optimize product concepts - larry mcmanis

What(is(Iterative(Insights™(Day?

Iterative(Insights

InQcontext(Learning

Collaborative(Engagement

Multiple(Consumer(Touch(Points

Research(Principals(for(Better,(Faster(Marketing(Decisions

Learn more at: digsite.com/blog/iterative

About%Your%Speaker

Larry%McManisPresident(&(CEO(of(

ThinkWay Strategies,(LLC

2/02/17Confidential and proprietary. Copyright © 2017 ThinkWay Strategies LLC. All rights reserved. 110

Optimizing Product

Concepts


The Situation

Client Situation:

Faced with declining market share, a national specialty cheese brand needed consumer insights in order to identify improvements to their positioning, packaging and merchandising.

My Challenge:

Get beyond data to help the client understand the consumer on an emotional level throughout their experience.


Our Plan with Digsite

Understanding the Consumer & Product Usage

Shopping & Decision Factors

Role of Brands & Merchandising Packaging

Evaluation


Understanding the

Consumer Emotionally

Demographic Data Psychographic Data

Feedback on Emotional Connections“One of my most memorable meals is homemade alfredo sauce. I made it for a special occasion with many of my family members there. There were about 15 of them and they all loved it…”

• Like to cook• Often try new recipes

• Enjoy shopping for specialty cheese• Shop at farmer’s market

• I’m a “foodie”• Watch food shows• Share recipes


Product Usage

in Real Life Situations

Digsite community members shared pictures of the cheese in their refrigerators and personal stories of how they used specialty cheese

products.


How They Shop

& Decision Factors

We sent them shopping to discover their motivation and shopping behaviors.

What They Bought Factors They Considered

How They Felt


Role of Brands &

How to Make the Shopping Experience BetterB

rand

Cho

sen

Idea

s to

Mak

e Sh

oppi

ng

Expe

rienc

e B

ette

rRank Order of Decision Factors

(Including Brand)

We asked questions about brands chosen, the role brands played in the purchase decision, and how to make the shopping experience better.


Packaging Evaluation

The Digsite community evaluated a number of packages, gave valuable feedback, and ranked their package preference


The Things We Learned

Over the Course of Four Weeks

Emotional Connection of

Consumers to the Category

Key Consumer, Product & Package

Benefits

• New Positioning Statement

• Product & Package Improvement Agenda

• Retailer News

•Merchandising Ideas

Target

Frame of Reference

Point of Difference

Reasons to Believe

Our Digsite engagement provided much of the insight needed to move the marketing agenda forward and improve results dramatically.


Work That Matters™

Larry McManis

[email protected]

Questions?

optimize product concepts - larry mcmanis

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