO GET THEM !04 INSIGHT IN ACTION !05 SOME DISCUSSION
WHAT I’M GOING TO TALK ABOUT
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:40
PROPELLERFISH HELPS ORGANIZATIONS INNOVATE.
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WHAT WE DO:
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01 INNOVATION PROJECTS 02 CAPABILITY BUILDING 03 TECHNOLOGY
We run projects to help organizations bring new
opportunities into focus and develop the products and services
that help them grow.
We partner with organizations to increase their capability around insight and innovation through
courses and process design.
We deploy our proprietary collaboration platform to help
organizations channel the brainpower of their employees towards key innovation briefs.
We do three things.
WHO WE WORK WITH
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We helped Shell invent the future of petrol stations in time to
prototype two locations in Europe.
We helped Audi reinvent their customer experience
to delight customers in Hong Kong and China.
We ran a 12 week innovation process to develop a pipeline
of new products which all aced BASES and feasibility
testing.
We deployed our online collaboration platform as an internally branded
system called “SnackLab”!!We ran a project to develop packaging
insights for Asia Pacific markets.
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WHY WE’RE TALKING ABOUT INSIGHT AT AN INNOVATION CONFERENCE?
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INSIGHTS BRING OPPORTUNITIES INTO FOCUS
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WHAT IS AN INSIGHT?A seemingly patronizing question:
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MOST MEN WE INTERVIEWED IN THESE MARKETS DID NOT WANT US TO LOOK THROUGH THEIR PHONES.
Insight or observation?
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MOST MEN WE INTERVIEWED HAD PHOTOS THEY WOULDN’T WANT THEIR MOTHERS TO SEE ON THEIR
SMART PHONES.
Insight or observation?
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BECAUSE THE LOWER MIDDLE CLASS IN EMERGING MARKETS HAVE LITTLE PERSONAL SPACE AT HOME, THEIR MOBILE
PHONES BECOME THEIR PERSONAL SPACE LIKE A BEDROOM OR CLOSET IN A DEVELOPED MARKET.
Insight?
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BECAUSE THE LOWER MIDDLE CLASS IN EMERGING MARKETS HAVE LITTLE PERSONAL SPACE AT HOME, THEIR MOBILE
PHONES BECOME THEIR PERSONAL SPACE LIKE A BEDROOM OR CLOSET IN A DEVELOPED MARKET.
A much better insight…
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(WHAT IS CURRENTLY HAPPENING) Because
(THE REASON WHY IT’S HAPPENING)
WRITTEN INSIGHTS TEND TO BE STRUCTURED LIKE THIS
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AS COFFEE BECOMES MORE INSTANT IT BECOMES LESS SATISFYING
Because PEOPLE TURN TO COFFEE AS A BREAK AND WANT THAT BREAK TO LAST.
(WHAT IS CURRENTLY HAPPENING)
(THE REASON WHY IT’S HAPPENING)
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30% of people leave your showroom without ever interacting with a salesperson because there is no clear meeting point where they can make their presence known and seek help.
INSIGHTS DON’T HAVE TO BE BIG TO BE USEFUL
8 INGREDIENTS TO GREAT INSIGHTS
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01 RICHNESS OF DATA 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME
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01 RICHNESS OF DATA 02 DIVERSITY 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME
MARKETING INSIGHTVerbal
DESIGN INSIGHTVisual
VERBAL INSIGHT WORK HAS LIMITATIONS WHEN IT COMES TO DESIGN & INNOVATION
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“Packaging is all pretty easy to use. It opens easily. It’s fine.”
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TWO PROBLEMS WITH WRITTEN INSIGHTS
MARKETERS ARE BIASED. CONSUMERS LIE.
GREAT INSIGHT WORK IS MULTISENSORY AND MULTIMEDIA
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01 DIVERSITY OF INPUT
02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME
CONSUMER CENTRICITY HAS ITS LIMITS
Consumers we spoke to loved vertical packaging and spent more time holding it while talking to
us as compared to other types of packaging.
Retailers told us they had a feeling it flew off the shelves because it was easy
to grab ad go.
A hand surgeon talked to us about how hands were designed to pick up vertically oriented
objects more easily than laterally oriented ones.
DIVERSE PERSPECTIVES HELP YOU UNDERSTAND
A STORY ABOUT VERTICAL PACKAGING
Consumers gave us many of the same insights around which the category has already been established and left us with little new
insight around with to reinvent the anti-aging space.
A taxidermist got us to a brilliant idea for a new anti-aging process based on their job preserving skin on
dead creatures.
A STORY ABOUT TAXIDERMY & ANTI-AGING
DIVERSE PERSPECTIVES INSPIRE
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What they told us their social life was like.
What their girlfriends told us their social life was like.
A STORY ABOUT TEENAGE BOYS IN RUSSIA
“I know a lot of people. We spend a lot of money in the best night clubs and meet lots of women.”
“He and his friends play lots of video games, chat with each other on ICQ and probably look at a lot of dirty websites.”
DIVERSE PERSPECTIVES KEEP PEOPLE HONEST
We recruited teenage boys to talk to us about their lives in Moscow. We didn’t tell them we had also recruited their girlfriends to sit behind the glass at the focus group with us.
PLANNING FOR PERSPECTIVE
CONSUMERS
THEIR PEERS
AGGREGATORS
CATEGORY EXPERTS
CULTURAL EXPERTS
01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE
03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME
AN OFT FORGOTTEN DISTINCTION
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What many organizations test. What organizations actually sell.
Sometimes I wish I had a better understanding of how my car worked, but the manual can be a little confusing.!Audi’s A-Dash is an interactive manual that resides on a tablet and can tell you not just about the model you’ve purchased but also give you actual real-time information about your car.!Because getting to know your car should be as easy as driving it home.
THE INTERACTIVE MANUAL
01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS
04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME
HERE HEREVs.Vs.
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What he told us. What his refrigerator told us.
CLOSENESS PUTS DATA INTO CONTEXT
“I keep myself healthy by only buying healthy foods so I can
keep my diet healthy.”
A STORY ABOUT HEALTHY EATING
01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS
05 HUMANITY 06 OPENNESS 07 REFLECTION 08 TIME
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THEY’RE PEOPLE NOT CONSUMERS
THEY’RE PARTICIPANTS NOT SUBJECTS
IT’S A CONVERSATION NOT AN INTERVIEW
IT’S AN EXPERIENCE NOT A STUDY
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01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY
06 OPENNESS 07 REFLECTION 08 TIME
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A STORY ABOUT “INCORRECT” TWITTER HABITS
“Our parents are on Facebook so Twitter is where we share our more personal stuff.”
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01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS
07 REFLECTION 08 TIME
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DATA POINTS
PATTERNS
INSIGHTS (INTERPRETATIONS)
OPPORTUNITIES
What we saw and heard in market.
Common patterns within the data worth digging into
Why we believe these patterns are emerging
What’s the commercial opportunity this insight unlocks for us?
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01 DIVERSITY OF INPUT 02 BREADTH OF PERSPECTIVE 03 TANGIBILITY OF STIMULUS 04 CLOSENESS 05 HUMANITY 06 OPENNESS 07 REFLECTION
08 TIME
PRINCIPLES IN ACTIONPRINCIPLES IN ACTION
QUESTIONS.
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LET’S KEEP IN TOUCH.
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[email protected] @ALEX__MARQUEZ (2 X _) WWW.PROPELLERFISH.COM