Iterative Insights Day: Optimize Product Concepts - Larry McManis - 2/2/17

1. What(is(Iterative(Insights™(Day?
Iterative(
Insights
InQcontext(
Learning
Collaborative(
Engagement
Multiple(
Consumer(
Touch(Points
Research(Principals(for(Better,(Faster(Marketing(Decisions
Learn more at:
digsite.com/blog/iterative

2. About%Your%Speaker
Larry%McManis
President(&(CEO(of(
ThinkWay Strategies,(LLC

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Optimizing
Product
Concepts

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The Situation
Client Situation:
Faced with declining market share, a national specialty cheese brand
needed consumer insights in order to identify improvements to their
positioning, packaging and merchandising.
My Challenge:
Get beyond data to help the client understand the consumer on an
emotional level throughout their experience.

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Our Plan with Digsite
Understanding
the Consumer &
Product Usage
Shopping &
Decision Factors
Role of Brands &
Merchandising
Packaging
Evaluation

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Understanding the
Consumer Emotionally
Demographic Data Psychographic Data
Feedback on Emotional Connections
“One of my most memorable meals is homemade alfredo sauce. I made it for a special occasion
with many of my family members there. There were about 15 of them and they all loved it…”
• Like to cook
• Often try new recipes
• Enjoy shopping for specialty cheese
• Shop at farmer’s market
• I’m a “foodie”
• Watch food shows
• Share recipes

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Product Usage
in Real Life Situations
Digsite community members shared pictures of the cheese in their
refrigerators and personal stories of how they used specialty cheese
products.

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How They Shop
& Decision Factors
We sent them shopping to discover their motivation and shopping
behaviors.
What They Bought Factors They Considered
How They Felt

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Role of Brands &
How to Make the Shopping Experience Better
BrandChosen
IdeastoMakeShopping
ExperienceBetter
Rank Order of Decision Factors
(Including Brand)
We asked questions about brands chosen, the role brands played in the
purchase decision, and how to make the shopping experience better.

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Packaging Evaluation
The Digsite community evaluated a number of packages, gave valuable
feedback, and ranked their package preference

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The Things We Learned
Over the Course of Four Weeks
Emotional
Connection of
Consumers to the
Category
Key Consumer,
Product & Package
Benefits
• New Positioning
Statement
• Product & Package
Improvement
Agenda
• Retailer News
• Merchandising
Ideas
Target
Frame of
Reference
Point of
Difference
Reasons to
Believe
Our Digsite engagement provided much of the insight needed to move
the marketing agenda forward and improve results dramatically.

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Work That Matters™
Larry McManis
lmcmanis@thinkwaystrategies.com
Questions?