The Market Research Event (TMRE) 2016 ChapStick User Experience Research
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The Market Research Event (TMRE) 2016 ChapStick User Experience Research
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Every brand is looking to establish powerful emotional bonds with their consumers, but marketers often struggle to define that connection and activate against it. Learn how MindSight Mobile helped Pfizer uncover the emotional experience of using ChapStick “in the moment.” Most importantly, learn how those insights are can be used to transform marketing strategy, creative, and potential new omni-channel experiences that will foster stronger emotional bonds with their consumers while inspiring brand loyalty.
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The Market Research Event (TMRE) 2016 ChapStick User Experience Research
- From the Lips of Consumers: Uncovering Emotional Experiences to Build Better Marketing Strategies October 18, 2016 Elliot Savitzky Navneet 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 CARING EXPERIENCE EMOTIONS INTIMACY- FAMILIAL exposure platform
- 10 The difference in energy levels was obvious basic premium
- 11 The Application: Emotions span the Wheel. CARING EXPERIENCE EMOTIONS FAMILIAL INTIMACY Delight
- 12 The Application: Emotions span the Wheel. CARING EXPERIENCE EMOTIONS FAMILIAL INTIMACY Enhance
- 13 The Application: Emotions span the Wheel. CARING EXPERIENCE EMOTIONS FAMILIAL INTIMACY Protect
- 14 The Application: The Core Emotions provide a “Security Blanket” for the user. CARING EXPERIENCE EMOTIONS FAMILIAL INTIMACY
- Protect Lips from the Environment 35-49 Skewed 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. CARING EXPERIENCE EMOTIONS FAMILIAL INTIMACY
- ChapStick Personas Fun & Flavorful 25-34 Skews 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. CARING EXPERIENCE EMOTIONS FAMILIAL INTIMACY
- ChapStick Personas Maintain Lip Health & Appearance 18-25 Equal 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’s Eureka! Charles Browne Fleet 1910’s The Entrepreneur John Morton 1930’s Epic Makeover Frank Wright, Jr. 1960’s Smooth Move A.H. Robbins Company 1970’s Scandalous Exhibit 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 Personality Functional, 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 Protect Protect Lips from the Environment Classic & Medicated Delight Fun & Flavorful Fun Flavors Enhance Maintain 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 Email .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.com Navneet Virk : Navneet.virk@isobar.com
Hinweis der Redaktion
- Good morning and thanks for choosing to attend our presentation. We are the Isobar Marketing Intelligence Practice. Isobar is a digital agency participating in all things digital and we have the unique ability to take our clients all the way from Insights through to digital strategies, transformations and activation. And that’s what we intend on presenting today. Together Navneet and I will illustrate how we combine our talents along with some innovative tools to better understand the unconscious thoughts and feelings of consumers and transform them into distinctive digital assets for a brand as iconic as ChapStick.
- So let’s start at the beginning. What do we know about emotions? Emotions are at the core of our being… and just about everything we do in daily life. How do we connect emotionally with our consumers? The challenge is that emotions are complicated…fleeting, shifting, nuanced. 48 synonyms for “happy” on thesaurous.com…each a slightly different shade of meaning. And many emotional reactions and responses that we experience fall outside of our conscious awareness…
- So if we all agree that Emotions are important, then what do we need to consider when developing emotional marketing assets. Well, emotional marketing needs to focus on the emotions of motivation because they drive decision making And if we can fulfill the emotional needs associated with the types of decisions consumers make about the products they use, we can better satisfy the gaps they have between desire and fulfillment. The more we can satisfy those desires, the stronger the link between the consumer and the brands they consider their own.
- THE PROBLEM… AS DAVID OGILVY ONCE STATED… SO IF WE DIDN’T NEED TO UNDERSTAND PEOPLE … BUT SINCE ITS PEOPLE WHO ARE YOUR CUSTOMERS ITS PEOPLE WE CARE ABOUT… THE CHALLENGE IS HOW TO UNCOVER EMOTIONAL INSIGHTS…
- But simply asking people to tell you about their thoughts and feelings, just doesn’t work Sometimes people aren’t willing to tell you. Lots of reasons… Sensitive topic…don’t want to look bad… Sometimes people don’t really know…or have a difficult time explaining how they feel. So when you ask them directly you’ll get an answer, it just may not be what’s really going on.
- So the first thing we had to do is to construct a language that we could use to understand the unconscious emotions that drive behavior. We have two tools under our MindSight umbrella. One that helps us to understand the emotions that drive behavior which we call MindSight Motivational Profiling and the other, which we are going to talk about today which we call MindSight Experiential Discovery, which is all about understanding the emotions people experience in the moment. BTW, you can stop by our booth anytime during the conference to take a demo of these tools to see how they work. So Experiential Discovery starts at the core of the types of experiences people have. What does it feel like to go to Disney World? What does it feel like to drink a Coca Cola? What does it feel like to shop at Whole Foods? These are all experiences that fall within one of these three basic core sectors: Anticipation, Social and User Experiences. Each of these expand into a more detailed set of emotional experiences, until we wind up with these 27 basic emotions that represent the positive emotions people can experience in the moment. This is based on an exhaustive search from psychological literature published over the past 100 years. Now its one thing to create the framework to understand the potential emotions. It is an entirely different thing to create a vocabulary for consumers to express these emotions, particularly since we know they either Wont Say or Cant Say. So we tested thousands of images as images are the universal language of expression. We validated these images such that we have now have a relatively small set of images that can be tied back to each of these 27 experiential emotions.
- So now that we created a vocabulary for consumers to express their emotions, we were faced with another huge problem. There is evidence to suggest that if you want to collect these emotions, you must do it within the Emotional Discovery Window of less than ¾ of a second, because once you go beyond that length of time, the cognitive rational part of the brain takes over.
- And the last and final problem we had was to find a way to collect Emotional Experiences In the Moment. So we created MindSight Mobile. With the help of our partners mfour mobile research, we now have the capability to take full advantage of smartphone technology to disrupt behaviors before, during and after an event. We have access to the largest mobile panel of consumers that are enfranchised to participate and engage in a given task. And we can take full advantage of geo location technology to intercept them as soon as they cross the threshold of a particular retail establishment if that ‘s the type of experience we are trying to learn about. We can ask people to take surveys, to take photographs and to upload videos of themselves involved in user experiences
- So if we now put all of these together, we can see that we created a language for people to communicate with us about their emotions, we capture those reactions within the ¾ second Emotional Discovery Window and we do all of this using our MindSight Mobile platform. What we did for this experiment was to recruit two samples of ChapStick users from the panel. One sample were users of the Basic ChapStick product and the other sample were users of one of their Premium products. We asked them to take our MindSight Emotional Discovery test the next time they used their ChapStick. All they had to do was to fill in the blank at the end of this stem sentence…..”Using ChapStick makes me feel……” They completed the sentence by touching an image if it filled in the blank for them. Remember that we have validated each of the images back to one of those 27 experiential emotions. After undergoing the test, we then asked them to take photos of where they were and to upload videos talking about the experience itself. This is what we learned….
- The first thing we noticed was that the intensity of emotions was much deeper among the Premium users. Take a look at these photos. The Premium users are more engaged, more excited and happier to participate.
- We then looked at the results of the Experiential tool. We found that the emotional experiences fell into one of three sectors on our Experiential wheel. The first set of emotions related to Joy and Engagement. We called this set of emotions …Delight
- The second set of emotions were related to the Social Emotions of Trust, Esteem, Gratitude, and Caring. We called this set Enhance experience.
- And the third set were related to the Experiences of Anticipation, like Optimism, Confidence and Freedom. We called this set Protect.
- Now let’s take a closer look at this group of ChapStick users that Experience this sense of Protection when using the product. This is a video of one of users in this segment. You can see that she is experiencing a sense of Courage, Security, Rejuvination and Liberation. These are images that are representative of the experiences she selected
- Combined with the answers to other questions we asked in the survey along with a rich database available on each user, we were able to then create user Personas that encapsulate what these target users are all about. The Protect Persona is all about seeking protection from the elements for her lips. The segment is skewed a little older and female. She is a busy working mom who looks for Value and Utility in the products she buys and who feels that what her friends think is important. Here is a verbatim comment one of our segment users provided……
- Now let’s take a look at the second segment which we labeled Delight. This segment is all about Elation, Enthusiasm and Indugence.
- The Persona we created for this segment describes a younger female, who travels frequently, has exotic tastes and is very active in the digital world.
- And here is an example of our third segment – Enhance. She expresses feelings associated with Turst, Pride and Sensual Intamacy
- This Persona is a good mix of male and female millennials. They are appearance conscious, have a frequent online presence and are really good at multitasking.
- So now that we have these Personas developed, the challenge becomes how to target each of the three Personas with messages and tools that relate back to the growing product line of over 35 sku’s. But before I turn this over to Navneet who will let you know how we activated against these insights, it’s important for you to take a look at how far ChapStick has come over its 125 year history.
- 125 years ago, there was one product…Fleet’s ChapStick for Chapped Lips
- During the foundational years of the 20th Century, the brand grew from Charles Brown’s Fleet product to the point where the entrepreneur John Morton purchased the product for $5 in the early 1900’s. One of the best deals since Manhattan Island. IN the 30’s the artist Frank Wright Jr. created one of the most iconic logos ever made. In the 60’s, while most companies were chasing the latest fad, AH Robbins Company nurtured the brand, which eventually came under the auspices of Pfizer Consumer Company. But not before ChapStick was involved in one of the most famous breakins in history….
- Advertising in these early years was strictly functional. Guard your lips. Quick relief from sunburn, Make your lips feel great, Relieve dry lips fast
- In the 80’s, ChapStick started to build a personality for the brand. After her Olympic Gold Medal, the brand enlisted Suzy Chaffe and renamed her Suzy ChapStick. Still Functional, but now more active and fun….
- ChapStick has now become Skincare for Lips positioning themselves very differently than they had in the past when they only consisted of one basic product. I’m going to turn it over to my colleague Navneet, who is going to talk to you about how we can create digital assets to activate against each of these three Personas