research solutions for a visual world › wp-content › uploads › ... · john wanamaker, father...
TRANSCRIPT
![Page 1: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/1.jpg)
0RUSSELL RESEARCH
Visual Conjoint, 2018
RESEARCH SOLUTIONS
FOR A VISUAL WORLD
![Page 2: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/2.jpg)
1RUSSELL RESEARCH
Commerce is More Visual Than Ever
![Page 3: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/3.jpg)
2RUSSELL RESEARCH 2RUSSELL RESEARCH
It’s expensive to figure out in the real world.
“Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.”
John Wanamaker, father of modern advertising and a “pioneer in marketing”
![Page 4: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/4.jpg)
3RUSSELL RESEARCH 3RUSSELL RESEARCH
It’s expensive to figure out in the real world.
P&G Cuts More Than $100 Million in ‘Largely Ineffective’
Digital Ads Had little impact on its business,
proving those digital ads were largely ineffective.
![Page 5: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/5.jpg)
4RUSSELL RESEARCH
It Can Take a Really Long Time
Netflix hyper personalizes artwork:
• Algorithms based on millions of data points
• Analysis based on 100MM+ members
• Gives visual “evidence” for why a title might be good for members
• Resulted in a meaningful improvement in how members discover new content
![Page 6: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/6.jpg)
5RUSSELL RESEARCH
Research & Testing Covers Very Well Copy Testing | Eye Tracking | Package Testing
UX Testing | In-Market Testing | A/B Testing
Creative Development Process
Insight /
Human Truth
Creative Brief Brainstorm Creative
Possibilities
”Three Ideas” Winning
Direction
![Page 7: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/7.jpg)
6RUSSELL RESEARCH
No Comprehensive SolutionsTest Individual Components OR
Several Ideas without Context
Creative Development Process
Insight /
Human Truth
Creative Brief Brainstorm Creative
Possibilities
”Three Ideas” Winning
Direction
UnansweredHow do creative
elements work together?
![Page 8: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/8.jpg)
7RUSSELL RESEARCH
• Government demanded a minimum
level of vehicle safety recall compliance
• Requested compliance levels often not
met
• Manufacturers required to send a safety
recall notice / letter to owners
Client Business Challenge
![Page 9: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/9.jpg)
8RUSSELL RESEARCH
Research Challenge: Letters are Complex
Color usage?Include a picture?
Call to action?Layout?
![Page 10: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/10.jpg)
9RUSSELL RESEARCH
Develop a form of conjoint analysis
where all options are presented in a
completely visual format.
How Do We Address These
Complex Challenges?
Our Solution
• Understand how individuals make
complex judgments
• Evaluate the sensitivity of changes
in various attributes
• Determine the effects of
reconfiguring existing options
![Page 11: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/11.jpg)
10RUSSELL RESEARCH
7,500+ online interviews
100+ combinations evaluated
Identified optimal visual letter design
Presented at safety recall conference
Many recommendations implemented
throughout industry
Visual Conjoint
10RUSSELL RESEARCH
![Page 12: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/12.jpg)
11RUSSELL RESEARCH
Visual
Research
Solution
11RUSSELL RESEARCH
![Page 13: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/13.jpg)
12RUSSELL RESEARCH
6 KEY BENEFITS OF
VISUAL CONJOINT
![Page 14: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/14.jpg)
13RUSSELL RESEARCH 13RUSSELL RESEARCH
Test hundreds or thousands
of creative variations.
Visual Conjoint Benefits
1
![Page 15: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/15.jpg)
14RUSSELL RESEARCH 14RUSSELL RESEARCH
Identify the impact of individual elements
in a finished product or piece of creative.
Visual Conjoint Benefits
2
![Page 16: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/16.jpg)
15RUSSELL RESEARCH 15RUSSELL RESEARCH
Determine the best execution
of each individual element.
Visual Conjoint Benefits
3
![Page 17: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/17.jpg)
16RUSSELL RESEARCH 16RUSSELL RESEARCH
Understand the relationship
between variables in an execution.
Visual Conjoint Benefits
4
![Page 18: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/18.jpg)
17RUSSELL RESEARCH 17RUSSELL RESEARCH
Provide the ability to tailor
creative for different audiences.
Visual Conjoint Benefits
5
![Page 19: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/19.jpg)
18RUSSELL RESEARCH 18RUSSELL RESEARCH
Provide the ability to guide optimization
at different stages of the purchase journey.
Visual Conjoint Benefits
6
![Page 20: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/20.jpg)
19RUSSELL RESEARCH
A Wide Range of Applications
Print1 Direct Mail2 Digital &
Websites3 Mobile
Offers
4 5 POS/
Signage6 ????7Packaging
![Page 21: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/21.jpg)
20RUSSELL RESEARCH 20
Social Media
• 4 attributes, 2-13 levels = 2000+ combinations
• Narrowed to <10 optimal combinations
• Identified targeted creative recommendations by
key demographic and behavioral segments
![Page 22: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/22.jpg)
21RUSSELL RESEARCH
CAUTION
Visual Conjoint is NOT
a Replacement for Creatives
Not professionally designed
Can contain impractical combinations
Power of nuance
![Page 23: RESEARCH SOLUTIONS FOR A VISUAL WORLD › wp-content › uploads › ... · John Wanamaker, father of modern advertising and a “pioneer in marketing ... P&G Cuts More Than $100](https://reader034.vdocuments.us/reader034/viewer/2022042409/5f262e036db9a970a44b8db0/html5/thumbnails/23.jpg)
22RUSSELL RESEARCH
One Meadowlands Plaza, Suite 1001
East Rutherford, NJ 07073
Phone: (201) 528-0400
Any Questions?
We’ll walk you & your team through the details
And show you how to put it to work today.