jonathan gable and christiane quaas ethnography - 2011

A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011

Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/

For more informaFon about NewMR events visit newmr.org

‘Me’ to ‘We’ Research A New Way of Looking Jonathan Gamble, BrainJuicer ChrisFane Quaas, Boeringer Ingelheim

Speaker Jonathan Gable, BrainJuicer, Christiane Quaas, Boehringer Ingelheim, Germany NewMR Ethnography, May 25, 2011

2

“Me” to “We” Research: A New Way of Looking

Christiane Quaas Jonathan Gable


3

Agenda

l Background

l A new map of research

l Case study

l Conclusions


4

Background


5

Our mission: understand & predict behaviour


6

Unreliable witnesses…


7

But there’s good news...


8

New Ways of Looking


9

A New Map of Research


10

“We” Research Methods

Mass Prediction

Co-Creation

Mass Ethnography

Mass Anthropology

We Insights Predictive Wisdom of Crowds Co-Creation with clients and each other Social powers of observation Smart aggregation of existing data on crowd behaviour

We Methods


11

Case Study Pharmaton®

Innovation Project


12

The vision of Global Consumer Health Care Team

To create and drive inspiring global brands for consumers.


13

How to generate FACTs about consumers wants, needs & desires - Mass Anthropology

People from different cultures –

working in different functions

Analogies from other categories – Sweets, Chocolate

“Expert” Opinions

Published data from Media – Men’s Health

Brand Product Data

Trends

OTC News

Competitive Data

GNPD

Published data from

Web

Existing Consumer Research


14

Fact

Needs of the aged population to remain physically + mentally independent as long as possible. The natural aging process causes

mental + physical decline that brings dependency / frustration into peoples’ lives

Mass Anthropology exercise delivered us 814 FACTs

We translated them into 12 Consumer Insight Opportunity Areas

814 FACTs Fact

Fact

“Stay active longer”

Fact Fact Fact Fact

Fact Fact

Fact Fact Fact

Fact

Fact Fact

Links based on “Why?”


15

1 out of 57 ideas


16

1 out of 57 ideas

I enjoy being an active person and I want to be sure that I keep my life-style. But I know that stress, unbalanced nutrition or lack of physical exercise may endanger my cardio-vascular system and body. Now Pharmaton® Cardio Plus helps you to keep your lifestyle by helping maintain your cardio-vascular health and providing the vitality you need every day. Its unique combination of active ingredients work in harmony:

•  Omega-3 fatty acids help maintain your cardio-vascular health

•  The antioxidant potential of Selenium and Zinc, combined with vitamin C and vitamin E, deactivate the free radicals responsible for inflammation, allowing the arteries to remain in a healthy condition

•  A balanced blend of vitamins and minerals support your vitality

Pharmaton® CardioPlus - stay active and healthy!


17

From 57 rough ideas to 11 concepts

12 insight opportunities

57 rough ideas

11 concepts

inspired

refined into


18

Challenge!!

Screen the 11 ideas cost-effectively with consumers to find the 3 or 4 with the highest potential in the market Need: a screening solution which allows us:

to distinguish clearly between ideas to prioritise and those to park to enrich hypotheses about potential new target audiences to avoid a subjective internal pre-screening to meet a given budget


19

The solution

Use our human ability to predict

not our own actions,

but others’ actions:

Mass Prediction


20

Mass Prediction

Co-Creation

Mass Ethnography

Mass Anthropology

We Research


21

Why the Many Are Smarter Than the Few James Surowiecki (2004)

The Wisdom of Crowds


22

Galton’s surprise findings

collective guess

= 1197 lbs

actual weight

= 1198 lbs


23

X 596 Polls

(1988 - 2000) ü ¾

IEM – the classic Predictive Market

http://www.biz.uiowa.edu/iem/index.cfm


24

The investment game

Probably Sell Shares In... Probably Buy Shares In...

Which One To Sell All Shares In... Which One To Double Shares In...

Net Preference % %

Full evaluation of ‘reasons why’ Full evaluation of ‘reasons why’

Normable Benchmark


25

-9 -7 -10-3

-14

-26-30

31

19 17

7 713

6

22

12 7

4

-24

-13

-7

-35

-25

-15

-5

5

15

25

35

Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6 Concept 7

% o

f res

pond

ents

0

10

20

30

40

50

60

70

80

90

100

Sequ

entia

l Mon

adic

% D

ef/P

rob

Net PreferenceMost Successful - would double sharesLeast Successful - would sell shares

Superior Differentiation Please select which one of these ideas you would immediately sell / double your shares in

Total Sample: 500

Flat line monadic scores

Wheat from chaff


26

26

Proven Accuracy: same winners as in conventional tests Monadic Ideas No. of Green Light Concepts Snacks 15 5 out of 5 Cleaners 10 5 out of 5 Air Care 5 2 out of 2 Drinks 8 1.5 out of 2 Waters 11 1 out of 2

48 91% match Sequential Telecoms 42 8 out of 12 Chilled Food 11 3 out of 3 Cleaners 29 6.5 out of 9 Gum 7 4 out of 4 Lighting 20 9 out of 10 Air Care 28 5 out of 7

137 81% match


27

Priorities for Concept Development: Country Comparison


28

●  In week 5 of the TV campaign, CorActive reached maximum weekly volume of 4.200 units. Post the TV flight, volume remained at around 2.300 units.

●  Vitacol had a slower reaction to its TV campaign

●  At CYTD, CorActive has sold twice the volume of Vitacol

Current in-market performance Pharmaton CorActive in Spain outselling Vitacol 2 to 1

SALES VOL

244

294

200

268

169

202

163179

86

192

485533

654

1,3442,583

2,835

1,068

3,523

4,200

3,2522,882

2,249

698

857

790 807786 933

944

1,4701,671 1,806

1,217

1,134

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

1 (10Enero)

2 (17Enero)

3 (24Enero)

4 (31Enero)

5 (7 Febr) 6 (14Febrero)

7 (21Febrero)

8 (28Febrero)

9 (7Marzo)

10 (14Marzo)

11 (21Marzo)

12 (28Marzo)

0

50

100

150

200

250

300

350

GRP CORACTIVE GRP VITACOL CORACTIVE VITACOL

VTAS VOL ACUM25,608

13,113

0

5,000

10,000

15,000

20,000

25,000

30,000

CUM 28 MARZOCORACTIVE VITACOL Soure: Nielsen volume


29

POS MATERIALS - PRODUCT DISPLAY

(with take one and product samples)

Product Display (12 units)

Take One

Ou

tsid

e vi

ew


30

Conclusion


31

Conclusion (1/2)

The ‘We Research’ approaches adopted were: •  challenging •  requiring faith and •  energy from the team and its leaders

The journey was ultimately viewed as richly enjoyable and rewarding. The successful launch is a testament to the dedication and faith of the team.


32

Conclusion (2/2)

At the same time, the development and launch process is a fine validation of the ‘We Research’ approach:

• recognizing that we are unreliable witnesses to our own behaviour

• Conducting Mass Anthropology instead of a U&A

• using our human powers of social observation and prediction

• Gathering Mass Predictions with the Wisdom of Crowds approach


33

Thank you…

…and let’s catch up during a break!


Q & A

Ray Poynter The Future Place

Jonathan Gable BrainJuicer

Christiane Quaas Boehringer Ingelheim

A Presenta*on from the NewMR Ethnography & Market Research Event -‐ May 25, 2011

Event sponsored by Square Holes All copyright owned by The Future Place and the presenters of the material For more informaFon about Square Holes hGp://www.squareholes.com/

For more informaFon about NewMR events visit newmr.org

‘Me’ to ‘We’ Research A New Way of Looking Jonathan Gamble, BrainJuicer ChrisFane Quaas, Boeringer Ingelheim

jonathan gable and christiane quaas ethnography - 2011

Marketing

speaker jonathan gable

germany newmr ethnography

boehringer ingelheim

brainjuicer chrisfanequaas

web existing consumer

new ways

different cultures

crowd behaviour