jonathan gable and christiane quaas ethnography - 2011
TRANSCRIPT
A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/
For more informaFon about NewMR events visit newmr.org
‘Me’ to ‘We’ Research A New Way of Looking Jonathan Gamble, BrainJuicer ChrisFane Quaas, Boeringer Ingelheim
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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“Me” to “We” Research: A New Way of Looking
Christiane Quaas Jonathan Gable
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Agenda
l Background
l A new map of research
l Case study
l Conclusions
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Background
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Our mission: understand & predict behaviour
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Unreliable witnesses…
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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But there’s good news...
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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New Ways of Looking
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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A New Map of Research
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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“We” Research Methods
Mass Prediction
Co-Creation
Mass Ethnography
Mass Anthropology
We Insights Predictive Wisdom of Crowds Co-Creation with clients and each other Social powers of observation Smart aggregation of existing data on crowd behaviour
We Methods
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Case Study Pharmaton®
Innovation Project
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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The vision of Global Consumer Health Care Team
To create and drive inspiring global brands for consumers.
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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How to generate FACTs about consumers wants, needs & desires - Mass Anthropology
People from different cultures –
working in different functions
Analogies from other categories – Sweets, Chocolate
“Expert” Opinions
Published data from Media – Men’s Health
Brand Product Data
Trends
OTC News
Competitive Data
GNPD
Published data from
Web
Existing Consumer Research
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Fact
Needs of the aged population to remain physically + mentally independent as long as possible. The natural aging process causes
mental + physical decline that brings dependency / frustration into peoples’ lives
Mass Anthropology exercise delivered us 814 FACTs
We translated them into 12 Consumer Insight Opportunity Areas
814 FACTs Fact
Fact
“Stay active longer”
Fact Fact Fact Fact
Fact Fact
Fact Fact Fact
Fact
Fact Fact
Links based on “Why?”
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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1 out of 57 ideas
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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1 out of 57 ideas
I enjoy being an active person and I want to be sure that I keep my life-style. But I know that stress, unbalanced nutrition or lack of physical exercise may endanger my cardio-vascular system and body. Now Pharmaton® Cardio Plus helps you to keep your lifestyle by helping maintain your cardio-vascular health and providing the vitality you need every day. Its unique combination of active ingredients work in harmony:
• Omega-3 fatty acids help maintain your cardio-vascular health
• The antioxidant potential of Selenium and Zinc, combined with vitamin C and vitamin E, deactivate the free radicals responsible for inflammation, allowing the arteries to remain in a healthy condition
• A balanced blend of vitamins and minerals support your vitality
Pharmaton® CardioPlus - stay active and healthy!
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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From 57 rough ideas to 11 concepts
12 insight opportunities
57 rough ideas
11 concepts
inspired
refined into
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Challenge!!
Screen the 11 ideas cost-effectively with consumers to find the 3 or 4 with the highest potential in the market Need: a screening solution which allows us:
to distinguish clearly between ideas to prioritise and those to park to enrich hypotheses about potential new target audiences to avoid a subjective internal pre-screening to meet a given budget
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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The solution
Use our human ability to predict
not our own actions,
but others’ actions:
Mass Prediction
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Mass Prediction
Co-Creation
Mass Ethnography
Mass Anthropology
We Research
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Why the Many Are Smarter Than the Few James Surowiecki (2004)
The Wisdom of Crowds
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Galton’s surprise findings
collective guess
= 1197 lbs
actual weight
= 1198 lbs
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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X 596 Polls
(1988 - 2000) ü ¾
IEM – the classic Predictive Market
http://www.biz.uiowa.edu/iem/index.cfm
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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The investment game
Probably Sell Shares In... Probably Buy Shares In...
Which One To Sell All Shares In... Which One To Double Shares In...
Net Preference % %
Full evaluation of ‘reasons why’ Full evaluation of ‘reasons why’
Normable Benchmark
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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-9 -7 -10-3
-14
-26-30
31
19 17
7 713
6
22
12 7
4
-24
-13
-7
-35
-25
-15
-5
5
15
25
35
Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6 Concept 7
% o
f res
pond
ents
0
10
20
30
40
50
60
70
80
90
100
Sequ
entia
l Mon
adic
% D
ef/P
rob
Net PreferenceMost Successful - would double sharesLeast Successful - would sell shares
Superior Differentiation Please select which one of these ideas you would immediately sell / double your shares in
Total Sample: 500
Flat line monadic scores
Wheat from chaff
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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26
Proven Accuracy: same winners as in conventional tests Monadic Ideas No. of Green Light Concepts Snacks 15 5 out of 5 Cleaners 10 5 out of 5 Air Care 5 2 out of 2 Drinks 8 1.5 out of 2 Waters 11 1 out of 2
48 91% match Sequential Telecoms 42 8 out of 12 Chilled Food 11 3 out of 3 Cleaners 29 6.5 out of 9 Gum 7 4 out of 4 Lighting 20 9 out of 10 Air Care 28 5 out of 7
137 81% match
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Priorities for Concept Development: Country Comparison
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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● In week 5 of the TV campaign, CorActive reached maximum weekly volume of 4.200 units. Post the TV flight, volume remained at around 2.300 units.
● Vitacol had a slower reaction to its TV campaign
● At CYTD, CorActive has sold twice the volume of Vitacol
Current in-market performance Pharmaton CorActive in Spain outselling Vitacol 2 to 1
SALES VOL
244
294
200
268
169
202
163179
86
192
485533
654
1,3442,583
2,835
1,068
3,523
4,200
3,2522,882
2,249
698
857
790 807786 933
944
1,4701,671 1,806
1,217
1,134
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
1 (10Enero)
2 (17Enero)
3 (24Enero)
4 (31Enero)
5 (7 Febr) 6 (14Febrero)
7 (21Febrero)
8 (28Febrero)
9 (7Marzo)
10 (14Marzo)
11 (21Marzo)
12 (28Marzo)
0
50
100
150
200
250
300
350
GRP CORACTIVE GRP VITACOL CORACTIVE VITACOL
VTAS VOL ACUM25,608
13,113
0
5,000
10,000
15,000
20,000
25,000
30,000
CUM 28 MARZOCORACTIVE VITACOL Soure: Nielsen volume
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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POS MATERIALS - PRODUCT DISPLAY
(with take one and product samples)
Product Display (12 units)
Take One
Ou
tsid
e vi
ew
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Conclusion
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Conclusion (1/2)
The ‘We Research’ approaches adopted were: • challenging • requiring faith and • energy from the team and its leaders
The journey was ultimately viewed as richly enjoyable and rewarding. The successful launch is a testament to the dedication and faith of the team.
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Conclusion (2/2)
At the same time, the development and launch process is a fine validation of the ‘We Research’ approach:
• recognizing that we are unreliable witnesses to our own behaviour
• Conducting Mass Anthropology instead of a U&A
• using our human powers of social observation and prediction
• Gathering Mass Predictions with the Wisdom of Crowds approach
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
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Thank you…
…and let’s catch up during a break!
Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011
Q & A
Ray Poynter The Future Place
Jonathan Gable BrainJuicer
Christiane Quaas Boehringer Ingelheim
A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011
Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/
For more informaFon about NewMR events visit newmr.org
‘Me’ to ‘We’ Research A New Way of Looking Jonathan Gamble, BrainJuicer ChrisFane Quaas, Boeringer Ingelheim