customer trends

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analysis of customer trends in telecom (case study)

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  • The use of Sensibility

    The use of SENSE

    Driven by emotions, impressed

    by words

    Taking risks as believing in the

    power of emotions

    Carefree, not foreseeing major

    dangers

    Reality is a projection of a better

    self

    Driven by rationality, impressed by

    facts

    Introvert, need to stay in control

    Prevails in times of crisis

    Reality has goods and bads / what

    one can see in the mirror in the

    morning, before the make up

  • The use of Sensibility

    The use of SENSE

    The truth lays in emotions I feel that Facts live in the future

    The truth lays in facts Based on facts, I plan to do that Facts live in the past

    Both sides contain A TRUTH Only that a different sort of truth

  • Trust Openness

    Doubt Control

    Feelings & words matter

    Facts & thoughts matter

    Crisis, of any kind

    Prosperity

    The change of paradigm

    Pressure is very high as one feels being on the edge all the time, people need solid reasons to justify their actions

  • When all the others progress, we take a small share of their welfare

    When they go through crisis, we are fully impacted by that

    Digitalization and globalization is rather negative for us.

    The only change we have is to focus on building local value

    Our only chance is to try to decrease our dependency, by creating indubitable

    local value

    What are the consequences for a vulnerable culture as Romania?

  • It is clear we move from the Sensibility to the SENSE

    paradigm

  • Consumers needs what fits me Shopping needs, occasions needs what fits the context

    Loyalty for the brand Loyal to the channels / benefits

    Consuming, listening to brand story

    Shopping, brand experiences

    The emotional delivery counts The pragmatic benefit makes the difference

    Sensibility Sense

  • 1st PARADOX

    Sensibility generates ritualistic behavior:

    preserve the emotional connection

    I consume, buy, do only what fits me

    Little browsing

    SENSE stimulates exploration:

    search for what makes more sense

    Looking for the next best thing for

    me / benefit based behavior

  • 2nd PARADOX

    Sensibility allows more tolerance

    towards facts and sensitivity to

    words. Facts can happen in only one

    channel, you do not need circularity

    SENSE a good idea depends very

    much on facts. You must deliver

    what you promised, most often

    better than promised in words

    Walk could live apart from the talk Walk the talk, walk even better than the talk

  • 3rd PARADOX

    Sensibility: brands talk to

    consumers and establish a

    partnership / based on sharing

    SENSE: brands are subordinated to

    consumers. Consumers make more

    instrumental use of the brands

  • "Consumers are beginning, in a very real sense, to own our brands and

    participate in their creation

    In the words of A.G. Lafley, CEO of P&G

  • What to do when sensibility fades away and SENSE takes control

    How do we catch consumers truth

    The SENSE era

  • There is a change of paradigm in the way consumers relate to our brands There is a change of paradigm in marketing There must be a change of paradigm in research

  • What is happening in the world of research

    Researchers focus on monitoring facts and understand the motivation behind

    actions.

    Clients need best interpreters of what people do. Clients need researchers who know

    how to bridge what people do to what they say they do.

    Applying tools is useless in the absence of interpretation. Tools should be used for

    benchmarking your performance. What to do next is an issue of interpretation

  • What methods

    From classical interviewing and focus groups

    To immersion into peoples real life, life as it is

    In-home visits

    On-line journal

    Shopping trips

  • The new paradigm in research / FACTS based

    Mass prediction / gamification

    Mass ethnography

    Mass anthropology

    Co-creation

    ALL FACTS

    From the founder of Brainjuicer, the most innovative research agency in the world - John Kearon

  • 1. Follow behavioral trends, check expressions of these and monitor peoples

    list of priorities

    2. Monitor the way they act and understand what kind of content they select

    as best. Understand why

    3. Be prepared for the return of sensibility. Check sensibility hidden in

    actions

    FOCUS ON UNDERSTANDING FACTS

  • USE WORDS / DISCUSSIONS TO UNDERSTAND FACTS

    What you get are the seeds of tomorrows sensitivity

    DO NOT USE FOCUS GROUPS as the only possible tool to understand people. Use

    circularity in research. Combine discussions with real life observations. There is a

    lot of gold hidden into actions

    In the era of SENSE, people change behavior so fast that they do not have time to

    sediment the reasons behind their actions and then narrate these to you

    You have to be in the battle field

  • WHAT WE DID SO FAR

  • 20

    1. Behavioral trends, check expressions of

    these and monitor peoples list of priorities

    Status quo of Romanians: new manifestation

    of cultural values

  • 21

    Premises for such a study

    Marketers and consumers have different priorities, marketers define people as consumers

    while people define themselves as HUMANS

    There is a strong cultural code that is imprinted in all of us; this is important as brands

    have to adapt to local context if they want to win

    There is no such thing as wrong and good cultures; each culture has a minim and a maxim

    Crisis proved to be good for us. When in crisis, people tend to make use of all the aces in

    their sleeves

  • 22

    Understanding Romanian Values in order to help marketers to speak their language

    What we actually do:

    Constant monitoring of Romanian cultural features throughout all the studies that we conducted

    CATI research in order to validate and measure cultural features of Romanians and also to match them with manifestation at behavioral level

  • Main typologies based on cultural values

    Exploring

    Control

    Individual Me

    Collectiv We

    I want to be different not

    characteristic for Romanian culture

    Pleziristul

    38%

    Connector

    13% Independent

    Normative

  • 24

    33%

    33%

    24%

    7%

    27%

    34%

    41%

    31%

    Pragmatism

    Individualism

    Nationalism

    Experimentalism

    Promoters Follower

    Collective

    Defensive

    Low esteem / low national pride

    Sensitive, vulnerable

    Romanians fundamentals

    Tren

    ds

    Base: 1000

    Let us see what this actually means in terms of facts

    Fundamentals of Romanian culture vs crisis shifts*

    * Based on Unlock Research conducted study on Romanian Values (2012)

  • 25

    Expression of PRAGMATISM across Romanians

    Long cigarettes are better- they

    last longer and cost the same!

    Id better eat some sandwiches at

    work instead of going to lunch if I

    want a holiday this year!

    Hmm, let us have a closer look at

    leaflets ..it seems they have the best

    promotion this week, so wee will go

    to THIS hypermarket!

  • 26

    Expression of INDIVIDUALISM across Romanians

    Maybe I do not have money to go to

    the gym, but I can still at work by

    bike. Maybe latter I could go to

    competitions even

    I read that sweets made in home do

    not get one so fat as bought one, as

    less processed! I think i should really improve

    my communication with others,;

    this will do me good!

  • 27

    Expressions of NATIONALISM across Romanians

    We also have valuable

    productsI remember how much I

    liked ROM when I was a kid

    I like it very much going to the countryside

    at that little guest house! I felt really

    recharged in that clean environment

    I just bought that book of Horia Varlans

    Romanian recipes. . I believe that it is still

    our food that is better !

  • 28

    Going in vacation with the tent is

    really cool, you can see more things in

    a shorter time and offers you freedom!

    Come and see my new design I

    thought of it and did it all by myself.

    Isnt it interesting?

    Hei, I have just receive the news of a cool

    event downtown. Do you want to go?

    Expressions of EXPERIMENTING across Romanians

  • 29

    2. Monitor the way they act as

    Shoppers, Media Consumers, Promotion Participants and

    Facebook Users

  • 30

    The shopper

  • 31

    SHOPPER CONSUMER

  • 32

    Good shopper strategy recognizes that the shopper is often not the consumer

    Even when he is the same person, they have different needs and behave differently

    depending on which role they are playing

    Mindsets differ in-store and out-of-store. Consumers may love a brand but that

    doesnt always translate to purchase

    And, now this is more valid than ever. Because, in this new social order, there is less

    time for illusions, for dreaming. It is FACTS & EVIDENCE that matters!

    Decision are made in store. Shopper is overcoming the Consumer

  • 33

    Extended SHOPPER survey in order to understand and measure FACTS

    What we actually do:

    Understand shoppers needs and motivations. See how they think and how they translate all these into actions. How they live and how they shop GO UNPLUGGED SHOPPING!

    GO LARGE in order to measure and validate the findings. Find out the numbers, give the size of the phenomenon.

  • 34

    The shopper is exploring in order to find the best pragmatic solution for its needs

    When nothing is certain, then people have to take risks and explore and grab any given opportunity.

    Exploring is another way to survive, to adapt to new conditions!

    Yet, they try new as long as it has a functional benefit attached!

    5 shopper typologies

    Traditionalist Ambitious Ritualist Explorer

    12% 30%

    FROM no worries (Carefree) TO attentive exploration of best offer (Explorer)

  • 35

    Supermarket gains higher importance for shoppers

    Modern trade shopping is 28% of

    total volume 15% out of this is in supermarket

    Pragmatism also refers to the place people chose to do their shopping.

    Appealing since offer good prices (close to KA) but more efficient in terms of time.

    Smaller shops are cost controllers. People tend to avoid the temptations such as buying

    unnecessary stuffs.

  • 36

    Some manifestation of the findings

    LIDL - Trying out exotic or sophisticated food from

    different cultures such as China, Mexico, France etc. since

    delivered in a simple and accessible manner

    Success of Ciuc Radler beer, with impact over the entire

    flavored beer market, with a strong execution in media

    and at the point of sale. It is a fact

    Increased appetence and presence at various fairs,

    expositions, events etc.

  • 37

    The Media Consumer

  • 38

    How does the world looks today?

    Yesterday reality = brands reality

    Consumers = passive;

    Communication was

    unidirectional, from brands to

    consumers

    Today reality = consumers reality

    Consumers = active;

    Communication is result of

    interaction between brands &

    people

  • 39

    Unlock MEDIA TOUCHPOINT LANDSCAPE in order

    to help brands build an effective media plan

    What we actually do:

    Re-construct consumer daily journey. Consumers are asked to complete a journal of daily activities for a week period time and to note- where they are, what they do, whom they are, what touch point they have interacted with et.

    Understanding the usage and attitudes regarding the main touch-points by applying a face-to-face questionnaire to the same people completing 1 week journal Link of touch points with category or brands

  • 40 Building the picture of a day in a life of our target. Linking activities with touch points

    Time Who Activities

    6.00

    Morning

    All, no matter the age or sub-segment

    At home, doing nothing special 7.00

    8.00 On the go via public transport 09.59

    10.00

    Lunch

    All

    Working / studying In front of computer

    11.00 Eating out at a cafeteria or fast-food

    12.00

    18-24 y.o.

    At home, doing nothing special

    13.00

    13.59

    14.00

    Afternoon

    All Working / studying 15.00

    35-35 y.o.

    Socializing either With colleagues or going out in park etc.

    16.00

    17.00

    17.59

    18.00

    Evening 18-24 y.o.

    Relaxing outdoor (parks)

    19.00

    At home doing nothing 20.00

    21.00

    21.59

    22.00

    Night

    All Relaxing at home 23.00

    . 36-45 y.o. Domestic activities (do not go out)

    05.59

    Treat Enriched Thrill Zesty

    Internet, radio, TV, Mobile phone

    Internet

    In store media: Promoters, sampling

    OOH: billboards, TV screens

    Internet

    OOH:

    Mobile phone

    Mobile phone, TV

    Radio, TV

    Chill out Basic / normal Empty

  • Improve

    Maintain

    Build

    Park

    Index: over 120

    Ideal Mix of Touchpoints for Economy Consumers

    Economy

    Must Performance Add value

    % Index % Index % Index

    In-store posters

    91% 54 TV 95% 159 Billboards 39% 179

    Branded objects

    87% 167 Sms Ads 89% 163

    . 76% 161 Thematic parties 79% 184

    .. 67% 120

    56% 150

    Visibility at place of buying is a must not the TV!

    More pragmatic people, need to build strong

    distribution otherwise TV presence is not efficient!

  • 42 Brands performance versus touchpoints

    Economy segment Brand X Brand Y

    % Index % Index

    Mu

    st

    In store 91% 54 43% 10 93% 125

    TV ads 73% 186 34% 45 37% 5

    Branded objects 81% 150 44% 1 29% 113

    Per

    form

    ance

    .

    .

    Billboards 39% 179 59% 134 37% 195

    Ad

    ded

    val

    ue

    Thematic parties 79% 184 68% 178 41% 197

    . . . . . . .

    . . . . . .

    .

    Brand X definitely needs to improve

    performance at the level of must

    attribute in-store promotion

  • Consumers pragmatism is influencing behavior towards media touch-point

    60% of investigated target

    informs on promotions before

    getting into the store

    Increasing awareness on brand offer before the shopping moment is highly important.

    Retail is a battle field.

    Anytime there is something that can hit you (i.e. promoters, offers)

    ECONOMY target in big urban becoming more active on Internet, welcoming very much

    the online newsletters from retailers

  • 44 Some market cases

    Vodafone launching the first online flower shop transforming a

    rather static/ with pure informative role touch-point such as

    outdoor into a more engaging one by linking it to mobile

    Rom campaign that made people effectively & directly involved

    into the campaign. Combining channels, but starting from digital

    TV & Online: a winning combination

    Add interactivity to an otherwise passive informative

    touch-point

  • 45

    Let us see the New Promotion

    Participants

  • 46

    Two intertwined trends lead to an ever growing importance of PROMOTIONS:

    The shopper drives the consumer The shopping experience makes and breaks a brand

    Pragmatism is on the rise A whos offering more? philosophy at the shelf

  • 47 From previous research we know there are several types of promotions out there:

    Liberation

    Control

    Familiarity

    Aff

    irm

    atio

    n

    Big pot

    Fun

    Self

    reward

    Reward

    Bonus

    Affinity

    The why behind each:

    for fun (PLAY or ENJOY)

    for moving away from financial worries

    (winning the BIG POT),

    out of love & respect for the brand

    (AFFINITY),

    to get the comfort of a small reward

    (REWARD),

    to feel in control / doing a bargain (get an

    extra quantity BONUS)

    to express their individuality through their

    special choices (SELF REWARD)

  • 48 As compared to 2009-2010, the importance of each type of promotion has shifted

    Functional (drives sales)

    Emo

    tio

    nal

    (d

    rive

    s in

    volv

    emen

    t)

    Functional (drives sales)

    Emo

    tio

    nal

    (d

    rive

    s in

    volv

    emen

    t)

    2009 2012

    Affinity

    Reward

    Big Pot

    Bonus

    Self reward

    Fun

    Bonus

    Fun

    Affinity

    Reward

    Big Pot

    Self reward

    The least emotional type of promotion now dominates so the main challenge for brands becomes:

    How to differentiate inside an emotionless consumer mindset without compromising the brand

    story? How to build an emotional link on such rational motivations?

  • 49

    Unlock PROMO PLANNER to understand how promotions

    work and how you can use them to create strong future

    relationships

    What we actually do:

    UNPLUGGED SHOPPING SESSIONS to see how people actually interact with promotions and CO-CREATION groups to see how one can build a differentiated and involving activation

    CATI research in order to dimension motivations towards promotions

  • 50

    83

    126

    104

    75

    105

    120

    103

    88

    87

    111

    102

    109

    112

    60

    114

    102

    112

    89

    101

    96

    111

    81

    83 Big Pot

    Fun/ Enjoyment

    Safety Bonus

    Affinity

    Passive

    Reward

    Association Index*

    BRAND A BRAND C

    * Based on aggregated scores obtained at Q29: Please tell me to what extent do you agree each of this statements fit with brand promotions

    BRAND B

    TOTAL SAMPLE

    BRAND D

    Brand A

    Brand B

    Brand C, D

    Brand B

    Brand A,D

    Brand B

  • 51

    Digital user: Facebook

  • 52

    The paradox of Facebook

    Facebook is a place of social interaction

    where people share emotions, feelings

    more than just some simple words and

    pictures

    Is a pulsating / living platform

    When it comes to brands, Facebook

    becomes more about adding numbers than

    interaction. More about quantity than

    quality!

    i.e. over 4 millions fans, but a reaction rate

    of 40.000only!

  • 53

    From to FACEBOOK study having the following challenge:

    What we actually do:

    Qualitative study under the form of:

    1. online focus-blog (also doubled by the observation of respondents

    Facebook profiles)

    2. Focus-groups so as to check and enrich findings from blog

    Next step: quantitative validation!

  • 54

    6 Facebook users typologies:

    Pragmatic Militant Connector Harmonizer Self-promoter Explorer

  • 55 Main typologies of Facebook users (1)

    By their activities on Facebook

    Look for information about products, promotions, brand pages

    Rarely they like pages or photos

    Take part in contests

    Suggestions and useful links

    By the Facebook profile

    Detailed profile, visible to their friends only

    Medium number of friends also colleagues and acquaintances

    Photos from vacations- well organized

    How to recognize them

    The Pragmatic

  • 56 Main typologies of Facebook users (2)

    By their activities on Facebook

    Info about the activates and groups they are involved in

    They create groups and start discussions

    Pictures from events

    By the Facebook profile

    Minimum info on their profile

    Large number of friends

    Causes and projects

    Photos from areas of interest, events

    How to recognize them

    The Militant

  • 57 Main typologies of Facebook users (3)

    By their activities on Facebook

    Photos from events and parties

    Post info and news on friends wall

    Info about movies and serials

    Recommend jokes, games, pages

    By the Facebook profile

    Detailed info, visible for everyone

    Medium number of friends, from various areas

    Funny info, videos, jokes

    How to recognize them

    The Connector

  • 58

    By their activities on Facebook

    Like & comment friends posts

    Always say Happy birthday

    Post common interest news i.e. tomorrow is yellow code

    By the Facebook profile

    Few info on their profile demographics

    Small number of friends, having personal connections with them

    Photos of friends and hobbies or funny pictures

    Main typologies of Facebook users (4)

    How to recognize them

    The Harmonizer

  • 59 Main typologies of Facebook users (5)

    By their activities on Facebook

    Personal pictures and videos

    Share articles

    Promote events or clubs

    Subscribe to clubs they go to

    By the Facebook profile

    Most detailed profile job, interests, movies and books they like

    Periodical status of how they feel/ do

    Many photos with them and places they went to

    How to recognize them

    The Self-promoter

  • Main typologies of Facebook users (6)

    By their activities on Facebook

    Promote original/ creative ideas

    Music links non mainstream

    Events and places they go to

    Artists and brand pages

    By the Facebook profile

    Demographics and interests

    Close friends with common hobbies

    Quotes they like

    Alternative/ abstract photos

    How to recognize them

    The Explorer

  • 61

    Pragmatic

    Militant

    Explorer

    Harmonizer

    Connector

    Self-promoter

    Most relevant segments for the Romanian culture

    Tangible benefits (contest, personal advice, recommendations)

    Projects they can get involved in or social causes

    Entertainment and funny stuff

    Friends posts, pages and links of interest for their friends

    Events, articles, movies, books, brand with an interesting image that they would like to be associated with

    Actions/ messages that represent or have an original or creative idea

    Content that makes them click Active involvement

  • YES Example!

    Personalized design through special applications

    (The Senerade, Win and swing)

    Involving fans by activities and creative applications

    (The sunrise,,Fan Bottle)

    Ads collection, including making of

    Affiliating with events (Australian Open, etc)

    Explorers

    Connectors

  • NO Example!

    Low personalization overall (especially since the logo is less present/ visible)

    Lacks dynamism / no personalized application (virtual shop, styling advices etc)

    Not at all intuitive/ hard to find desired section in the page (i.e. including info referring to two different section under the same denomination such as Your H&M include Fashion si FAQ)

    Sections that are not constantly up-dated (ex: Deals)

  • 64

    III. Keep tune to Sensibility, so as to be prepared when the

    opportunity arises:

    Kids Panel, Teens Values and Consumer Shoes & Unplugged

  • 65

    Kids Panel

  • 66

    Every human being is born with emotion

  • 67

    Life experiences teach us using the weapons & shields of rationality and freeze emotion We often overuse the power of rationality to protect us from being hurt

  • 68 But life is basically about feeling, emotion, energy and thrill. However, grown ups prefer to freeze emotionality for the sake of silence and safety

    They think too high of themselves, they feel they can control everything

  • 69 In research we often confront ourselves with this dilemma people over rationalize everything

    Trying to find a rational answer to any question

    Having difficulties in accessing the area of pure emotional reasoning which is so precious for getting an insight

  • 70

    So we thought where can we find the purest form of humanity, that unaltered emotion that makes us feel alive

    In KIDS, of course

  • 71

    UNLOCK LATERALITY POOL

  • 72

    What we do

    We have an online panel with kids aged 7-12 y.o. Minimum 60 kids (maximum 100)

    are active monthly on this panel

    We monitor their opinions every day. Every time they have

    something interesting to say, they can make posts

    We get info on ordinary days, special events, home activities, school activities,

    leisure, shopping anything related to lifestyle as perceived by kids

  • 73 How we do it

    Collecting data technique

    Frequency of posting

    Main topics

    Continuous Online journals / story telling techniques

    We invite them to complete experiences using the platform by sending letters , pictures & movies

    Ad hoc Chat rooms / bulletin boards

    They can be invited to a discussion on a certain topic with a moderator

    Testing We test products / concepts with

    them; check for the true emotion Co creation

    We ask kids to use their imagination in imagining names, packages, products and come up with fresh / lateral ideas

    Minim 10 stories, happenings, events per month

    Files uploads (pictures, music )

    Home (social unit living together)

    School (as providing education and shaping pupils trajectories )

    Leisure time patterns

    Dreams, desires, fears

    Consumption & shopping

    Things kids dont like !

  • 74

    Users With children, a product can have an endless afterlife. And even the most insignificant

    part, like a simple wrap, can have a glorious career in time

  • 75

    They become co-creators which makes their connection with the

    brand infinitely more personal

    And they are spokesmen for the brand more than one could

    imagine. Because people are ever so sensitive about their kids

    preferences, even in improbable fields

    Examples, examples

    In 2012, a house cleaning brand organized a contest in schools in which kids were

    to use their packages in order to create a cleanliness robot

    In consequence, the trust in the brand rose as much as 95% of mothers would now

    recommend the brand

  • 76

    One day we gave them the assignment to decorate Bucharests grey old buildings:

    And they reminded us a thing we, as adults, should have

    known better:

    a home does not end at the limits of our apartment

    it is not just about what furniture we put in it and

    what color we make it

    it is primarily about the atmosphere, the people and

    the activities inside it and around it; colors and

    decorations should be invitations to shared activities

    Co-creation with kids

  • 77 Approach

    Two available options for clients to access Unlock Laterality Pool Product:

    Option 1:

    Continuous study

    Option 2:

    Ad-hoc studies

    Continuous access to posted information (general topics)

    Availability to post 2-3 tasks per month

    A report every 3 months with up-dated information on various topics kids complete

    Also, the report will comprise the integrated analysis of for the specific posted tasks. This will be linked with trends and insights from panel

    Monthly fee - 800 EUR / month

    A project aiming to respond to a specific questions/ issue (i.e. launch of a new product)

    Can take various forms: online or offline focus groups, co-creation, concept testing etc.

    An individual report concerning the specific investigated topic

    A report on generic topics based on the information gathered during a 3 months interval (before or after running the ad-hoc study, based on project objectives & client desire)

    Ad-hoc project TBD based on target , subject and methodology

    Additional report- bonus, free of charge

    What it means

    What clients receive

    What is the costs

    What it means

    What clients receive

    What is the costs

  • 78

    Teens Value Research

  • Individuals in a strong individual culture

    In individual cultures, the strength of the individual comes from the personal experiences Individuals in individual cultures tend to face risks naturally Failure and successes are equally important for the personal development of a human being

  • Individuals in a collective culture

    In collective cultures the inner strength of the individual is rather low The individual gets strength from external anchors, badges or communities

    I rely on others shelter

  • We are talking to this person

    An elite teen in Romania

  • Young people have the starts up advantage. Their future is ahead of them. Anything is possible

    A young person is an individual in expansion, projecting its future as a highly confident human being

    Actual confidence

    Projected confidence

    He accumulates experiences and adds layers to his inner confidence If he ends up with more failures than successes, despite his / her desire to succeed, he / she will end up as a low confidence, passive individual

  • Projecting the future of youth in Romania

    Both failures and successes

    = ends up a strong individual, walking the talk, yet crossing the boundaries of a defensive setup (ex. emigrating, expressing where the culture allows and encourages this)

    = ends up a strong, yet bitter and isolated individual, double pressured by own limits and by the limits of the system he fights with

    = ends up as a low confidence person that always follows others and actions only backed up by others

    We are

    here

  • Trendsetters

    Early adopters Visionaries

    Early majority Pragmatics

    Late majority Conservative

    Laggards Skeptics

    The diffusion of trends - ideas spread like viruses

    A new meaning is associated to a product

    The new meaning gets familiar with the followers

    The new meaning reaches its top potential being acquitted to masses

    Questioned by the most skeptical Out-running the hot-spot zone, preparing into becoming past

    Trends emerge, develop and die very fast!

  • Laggards Skeptics

    Trendsetters

    Early adopters Visionaries

    Early majority Pragmatics

    Late majority Conservative

    Trendsetters paradox in Romania

    Romania

    Below norm

    Close to norm

    Norm

    Above norm

    Above norm

    Individual cultures

    Above norm

    Norm

    Norm

    Close to norm

    Below norm

    Need encouragement to open up and express out loud

  • Others view

    What you see is what you get

    Trendsetters view

    It is more than you can see

  • Let us start with their mottos, extracted from the way they talk about life in general

    A project of

  • 88

    Consumer Shoes & Unplugged

  • Research & Workshop objectives

    Core objective: Bring to life the actual Consumer

    Specific objectives:

    Uncover consumer beliefs and habits

    Actual Consumer Portrait Analysis

    Identify the key elements that define the Consumer Portrait and what is behind

    them

    Rewrite the key elements in a relevant way related to the discovered consumer

    Find relevant way to link the brand to their actual universe

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    The pen portrait of our consumer is a construct, an ideal type

    We need to enliven it and find the imperfections that make consumers

    & brands human and charming

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    If we put people into capsules and try to

    homogenize them, the tensions coming

    from un-chained emotionality accumulates

    People are not robots; they have emotions

    which can be surprising

    They have to burst out and release tensions.

    And thats where the hot truth about the

    real consumer comes out

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    So, we got to know the real consumer

    And find their hot truths that makes them human & charming

    To set as inspiration for further brand building

  • We started with the technical portrait of the Responsible Alfa *

    Responsible Alfa segment - % of consumers: .% of volume

    Men, 35-45 y.o.;

    At least professional school and maximum college graduated

    At least xxxx RON per family member

    Urban, all Bucharest

    Respondents to be regular consumers of (2-3 times/week)

    Competition users to be most frequent consumers of

    Relevant attributes

    I like to spend most of my free time with family

    I prefer to relax at home with family and friends

    .

    * As provided by Client team, based on segmentation study; base for recruitment in this survey

  • And we challenged it, in search for hot consumer truths

  • What we did

    Purpose Method Participation

    Phase 1 Consumer Expose N = 12

    Ask consumers to send images & information on their life for a week

    Unplugged filming Self completed

    journals Explanatory

    interviews

    12 respondents fitting the profile (heavy & light users of the brand)

    Phase 2 Consumer Immersion N = 8

    Visit consumers within their own environment

    In-home visit Assisted shopping Going-out session

    8 respondents (selected from first phase) 8 members of the Client & partners 1 Unlock moderator

  • Virtual tour of their life

    Doing things with own hand

    Playing with kids

    Emotional religious objects

    EXAMPLES

    He feels like hes advancing through the objects he purchases. He can see the progress, it must be tangible the

    flat-screen TV, computer, book collections (even if it sounds superficial)

    For him its very important to pay attention to the child. He tries to guide him so that he can walk straight

    ahead, with no major blockages; to help & support the child is very important

    ..

  • Virtual tour of their house

    Their house is full with children pictures

    Old fashioned still functional objects meet modern, trendy ones .

    Mans place is the house is very important at the bar, drinking coffee and watching TV or in front of computer

    Mix of old & new / replacing the old with the new

    ..

    Having own rituals in special places in the house (yard,

    kitchen

  • Look for widest, most popular brands, socially confirmed Sensitive to best value for money offers, thus, they very receptive to promotions Friends recommendation is crucial

    They also have unbranded

    furniture: old-fashioned, still qualitative one

    Popular & widely familiar &

    recommended brands

    Accessible yet of value

  • Main discoveries

    Premises Discoveries

    X segment people are pretty simple, monotonous, living a routine life

    ! Mainstream consumers are far more complex, smart, intelligent than we thought

    They consume mainstream brands since they are looking for best value for money deal;

    ! We discovered they might live premium lives but consume mainstream brands, just because they feel emotional comfort among them (the same feeling they share with family and friends)

  • Final consumer portrait

    Name, age, profession:

    George, 37 years old, married with Ioana/Simona , a kid of 9 years old

    Finished college

    How they are? use generated insights

    He likes being seen in a good light by others /

    How they shop?

    He goes to Real because they live nearby

    Media consumption?

    He likes to get informed / know: Discovery, Animal Planet, Natgeo etc.

    Relationship with category?

    Relationship with category & other beverages

    His favorite brand in category is .because it never disappointed him, its trustworthy,

    but still innovative

  • Assets of the redefined Brand X consumer portrait

    Vs previous brand consumer

    Vs Competition 1 consumer

    Vs competition 2 consumer

    More enliven and joyful More profound, serious, reliable

    Valuing family life

    More open-minded / flexible

    More joyful

  • Next steps

    What we are going to do further:

    Innovation workshop

    Activation workshop

    Communication declination workshop

  • In conclusion

  • We really invest money in creating valuable research

    Lets win money together

  • Please write us some words on what you experienced working with Unlock

  • Thank you!