Tag Archives: micro moments

IFF showcase: 5 presentation summaries #IIeX #MRX 

Live note taking at #IIeX in amsterdam. Any errors or bad jokes are my own.

The electric light did not come from the continuous improvement of candles by Stan Knoops

  • Scent goes directly to the limbic system in the brain, the only sense to do that, hits the emotions directlyfr
  • Fragrance is hard to shut down because you must breathe, it’s hard to not smell something but you can not see or not hear something
  • Companies that have the sense of smell right make a difference [i do buy shampoo by smell, kids shampoos are the best!]
  • M&Ms don’t smell so they need to use other emotions
  • Consumers need scent but this changes over time, it’s not a change of needs but rather a stacking of needs, we don’t talk about the old needs, the table stakes, but they still need to be there
  • Think about laundry detergent, conumsers touch the fragrance at multiple point from shopping to hanging up to sleeping on; this is all very different for hand soap; its not a strong clean now, its a care for hands
  • Think about how the fragrance is released, eg the sun releaseing scent from drying laundry or fragrance released with high temperature of iron or only released during active body ovements [when you sweat?]
  • Three parts – gather data, analyze data, impact with data
  • Used to spend 95% of time gathering, 5% analyzing, 1% impact (the debrief)
  • We need to change this balance to 40/30/30 – how do we do this build a new S curve
  • Affinity for action, need to collaborate with consumers partners and internal team, need to to deep need discovery, need to story tell and visualize

Storytelling and forward looking orientation by Hans Lingeman (Winkle)

  • Need to use bold imagination, simple stories, and step outside of your world
  • For 5000 years, we were horse riders, it made a lot of sense to work in the horse business, you know what happened after that
  • Think of a world without electricity, we would be chopping wood within a week, you’d be walking everywhere (I’m good then!), but we don’t even think about it
  • Why does shampoo smell like fear to me, shy do we use shampoo every day since it was only invited in the 50s, shampoo will collapse someday
  • Science says its not great to wash your hair everyday, about half wash their hair every other day
  • What is the outsider’s perspective, what if there iesn’t electricity or shampoo
  • Let’s consider that the unthinkable is inevitable [i love this idea, how often do you do this?]
  • We must  pick up on the signals, if kids are wearing masks because of pollution what should the detergent companies do? Focus on freshness, teh grandparents know what nature smells like but the boy does not, he would change his clothes a lot because they smell, companies can share fragrances with him that he doesn’t know
  • Be prepared and know where to look
  • Technology lets us travel around the world physically and digitally, we have a fascinating future because of technology

Innovation by emotion by Steven Fokkinga, Emotion/Studio

  • When products and services collide with human behaviour
  • Micro emotions, emotional granularity, and emotions as the gateways to relevance
  • Products evoke more emotions than we realize
  • Top of mind products are the tip of the iceberg, unconsciously they influence our preferences
  • A Fitbit make syou feel curious, then you learn all of the things it can do, then you wonder can it help your health, then you realize how bad your health is, so many emotions along the way, how many emotions do you have about one product
  • Holistic experience scan, a panel of people who understand all the detailed emotions and know how to map them and score them
  • Emotional life is diverse, worry, confusion, anger, contempt, guilt, disgust, hate, sadness, anxiety, reluctance, doubt, etc
  • Researchers are often interested only in the positive emotions
  • Created formulates to generate specific emotions for flight attendants about to go in the air, showtime curtain to create anticipation, nature section to encourage care
  • Emotions reveal our deepest needs and values
  • Can you ask and receive or should you instead focus on values and aspirations, learn about their deep needs
  • Used the method with viewers and a news show, learned that the content of the news item need to guide the presentation of the format, let the newscaster be the guide not the teacher, other news shows are now following suit 
  • they have a list of 24 positive emotions

Storytelling and the power of data visualization by Mike Page, Blueocean Market intelligence 

  • Can you choose pretty visualization or functional visualizations, can you have both
  • Is the purpose of the chart to look pretty or communicate the insights
  • [oh, first use of Alexa] ALexa responded to the research question, we can interact with data via voice [oh, imagine giving your client an Alexa instead of a dataset!]
  • [i look forward to the day when live demonstrations just work and you dont question it ever]

Video beyond storytelling by Carl Wong, LivingLens

  • Video will soon be the vast majority of internet content and in many ways its inaccessible
  • How do we get from massive video content to shorter accessible video
  • How do you beat one very articulate and passionate consumer so why don’s we use video more? Because it’s painful to gather and curate
  • Half of executives would rather watch video than read text
  • If you use video just to answer an open end question then you’re missing something
  • Video is more than a 2 minute highlight reel or talking head
  • How much time have you spent collecting data and how little time have you spend Rudly analyzing it, we can automate the collection part so we can spend more time on the analyzing part
  • Analyze layers of data including speech or sentiment, facial emotional recognition, tone of voice recognition, Extremely useful at scale
  • Use video to understand how long different cultures brush their teeth, how different they brush their teeth
  • How people feel about preparing dinner, conversations during dinner, and treat these as datasets
  • Understand emotional spikes by demographic groups
  • What happens to social media listening when we switch over to video?
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