uncovering consumer nascent demand · 2019. 4. 16. · b2b and own brands and investments team of...

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CONFIDENTIAL09/04/2019© 2019 Zendegii

Uncovering Consumer Nascent Demand

Khosro Ezaz-Nikpay, Ph.D.Enjoin Partners Ltd.Zendegii Ltd

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Insight: Nascent Demand

Execution: Talent, innovation cells and portfolio of bets

Focus: Consumer facing or consumer need-driven industries

Examples:

Brief introduction to Enjoin & Zendegii

Food and beverage innovation

Rapid prototyping and technology development for FMCG and retail

B2B and own brands and investments

Team of consultants,

scientists, engineers,

psychologists, artists & experts

Patents (e.g., flavour technology to create organoleptic placebo effects)

Increase innovation pipeline

Double bottom-line within 1 year

Launch new products and services in half the original time

Refine existing value propositions and drive sales growth

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Strong industry growth is happening in innovative propositions across even the most traditional segments

The news

The good

news

Overall growth beyond GDP is always under pressure and less than 5% of products/services launched make it big (>$50m)

The bad

news

Many players are either incrementalists or plagiarists or technology hopefuls. But innovation is primarily an effectiveness game and only secondarily an efficiency play

The no

news

The consumer’s body, emotions (physical, instinctual), feelings (external triggers), and mind are the ultimate source of differentiation and far from explored

The great

news

Consumer nascent demand can be explored and delivers specific, differentiated value propositions

The

amazing

news

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CONFIDENTIAL09/04/2019© 2019 ZendegiiWhat happens when you are asked a question?

Source: Zendegii framework and analysis

Recognition, heuristicsInstinctual, consistent with biases

Intellectual exploration/Why?Access known rationale or cognitive resonance

Hidden internal influencersPicturesSensesBody/gut feelEmotionsFantasiesCreativityFlowRitualDevelopmental exploration/How?

Hidden external influencersEmerging memes/trendsEmerging technologies/capabilitiesSerendipitous emergenceInfluencer behavior

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CONFIDENTIAL09/04/2019© 2019 ZendegiiHow to find differentiation? The gaps

?

Source: Zendegii framework and analysis

Understanding the consumer in new ways Authentic and creative response to solutions

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Non-biased (you), highly biased (consumer)

Consumer as co-creator: emergent needs

Tangible input to product or prototypes

Granularity of product/marketing features

Statistical and market relevance

What would an ideal tool for discovery of Nascent DemandTM look like?

Source: Enjoin/Zendegii Ltd.

Deep data to complement big data

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CONFIDENTIAL09/04/2019© 2019 ZendegiiThe logical way has strong confirmation bias

1. Define target segment and recruit

2. Generate set of visuals, themes, prototypes that embody the solution

3. Check ideas with consumer by exposing them to the visual, theme or prototype

4. Interview them about their likes and dislikes (ideally along a parameter)

5. Consolidate findings

6. Be amazed that consumers confirm most of your initial expectations

X

✓✓

XXX

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CONFIDENTIAL09/04/2019© 2019 ZendegiiWhat to do to extract relevant and granular insight

1. Define target segment and recruit

2. Create prototypes (that contain explicit falsifiable hypotheses)

3. Trigger sensory pathways for product/service category (not prototype!)

4. Trigger self-development pathways that brings consumer into a “flow” state

5. Explore intensity signals (typically physical/emotion-based)

6. At point of highest intensity (authentic state) expose to prototypes

7. Analyze and include into next generation prototype

8. Quantitative preference test against benchmark This analysis has so far been done for B2C:

FMCG, financial services, retail, web

services and packaging

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CONFIDENTIAL09/04/2019© 2019 ZendegiiValuable outputs

Examples on the following pages

Specific organoleptics, ingredients, colors,

haptics, geometry and associated sound, or

ritual

Source: Nascent DemandTM

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Red wine: Non-intellectual social drink, that is between a juice and wine. First sip matters

Trigger points for consumption or avoidance Journey of sensations

Do not launch as an alcohol-free wine but a emotional (non-intellectual), social beverage

positioned between juice and wine


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Different drinks show different psychological “feel”

Themes can deliver “feel” of the product for marketing


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CONFIDENTIAL09/04/2019© 2019 ZendegiiSignature taste beats top category performer

Sensory priorities

Check differentiation

Quantitative results show promising prototypes

▪ Product is already a top performer

▪ Quantitative tests conducted in relevant segments in two different regions in Asia and America

▪ Changes increase overall liking by a significant amount

▪ Changes increase emotional and functional equities

▪ Signature taste has succeeded in targeting the nascent needs of the consumer (flavor but also other organoleptics)

▪ Additional insight into marketing priorities, language, and packaging


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Source: Zendegii Ltd.

THANK YOU

uncovering consumer nascent demand · 2019. 4. 16. · b2b and own brands and investments team of...

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