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six degrees six degrees | a sensory branding agency insight mining research 05 07 09

Insight and Data Mining: Primer

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An introduction into projective techniques used for insight and data mining and research. Focus on pharmaceutical and medical brands and research.

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Page 1: Insight and Data Mining: Primer

six degrees

s i x d e g r e e s | a sensory branding agency

insight mining research05 07 09

Page 2: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

insight mining

insight mining is all about identifying deeper and richer insights

among a brand’s target audience in order to further grow the brand in

the marketplace.

insights that we identify through our insight mining work include:

functional, emotional and self-expressive benefits sought versus associated with

a given brand and its competitors

a brand’s true brand image

unmet needs (and associated marketing & positioning opportunities)

biases, objections, barriers and mistaken beliefs about a product or brand and

how to overcome them

competitor weaknesses and how to exploit them

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Page 3: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

research philosophy

we tailor our method to the project & we’re flexible in the field

“if this were our brand...” perspective

we dig deep:

1. we recruit target audience representatives who not only meet “functional

requirements” but who are also highly communicative, expressive

2. our interviewers are highly educated and experienced in various therapeutic

areas, the effective use of projective techniques to discover and organize

emotional, social and functional information and putting all audiences at ease

regarding the use of projective techniques

3. we have a rich portfolio of projective techniques and stimuli

we conduct strategic workshops to insure proper integration of

insights into marketing/branding

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Page 4: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

types of perceptions

...we use this model as a guide to

the different types of perceptions/

biases/likes & dislikes a physician

or patient can have about a

condition, therapy, brand or

company

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Page 5: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

projection frame

...projecting to a “typical

physician” rather than the “I”-

frame of reference removes the

pressure of meeting real or

perceived professional, social and

personal expectations/taboos and

allows for a richer and less biased

or filtered discussion

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Page 6: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

field experience

audiences: physicians, KOLs, RNs, PAs, patients & care

givers, c-suite, managed care

IDIs, TDIs, groups & mini-groups

in-person & phone/web combination

international (all major and many emerging markets)

qual & online quant

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Page 7: Insight and Data Mining: Primer

projective techniques

Page 8: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

brand metaphor

Automotive Brands

FamousPeople

FashionBrands

141% Jay Leno 43% 32%

220% Jim Carey 39% 29%

318% Bill Gates 6% 17%

47% Donald Trump 6% 4%

...using categories of everyday brands as metaphors, or asking for a “free association” metaphor allows physicians and patients to provide insights on a product or patient they could not (or would not) otherwise articulate

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Page 9: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

visual image selections

...85%+ of human communication is non-verbal. Using images to express thoughts, ideas and feelings provides for a richer discussion of any topic

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Page 10: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

story telling

imagine BRAND X comes to life as a person and is attending a

cocktail party [family reunion, charity event, professional conference,

etc]. describe Brand X in terms of:

demographics

appearance

attitude/personality

behavior

social interactions

...directing physicians (and patients) to project a product or brand into a complex yet familiar event allows the skilled interviewer to explore

deeply held associations and biases

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Page 11: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

Thematic Apperception

...using ambiguous situations and asking physicians to complete the dialog are especially useful in exploring subtle perceived differences between products/brands

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Page 12: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

paradigm mapping

-24-12 months Time 0 +3mos. +9 mos. +18 mos.

Urologist refers to radiologist to

detect / confirm presence of bone

mets

Bone mets confirmed on radio graphic evidence

Patient complains of symptoms of bone mets

Oncologist initiates tx for bone mets

Patient enters end-of-life or hospice care

Urologist refers to oncologist for consult

Oncologist initiates chemo

MD suspects bone mets

Hormone therapy initiated

PSA indicators of disease progression• Velocity of doubling time•>+increase in a row

BRAND Y

BRAND JOncologist assumes

primary responsibility for patient

Patient becomes hormone refractory

...directing physicians to place images, decisions, treatments, concerns, etc on a timeline enables identification of new marketing and

communications opportunities

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Page 13: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

Sentence completions

Viagra is to MEN as ___________ is to WOMEN.

What I least like about treating patients with HIV/AIDS is ___________.

Treating patients with COPD is as rewarding as ______________.

If I were sitting on a plane next to the CEO of the company that makes

and markets BRAND X, I’d make the point that ___________.

...using directional or non-directional analogies and other sentence completition constructs provides another “safe” way to explore

emotional, self-expressive and social benefits/concerns

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Page 14: Insight and Data Mining: Primer

about us

Page 15: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

sensory branding agency

founded in 1999

senior marketing execs

20 full time employees, 5-7 full-time contractors

broad international experience

who we are 15

Page 16: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

medical experience

medical devicessiemens medical/ultrasoundabbott vascularzeiss meditecascent healthcare solutionsconcentric medicaledwards lifesciencescalypso medical

biotech/biopharmagenentechamgenexelixisneurocrineactelionorganon

otherabbott nutritionmedicisamerican laser centers

pharmaceuticalpfizernovartisscheringbayersanofiJ&Jnovo nordiskBMSGSK

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Page 17: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

brand experience

disease states

allergies

Alzheimer’s

AMD

anemia

arthritis

asthma

COPD

depression

diabetes

glaucoma

HIV/AIDS

hypertension

incontinence

infectious diseases

insomnia

osteoporosis

oncology

Paget’s Disease

pain

sexual dysfunction

seizures

women’s health

bare metal stents

dermatological lasers

dilation catheters

drug-eluting stents

guidewires

guiding catheters

OCT

ultrasound machines

devices

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Page 18: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

our services

Insight MiningBrand PerceptionsSensory ResearchPositioning ResearchStrategy ResearchCommunications Research

Brand Focus WorkshopsBrand PlatformMarketing Plan DevelopmentBrand Architecture Naming/TaglinesIdeation WorkshopsMarketing Integration

Messaging ArchitectureSensory PositioningBrand Cascading Environment BrandingBrand Guidelines

Identity/Look & FeelAdvertisingInteractive/Web 2.0AnimationTradeshow Displays

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Page 19: Insight and Data Mining: Primer

s i x d e g r e e s | a sensory branding agency

dun & bradstreet

2007 independent evaluation of six degrees by clients

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Page 20: Insight and Data Mining: Primer

thank you! six-degrees.com

8040 east gelding drive scottsdale, az 85260 480.627.9850