Download Fusing brand strength and customer need to create explosive insights

Fusing brand strength and customer
need to create explosive insights
Presented by Pippa Bailey
The eras of marketing
development
Then marketing
evolved and
average products
could be successful
A long time
ago, a good
product was
enough
Nowadays your
product, pack, and
marketing all need
to be good
Greetings Earth
Woman, I’ve got this
brilliant concept
SoH nuq?
Expectation
Loyalty
Repeat purchase
Fulfilment
Satisfaction
Run
Attack
EROS (Early Rules of Success)
ONLINE DEVELOPER GROUPS
R&D
MARKETING
CONSUMERS
MMR
BRAND
OWNERS
ARTICULATE
CONSUMERS
© MMR Research Worldwide. All rights reserved.
14
Online Developer Groups
© MMR Research Worldwide. All rights reserved.
PRE-WORKSHOP
1
PRE-WORK
Sample immersion;
parameters and
selection
6
2
3
PRE-WORK
Detailed vocabulary
session to define and
understand the “pool”
lexicon
SENSORY EXPLORATION
AND WARMUP
5
Warm-up in smaller groups run by
sensory experts, trying contrasting
products to get respondents in the right
mindset for following exercises, proven
to increase detail and clarity in the
following stages
7
RESPONDENT ASSESSMENT
AND SELECTION
Screening for above average sensory
perception and articulacy, as well as detailed
brand articulacy
BRAND
BREAKOUT SESSION
Group splits in two, to
discuss concept & brand,
profile brand based on
pool of Emotional /
Functional terms
SENSORY EXPLORATION WORKSHOPS
Respondents split into two groups. Possible product
executions explored in an iterative process
involving R&D and MMR staff – sensory profiling and
exploration into emotional territories
8
4
MARKETING
INTRODUCTION SESSION
Marketing-led session to
explore concept and brand,
explain to respondents what
is to be achieved and really
establish consumer buy-in
CROSS COMPARISON AND WRAP-UP
Groups recombined and questioned about each
other’s findings. Key respondents may be kept
behind for even more detailed interviews
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Finding the perfect
product for a relaunch
Squeezing more juice from the fruit
1. Engage the consumer – and the right consumer
2. Make sure the right people are at the party
3. Create the time for co-creation
Objective: Successful product launch by better
aligning concept and product delivery
The last 5% can make the difference
between success and failure
If you’re going to compromise any element of your new
product launch, make sure it’s not key to the consumer!
Thank you
For more information please contact
Pippa Bailey
[email protected]
www.mmr-research.com