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London Brighton Rotterdam New York Los Angeles
A Leading International Online research agency
BrainJuicing Innovation Let the Creatives Create And the Market Decide
John Kearon – Chief Juicer
2Ensuring the biz is working with great concepts
CreativeSixers™
Predictive Markets
Let the Creatives createAnd the Market decide
Let the Creatives Create
Use 50 Creative Sixers to generate a ‘deck’ of
innovative ideas
Edison’s gate and the visit of Albert Mann (President of the Bank of America) 1902
A $Trillion Marketing Services Industry Trying to satisfy the thirst for creativity
There is no IQ equivalent for creativity Can creativity be measured?
8Creativity is like any other aptitude
Total Score
0
2
4
6
8
10
12
14
16
0 2 4 6 8 10 12 14 16 18Number of points scored in total by respondent
% o
f R
esp
on
den
ts
Lights out Incandescent
The Creativity Test Results x 5,000
10
Elephant ideas Make ears bigger Give it a squeak Make the eyes move Ears feels different Make trunk longer Squirt water from trunk
(given as e.g.) Sing Nellie the elephant Make it walk
Elephant ideas &humanising ideas Pull the trunk to open its mouth Trumpet when it detects
movement Have babies inside • • • • • • • • • • • • • • • • • • • • • • • Allow it to speak Give it spectacles Give it clothes Talk back to you Record a message Have the child’s name on it
Elephant ideas &humanising ideas &more abstract ideas A finger puppet Water proof 4 bath Whistle in trunk Make it laugh Make it dance Make it fart & burp Help spell & count Roar when smacked• • • • • • • • • • • • • • • • • • • • • • Elephant Hoover A radio with tusks for volume
& tuning A Pyjama case Tusks 4 teething +Wheels & ride it Vibrates to soothe Microwaveable as a
hot water bottle
The Creativity Test with 5,000 showed a bell curve of creativity just like any other talent
The more creative the person, the more ideas they had & the more creative they were
regular 60 watt
49%night light
31%the lights are off
2%bright spark
17%incandescent!
1%6% = validated CreativeSixers
11
Let the Creative’s Create!
1. Brainstorms WONDERFUL for team bonding BUT WOEFUL at generating good ideas
2. Everybody & idea has equal creative worth BUT only 6% of folk are highly creative
3. A group is better for creating ideas BUT Individualists create better alone
4. Suspending judgement helps creativityBUT creatives are the harshest critics
5. Fast, furious is betterBUT slow, calm & relaxed is better;
Avoid Current Brainstorming
12How the Creative works
Use Creative 6’ers™ who’ve been validated as highly creative
Challenging 6’ers with best ideas = 4x the number of good ideas
Giving 6’ers 5 days to think about it = 3x the number of good ideas
Asking 6’ers for at least 8 ideas = 2x the number of good ideas
Using 6’ers only in the target audience = ½ as many good ideas
Edit into a ‘Deck of best 52 ideas + 2 Jokers’ for workshop use
“Using BrainJuicers we generated & tested dozens of ideas to find a winner. What would normally take us months we finished in 2 weeks. More Juice please!”
Jaroslav Cir – Global Consumer & Market Insight Manager Rexona
A radio with one tusk for
volume & the other for tuning
Soft toy you can
microwave to act as a safe hot
water bottle
Let The Team Harvest
Use the Internal Team to select and shape the best
ideas
And the Market Decide
15 ideas in a Predictive Market where 500 select the most Potent
17
The Wisdom of Crowds – How the Many Can Be Smarter than the Few, James Surowiecki (2004)
18
collectiveguess
= 1197 lbs
actualweight
= 1198 lbs
Galton’s surprise findings
19
X 596Polls
(1988 - 2000)
¾
IEM - The original Predictive Market
20How Predictive Markets work
Screen 15 ideas with a convenience crowd of 500
Share the game with them, “imagine you owned shares...”
Aggregated buy/sell scores sorts ‘wheat from chaff’
Works across cultures; universal net preference scores
“BrainJuicer’s Predictive Markets is an innovative research technique, which enables us to test multiple ideas really
quickly, accurately and insightfully.”
Lauren Lackey – Director of Global Technology – Wrigley
21
New Product ConceptsMonadic Test
with matched samples of 100 in the target market
Predictive MarketWith diverse group
of 500 people Significant Differences
A 85 85
B 83 76 +
C 81 80
D 78 86
E 74 70
UK Norms (top two box) 67 67 67
F 64 28 ***
G 64 28 ***
H 54 35 *
I 49 45
J 43 16 ***
A diverse crowd will be as accurate as a targeted sample A ‘Predictive Market’ will be as accurate as a monadic test Answering for the market as accurate as answering for oneself
Experiment 1: Top 2 Box Purchase Intention Results for 10 Ideas in UK
Experiment 3: Top 2 Box Purchase Intention Results for 15 Marmite Ideas in UK
New Product Concepts
Monadic Test Matched samples of 100 target mkt
Predictive MarketDiverse crowd of 500
Significant Differences
A 80 80
B 79 84
C 73 81
D 73 95 ***
E 72 84
F 69 62
G 69 52 +
UK Norms (top 2 box) 67 67
H 64 63
I 64 41 **
J 64 50 +
K 64 50 +
L 61 36 ***
M 59 9 ***
N 55 26 ***
O 51 11 ***
Experiment 8: Top 2 Box Purchase Intention Results for 19 Drinks Ideas in 6 Markets
New Concepts
UK diverse crowd
of 500
Australia diverse crowd
of 500
Saudi diverse crowd
of 500
China diverse crowd
of 500
Mexico diverse crowd
of 500
Guatemala diverse crowd
of 500
A 82 91 62 84 77 74
B 76 79 83 92 84 80
C 82 89 63 74 69 81
D 84 88 71 79 92 91
E 66 83 73 62 45 69
F 67 70 68 76 66 70
G 69 77 63 50 53 58
H 62 42 63 71 63 67
PM Average PI 51 57 56 67 58 61
I 39 56 25 40 67 71
J 53 61 45 42 70 58
K 61 55 33 29 69 89
L 70 41 34 70 42 49
M 49 71 36 37 38 54
N 18 21 70 76 33 45
O 40 37 67 89 77 63
P 34 41 52 78 25 31
Q 26 40 31 61 67 58
R 35 26 73 88 44 41
S 11 11 - 72 29 27
Experiment 4: Top 2 Box Purchase Intention Results for 5 Household Ideas in US
New Product Concepts
Monadic Test Matched samples of 100 target mkt
Predictive MarketDiverse crowd of 500
In Market Value Share Results
A 59 83 12.2%
US Norm 67 67
B 54 63 7.9%
C 42 51 3.4%
D 42 46 4.5%
E 47 32 1.1%
Respondent Base Sizes: Monadic = 100 per cell / Predictive Market = 500
The crowd scores were more accurate in market than the monadic
The ‘Predictive Market’ much more correlated with in market shares
The ‘Predictive Market’ better separated the ‘wheat from the chaff’
Experiment 7: Bets Placed for the WINNER of X-Factor 2006..
Weeks
$10 to Win$10 on the act the PM predicted would win
OddsProvided each week by Ladbroke.com $ Winnings
1 $10 Leona / $10 Kerry 7-1 / 5-1 $60
2 $10 Leona 3-1 $40
3 $10 Leona / $10 Ben 3-1 / 6-4 $30
4 $10 Ben 6-4 -
5 $10 Leona 2-1 $30
6 $10 Leona 10-11 $11
7 $10 Leona 1-2 $15
8 $10 Leona 2-7 $12
9 $10 Leona 1-4 $12
10 Leona to win No odds -
TOTAL
Leona favourite every week except week 4
($120)
Leona favourite last 6 out of 10
weeks
The Predictive Market beat the bookies
$210
26% Doubling and Selling Shares in Each Idea – Male
-20
-15
-10
-5
0
5
10
15
20
25
30
A B C D E F G H I J K L M N O P Q R
% o
f re
spo
nd
ents
% doubling
% selling
Sample: 500
-10-5-5-4-2-1-1-100001112519
Net Preference:
Einstein represents ideas generated by the Creative Sixers
Bars represent a breakdown of the % buying and % selling each idea
Net preference score sorts wheat from chaff to reveal which concepts have real potential
? ? ? ? ? ?
27Example of Output for each Concept
80
0 10 20 30 40 50 60 70 80 90 100
PI
1.42
2.05 2.1
-3
-2
-1
0
1
2
3
Believability Originality Understandability
Strongly Positive
Strongly Negative
5
75
19
11.61
1
Concept 1
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a
scale from 0 to +3
Who: All ages, 25-34s
When: At home and away from home; Lunch/afternoon snack
How Often: 2-3 times per week
Action: good opportunity
Above Average On Average Below Average
Surprised in a happy way that they are expanding into food, can’t wait
Company has built reputation for healthy, quality food and moral conscience
Innocent have proved themselves with high quality smoothies
I like a tasty alternative that looks appealing and sounds great
Advertised as a healthy product, therefore less guilt
Brand reflects positive image
Main Benefits Concept 1
(95 x All) %
They have developed a good reputation and people would
trust the brand19
The Innocent name, reputation and ethos17
Buying from a producer with a proven record of good, tasty
drinks15
The product of a company with a name for quality, natural food
with no additives11
Natural goodness, trusted brand8
A branded name to back it up7
Natural goodness5
Tasty4
Excellent reputation for good quality, natural products.3
That it is a healthy option to other snacks to eat on the go3
28Ensuring the biz is working with great concepts
CreativeSixers™
Predictive Markets
Let the Creatives create, the Team harvest & the Market decide
Sixers 19 of the 40 final ideas
Sixers 6 ofthe 7 best ideas
29
FaceTrace™
Measuring emotional engagement and the potential for effecting consumer behaviour
FamilyCam™ / BarCam
Family Cam wired up for online ethnography + product
testing as an inspirational & insightful research resource
Brand Personality Profiling
A robust, psychometric profiling of brand personalities
in a category for comm’s/ innovation development
Labs
BrainJuicer © 2006
Juicy Communities
Web 2.0 social networks and online communities to provide a 24/7 inspirational & insightful research resource
30
31
32The 7 basic universal emotions
Autonomic Reflective
33
Which of these faces best expresses how you feel about this advert?
To what degree did this advert make you feel [selected emotion]?
And what was it about this advert that made you feel
this way?
[Use MindReader to capture reasons for each emotion]
The final emotional engagement measure
34CDM Gorilla
35Results
127 5 3 3
65 70
25 28
6
1619
25
61
61
25
11
2
2
10
59
11
206
5 2 3 4 181
1
36
3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cadbury Gorilla Guinness Domestos Abbey Charity Ad 1 Charity Ad 2
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
Intensity Score measured on a scale from 0 to +3
2.17 1.92 1.58 0.79 0.71 1.31
Absence of emotion = absence of any action Greater the emotion = greater propensity for action Reflective emotion = more helpful than autonomic
36CDM Gorilla – Emotional Triggers • Cannot see what the connection was between Phil Collins, Gorilla & Chocolate• I just don't get it – it frustrates me• Because its a ridiculous advert & makes no point could be 4 anything • Don't understand the connection between a gorilla and chocolate - lack of
understanding as to what the advert is meant to achieve!• It seemed a bit drawn out - I kept waiting for something to happen!• There should be a loose connection between the advert and the product • Ad is brilliant and gorilla makes me laugh, its very clever and easy to
remember - I like gorillas, I like the song, and it was a funny twist• Clever, inspired and funny• I absolutely love the ad but I'm not sure what it has to do with Cadburys• The Best Ad Around! I Just Love It!!!! it is different and memorable• Great ad, gets people talking about it, memorable - Nothing to do with
chocolate but you wont forget ad• Ad is brilliant and gorilla makes me laugh• It's just such an amazing advert, I'm mesmerized by it• It's absolutely brilliant, can't take my eyes off the screen, so amusing• The sheer joy on his face!• Gives you a laugh therefore makes you feel happy• The expression on his face, the beating of the drum in time to the music - great• Not what I was expecting. Trying to work out whether the gorilla was real... - it
looked so real but at the same time I'm suspending my disbelief! • What does a gorilla playing the drums have to do with chocolate? • Bizarre and unique. Makes you watch the whole ad to find the tagline.• Its a strange concept using a gorilla to promote chocolate .. kept me watching
R
A = Autonomic TriggerR = Reflective Trigger
R/A
R
R
RR
R
RRR
R
R
2.17