Upload
merlien-institute
View
1.802
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Driving successful brand strategy through customer driven innovationPresented by Niki Schroeder at Merlien Institute's International conference on Qualitative Consumer Research & Insights 20116-8 April 2011, Malta
Citation preview
Driving successful brand strategy
through customer-driven innovation
Qualitative Consumer Research & Insights 2011
Index
Driving successful brand
strategy through customer-
driven innovation
Qualitative Consumer Research & Insights 2011
TNS NIPO
Author(s)Niki Schroeder
| © TNS
1. Introduction to innovation p. 3
2. Writing Insights p. 12
3. Back to the case p. 22
Driving successful brand strategy through customer-driven innovation
Introduction to innovation
Why should businesses innovate?
Driving successful brand strategy through customer-driven innovation >
3
How can you innovate?
Technology driven innnovation
Customer driven innovation
Driving successful brand strategy through customer-driven innovation >
4
Why use consumer insights for innovation?
Emotion
85-95% of all decissions are intuitive
Connect
Brand sense – create preference
Understand the life of your customers
Driving successful brand strategy through customer-driven innovation >
5
Connect with the life of your customers
Driving successful brand strategy through customer-driven innovation >
Early innovation process
Market Opportunities
Corporate Goals& Capabilities
Idea
ScreeningIdea Refinement & Marketing
Development
Go/No Go &
Go-to-market
optimisation
Opportunity
Development
Brief
Focussed
CreativityOpportunity
identification &
prioritisation
Strategic Continuity
1- Discover 2 - Develop 3 - Deliver
1. Focus!!
Driving successful brand strategy through customer-driven innovation >
7
Step 1 of innovation: Focus!
Internal:
Brand: Who are we, who do we want to be, what are our values, who do we want to focus on?
Core competencies: What are we good at?
Portfolio: What are our stars, cash cows, dogs and question marks? ->Innovate or renovate?
2. External
Trends: technological, macro economic etc
Customers: what happens in the life of customers, what do we already know and what are our knowledge gaps?
1. focus
Make innovation brief: Who is our target group? Where can we find them? How are we going to talk to them? What do we want to know from them?
What do we want to achieve?
Driving successful brand strategy through customer-driven innovation >
Step 2 of innovation: Discover opportunity areas
Internal:
Existing knowledge: market research, database, people, culture and brand
External
Customers: What are their needs and frictions concerning your innovation brief?
What can we learn from how they live their lives?
2 Opp areas
Find opportunity areas: Observe your target group with your existingknowledge in the context of their lives that applies (online, at home, on the way etc) and formulate consumer insights
Driving successful brand strategy through customer-driven innovation >
Step 3 of innovation: Develop concepts
1 Internal:
(Core) competencies and knowledge
Internal contraints
2. External
Customers: How to facilitate their lives and make things better, more fun, easier etc
External constraints (e.g. regulatory)
3. Developconcepts
Develop concepts: Use opportunity areas and consumer insights as starting point for new propositions (insight, benefit, reason to believe, relevant details)
Driving successful brand strategy through customer-driven innovation >
10
Writing Insights
Driving successful brand strategy through customer-driven innovation
The process of writing insights
Explanation Insight Opportunity area
Observations
Consumer Connections
Inspirational Safari
Creative ‘Homework’ Assignments
Focus Groups
Writing Great Insights
Crafting powerful insights from the raw material of
observations
Theme: Provocative title
Needs: Physical & Emotional Friction: Why the need is not met
Observations: List supporting observations
Insight: Truth/Need/Friction
Writing Great Insights
Crafting powerful insights from the raw material of
observations
Theme: Provocative title
Needs: Physical & Emotional Friction: Why the need is not met
Observations: List supporting observations
Insight: Truth/Need/Friction
Theme: Provocative title
Needs: Physical & Emotional Friction: Why the need is not met
Observations: List supporting observations
Insight: Truth/Need/Friction
Driving successful brand strategy through customer-driven innovation > Writing Insights
12
2. Explain the segments: Needs and frictionsaround insurance for the different need segments
Writing Great Insights
Crafting powerful insights from the raw material of
observations
Theme: Provocative title
Needs: Physical & Emotional Friction: Why the need is not met
Observations: List supporting observations
Insight: Truth/Need/Friction
Writing Great Insights
Crafting powerful insights from the raw material of
observations
Theme: Provocative title
Needs: Physical & Emotional Friction: Why the need is not met
Observations: List supporting observations
Insight: Truth/Need/Friction
Theme: Provocative title
Needs: Physical & Emotional Friction: Why the need is not met
Observations: List supporting observations
Insight: Truth/Need/Friction
Driving successful brand strategy through customer-driven innovation > Writing Insights
15
Insight Statements
Needs Frictions
2. Explain the segments: Needs and frictions aroundinsurance for the different need segments
Driving successful brand strategy through customer-driven innovation > Writing Insights
16
Insight Statements
Needs Frictions
Segment: Red / Purple / Blue / Brown / Orange / Yellow
Driving successful brand strategy through customer-driven innovation > Writing Insights
2. Explain the segments, dive into their lives!
Driving successful brand strategy through customer-driven innovation > Writing Insights
18
3. Writing insights
Consumer Truth
“I… drink drink 1,5 liter of water a day”
Consumer Need /Want
“Because… it is good for my health”
Friction
“But… it’s difficult to keep up”
Driving successful brand strategy through customer-driven innovation > Writing Insights
19
Let’s get to work!
Explore the needs and frictions around insurance
Write 1 insight per groupDriving successful brand strategy through customer-driven innovation > Writing Insights
20
What are yourfindings?
Driving successful brand strategy through customer-driven innovation > Writing Insights
21
Back to the case
Driving successful brand strategy through customer-driven innovation
Case: Actions that have been taken to create a relevant connection with the target group with the brand and offer
Define the brand: 4 core values
Choose a need based unique positioning that fits the brand
Explore the need based segments: Generating insights around Health care and Home insurances -> What is important in their lifes?
Taylor the portfolio to fit the target segments: Adjust terms and conditions, developnew services and test it with the desired target segments
New look and feel: adjust logo, website etc
Align the whole organisation with the brand positioning: transform all customertouch points to service the target segments the way they like it
1
2
3
4
5
6Driving successful brand strategy through customer-driven innovation > Back to the case
24
Thanks