real - fdin.org.uk · won the nobel prize for economics in 2002. 24 x 17. and packaging? pick me...
TRANSCRIPT
![Page 1: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/1.jpg)
![Page 2: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/2.jpg)
REAL TIMEWe are a behavioural economics,
REAL BEHAVIOURRESEARCH AGENCY
![Page 3: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/3.jpg)
I worked research
Beforein
![Page 4: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/4.jpg)
withI worked research
Before
![Page 5: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/5.jpg)
SOCIAL EXPERIMENT. GUILTY PLEASURES.
![Page 6: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/6.jpg)
RESEARCH TURNS PEOPLE INTO LIARS
![Page 7: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/7.jpg)
IF YOUR INSIGHT ISN’T AWESOME, YOU MAY AS WELL GO HOME
![Page 8: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/8.jpg)
RESEARCH IS JUST STIMULUS
![Page 9: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/9.jpg)
RESEARCH TURNS PEOPLE INTO LIARS…
![Page 10: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/10.jpg)
“CONSUMERS ARE NOT RATIONAL”
Daniel KahnemanThinking Fast and Slow Won the Nobel prize for economics in 2002
![Page 11: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/11.jpg)
![Page 12: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/12.jpg)
2 4 x 1 7
![Page 13: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/13.jpg)
AND PACKAGING?
![Page 14: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/14.jpg)
Pick ME
Pick MEPick ME
Pick ME
Pick ME
![Page 15: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/15.jpg)
here it is
SPOT THE BURGUNDY DOT
![Page 16: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/16.jpg)
OrWHAT SOUNDS BETTER?
![Page 17: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/17.jpg)
IF YOUR INSIGHT ISN’T AWESOME, YOU MAY AS WELL GO HOME.
![Page 18: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/18.jpg)
THE REALITY IS THAT THE MARKET HAS CHANGED MORE RAPIDLY OVER THE LAST 3-6 MONTHS THAN I’VE SEEN IN MY 30 YEARS IN THE INDUSTRY.”
Mike CoupeSainsbury’s CEO | October 2014
“
![Page 19: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/19.jpg)
REALLIFE
Marketing & Insight ConsumersResearch Agencies
![Page 20: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/20.jpg)
Marketing & Insight ConsumersResearch Agencies
REALLIFE
![Page 21: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/21.jpg)
MEANWHILE,RESEARCH AGENCIES MAKE MONEY…?
![Page 22: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/22.jpg)
SERIOUSLY.THIS IS A RACKET.
WE NEED TO SORT IT OUT.
![Page 23: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/23.jpg)
NOT AWESOME. DESIGN
BRIEFDesign Objective
Business Objective
Audience Profile
Zoe is 23 and works as an administrative assistant in Slough. She graduated in media and one day would like to be working in London. She currently still lives with her parents and really enjoys the gym, going out with her friends and watching films.
……………………………………………………………
……………………………………………………………
![Page 24: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/24.jpg)
EQUALLY LAME.DESIGN
BRIEFDesign Objective
Business Objective
Audience Profile
……………………………………………………………
……………………………………………………………
Zoe is outgoing and full of fun and life. She wants to make the most of every moment she has as she believes that life is short.
![Page 25: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/25.jpg)
![Page 26: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/26.jpg)
THERE IS A WORLD OUT THERE.”
“CoriolanusAct3, Part 1
![Page 27: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/27.jpg)
CONSUMER INSIGHT MEANS GETTING YOUR HANDS DIRTY.
![Page 28: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/28.jpg)
![Page 29: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/29.jpg)
![Page 30: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/30.jpg)
![Page 31: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/31.jpg)
![Page 32: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/32.jpg)
RESEARCH IS JUST STIMULUS
![Page 33: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/33.jpg)
GOOD RESEARCH NEVER STANDS STILL.
![Page 34: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/34.jpg)
GOOD RESEARCH NEVER STANDS STILL.
![Page 35: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/35.jpg)
THREE THINGS MATTER
REAL PEOPLE GET YOUR START AGAIN
SHARE EVERYTHING
HANDS DIRTY
IF IT’S IN A BOX
![Page 36: REAL - fdin.org.uk · Won the Nobel prize for economics in 2002. 24 x 17. AND PACKAGING? Pick ME Pick ME Pick ME Pick ME Pick ME. here it is SPOT THE BURGUNDY DOT. ... Zoe is 23 and](https://reader036.vdocuments.us/reader036/viewer/2022070112/605862e6fbfa6719383b5bf1/html5/thumbnails/36.jpg)
THANK YOUPartner & Strategy Chief
T: 020 7234 0768M: 07889 732 971
AUSTIN ELWOODPartner & Research Chief
T: 020 7234 0768M: 07773 386 093
TASH WALKER