COLGATE(PALMOLIVE(
Lean(Customer(Insights(
“Leveraging(Technology(in(our(
Innova>on(Process”(
(Richard(Thorogood(VP,(Consumer(&(Market(Insights(
Global(Oral(Care(
Overview(
• Introduc>on(to(Colgate(&(our(Innova>on(Process(
• Using(Technology(Today(around(the(world(
• Thinking(about(the(Future(
Overview(
• Introduc>on(to(Colgate(&(our(Innova>on(Process(
• Using(Technology(Today(around(the(world(
• Thinking(about(the(Future(
Colgate(Palmolive(
• $17B(consumer(Sales(• 200+(countries;(80%(sales(outside(USA(• 4(Core(Business(Areas(
ORAL(CARE(
Colgate(Plax(Elmex/Meridol(Sorriso(Tom’s(of(Maine(Laser((Myanmar)(
PERSONAL(CARE(
Palmolive(SoYSoap(Irish(Spring(Protex(Sanex(Speed(S>ck(
HOME(CARE(
Palmolive(Ajax(Axion(Sauvitel(Fabuloso(Murphy’s(Oil(Soap(
Colgate(Palmolive(
• $17B(consumer(Sales(• 200+(countries;(80%(sales(outside(USA(• 4(Core(Business(Areas(
ORAL(CARE(
Colgate(Plax(Elmex/Meridol(Sorriso(Tom’s(of(Maine(Laser((Mynamar)(
PERSONAL(CARE(
Palmolive(SoYSoap(Irish(Spring(Protex(Sanex(Speed(S>ck(
HOME(CARE(
Palmolive(Ajax(Axion(Sauvitel(Fabuloso(Murphy’s(Oil(Soap(
PET(CARE(
HILLS(Science(Diet(Prescrip>on(Diet(Ideal(Balance(Nature’s(Best(
COLGATE:(World’s(Most(Used(Brand(
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Guangzhou(Mumbai(
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• PROVEN(
• GLOBAL(
• TRUSTED(
Overview(
• Introduc>on(to(Colgate(&(our(Innova>on(Process(
• Using(Technology(Today(around(the(world(
• Thinking(about(the(Future(
The(Insight(Process(Challenges(
• “IT’S(JUST(3(PEOPLE’s(OPINIONS”(• NOT(DEEP(ENOUGH(• OUT(of(CONTEXT(
(
Note(about(examples(
• No(endorsement(should(be(implied(by(the(examples(shared(today(
• Purpose(is(merely(to(show(some(of(the(types(of(technology(we(are(applying(to(the(Innova>on(Process(
INSIGHTS(&(TECHNOLOGY(
GOING(DEEPER(
Deeper(and(More(Accurate(Insights(
through(use(of(“Emo>onal(
Measurement”(Technology(
Emo>ons(
• Emo>ons(make(90%(of((key(decisions(– Happen(faster(– Overrule(ra>onal(ones(– Ra>onal(Answer(may(not(reflect(reality(
• Need(smarter(tools(to(measure…(
£10,000(Fine(for(Congratula>ng(the(
Referee(
I(want(to(congratulate(again(Mike(Dean((referee).(I(think(his(performance(was(unbelievable(and(I(think(when(referees(have(unbelievable(performances,(I(think(it’s(fair(that(as(managers(we(give(them(praise.(So,(fantas>c(performance.(He(came(here(with(one(objec>ve.(To(make(a(fantas>c(performance.(And(he(did(that(
WHAT(A(SURVEY(TELLS(US( Is(this(the(Face(of(Congratula>ons?(
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MEASURING(DEEPER(IS(CLEARLY(VITAL(
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• Mmm…Interes>ng(• Helpful(• Cool(• Yeah…Makes(sense(• How(does(it(work?(• You(did(what!(• Is(it(Proven!(
Some(of(the(Challenges(
• Many(new(measures(– No(consistency((no(Purchase(Intent(Equivalent)(
• Lot(of(passion(for(“their”(approach(– Hard(to(judge(independence(of(POV(
• Most(“validated”(and(oYen(have(“Academic’(endorsers(– How(does(a(Layman(know(what(ques>on(to(ask?(
• Can(I(trust(it(to(make(a(Big(Decision(
• Too(much(current(research(is(based(on(“recall(of(past(events”(– Much(of(what(we(do(never(makes(it(to(our(memories(
– Our(memories(are(“edits”(of(reality(
INSIGHTS(&(TECHNOLOGY(
CONTEXTUALY(RELEVANT(
REAL(SHOPPING(EXPERIENCE(IN(A(
KROGER(STORE(
SO(WHY(DO(WE(THINK(THIS(WILL(GET(US(
ACCURATE(LEARNING(ON(SHOPPER?(
Survey(when(Relevant(
• Colgate(wanted(to(understand(what(mo>vated(shoppers(to(choose(base(compe>>ve(product(vs.(the(equivalent(Colgate(one(in(a(Grocery(Retailer(
• Working(with(mFour(– Survey(in(Store(– Real(Time(Feedback(– GPS(technology(iden>fies(the(next(>me(the(consumer(entered(an(appropriate(store(
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• Take(a(Photo(of(what(was((purchased(
• Record(your(reasons(for(choosing(the(product(– 10_20(audio(clip(
• Answer(some(simple(ques>ons(• Live(Interac>on(with(the(Survey(Responses(
project azonto Digital(Research(in(the(Developing(
World(
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• What(mo>vates(them(• How(they(use(our(categories(today(• How(to(engage(them(in(our(categories(• 96(Individuals(13_25(
– Nigeria,(Kenya(&(South(Africa(
Authen>c(Conversa>ons(&(Images(
Technology(&(Context(
• Allows(asking(the(Ques>ons(when(they(need(to(be(asked(
• Lets(people(answer(in(a(true(conversa>on(style(
• Proven(versus(Claimed((visual(verifica>on)(• Accessing(people(who(may(be(difficult(to(reach(the(“old”(ways(
INSIGHTS(&(TECHNOLOGY(
ADDING(SCALE(
• Qualita>ve(research(is(oYen(used(early(on(for(Learning(&(building(ideas(
• But(in(a(world(where…(– Videos(get(Millions(of(Views(in(a(few(days(– Amazon(reviews(are(based(100,000s(of(people(
But(it(was(only(a(few(people!(
• …Are(2(groups(of(6(people(in(Ohio(and(New(Jersey(s>ll(the(right(basis(for(learning?(
ADDING(SCALE(TO(QUAL(
• US(Innova>on(Group(needed(to(gain(learning(on(which(parts(of(a(Concept(were(resona>ng(
• They(worked(with(Quester(– Qualita>ve(Techniques(– Quan>ta>ve(Tools(– Applies(AI(Based(Modera>on(
Overview(of(Process(
• 206(Interviews(in(4(days(• Ask(ini>al(ques>on(and(then(AI(soYware(analyzes(the(response(from(the(consumer(simultaneously(– Generates(a(follow_up(probe(that(uses(their(own(natural(language(
• The(large(amount(of(data(from(these(interviews(is(analyzed(leveraging(second(soYware(– iden>fies(the(themes(in(data(and(bucke>ng(ideas(in(a(way(that(not(only(makes(sense,(but(that(is(data(driven(
Does(AI(Modera>on(work?(
• Iden>fied(the(elements(most(mo>va>ng(to(consumers(– Clear(which(element(should(be(hero(of(communica>on(
• Iden>fied(&(Quan>fied(a(Benefit(Roadmap(from(Key(Elements(to(Emo>onal(Benefit(
• Engaged(respondents(– felt(like(a(conversa>on(not(an(interroga>on(
INSIGHTS(&(TECHNOLOGY(LEARNING(
• Technology(can(be(a(powerful(enabler(• Can(help(provide(Truer,(Faster(&(more(Accurate(responses(
• Interacts(with(consumers(in(a(more(“real”(way(• Can(bring(scale(to(measurement(• Can$be$Harder$to$do$than$Current$• Can$be$More$Challenging$to$sell$the$answers!!
Overview(
• Introduc>on(to(Colgate(&(our(Innova>on(Process(
• Using(Technology(Today(around(the(world(
• Thinking(about(the(Future(
INSIGHTS(&(TECHNOLOGY(FUTURE(
• What(technology(do(we(need?(
• What(help(do(we(need?(
What(Technology(do(we(need(
• Simple(– …to(Use(– …to(Use(around(the(World(– …to(Understand(
• Proven(Predic>on(– Proven(to(provide(New(&(Deeper(Learning(– Case(Studies(of(valida>on(
• Faster(and(Cheaper(
What(Help(do(we(Need?(
• How(to(sell(the(new(to(people(who(grew(up(on(the(Old(
• How(to(fit(the(New(with(the(Current(– Or(does(it(obsolesce(the(Old?(
• What(is(the(Skillset(of(the(future(to(leverage(the(new(– Neuroscien>st?(Mathema>cian?(
Quantum(Mechanics(&(Insights?(
• Technology(may(give(greater(confidence(in(the(answer,(however(we(need(to(remember(– Measuring(with(Precision(in(one(area,(may(lead(to(lower(Precision(in(another(area(
– Events(before(a(Singularity,(do(not(predict(events(aYer(it(
• Judgment,(Intui>on(and(Experience(must(
not(be(ignored(
COLGATE(PALMOLIVE(
Lean(Customer(Insights(
“Leveraging(Technology(in(our(
Innova>on(Process”(
(
THANK(YOU(