driving successful brand strategy through customer driven innovation

Driving successful brand strategy

through customer-driven innovation

Qualitative Consumer Research & Insights 2011

Index

Driving successful brand

strategy through customer-

driven innovation

Qualitative Consumer Research & Insights 2011

TNS NIPO

Author(s)Niki Schroeder

| © TNS

1. Introduction to innovation p. 3

2. Writing Insights p. 12

3. Back to the case p. 22

Driving successful brand strategy through customer-driven innovation

Introduction to innovation

Why should businesses innovate?

Driving successful brand strategy through customer-driven innovation >

3

How can you innovate?

Technology driven innnovation

Customer driven innovation

Driving successful brand strategy through customer-driven innovation >

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Why use consumer insights for innovation?

Emotion

85-95% of all decissions are intuitive

Connect

Brand sense – create preference

Understand the life of your customers

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Connect with the life of your customers

Driving successful brand strategy through customer-driven innovation >

Early innovation process

Market Opportunities

Corporate Goals& Capabilities

Idea

ScreeningIdea Refinement & Marketing

Development

Go/No Go &

Go-to-market

optimisation

Opportunity

Development

Brief

Focussed

CreativityOpportunity

identification &

prioritisation

Strategic Continuity

1- Discover 2 - Develop 3 - Deliver

1. Focus!!

Driving successful brand strategy through customer-driven innovation >

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Step 1 of innovation: Focus!

Internal:

Brand: Who are we, who do we want to be, what are our values, who do we want to focus on?

Core competencies: What are we good at?

Portfolio: What are our stars, cash cows, dogs and question marks? ->Innovate or renovate?

2. External

Trends: technological, macro economic etc

Customers: what happens in the life of customers, what do we already know and what are our knowledge gaps?

1. focus

Make innovation brief: Who is our target group? Where can we find them? How are we going to talk to them? What do we want to know from them?

What do we want to achieve?

Driving successful brand strategy through customer-driven innovation >

Step 2 of innovation: Discover opportunity areas

Internal:

Existing knowledge: market research, database, people, culture and brand

External

Customers: What are their needs and frictions concerning your innovation brief?

What can we learn from how they live their lives?

2 Opp areas

Find opportunity areas: Observe your target group with your existingknowledge in the context of their lives that applies (online, at home, on the way etc) and formulate consumer insights

Driving successful brand strategy through customer-driven innovation >

Step 3 of innovation: Develop concepts

1 Internal:

(Core) competencies and knowledge

Internal contraints

2. External

Customers: How to facilitate their lives and make things better, more fun, easier etc

External constraints (e.g. regulatory)

3. Developconcepts

Develop concepts: Use opportunity areas and consumer insights as starting point for new propositions (insight, benefit, reason to believe, relevant details)

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10

Writing Insights

Driving successful brand strategy through customer-driven innovation

The process of writing insights

Explanation Insight Opportunity area

Observations

Consumer Connections

Inspirational Safari

Creative ‘Homework’ Assignments

Focus Groups

Writing Great Insights

Crafting powerful insights from the raw material of

observations

Theme: Provocative title

Needs: Physical & Emotional Friction: Why the need is not met

Observations: List supporting observations

Insight: Truth/Need/Friction

Writing Great Insights

Crafting powerful insights from the raw material of

observations

Theme: Provocative title

Needs: Physical & Emotional Friction: Why the need is not met

Observations: List supporting observations

Insight: Truth/Need/Friction

Theme: Provocative title

Needs: Physical & Emotional Friction: Why the need is not met

Observations: List supporting observations

Insight: Truth/Need/Friction

Driving successful brand strategy through customer-driven innovation > Writing Insights

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2. Explain the segments: Needs and frictionsaround insurance for the different need segments

Writing Great Insights

Crafting powerful insights from the raw material of

observations

Theme: Provocative title

Needs: Physical & Emotional Friction: Why the need is not met

Observations: List supporting observations

Insight: Truth/Need/Friction

Writing Great Insights

Crafting powerful insights from the raw material of

observations

Theme: Provocative title

Needs: Physical & Emotional Friction: Why the need is not met

Observations: List supporting observations

Insight: Truth/Need/Friction

Theme: Provocative title

Needs: Physical & Emotional Friction: Why the need is not met

Observations: List supporting observations

Insight: Truth/Need/Friction

Driving successful brand strategy through customer-driven innovation > Writing Insights

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Insight Statements

Needs Frictions

2. Explain the segments: Needs and frictions aroundinsurance for the different need segments

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Insight Statements

Needs Frictions

Segment: Red / Purple / Blue / Brown / Orange / Yellow

Driving successful brand strategy through customer-driven innovation > Writing Insights

2. Explain the segments, dive into their lives!

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3. Writing insights

Consumer Truth

“I… drink drink 1,5 liter of water a day”

Consumer Need /Want

“Because… it is good for my health”

Friction

“But… it’s difficult to keep up”

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Let’s get to work!

Explore the needs and frictions around insurance

Write 1 insight per groupDriving successful brand strategy through customer-driven innovation > Writing Insights

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What are yourfindings?

Driving successful brand strategy through customer-driven innovation > Writing Insights

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Back to the case

Driving successful brand strategy through customer-driven innovation

Case: Actions that have been taken to create a relevant connection with the target group with the brand and offer

Define the brand: 4 core values

Choose a need based unique positioning that fits the brand

Explore the need based segments: Generating insights around Health care and Home insurances -> What is important in their lifes?

Taylor the portfolio to fit the target segments: Adjust terms and conditions, developnew services and test it with the desired target segments

New look and feel: adjust logo, website etc

Align the whole organisation with the brand positioning: transform all customertouch points to service the target segments the way they like it

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6Driving successful brand strategy through customer-driven innovation > Back to the case

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Thanks