Iridium company presentation: key idea, services and experience

1. PLEASURE TO SEE
HOW IDEAS WORK

2. Increasingly more of
uncertainty

3. On-line
research &
social networks
insights
Creative
workshop
Ethnographic
research
Trends
review
Increasingly more of
"breakthrough" tools

4. Increasingly harder to
see the whole picture

5. Increasingly higher speeds and
less time

6. There are good executives but few
specialists

7. Consumer research:
who they are, what they
do, what they focus on
Analytics = summing up
and linking to the past
experience
Emotional benefits:
understanding of "what
consumers feel"
Trends: which changes
affect the category?
Creative thinking: how to
see the unusual in the
usual?Therightstudy
Theresearchproject,whichyieldsIDEAS
Company’s Culture and
Strategy: what can be
achieved and what cannot

8. find an idea >>>
move from the intuitive
understanding to a formalized
description>>>
test the idea >>>
adjust it>>>
make it work>>>
Ways to handle ideas

9. These are consumer surveys focused on emotional
benefits. Technical, social and consumer trends. "Strange
People" & “Ultimate Users". Brainstorming, sinectics, TRIZ
(the theory of inventor's problem solving), role models
and intuition, “the consumer’s view" and social
networking
SOURCES OF IDEAS

10. SOURCES OF
IDEAS. CONSUMER RESEARCH:
Consumer
research*
* To learn more about the research tools and techniques, call + 7 495 995 8268
>>
Self actualization:
«what I am» benefits
Self expression and self
identification
Emotional benefits
Rational benefits
Segmentation by
benefits and
requirements to
brands,
communications and
products
A segmentation of consumers
based on the consumer benefits
seeking to reveal and study the
emotional benefits for consumers
Segment 4
17%
Family reunion traditions
Segment 2
12%
New colors of life
Segment 2
18%
Not just a taste
Segment 3
22%
Vivid socializing
Break the ice
Segment 1
12%
Time for oneself
Feelings of childhood
Segment 1
12%
Time for oneself
Out of home as if at home
Bright break
Benefits
Relax and get away from problems
Cheer up
Nice atmosphere for
communication
Stimulate the brain
Experience a taste of life
Feel the warmth and coziness
Consumption
situations
OfficeHome

11. SOURCES OF
IDEAS. CONSUMER RESEARCH:
Consumer
research*
>>
* To learn more about the research tools and techniques, call + 7 495 995 8268
Qualitative surveys and
ethnography. Stress upon
the search of ideas to
develop emotionally
intensive communications
If we want to
become a
popular brand,
we must learn
what consumers
like and find a
way to link up
our product to
the liking object
Mood
Job Hobbies
Event
Game
Relations
Role model
The new woman first of all
wants to follow her nature and
looks for a magazine that
teaches to be a woman
Events
Major events:
private life and
career. Need a
magazine inspiring
with examples from
the life of celebrities
Game
Spare time: out and
useful. Need a
magazine that gives
ideas for
entertainment
Relations
Looking for a new
model of relations
between the sexes.
Need a magazine to
show partner
relations from
different points of
view
Job
Making money is a
female objective.
Show me how
Hobbies
Hobbies are associated
with beauty and fashion.
Fashion for me and not
vice versa. Need a
magazine that helps me
become fashionable and
maintain my
individuality

12. SOURCES OF
IDEAS. TECHNICAL AND CONSUMER
TRENDS:
* To learn more about the trend identification and usage techniques, call + 7 495 995 8268
Trends *
Using the development patterns of
technological and social systems,
creating product concepts, models and
prototypes
>>
Changing role models for men and women:
independent women and emotional men &
The future of hand-washing products: what will it be?

13. SOURCES OF
IDEAS. ETHNO STUDIES:
* To learn more about the ethno tools and techniques, call + 7 495 995 8268
Ethnography *
Studying consumers in their actual
life environment. Photo and video
images, journals, observations
(including the participation of the
Client). This type of research is a way
to get product and communication
insights in a more specific and lively
format
>>

14. SOURCES OF
IDEAS. “ULTIMATE USERS"
AND "STRANGE PEOPLE" ☺:
"ultimate users" and
"strange people" *
Reason analysis of shopping, values, perceptions of
the category and substitutes. An attempt to
redefine the market boundaries that make up
consumer values. "Strange People" are experts
with an unusual vision for the market, typically the
media folk.
>>
* To learn more about the research tools and techniques, call + 7 495 995 8268
"Onset": consumers who are
about to abandon the category
"Rejecters": consumers who have
chosen a substitute category
"Aliens": consumers who are not
aware of the need or use "the other"
technology
"Heavy users": consumers who buy
/ consume a lot
"Trendsetting referrers":
consumers who consume a lot,
innovators and early followers,
well versed in products and
actively advise friends
mass
market
"Trendsetting experts":
consumers who consume a lot,
innovators, well versed in
products

15. SOURCES OF
IDEAS. SOCIAL NETWORKS:
Social Networks *
Content analysis of the social networks, frequency,
overall tone, audiences, dynamics, topics. Through the
development patterns of social systems we can identify
new and interesting topics, be one step ahead of
competitors. Needed for the search of communication
topics and product insights, new ideas to "go viral".
>>
* To learn more about the research tools and techniques, call + 7 495 995 8268
Topic Anti-topic
Dissatisfied
Advocates
Fighters
Enhancing topic
Shifting topic
Meta-topic

16. SOURCES OF
IDEAS. BRAINSTORMING:
* Learn more about the approaches to brainstorming at www.i-um.ru or call + 7 495 995 8268
Brainstorming *
Different approaches to brainstorming. Cross-
functional team. Strategy visualization:
"strategic canvas". Lateral thinking and TRIZ
techniques. Game techniques and "Consumer
Theater". Visualizing ideas and prototyping
>>

17. FORMATS OF IDEAS
Brand concepts,
communication concepts,
product and service concepts,
visual communication
concepts (package,
advertising, corporate
identification)

18. Prompt prototyping is the key for
success of innovation. Need to
formalize the idea.

19. Brand
concept
Style, communication
concept
Product / service
concept
Concepts are directions and
boundaries for the development of
formal solutions: product,
packaging, style and service.

20. FORMAT OF IDEAS. BRAND
CONCEPT:
Concept 1 Concept 2
"Individuality"
Consumer insight: "furniture should emphasize my personality and
individuality of my business"
Brand promise /benefit: "Ramart understands you and your business
by offering customized solutions"
RTB / benefits confirmation: a wide product range, possibilities to
customize the product, a bright and diverse communication style
Key brand attributes: choice, emotions, movement, understanding,
dynamic style
"Relaxation"
Consumer insight: "I’d like that our visitors could get a chance for some
relaxation, get rid of bad thoughts and tune in a positive way"
Brand promise /benefit: "Ramart upholstered furniture is the office
furniture for relaxation, helps relax, win over customers’ liking and loyalty of
the staff"
RTB / benefits confirmation: "soft" style furniture (gentle colors, smooth
shapes), ease of communication
Key brand attributes: lightness, softness, space, escape, "for me", like
home

21. FORMAT OF IDEAS. COMMUNICATION
CONCEPT :
Light communicationLight communication
Consumer insight:Consumer insight: I am fond of interesting meetings, newI am fond of interesting meetings, new
acquaintancesacquaintances…… II’’d like to be the center of peopled like to be the center of people’’s attention,s attention,
see the rapt views and easily make new friends. Yet I donsee the rapt views and easily make new friends. Yet I don’’t feelt feel
like drinking strong spirits to achieve all that. I wish juice clike drinking strong spirits to achieve all that. I wish juice couldould
have a similar magic effect on mehave a similar magic effect on me……
PradisPradis LightLight--proposal&RTBproposal&RTB:: lightlight cocktails based oncocktails based on naturalnatural
French winesFrench wines with various flavors.with various flavors. Nearly a juiceNearly a juice, it gives me, it gives me
self confidence and makes me cheerful.self confidence and makes me cheerful.
PradisPradis LightLight draws the attention, makes the impression!draws the attention, makes the impression!

22. FORMAT OF IDEAS. PRODUCT
CONCEPT:
A product (service) concept development should include the
involvement of the Client’s R&D team.
Consumer insight: "... I’d love to feel a real
taste, as that in the village ...."
Proposition: ".... The milk collected from
farms in the Vladimir Region, processed
without boiling in a sparing mode, with a
floating richness ... "
RTB: the Vladimir Region farms,
pasteurization and short shelf life, floating
richness

23. FORMAT OF IDEAS. PRODUCT
CONCEPT:
Consumer insight: ... I wanna enjoy the
taste, yet with no extra calories .... "
Proposition: ".... Yogurt with sugar,
however this sugar is not digested as well
as fibers... “
RTB: Special sugar processing: changed
polarity of molecules ("chirality")
A product (service) concept development may require the involvement
of TRIZ experts, conducting R&D and patent protection.
Traditional yogurt Innovative calorie-free yogurt

24. FORMAT OF IDEAS. PACKAGE
CONCEPT: how to achieve the
"authentic traditional nature"? A new way
to pack products, a carton chest with stories inside.

25. FORMAT OF IDEAS. PACKAGE
CONCEPT: how to make "a journey of
tastes"? A new way to pack products, another product
structure, add-on elements.

26. Flexible approach to concepts, lots of visual materials,
designs, consumer tests – stress upon the emotional
engagement and comprehension of the benefit / value
IDEA CHECK-UP

27. Product / service
Assessing product and service
attributes – both individually and
along with the price and
communications
A chance to get ‘confidence
samples’ of people susceptible to
slight differences in taste for
organoleptic tests
Testing both the concepts and
ready-made materials
Assessing communication effects
and demand simulation
PC-based simulation of actual
interaction between
communications and consumers
Using the market simulation
methods and offering dedicated
software to assess the demand
at different price levels and
characteristics of a product /
service
IDEA CHECK-UP.
MARKETING MIX TEST:
Communications or
package
Price

28. MAKING IDEAS WORK.
INSIDE AND OUT.

29. >> Interactive communication projects often have a complex and
cross-functional structure, which requires an array of various
specialists and contractors. Eventually, the meaning and content of
the idea is getting lost. At the other extreme, the project becomes too
costly where a chain ad agency is involved.
>> We can take over control of such a project substantially lowering
the costs associated with subcontractors through a clear delimitation
of tasks and isolation of the creative component (which is often
duplicated by all contractors in the project). Also, the need for
additional staff is no more relevant.
Make the exact idea work at
reasonable costs

30. >> Introduction of innovation - in products or services, brand,
communication, culture - requires support of the staff. The function of
"inspiring introduction of innovations" typically falls "in between" the
marketing and HR departments. Eventually, such projects are pumped
through the internal communication channels chaotically, in the
"shifting the responsibility" atmosphere, without clear target setting
and without a clear performance assessment.
>> We can act as the integrator, and work together to achieve the
necessary support for changes by the staff.
Win over staff support

31. Cultivating innovations
>> While introducing new products in large companies we are often
faced with tremendous resistance - the product has not proved itself yet,
the risks are considerable and managers fear for their careers. A conflict
with the current culture is possible.
>> We can take over the "seeding stage" of the project and bring it to
the level of a "robust start-up", and then hand it over to the "parent
company", including the staff.

32. * To arrange a face-to-face meeting and case-study presentation, call + 7 495 995 8268
OUR EXPERTISE

33. We look at the reality rather
than trying to squeeze it into
a format of a "research
product".
It’s convenient
with us: we
cherish the Client
We offer interesting and
practical ideas
We know how
valuable attention
to detail is
We are reasonable when
dealing with budgets
We really know how to
work in cross-
functional teams
We support the
introduction of the
found ideas
Any project is a journey. It’s great to have the
right people by your side! ☺

34. http://community.livejournal.com/i_um/

35. Приходите пообщаться в Сигарную
комнату для революционеров! Ждем Вас!
Да-да, именно Вас! ☺
Pleasure to create working ideas.
Iridium.