PK Insights Presentation

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permission from PK Associates. PK Associates is a trademark or registered trademark of PK Associates LLC
June 2015
Insights --- Perspective
(And Examples)
NOTE: See Peter Klein’s voiceover comments on Pages 1-12 under each slide
Peter Klein
peter@pkassoc.com
www.pkassoc.com

1 www.pkassociates.com
Insights

INSIGHT
Insights

Insights

Are simple yet profound
Are obvious in hindsight
Tap into an underlying need/desire/belief/values
Illuminate WHY people behave
Are at the heart of what motivates
Create platforms of innovation and growth
Insights

aha!
an
profound
implications
that
moment
has
5 www.pkassociates.comMaterial cannot be copied and is is not for publication or use without written permission from PK ASSOCIATES LLC : 914-921-4815
Insights

an “inductive” process
based on new connections
differs from “normal” mental processing or “rational” problem
solving
comes from both relevant and apparently “irrelevant” data
relies on guesswork, hunches and intuition
involves a flash of inspiration or a restructuring of a problem
often challenges current beliefs
is both an ART and a SCIENCE
6 www.pkassociates.comMaterial cannot be copied and is is not for publication or use without written permission from PK ASSOCIATES LLC : 914-921-4815
TRANSFORMATIVE...
The Insight Process
Insights

Movie: A Beautiful Mind
An AHAA! Moment
Insights

Insights
An AHAA! Moment

Uncovered from a holistic understanding of consumers’
needs, preferences and motivations plus other market-
driven areas such as customers/retailers, competition,
etc. …
that are actionable and can be profitably leveraged to
build brand value and drive purchase
Insights Are Hidden Truths
Insights – Definition
A statement that explains the significance of facts & findings and increases their understanding…
A penetrating, observational statement that captures intuitively “what's behind a finding, fact,
data or what is “being said”, and can be acted on…
Something meaningful you know that competition doesn't or if they do they aren't doing anything
about it

Consumer ‘As Shopper’ Insights – An Important
Related Dimension of Consumer Insights

Consumer Insights Applied: EXAMPLE… ASTRA
(More on This Process Later in Presentation)
ALIGN
SEARCHACT
TRANSFORMRETHINK
on the business objective and
core consumer question for which
you need insights to drive the
Category... and share
existing and new
sources for a 360°
view of the consumer
an array of data, information,
and factoids to creatively
generate Insights!
the business objective, leveraging the
new insights to develop implications
and invent new strategies and
initiatives, programs
Define action
steps, implement,
and measure
impact

Consumer Insights – Come in All Forms!

Example: The Single Most Frequently Shared Characteristic
of Successful New Products is the Ability to Bring a New
Benefit to an Existing Category
• Dockers brought branding and style to casual clothing
• Domino's brought quick to delivery
• Home Depot brought education and customer service to the DIY market
• Southwest Airlines brought consistently low price (with a competitively
advantaged cost structure) to air travel
• AT&T brought “No fee for life” to credit cards
• The Home Shopping Network brought the ultimate convenience to
shopping
• MCI brought price to long distance
• Oscar Mayer Lunchables brought fast, fresh, portable combination meals to
lunch occasion
Consumer Insights – Applied in All Forms Too!

Example -- Many Other Factors That Are Enablers
catalysts for New Product Success
• First to capture an emerging trend
– Home Depot and Self Reliance
– Snapple and desire for BFY alternatives to soft drinks
– SnackWell's and Boomer's desire for small indulgences
– Dockers and casual business dress, Boomer's need for non-jean comfortable
clothing
• Broadly extendable business building idea
– Not a “product in search of an enduring, sustainable strategy”
– Strategic growth opportunity areas: Healthy Choice, SnackWell's, Lunchables
• Intersect target consumers where they live, work, and shop
– Gatorade: point of sweat

Strategic Growth Opportunity Areas (SGOAs) Focus
Innovation Efforts on the Highest Potential Consumer
Demand and Needs
A benefit-oriented view of the category that
provides a rich environment for generating
specific ideas
Grounded in a
Consumer Insight
Addresses a Current
or Emerging
Consumer Need/
Problem
Broad Enough to
Encompass Multiple
Solutions to
Consumer Problem
Key Characteristics
SGOA Definition
Focused internal and/or external development effort leads
to greater creativity… building ‘a business’

Identifying SGOAs Brings Many Benefits
• Engages senior management early
— Pre-empts many questions, issues upfront
— Gets ownership, buy-in by resource allocators: $, people
— Makes them part of the business development process… not the problem
• Organizational alignment for increased success odds
— Gets management and organization strategically-focused
• Avoids New Product wind-up toy syndrome!
— A tactical idea in search of an enduring strategy!
“If you think you're in a slow/no growth Category you will be!”

SGOAs Define Target Rich Environments for Innovation
… Under Which Product Platforms and Specific
Products Can Be Developed
Illustrative SGOA Examples
Potential Product Solutions
• Polaroid film cameras
• Digital camera
• Video camera with still pictures option
• Cell phone camera
• Oral B Brush-ups
• Listerine Pocket Paks
• Whitening wand
• Disposable toothbrush with paste
• Freeze-dried instant coffee-bulk package
• “Coffee bags” similar to tea bags
• “Cup of coffee” similar to Cup ‘O Soup
• Pre-measured single cup coffee filters
• Coffee on demand/espresso machines
• Neighborhood coffee cart, similar to an ice
cream truck
"Most of the time I'm the only
person drinking coffee and I
don't want to make a whole pot
because it takes too long and
it's a waste"
"I want to be sure that I really
captured the picture I want
while I can still fix it. By the
time I get the film developed
it's too late"
"Fresh breath and clean, white
teeth are important to my
appearance (and my
confidence). I wish there was a
better way to get that feeling
during the day vs. just in the
morning after I get done
brushing, flossing, etc."
Consumer Need/Problem
Coffee for One
That Tastes Good
Photographs That
Are Available to
View Immediately
On-the-Go
Oral Care
SGOAs

Consumer Insights – Examples

Insight & Translation Example: Budweiser
(1980's)
Heavy male beer drinker
• Blue collar, 18-24, high school education
• Physical labor
Target
3 Key Insights Blue collar male
• Low self-esteem
• Future outlook bleak
Led to the 1980's
Positioning
(Not Today's)
1. Me/My Life
Beer plays an important role
in my life. Thirst quencher
after long day of hard work.
Male bonding with guys like
me. Alcohol escape.
The popular mid-priced
brand work for blue
collar guys like me
The working man's reward
3. The BUD Brand
2. The Product
TAG LINE: You make America work. This Bud's for you!
Ads celebrated blue collar workers who value America; ads showed them working
hard and positioned Bud as the reward that they deserve

Insight Generation
Consumer
Landscape
Consumer
Needs
Brand Equity
• How do the different consumer segments
vary?
• Who are the heavy users and why?
• What are the usage dynamics across the
consumer segments, particularly for the
heavy & super-heavy users?
• How do the purchase and preference
drivers vary by segment, particularly for the
heavy users?
• What are the rational and emotive benefits
that consumers are looking for?
• What are the largest arenas of consumer
frustration or under-addressed and latent
needs?
• What are the emerging consumer trends
and how can you best capitalize?
• What product substitutes or category
adjacencies can you improve upon or build
off of?
• What are the most leverageable elements of
your brand equity?
• How do consumers perceive your brand
relative to competitive brands?
Key Questions
• “Target consumers want…”
• “Target consumers need…”
• “Target consumers believe…”
Consumer Insight
Worksheets
Consumer Insight Example
Sources of Inspiration
Consumer Insights Worksheet
Created By: Date:
CPT:
SECTION 1: CONSUMER KEY LEARNINGS
Consumer Landscape
How do different consumer segments vary?
Who are the heavy users and why?
What are the usage dynamics across the consumer
segments, particularly for heavy users?
How do the purchase and preference drivers vary by
segment, particularly for heavy users
Consumer Needs
What are the rational and emotive benefits that
consumers are looking for?
What are the largest arenas of customer frustration
Or under-addressed or latent needs?
What are the emerging consumer trends and how
can we best capitalize?
What are the product substitutes or category
adjacencies?
Brand Equity
What are the most leverageable elements of
our brand equities?
How do consumers perceive our brands
relative to competitive brands?
SECTION 2: SYNTHESIZED CONSUMER INSIGHTS
Answer the following questions: Synthesize the
key consumer learnings and/or insights for new product innovation
Target
consumers
want…
Target
consumers
need…
Target
consumers
believe…

Focus on the Target Customer Often Yields Insight
That Drives These Companies’ Strategic Direction
• Deep understanding of the target consumer — proprietary insight or
an internal revelation — directs action powerfully
Insight Response
Sears
Restructure the company, revitalize the
stores, and restock the shelves to suit
the female HOH
Women make most of the purchasing decisions
for the household — including hard goods
IBM Do not de-emphasize the mainframe
business; on the contrary, nurture it
Internal thinking to the contrary, system-intensive
companies see the mainframe as critical — it's
the enterprise server for the new networked world
Nike
Market to, at, about, and for the serious
athlete— hire serious athletes as employees
and select Nike appropriate spokes people,
not just great athletes
For the serious athlete,
sports is a metaphor for life,
“linking the cultures of the world”
Disney Never dilute the Disney name, and always
meet and then exceed expectations
Parents want safe places and safe decisions for
their families
Microsoft
Develop products and deals that make
computers easy to use and readily
accessible
What if computing/communications were
almost free?
The most important travelers perceive air travel as
a game in which they lose because they're at the
mercy of the airlines —making them feel like
winners will reinvent the airline business
United
Airlines
Plan and implement over 130 initiatives
across the business, spending over $400
million to improve the flying experience
for frequent travelers
Source: TCG

Great Brand Companies View Themselves As The Source
of Solutions, Something Meaningful vs. a Product Provider
They associate their brand and the market they're in with a high
order emotional benefit that transcends product
• Disney Not just entertainment… Creativity and magic
• IBM Not just systems and service… Solutions
• Microsoft Not just computing… Access to a new world
of thinking and communications
• Nike Not just athletic wear… Aspiration and connection
between athletes
• Sears Not just a store… Comfort, confidence and
value
• United Not just transportation… A welcome escape or a
productive experience
When defining their markets, they avoid marketing
myopia — thinking far beyond the tangible
Source: TCG

Think to Win by Paul Butler, John Manfredi, and Peter Klein
#ThinktoWinBook http://www.thinktowin.net

PK Insights Presentation

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