Driving successful brand strategy through customer driven innovation Presented by Niki Schroeder at Merlien Institute's International conference on Qualitative Consumer Research & Insights 2011 6-8 April 2011, Malta

1. Driving successful brand strategy
through customer-driven innovation
Qualitative Consumer Research & Insights 2011

2. Index
1. Introduction to innovation p. 3 Driving successful brand
strategy through customer-
2. Writing Insights p. 12 driven innovation
3. Back to the case p. 22
Qualitative Consumer Research
& Insights 2011
TNS NIPO
Author(s)
Niki Schroeder
| © TNS

3. Introduction to innovation
Driving successful brand strategy through customer-driven innovation

4. Why should businesses innovate?
Driving successful brand strategy through customer-driven innovation >
3

5. How can you innovate?
Technology driven innnovation
Customer driven innovation
Driving successful brand strategy through customer-driven innovation >
4

6. Why use consumer insights for innovation?
Emotion
85-95% of all decissions are intuitive
Connect
Brand sense – create preference
Understand the life of your customers
Driving successful brand strategy through customer-driven innovation >
5

7. Connect with the life of your customers
Driving successful brand strategy through customer-driven innovation >

8. Early innovation process
1- Discover 2 - Develop 3 - Deliver
Market Opportunities
Corporate Goals
& Capabilities
1. Focus!!
Opportunity Opportunity Focussed Idea Idea Refinement & Marketing Go/No Go &
identification & Development Creativity Screening Development Go-to-market
prioritisation Brief optimisation
Strategic Continuity
Driving successful brand strategy through customer-driven innovation >
7

9. Step 1 of innovation: Focus!
Internal: 2. External
Brand: Who are we, who Trends: technological, macro
1. focus economic etc
do we want to be, what
are our values, who do we Customers: what happens in
want to focus on? the life of customers, what do
Core competencies: What we already know and what
are we good at? are our knowledge gaps?
Portfolio: What are our
stars, cash cows, dogs
and question marks? -
>Innovate or renovate?
Make innovation brief: Who is our target group? Where can we find them?
How are we going to talk to them? What do we want to know from them?
What do we want to achieve?
Driving successful brand strategy through customer-driven innovation >

10. Step 2 of innovation: Discover opportunity areas
Internal: External
Existing knowledge: market Customers: What are their
research, database, people, needs and frictions
culture and brand concerning your innovation
brief?
What can we learn from how
they live their lives?
2 Opp areas
Find opportunity areas: Observe your target group with your existing
knowledge in the context of their lives that applies (online, at home, on the
way etc) and formulate consumer insights
Driving successful brand strategy through customer-driven innovation >

11. Step 3 of innovation: Develop concepts
1 Internal: 2. External
(Core) competencies and Customers: How to facilitate
knowledge their lives and make things
better, more fun, easier etc
Internal contraints
External constraints (e.g.
regulatory)
3. Develop
concepts
Develop concepts: Use successful brand strategy through customer-driven innovation >
Driving
opportunity areas and consumer insights as
starting point for new propositions (insight, benefit, reason to believe,
relevant details) 10

12. Writing Insights
Driving successful brand strategy through customer-driven innovation

13. The process of writing insights
Observations Explanation Insight Opportunity
area
Writing Great Insights
Observations: List supporting observations
Theme: Provocative title
Needs: Physical & Emotional Friction: Why the need is not met
Consumer Connections
Insight: Truth/Need/Friction
Inspirational Safari
Creative ‘Homework’
Assignments Crafting powerful insights from the raw material of
observations
Focus Groups
Driving successful brand strategy through customer-driven innovation > Writing Insights
12

14. 2. Explain the segments: Needs and frictions
around insurance for the different need segments
Writing Great Insights
Observations: List supporting observations
Theme: Provocative title
Needs: Physical & Emotional Friction: Why the need is not met
Insight: Truth/Need/Friction
Crafting powerful insights from the raw material of
observations
Driving successful brand strategy through customer-driven innovation > Writing Insights
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15. 2. Explain the segments: Needs and frictions around
insurance for the different need segments
Insight Statements
Needs Frictions
Driving successful brand strategy through customer-driven innovation > Writing Insights
16

16. Segment: Red / Purple / Blue / Brown / Orange / Yellow
Insight Statements
Needs Frictions
Driving successful brand strategy through customer-driven innovation > Writing Insights

17. 2. Explain the segments, dive into their lives!
Driving successful brand strategy through customer-driven innovation > Writing Insights
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18. 3. Writing insights
Consumer Truth
“I… drink drink 1,5 liter of water a day”
Consumer Need /Want
“Because… it is good for my health”
Friction
“But… it’s difficult to keep up”
Driving successful brand strategy through customer-driven innovation > Writing Insights
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19. Let’s get to
work!
Explore the needs and
frictions around insurance
Write 1 insight per group
Driving successful brand strategy through customer-driven innovation > Writing Insights
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20. What are your
findings?
Driving successful brand strategy through customer-driven innovation > Writing Insights
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21. Back to the case
Driving successful brand strategy through customer-driven innovation

22. Case: Actions that have been taken to create a
relevant connection with the target group with the
brand and offer
Define the brand: 4 core values
1
Choose a need based unique positioning that fits the brand
2
Explore the need based segments: Generating insights around Health care and
3 Home insurances -> What is important in their lifes?
Taylor the portfolio to fit the target segments: Adjust terms and conditions, develop
4 new services and test it with the desired target segments
New look and feel: adjust logo, website etc
5
Align the whole organisation with the brand positioning: transform all customer
Driving successful brand strategy through customer-driven innovation > Back to the case
touch points to service the target segments the way they like it
6 24

23. Thanks