1. Qualitative 360 Europe
2014
Gold Sponsor
Silver Sponsor
Supported by
Organised by

2. From Big Bang to the final creative story:
The methodology of Co-Creation Workshop - How big
ideas are created working as one team combining all
parties who make, design, market, advertise and use
brands & products.
©TNS 2013

3. Traditional Research World
The work flow in traditional research world:
The client sends
the briefing
document
Finally a
decision is
made by the
client.
©TNS 2013
The research
company makes
the sample
design / or
revise the given
design
Conduct the
fieldwork (there
is generally a
stimulus to
evaluate)
Various
stakeholders
make numerous
meetings
Analyze and
does reporting.
(takes some
time)
The seniors find
time to read the
report.
Makes a
presentation to
some people in
the client (if they
have time and if
they prefer)
The client sends
the report to the
seniors.

4. Traditional Research World
Seeing the result of the
business objectives and
research sometimes
takes months.
In the meantime, people
loose the thrill of doing
research, and research
becomes just a
burdensome
procedure to overcome.
©TNS 2013

5. Real Business World
In today’s business world...
Competition is too strong!
Time is precious
Many competitors in the category
Making decision and taking action in short period of time and in a
creative way is becoming a tougher issue everyday.
©TNS 2013

6. What is needed?
Making decision in a short period of time (ASAP!)
Finding a creative and differentiating solution (ASAP!)
TO DO THIS

All stakeholders should come together to focus
and discuss about the research results

Put the consumer in the center

Make decision altogether

Feel confident about the decisions

Brief the agency altogether
And see the fruits of the decision ASAP: growth in business
©TNS 2013

7. Solution from the Researcher
Talking about Thinking Together
Altogether in a Disciplined Way
©TNS 2013

8. Solution from the Researcher
Working together and leading this teamwork with
some discipline
Workshops enable:

Making all stakeholders come together

Giving the research results in a short period of
time with a holistic perspective

Having an atmosphere of discussion in which
the consumer and research are at the center

Generating creative
consumer insights

Making decisions at a short period of time
©TNS 2013
ideas
linked
to
strong

9. Various Workshop Solutions for Various Needs
Various workshop
types for various
needs on the way
to growth
 Insightment WorkShop
 Brand Map WorkShop
 Presentation WorkShops
 Super Group Co-Creation WorkShop
Although categorized, still each workshop needs a tailor-made
preparation and agenda.
©TNS 2013

10. Various Workshop Solutions for Various Needs
Presentation Workshop
Provides deep understanding and taking strategic decisions together with the client
according to the research results.
Enables the clients to activate their strategic
decisions right away without waiting for the full
report

Commenting on the research results together

Reaching the ideal solution for the brand

Forming the recommendations together
©TNS 2013

11. Various Workshop Solutions for Various Needs
©TNS 2013

12. Various Workshop Solutions for Various Needs
Insightment Workshop
Delivers insight platforms convenient to the brand positioning acquired by consumer
observations - turn consumer observations compiled from various sources into
insight platforms in line with the brand strategy
First step taken on the way to positioning concepts
searched
within
brand
positioning,
determines
communication and positioning routes
©TNS 2013

13. Insightment Program
Inspiration Safari
Consumer
Connections
Data Mining
Insightment Workshop
Ethnography
Dinner with Experts
©TNS 2013

14. Insights are positioned on this framework
Investigate
already solved
progress
Low opportunity
area
Investigate
Leave
Size of issue
(Identification
& frequency)
Fertile ground
Possible niche
Need for a Solution
(Importance & current solutions)
©TNS 2013

15. Various Workshop Solutions for Various Needs
©TNS 2013

16. Various Workshop Solutions for Various Needs
Brand Map Workshop
Delivers brand positioning strategies and brand equity (Insight, Benefit,
Discriminator, Competitor environment, RTB, Brand personality, Target, ESSENCE)

The brand direction that is targeted is defined

Current positioning is discussed

Elements that compose the Brand Map are discussed to
create the ideal “brand map”
©TNS 2013

17. Various Workshop Solutions for Various Needs
Insight
Competitive
environment
RTB
Benefit
Brand
Personality
Discriminator
Target
©TNS 2013

18. Various Workshop Solutions for Various Needs
©TNS 2013

19. Various Workshop Solutions for Various Needs
Super Group Co-Creation Workshop
An atmosphere that arouses creativity is established
Managed to acquire a concept, product, brand claim or communication idea related to
the brand strategy and positioning
For Creating Bright Ideas & Exciting Concepts

Unique new ideas are vital for brands

A dynamic, energetic setting full of intense
emotions
©TNS 2013

20. Various Workshop Solutions for Various Needs
Super Group Co-Creation Workshop
The Setting:

Participants are enabled to live in the concept

Setting that supports creativity

Play-room setting

Laboratory setting
The Participants:

Client team

Brand communication team

Creative consumers

Experts related to the subject

Illustrators/ cartoonists
©TNS 2013

21. Various Workshop Solutions for Various Needs
Super Group Co-Creation Workshop
Results in-line with Project Objectives:

Concept/ Brand claim

Packaging/ Product idea

Communication idea
Later, this data is further refined together with the client
About 10-15 concepts/ brand claims can be produced
©TNS 2013

22. Various Workshop Solutions for Various Needs
©TNS 2013

23. Various Workshop Solutions for Various Needs
©TNS 2013

24. Various Workshop Solutions for Various Needs
©TNS 2013

25. A CASE STUDY FROM UNILEVER
SUPERGROUP CO-CREATION WORKSHOP
©TNS 2013

26. Super Group Co-Creation Workshop
Everyday, hair care brands try to
 find a solution for various problems
 communicate their solutions
 differentiate their solutions
Currently,
there
are
too
many
communications around, which convey the
same message with similar analogies and
demos.
©TNS 2013

27. Super Group Co-Creation Workshop
The same unhappy women
The same
hair strand
The same
analogies
The same happy
women with
beautiful hair
‘repair’
‘from roots to ends’
The claims have became too cliché over time
©TNS 2013

28. Super Group Co-Creation Workshop
It is the time to think out of the box and to say new things
Unilever Turkey wanted to get
rid of these clichés, and find
a new way to explain the
performance
of
their
products.
Then, TNS came into agenda
and...
©TNS 2013

29. Super Group Co-Creation Workshop
WHY CO-CREATION WORKSHOP?
Because creation should be done in a dual &
mutual process. We used to create on our own
and broadcast it for consumer appeal. Realized
that the way of creation and the end results are
falling short when it is processed via single,
mono mindset.
Now Co-Creation is finding its real meaning
with multifarious people source and mindset.
©TNS 2013

30. Super Group Co-Creation Workshop
A set up stage of 2 months:
Numerous meetings:
 For clarifying the business issues
 For clarifying the study needs
 For developing the methodology
 For setting up THE DAY
ALTOGETHER
©TNS 2013

31. Super Group Co-Creation Workshop
As a result:
A combined methodology of SuperGroup Co-Creation Workshop is created
Stage 1: Training Day
NeedscopeTM 101 Training
Claims 101 Training
Consumer 101 Training
Stage 2: Creating the New Claims
SuperGroup Co-Creation Workshop
©TNS 2013

32. Super Group Co-Creation Workshop
Preparation:
Who will be involved?
It is decided to have a 3600 understanding about the study, and to be
nourished by various expertises as much as possible.
Unilever – Brand, CMI, R&D teams
TNS Research Team
Ad Agency – Strategy & Creative team
Experts – From various industries
Creative consumers
Illustrators
©TNS 2013

33. Super Group Co-Creation Workshop
Preparation:
How should we encourage creativity?
Zones to stimulate creativity, to think out of the
box and to feel involved:
Consumer Zone
Damage & Repair Zones
Mini Chemistry Lab Zone
Breakfast and lunch prepared according to
NeedScopeTM segment
©TNS 2013

34. Super Group Co-Creation Workshop
Damage Zone
Consumer Zones
Lab Zone
©TNS 2013

35. Super Group Co-Creation Workshop
THE DAY:
©TNS 2013

36. Super Group Co-Creation Workshop
70
56
88
21
functional analogies for
damage
emotional analogies for
damage
functional analogies for
damaged hair
emotional analogies for
damaged hair
31
39
10
10
consumer-relevant names for
the technology of the product
technology analogies (RTB)
functional benefits
Emotional benefits
40
23
6
1
Product claims
Mechanism claims
concepts
Ad idea
+ Numerous POP ideas
+ Numerous Gift ideas
+ Numerous Promotion ideas
©TNS 2013
+ Numerous pack design ideas

37. Keys to Success in a Workshop

One team- Listened well

Flexibility

Think out of the box

Planning and planning

Stimuli

No killing ideas

Harmony and comfort
Flawless collaboration & teamwork
©TNS 2013

38. Solution from the Researcher
To shed light on the client’s positioning, new ideas and
communication projects
Using the right consumers and experts
the right way
at the right time
Creativity and Discipline
well-balanced at all stages.
©TNS 2013

39. THANK YOU
©TNS 2013

40. Qualitative 360 Europe
2014
Gold Sponsor
Silver Sponsor
Supported by
Organised by