the market research event (tmre) 2016 chapstick user experience research
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From the Lips of Consumers: Uncovering Emotional Experiences to Build Better Marketing Strategies
October 18, 2016
Elliot SavitzkyNavneet Virk
2
The Problem:
Emotion provides the energy behind
virtually every behavior we
engage in, every day of our lives.
3
We all agree. Emotions are important.
Emotions of motivation…
Drive decision-making…
Fulfilling these needs….
Drives strong brand loyalty.
The problem with market research is that people don’t…• Think what they feel, • Say what they think and• Do what they say.
- David Ogilvy
“”
5
The Problem: Asking people about their emotions doesn’t work
WON’T SAY CAN’T SAY
6
Our Model of Emotional Experiences
7
The Problem:We have a limited window of opportunity to capture emotions
¾ seconds
recognition reaction reflection
¼ seconds >1 seconds
The Emotional Discovery Window
8
Capturing Emotions in the Moment with MindSight® Mobile
Camera
Video Playback
Bluetooth
Microphone
Push Notifications
GPS
Cached Surveys
Speaker
• Panel of Engaged Mobile Consumers• Geo-Fencing Technology• Push Surveys• Engage in Tasks• Disrupt behaviors before, during and after
9
“Using ChapStick makes me feel ______.”
Capturing Emotions in the Moment with MindSight® Mobile
¾ seconds
reaction
OPT
IMIS
M
CONFIDENCE
FREEDOM
ENGAGEMENT
JOY
CARING
ESTEEM
TRU
ST
GRATITUDE
EXPERIENCEEMOTIONS
ANTICIPATION
EMO
TIONSSO
CIAL
EM
OTI
ONS
GRATITUDE
TRU
STRESPECT
PRID
E
SYMPATHY
AFFECTION
INTIMACY-FAMILIAL
INTIMACY-
SENSUALITY
INTIMACY-
ROMANTIC
FORTUNATE
SERENITY
TRIU
MPH
ELAT
ION
ABSORPTIONINDULGENT
ENTHUSIASM
SUR
PRISE
WO
ND
ER
NO
STA
LGIA
LIBERATION
ADVENTUROUS
REJUVENATION
CERT
AINT
Y
COURAGE
SECURITY
HO
PE
INSP
IRAT
ION
exposure platform
10
The difference in energy levels was obvious
basic premium
11
The Application: Emotions span the Wheel.
OPT
IMIS
M
CONFIDENCE
FREEDOM
ENGAGEMENTJO
Y
CARING
ESTEEM
TRU
ST
GRATITUDE
EXPERIENCEEMOTIONS
ANTICIPATION
EMOTIONSSO
CIAL
EM
OTIO
NS
GRATITUDE
TRU
STRESPECT
PRIDE
SYMPATHYAFFECTION
FAMILIALINTIMACY
SENSUAL
INTIMACY
ROMANTIC
INTIMACY
FORTUNATESERENITY
TRIU
MPH
ELAT
ION
ABSORPTIONINDULGENTENTHUSIASM
SURPRISE
WO
NDER
NO
STALG
IA
LIBERATION
ADVENTUROUS
REJUVENATION
CERT
AINT
YCOURAGE
SECURITY
HO
PE
INSP
IRAT
ION
Delight
12
The Application: Emotions span the Wheel.
OPT
IMIS
M
CONFIDENCE
FREEDOM
ENGAGEMENTJO
Y
CARING
ESTEEM
TRU
ST
GRATITUDE
EXPERIENCEEMOTIONS
ANTICIPATION
EMOTIONSSO
CIAL
EM
OTIO
NS
GRATITUDE
TRU
STRESPECT
PRIDE
SYMPATHYAFFECTION
FAMILIALINTIMACY
SENSUAL
INTIMACY
ROMANTIC
INTIMACY
FORTUNATESERENITY
TRIU
MPH
ELAT
ION
ABSORPTIONINDULGENTENTHUSIASM
SURPRISE
WO
NDER
NO
STALG
IA
LIBERATION
ADVENTUROUS
REJUVENATION
CERT
AINT
YCOURAGE
SECURITY
HO
PE
INSP
IRAT
ION
Enhance
13
The Application: Emotions span the Wheel.
OPT
IMIS
M
CONFIDENCE
FREEDOM
ENGAGEMENTJO
Y
CARING
ESTEEM
TRU
ST
GRATITUDE
EXPERIENCEEMOTIONS
ANTICIPATION
EMOTIONSSO
CIAL
EM
OTIO
NS
GRATITUDE
TRU
STRESPECT
PRIDE
SYMPATHYAFFECTION
FAMILIALINTIMACY
SENSUAL
INTIMACY
ROMANTIC
INTIMACY
FORTUNATESERENITY
TRIU
MPH
ELAT
ION
ABSORPTIONINDULGENTENTHUSIASM
SURPRISE
WO
NDER
NO
STALG
IA
LIBERATION
ADVENTUROUS
REJUVENATION
CERT
AINT
YCOURAGE
SECURITY
HO
PE
INSP
IRAT
ION
Protect
14
The Application: The Core Emotions provide a “Security Blanket” for the user.
OPT
IMIS
M
CONFIDENCE
FREEDOM
ENGAGEMENT
JOY
CARING
ESTEEM
TRU
ST
GRATITUDE
EXPERIENCEEMOTIONS
ANTICIPATION
EMOTIONSSOCI
AL
EMOT
IONS
GRATITUDE
TRU
STRESPECT
PRIDE
SYMPATHYAFFECTION
FAMILIALINTIMACY
SENSUAL
INTIMACY
ROMANTIC
INTIMACY
FORTUNATE
SERENITYTR
IUM
PH
ELAT
ION
ABSORPTIONINDULGENT
ENTHUSIASM
SURPRISE
WO
NDER
NO
STALG
IA
LIBERATION
ADVENTUROUS
REJUVENATION
CERT
AINT
YCOURAGE
SECURITY
HO
PE
INSP
IRAT
ION
Protect Lips from the Environment
35-49Skewed female
Protect ChapStick Personas
“It's a product that you can never go wrong with. The cake batter flavor is my favorite because it smells like vanilla cupcakes. It makes them super kissable. I usually buy 5 at a time cause I'm afraid they'll get discontinued.”
Busy days with work and family
Value and Utility are Critical
What their friends think is important
16
The Application: Users are highly engaged.
OPT
IMIS
M
CONFIDENCE
FREEDOM
ENGAGEMENT
JOY
CARING
ESTEEM
TRU
ST
GRATITUDE
EXPERIENCEEMOTIONS
ANTICIPATION
EMOTIONSSOCI
AL
EMOT
IONS
GRATITUDE
TRU
STRESPECT
PRIDE
SYMPATHYAFFECTION
FAMILIALINTIMACY
SENSUAL
INTIMACY
ROMANTIC
INTIMACY
FORTUNATE
SERENITYTR
IUM
PH
ELAT
ION
ABSORPTIONINDULGENT
ENTHUSIASM
SURPRISE
WO
NDER
NO
STALG
IA
LIBERATION
ADVENTUROUS
REJUVENATION
CERT
AINT
YCOURAGE
SECURITY
HO
PE
INSP
IRAT
ION
ChapStick Personas
Fun & Flavorful
25-34Skews Female “I usually buy ChapStick products because after trying multiple
other types of lip moisturizer I like the way this one feels on my lips the best.”
Delight
Frequent Travelers
Exotic Tastes
Digitally Active
18
The Application: It becomes part of their social persona.
OPT
IMIS
M
CONFIDENCE
FREEDOM
ENGAGEMENT
JOY
CARINGESTEEM
TRU
ST
GRATITUDE
EXPERIENCEEMOTIONS
ANTICIPATION
EMOTIONSSOCI
AL
EMOT
IONS
GRATITUDE
TRU
STRESPECT
PRIDE
SYMPATHYAFFECTION
FAMILIALINTIMACY
SENSUAL
INTIMACY
ROMANTIC
INTIMACY
FORTUNATE
SERENITYTR
IUM
PH
ELAT
ION
ABSORPTIONINDULGENT
ENTHUSIASM
SURPRISE
WO
NDER
NO
STALG
IA
LIBERATION
ADVENTUROUS
REJUVENATION
CERT
AINT
YCOURAGE
SECURITY
HO
PE
INSP
IRAT
ION
ChapStick Personas
Maintain Lip Health & Appearance
18-25Equal Male and
Female“Being hydrated is really important to me. It's part of my regular skin regimen to moisturize my face. This is similar to my face lotions, I have one for daytime and one for nighttime, so I liked that it matched my skincare priorities/preferences.”
Enhance
Appearance Conscious
Frequent Online Presence
Multitasking as an Art
20
Personas allow us to segment the Portfolio of 35+ sku’s
35 items and growing
125 years ago we were just…
The Foundational Years
1800’sEureka!Charles Browne Fleet
1910’sThe EntrepreneurJohn Morton
1930’sEpic MakeoverFrank Wright, Jr.
1960’sSmooth MoveA.H. Robbins Company
1970’sScandalousExhibit A: Watergate break-in.
Evolution of the Advertising
Very Functional• Guard your lips• Sunburned lips…
Quick relief• Make lips feel great• Relieve dry-lips fast
Building a PersonalityFunctional, Active & Fun:
1980’s Call her Suzy ChapStick
1990’s Picabo!
Today’s ChapStick becomes skincare for lips
Getting More Social – ChapStick is in songs, in pockets, in drawers, in purses, in movies, on TV, on your lips
27
Activation – The Evolution of the Brand
ProtectProtect Lips from the
Environment
Classic & Medicated
Delight
Fun & Flavorful
Fun Flavors
EnhanceMaintain Lip Health &
Appearance
Premium Skin Care Benefits
28
Activation — Delivering on the insights in real time
Understand Organize Activate Optimize
Conduct market research and define segments, personas and journeys to understand the core use cases that can be applied to target, engage, convert and service the core audiences.
Identify and organize the data from 1st, 2nd and 3rd party sources that maps the use cases and enhances segmentation. Setup a centralized data management platform to facilitate activation of high value use cases.
2nd Party (partners,
exchanges etc.)
1st Party (CRM, Site Analytics,
POS, Loyalty etc.)
3rd Party (Experian, payment
processer etc.)
Activate core use cases and segments across high value channels (paid and owned). Phased approach to activation is recommended in terms of data as well as channels.
Search
Display
.COM
Data Management Platform
(DMP)
Optimization Cycle
Identify
Plan
DesignDevelop
Analyze
Iterate
Deploy capabilities and resources to continuously implement new segments and experiences. Cross-disciplinary team with representation from all departments but clear ownership and metrics.
Activating segmentation within the digital ecosystem is a process that relies on organizing data into a centralized source and creating a program that allows iterative testing and optimization of all aspects of the user experience (segmentation, data, landing and conversion experiences).
29
PROTECT—Security, Rejuvenation, Liberation, Courage
They value utility & ease. They’re preparing for the day early. They also need social validation.
30
PROTECT
UV ray sensitive packaging that demonstrates when more protection is needed.
31
PROTECT
Geolocated text reminders of the UV index or wind speed & reminders to reapply
32
DELIGHT—Indulgent, Enthusiasm, Elation
Savvy content consumers who appreciate the exotic. Social travelers who value digital experiences.
33
DELIGHT
Interactive flavor quiz, featured on Hulu’s pre-roll experience.
34
DELIGHT
Integration with Spotify mood data to correlate flavors with ads & include real-time graph of “America's mood”
35
ENHANCE—Trust, Sensual/Intimacy, Pride
They care about appearances & are heavy content consumers. Value multitasking and online streaming.
36
ENHANCE
Augmented TV or Magazine experience (hold phone to TV & see the change in character’s lips with Chapstick) – perhaps as a result of a weblink
37
ENHANCE
Before & After Instagram posts where users have to zoom in to see the benefits of the product after (there’s a new feature where user can zoom in on a post)
38
Impact of activating the insights
• Leading audio electronics company delivered 7% increase in conversion rate and 12% increase in average order value.
• Occasion and weather specific vehicle recommendations resulted in 36% increase in average order value for a major car rental company.
• Disease and stage specific content and experience delivered 21% increase in visit-to-actionable lead conversion rate for a national hospital network.
Activating and delivering relevant experiences deliver significant impact on digital ecosystem ROI -
Thank You
October 18, 2016
Elliot Savitzky : Elliot.savitzki@isobar.comNavneet Virk : Navneet.virk@isobar.com
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