consumer insights

© 2016 Cambridge Design Partnership Ltd

USING SCIENCE TO GAIN REAL-TIME USER DATA AND CONSUMER INSIGHTS FOR EFFECTIVE PACKAGING

Tom Lawrie-FusseyTechnology Business Development Leader

CONFIDENTIALITYALL INFORMATION CONTAINED IN THIS DOCUMENT IS COMMERCIALLY CONFIDENTIAL

AND MUST NOT BE DISCLOSED TO THIRD PARTIES WITHOUT WRITTEN PERMISSION.

© 2016 Cambridge Design Partnership LtdNovember 2016

AGENDA //An introduction to Cambridge Design PartnershipDigital Strategy: How it links to Smart Packaging

Uncovering the real opportunity

Insight

The Future

Conclusions


3Our team has extensive experience with brand innovation & packaging, creating an immersive user experience, and delivering a commercially viable, differentiated product and service…

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4Our approach, Potential Realised™ improves phase transitions, knowledge transfer & reduces lead times…

Click icon to add picture

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AGENDA //An introduction to Cambridge Design Partnership

Digital Strategy: How it links to Smart PackagingUncovering the real opportunity

Insight

The Future

Conclusions


6 WHAT IS SMART?LESS IS MORE…

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CALM TECHNOLOGYRequire the smallest possible amount of attentionMake use of the periphery and not always remain in the centre of attentionOnly use the minimum amount of technology needed to solve a problem…Respect social norms

[Courtesy of Amber Case, Harvard University]


7

WHAT IS IT?

Your digital strategy will almost certainly include:

New device developmentArchitecturesCollaborations/partnershipsSales/service optimisation

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YOUR DIGITAL STRATEGY AND HOW SMART PACKAGING FITS


8

Courtesy Bud Caddell, Digital Strategy 101

YOUR DIGITAL STRATEGY AND HOW SMART PACKAGING FITS

Digital allows a much more focused way to interact with your customers. Listen and iterate, don’t just broadcast

WHAT’S DIFFERENT?

Fosters “Good Call” advertising campaignSeptember 2016


9 YOUR DIGITAL STRATEGY AND HOW SMART PACKAGING FITS

Digital allows a much more focused way to interact with your customers. Listen and iterate, don’t just broadcast

WHAT’S DIFFERENT?

September 2016


10 CAUTION:CONSIDER THE ENTIRE JOURNEY

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This is a user-centric service, enabled by a clever product portfolio.This is about the entire journey, involving all those stakeholders that interact with it...



Digital Strategy: consider the entire journey

Uncovering the real opportunityInsight

The Future

Conclusions

© 2016 Cambridge Design Partnership

Jobs To Be DoneSolution agnostic, evidenced based

identification & prioritisation of user needs.

Ted Levitt

“People don’t want to buy a ¼-inch drill, they want a ¼-inch hole”

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UNCOVERING THE REAL OPPORTUNITYEXAMPLE: LISTENING TO MUSIC

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A job is long-term stable unit of analysis for innovation Products and services are merely point-in-time solutions that enable people to get a job done

Point-in-time solutions to the job: Listen to recorded music


UNCOVERING THE REAL OPPORTUNITYEXAMPLE: PACKAGING

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The jobs1) To facilitate successful storage and usage of the end

product 2) To present goods appropriately to the end user, in a

differentiated way3) To protect and preserve goods prior to being consumed


UNCOVERING THE REAL OPPORTUNITYEXAMPLE: PACKAGING

Match the technology with the need and the price…

Basic Interaction, but user led. Nice fit to

Marketing

Asset status can be shared, but it still needs

physical contact between asset and phone

Asset status shared locally (up to 100m range)

but needs expensive reader-gateway infrastructure

Asset status shared locally (up to 30m range),

but still needssmartphone or hub

Accurate location, but at significant battery ‘cost’, device will need regular

recharging

+ $0.10

+ $2.50

+ $5

+ $10

+ $20

Direct connectivity to 2G cellular network/Cloud. No hub needed, but requires

SIM and recurring contract costs.





Insight: evidence-based user trialsThe Future

Conclusions


17 WHAT IS IT?

“insight” is a research tool; a suite of compact connected electronic platforms that can be embedded within or attached to packaging.

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18

The logging devices are designed to be largely unseen by consumers to encourage natural behaviour.

DOES IT SUIT MY PRODUCTS?

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19 INSIGHT: THE DEVICESA SUITE OF PLATFORM SOLUTIONS

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A range of pre-built sensing platforms to fit a variety of packaging shapes and sizes:


20 INSIGHT: THE RESULTS ARE IN…

ANGULAR POSITION

3-AXIS ACCELERATION

TEMPERATURE / HUMIDITY

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21 INSIGHT: THE RESULTS ARE IN…

3-AXIS ACCELERATION

SHAKESTATIONARY, ON THE SHELF

RETURN TOSHELF WITH

A THUMP

TIPBACK ON THE SHELF

SHAKETIP ALL DONE!

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ANGULAR POSITION



SO WHAT DOES THIS ALL MEAN?

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The data shows:6 minutes2 usesShakingStored upright130 degree tipping

Is there anything else we can infer?Male?!Nearly full bottle 2-in-1 shampoo

INSIGHT: THE RESULTS ARE IN…





Insight: evidence based user trials

The FutureConclusions



THE FUTUREBENEFITS TO THE CONSUMER

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Primary packaging benefitsConsumable Durable

Tech could provide Anti-counterfeit solutionUsage data-capture Auto-reordering Tailored formulationsExclusive offers, eventsBespoke user-experience



THE FUTUREBENEFITS TO THE INDUSTRY

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Secondary/Tertiary packaging benefits

Knowledge of shock/impact Temperature excursion logsPre-emptive warnings Mesh networks





Insight:

The Future

Conclusions


Think about the Job to be Done, not Tech push

Smart packaging means an elegant solution to a real problem. It can be zero Tech!

With detailed knowledge of consumer behaviour, future development challenges can be dramatically de-risked.

Make informed decisions, based on real consumer insights.

CONCLUSIONSIT’S A COMPLEX WORLD

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THANK YOU

November 2016

Tom [email protected]

Thank you //