breakthough insights through convergence
TRANSCRIPT
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It’s not just for technology anymore
CO NV E RG E NCE :
Jennifer Hanson
Sequoia Partners
Inventors of the realsightⓇ insights method
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SAY SAY vs. DO
from to
Qualitative
Ethnography • 12-25 people• 2 hour interview
• moderator questioning& analysis
QuantitativeEthnography • 50+ people
• 1-2 hour interview via text• technology enabled moderator questioning &statistical text analysis• survey
Qualitative Anthropology • 12-25 people• 2+ days interview & observation• anthropological questioning& analysis
realsight Ⓡ
insights method • 50+ people• 20-30 days interview &observation via videos and text
• technology enabled anthropological questioning &statistical text analysis
• surveyto
REVOLUTION
E V O L U T I O N
We have revolutionized the research industry through a patent-pending observation
technology method.
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WHO IS THE CONSUMER?
WHAT IS MY COMPETITION?
Marketers are missing the complete picture.
Decisions are made on incomplete information
Brands are losing their competitive edge
Money is wasted on bad ideas!
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The old definition of Competition
For years, sales information has been used to define competition for consumer products.
But when we bring products into the home and incorporate them into our everyday
routines, competition is no longer determined by shelf location.
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The REAL Competition
EXPERIENCE
CONTEXT /
ENVIRONMENT
FUNCTIONAL /
EMOTIONAL NEEDS
WHERE WHEN
WHAT
WHO
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In Technology, Convergence Means:
DEPTH OF USE:
Separate technologies that
now share resources and
interact with each other,
creating new efficiencies.
BREADTH OF USE:
A group of technologies
developed for one use being
utilized in many different
contexts.
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TO: One Device
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SATELLITE TO GPS
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For non-tech consumer products, Convergence means:
• Minimizing the number of steps to do something
• Combining the features of other items that are competing to be used in the same situation
• Making a behavior-based system more efficient
• Eliminating a behavior altogether
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Lunch Example
Ideas
Purchase
AssemblePackage
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Lunchables
Items kids like
PortionedPre-assembled
Pre-packaged
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The behavior-based system is the solutionCO NV E RG E NCE :
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IPOD Tivo Wii
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Finding the Answers
SURVEYS AND ETHNOGRAPHIES?
• Consumers report only 10% of actual behaviors
• Rationalize, misrepresent, are unaware or simply forget
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Finding the Answers: The Popular Choice
ETHNOGRAPHIES
• Interview
• Snapshot in time
• Subjective interpretation
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Finding the Answers: The New Choice
REALSIGHTⓇ INSIGHTS METHOD
• Video camera observations
• Interactive, online diaries
• Extended period of time
• Statistical analysis bridges the Say vs. Do gap
• Behavior-systems that represent opportunities occur frequently
• Ideas are generated from actual consumer behavior
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BENEFITS OF CONVERGENCE
• Uncover your TRUE competitive set
• Witness actual brand usage
• Competitive set strengths and weaknesses
• Validation from the start
• REAL opportunities
HARNESSES THE POWER OF CONVERGENCE
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Example: Convenience in the Morning
Most companies focus on the rational “grab ‘n go” definition of convenience.
We discovered 3 common behavioral patterns that represented different aspects of
convenience in the morning.
One of the three, “multi-tasking” is a larger and more emotionally rich consumer opportunity.
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Potential Barriers… speed and cost….at the expense of accuracy
SAY SAY & DO
from to
low
fast
low to average
SPEED
COST
ACCURACY high
average
average
Extended data collection:
1. Observations as they occur, 3+ days
2. In person interviews
CHANGES
Multiple work streams:
1. Interview + observation
2. Real-time analysis
3. Multimedia reporting
Superior results:
1. More complete view of consumers
2. Deeper understanding of motivations
3. Better ideas and investment decisions
low QUALITY
high
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IDEAS DEVELOPMENT MARKETPLACESUCCESS
$
$$
$$$$$
$$$$$
$$$$
$$$
Accurate results plus an added benefit... a streamlined process!
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Risks
Too narrow a category definition from the beginning
Employ the qualitative, not the analytics
– Neural network analysis removes “false-positives” from the start
GARBAGE IN, GARBAGE OUT!
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Who can use the convergence model? ANYONE!
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lets you see the forest AND the trees,
and even the weeds.
CO NV E RG E NCE :
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How to be an ambassador of convergence in your organization
• Become the eyes of the consumer over an extended period of time, instead of only the
voice of the consumer at one point in time.
• Let consumers generate your opportunities from their actions, rather than force-fitting
their ideas into your definitions.
• Demonstrate needs and ideas to consumers, rather than discussing them.
• Apply a more rigorous process in the front end, rather than accepting inefficiencies in the
middle and back end.
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We help our clients focus on the right opportunities that work for
consumers’ everyday lives from the start, saving precious time, money
and becoming more profitable in the end.
Brand Growth ThroughConsumer Experiences
Sequoia Partners
P.O. Box 235, Pequabuck, CT 06781
(888) 316-1723, [email protected]