maximizing insight and profit 4 24 12

MAXIMIZING INSIGHT AND PROFIT:

USING IMMERSIVE FRAMEWORKS TO BETTER SCOPE YOUR RESEARCH

April 26, 2012

Steve August, Founder and CEO

Our Mission: Understand People….

Market

Customer Needs, Wants, and Desires

Messaging ProductsBrand

….To Answer Business Questions

Layers of Consumer Experience

We’d Love To Do This

The Challenge of Traditional Qual

Interesting things happen here

The Opportunity of Digital Qual

Interesting things happen here

Imperatives of an MR Business

+

ProfitInsight

The Challenge of Digital Qual

It’s “always on”

Interesting things happen here

Maximizing Insight & Profit with Immersive Research

FrameworksActivities

First Imperative

Insight

Immersive Research

Immersive ResearchActivity-Based Research

Question-Based:What’s in your

fridge?

Activity-Based:Take me on a photo tour of your fridge.

Butter Cheese Lettuce Mustar Milk Leftover Spaghetti Carrots Orange Juice Jam

Using Activities To ExploreConsumer Experiences

Tours, Show Me’s, Deprivations

Diaries, Journals

Projective exercises, Image Metaphors, Personification, Storytelling

Immersive Research

An online research framework that captures consumer behaviors, experiences and emotions in context.

2nd Imperative

– How efficiently we deliver value– A question of scoping and project management

Profit

Digital Qual Scoping Challenge

No Time boxes!

Activities, a basis for scoping

Activities x People = Scope

15 participants x 4 activities 60 responses

Moderation:5 minutes per response mod. 300 min/5 hours

Analysis:60 responses 48 pages of data

Potential time to analyze 20 hours

44Activities

3 daysSuggested duration

15Participants: 30 60

Est. moderation:

Potential analysis & report:

60

10 hrs 20 hrs

Segments: 1 2 4

20 hrs 40 hrs 60 hrs

Responses: 120 240

5 hrs

Data generated: 48 pgs 96 pgs 192 pgs

Your Mileage May Vary!

Frameworks

Creating predictable scope

Suggested Project Frameworks

44Activities

3 days

88Activities

7 days

1616Activities

14 daysSuggested duration Suggested durationSuggested duration

44Activities

3 daysSuggested duration

Brand Experience Study

44Activities

3 daysSuggested duration

15Participants: 30 60

Est. moderation:

Est. analysis:

60

10 hrs 20 hrs

Segments: 1 2 4

20 hrs 40 hrs 60 hrs

Responses: 120 240

5 hrs

Data generated: 48 pgs 96 pgs 192 pgs

Brand Experience Study

Productization: A Modular Approach

Activities

Key for Success

44

Example: Concept Testing

Activity 11

Turn Questions into Activity:Explain to a Novice

Activity 22

The Feedback Sequence

Activity 33

Sell It!

Activity 44

Finding Persuaders

Your Report: Table of ContentsConcept in Context: Current Choice Set– Current perceptions of category/choices– Current choices and drivers– Cost parameters with current choices

Concept Reaction– Openness to concept– Where it fits– Key questions– Potential objections

Potential Marketing Language– Concept value in participants’ own words– Persuasive benefits and language

Activities & Frameworks Together

Get in Touch!

Revelation will work with you to develop your own frameworks!

info@revelationglobal.com+1 503.808.1492

COMING MAY 24TH!

REVELATION MASTER CLASS:4 AWESOME ACTIVITIES FOR PRODUCT RESEARCH

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