Should you really screen out non-users? #ESOMAR #MRX


esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Going to the Edges for Inspiration: Why it’s right to talk to ‘extreme’ consumers even if you are a mass market brand by Elaine Ho, Sense Worldwide, UK
Jacky Parsons, Sense Worldwide, UK, Jayne Hickey, PepsiCo, USA, Marlene Cohen, PepsiCo, USA, Nick Graham, PepsiCo, USA, Tom Lilley, Sense Worldwide, UK

  • What inspires you to get up every morning?  [um, SQL coding? is that the right answer?]
  • They like to talk to consumers who have extreme opinions – in the case of Korea, someone with a very relaxed attitude when everyone around her dresses more formally
  • “Inspirational” pair of shoes was grubby and ripped – for this brand, the grubbier the better as it expresses who you are. And, the laces were fully tied, permanently – she cut the shoes in order to slip the shoes on and off quickly as she entered the house. Consequently, they designed shoes with zippers at the heel or an elasticated back.

  • Extreme consumers unlock insights and provide inspiration [is an extreme consumer someone who doesn’t care about fads or what their friends do and does what they individually like and want?]
  • 3 types of extreme consumers, not mutually exclusive [a point no one ever makes about their segmentation]
  • Type 1 – extreme users or non-users – lovers or rejectors, don’t screen these people out [people doing your research will love you!] For example, bare foot funners for a sneaker brand, why did they stop wearing runners, what are the benefits of running barefoot?
  • Type 2 – the expert user – Their role in life gives them an affinity of your brand, they may not use or be aware of your product. Soldiers are experts in armaments and warfare, but also in standing around for a long time, taking long hikes in horrid footwear, blisters all the time. Women wear high heel shoes [i refuse to call 4 inch heels shoes, those are decorations!].
  • Type 3 – leading edge creative consumer – at the forefront of trends, passion and imagination to co-create solutions. These are the people they want for the pepsi now network.
  • Built a community of 50 people around the world. Wanted a community that was an extension of their team. Use these folks at the beginning of the process, not at the end to check if your work was crap or not.
  • Let them advise on music, storyboarding, casting, packaging before you even start building the advert.
  • They bring the community offline to brainstorm and problem solve one on one with the marketing team. They actually pitted the marketing team against the community.  The community had a very different perspective than the marketing team. They recognized a disconnect and it disrupted the agenda for the rest of the day.
  • Took two years to do and they failed multiple times along the way.
  • Extreme consumers live in the future, they are canaries in the coalmine. They represent the aspirationso fthe mainstream.
  • [How do you innovate a drink, pepsi? Honestly, I’d like to know. More sugar, less sugar? Bigger/smaller can? But I do very much appreciate the message.]
  • [You’re over time. I think you owe everyone a mooncake!

The Way of Insight Beyond Technique: Creating an insights culture to inspire transformation by Melissa Dagless, Shionogi Limited, UK, Takashi Takenoshita, Shionogi Limited, UK, Vivek Banerji, Insight Dojo, UK

  • Do = The Way
  • Waza = Technique as art
  • An insights culture creates better business decisions, inspires people and makes them happy
  • Had a new menopause prescription drug that wouldn’t be free for people. Price was a big barrier for the doctors
  • 5 practices to follow in insights projects
  • 1) Receptive mastery – Picasso drew a simple bull after many drafts, it looks easy even though it required a lot of skill. In this example, women are afraid of hormones. The impasse prevented adoption. [LOVE the video which used an effect to turn real video into line drawings thus masking the people]
  • 2) Co-creation – it’s not insights work, it’s starting at the very beginning, at the time of the initial decision, in their case, they role-played doctors
  • 3) Mindfulness – medication is becoming mainstream, we love words like empathy, observation, sensitivity, immersion [shout out to Irrational Agency] – Cognitive, Emotional, Concern.
  • 4) Pick ideas from any industry not just social sciences. Why not reduce pages and pages of charts
  • 5) Strategy – You can debate whether Steve Jobs used research of not but he sure did use strategy
  • Barriers –
    • outside the job description,
    • lack of conviction, lack of skills knowledge or conviction,
    • politics and heirarchy,
    • band wagon effect
  • Need to define vision and values – Essence, values, promise, and brand personality
  • “The WOW book” – ways of working [I’d love to see their book!]

  • One rule – no ice cream in the back room – i.e., why are you fooling around behind the mirror when your focus group people are spilling their guts out? This is not a time to taste the m&ms. Pay attention.

Research That Sparks: Methods to make market research more inspirational by Annelies Verhaeghe, InSites Consulting, Belgium, Natalie Malevsky, Telefónica Digital, UK, Thijs Van de Broek, InSites Consulting, Belgium

  • Fastest rise in communications has been text based, but the future is visual.
  • Impact of communication: 7% is words, 38% is tone of voice, 55% is facial expressions
  • Set up a consumer consulting board
  • Inspirational research does not give answers
  • Privacy was discovered to be an important topic. They did not give answers, they turned this into questions. How do you want to be perceived in terms of privacy?
  • Consumers have a hard time imagining their future – why would you adopt video communications, can you answer that? [easy, instant easy always working access. that would do it]
  • Barriers – if I watch tv virtually with my friend, do i watch the TV or do I watch the game on TV

Insights to Bring Brands A.L.I.V.E.: The challenge of generating and leveraging insights the Pernod Ricard way by Florence Rainsard, Pernod Ricard, France, Kim Gaspar, Pernod Ricard, France, Mark Whiting, Added Value, France, Nathalie De Rochechouart, Pernod Ricard, France

  • Aim, Learn, Insight, Voice, Energize – Insight brings passion brands to life
  • Pernod Ricard – Share our products with your friends, it’s not just bottles and liquids, it’s part of everyone’s life, every party, alcohol is an integral part of parties and life, “Make a friend a day”  [makes me wonder – does anyone market to introverts? — enjoy this chocolate by yourself, don’t share with anyone]
  • [Sigh, this focus on alcohol being the only way to enjoy life is disappointing. Is it not possible to be happy and have fun other ways?]
  • Entify brand – people often treat brands as human beings that care about them
  • ALIVE gives people an insights tool [wow, everyone’s got an acronym for their ‘unique’ process now]
  • Scoping, Consultation, Prototyping, Trial and review, Apply
  • [Apologies for the less than stellar blogging, busy arguing over newbies in #MRX on twitter]
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