elena speer ipsos

Research as fertilizer, not weed killerElena Speer

President Ipsos ASI Central & Eastern Europe

© Ipsos ASI

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My path to this stage

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Advertising development process: planning

Strategy development

Creative

briefAdvertising recommendations

Campaign

evaluation

Familiarise

Hypothesise

Synthesise

Inspire

Review

Evaluate

Optimise

The Planning Cycle


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As a planner I worked with research

Familiarise

Hypothesise

Synthesise

Inspire

Review

Evaluate

Optimise


research

Market/ Consumer research

Tracking research

Creative qualification

/ROI research

Creative development

research


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Good research can and Does happen

• It can and does contribute to the development of great, effective ideas

(APG Awards, IPA Effectiveness Awards).


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Sales Effect

Equity Effect

Re-transmission

ARE FUNDAMENTALS SOUND?

Brand role Distinctiveness,

Credibility and Fit

Social valueAdvocacy,

story telling capability

Resonance with Consumer Journey

Comprehension, Engagement, Relevance of

idea/execution

ARE OUTCOMES THERE?

NurtureGreat Creative

Monitor & SenseQualify / ROI

Great communication: from fundamentals to sales


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Start early from consumer fundamentals before copy testing

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Nurturing Great Creative

Copy Testing & Qualification

Remarkable Advertising


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9

WithoutNGC investigation

With

Ipsos-ASI NGC research

Maximizing cost and timing efficiencies

492 M$

287 M$

12 months

6 months

3

Without With NGC investigation

NUMBER OF

RETESTS PER

CAMPAIGN

0(all ads

qualifiedfirst time)


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To be accepted by people, brands must first seek to understand their concerns and extend a helping hand

People

Brands

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So what is a compelling insight?

‘A real tension (aspiration, frustration,

desire, need) that inspires a brand

opportunity’.

It’s the emotional engine of your campaign

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“I wish I could be effortlessly attractive to sensational

women”

Then there’s the fundamental insight or ‘The acceptably articulated truth’

Finding a fundamental insight is about uncovering a deep, core truth in someone’s life...

....and then expressing it in a way that allows them to identify with it.

It is not about extracting a confession or pointing a finger

It is about finding the tension and making it humane and empathetic

Herein lies the opportunity for brands to connect with people

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HOW MANY really care?

HOW MUCH do they care?

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And if the answer is not many and not much we need to go round the

circle again

+

To know if it is worthwhile to take forward we need to understand….


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We have uncovered the

compelling insights, can we link them to the

brand?

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15What’s the Big Idea?

‘the resonant credible connection between your brand and the

compelling insight, that inspires a proper “thank

you” from people’

It’s the emotional fuel for your campaign

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Smell nice

Keep cool

Credibly and meaningfully linking the brand to the tension is key

“I wish I could be effortlessly attractive

to sensational women”

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Sequential stimuli structure recognises the need to clarify where and how the idea is working (or not)

Example

Piercing Insight Brand Connection Brand Sign-Off

You don’t want to be seen to be trying too hard. Girls smell when you’re desperate – it’s

written all over you.

Axe keeps me dry and smelling good so I can focus

on being cool and funny which girls are into

Axe, spray more, get more

The context of the Fundamental Insight that

allows credible and relevant category and

brand connection

Refreshed ‘ah ha’ perspective to the category

We layer on the category / brand to gauge consumer

reaction Brand has a natural

connection or role in the big idea - an answer or empathy that is credible and relevant

A “one line expression” that will work to trigger the

brand and its “Big Idea space” when shown

creatively


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Role of Creative:

Tell the Big Idea

Story.


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Great stories absorb us, make us feel part of it and leave us thinking

and compelled to talk about it!

A Great Story


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Smell nice

Keep cool

Creative idea should resonate and be immediately recognisable to the defined target

“I wish could be effortlessly attractive to sensational

women”

Cheeky humourDivert ‘desperation’ to opposite sex in a self-

deprecating way

“Ha,Ha! Brilliant!

That’s totally me!”

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How do we adapt

research for these fragile

stages?

Ideas

Insights

Creative

Concepts


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We build a hothouse

Dynamic live event1insights, ideas or stories

to be nurtured2

Active participation of all key stakeholders3

Engaging environment4

Advertiser

People

Agency IPSOS


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Qualitatives To spark, feed and grow insights, ideas, creative

Quantitatives To screen and prune so

the rest can grow stronger. To assess and measure growth

We bring all of our tools and experts


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Nurturing Great Creative Process:

Insights

IdeasCreative


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Once the best creative route has been

chosen, we can assess final executions or

campaigns,ROI

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Ads must Reach, Touch and Move consumers

Reach AND Response

The ad needs to cut

through the clutter to get

noticed and the brand must

get credit!

The ad needs to trigger a

rational and/or emotional

consumer reaction to the

brand

EFFECTIVE

ADVERTISING

http://www.matton.fr/images/jpg/com_ks125429.html/sok-viser/o-2

http://www.matton.fr/images/jpg/com_ks125429.html/sok-viser/o-2


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People are invited to give opinions about advertising, products and movie previews

how does it work?

p.s. respondents this survey!


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Forced Exposure

Intent RatingsCommunication & Diagnostics

Brand Ratings

Recruit Sample& Start

Interview

Consumer WatchesAds In Media &

Views Movie Trailer

Next Day

Recall Interview

What do peoplereally remember?

TE

ST

CO

NT

RO

L

Recruit Sample& Start

Interview

Matched ControlGroup

Intent RatingsCommunication & Diagnostics

Brand Ratings

No Ad Exposure

Test vs. Control Observation


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what else makes it

unique?

We measure the difference in resonance

we talk to consumers who have not seen your ad

about your brand

and we talk to consumers who have seen your ad

about your brand


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ASI*Connect allows us to assess full campaigns including those with a non-TV focus using a flexible media platform

In-store

Print

TV

Digital

Outdoor

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what is the

outcome?validated performance measures that matter in today’s world

sales power

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equity power

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BIG Ideas ARE only truly BIG through Creative

Source: Ebiquity

Gold IPA Effectiveness Awards 2012


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SNICKERS – YOU’RE NOT YOU

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Great creative – Funny, likeable, memorable, celebrity that doesn’t overshadow the brand.

Big Idea – “you’re not you when you’re hungry” and Snickers satisfies to get you back to being “you”.

A Big Idea That makes the brand

resonate with the Consumer’s personal

journey

Great CreativeExecutions so engaging

that the Consumer is ready to receive, retain…

and pass along

http://www.google.co.uk/url?sa=i&rct=j&q=snickers&source=images&cd=&cad=rja&docid=4amE02Z08SvzJM&tbnid=UhTF5hj5E8idwM:&ved=0CAUQjRw&url=http://www.ipaeffectivenessawards.co.uk/Entrant.aspx?id=500&ei=kD8rUd-uJYXe9AT_mIDIBg&bvm=bv.42768644,d.dmQ&psig=AFQjCNEMA8ff3uYCo3Au9p_F5bnq46mk4w&ust=1361875189761342


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Flexible freedom, across market, across media

Source: IPA


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Flexible freedom, across market, across media

Source: Snickers: You’re not you when you’re hungry

Alex Lewis



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Buzz, fame, relevant salience and ROI

Source: Snickers: You’re not you when you’re hungry

Alex Lewis



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Advertising and Research planning circles

Familiarise


research

Market/ Consumer research

Tracking research

Creative qualification

/ROI research

Creative development

research


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Here’s to 2014!

Source: IPA

elena speer ipsos

Marketing

confidential version

confidential ipsos asi

internal use

ipsosasi ngc research

good research

development of great

consumer fundamentals

fundamental insight