Defining the problem: explore, analyse, empathise
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Presentation providing a broad framework on how to approach a marketing brief, the importance of spending time on defining the problem, ideas on finding insights and case studies to inspire
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Defining the problem: explore, analyse, empathise
- 1. 1
- 2. The aim for today… Leave you with immediately actionable ways to approach your brief, find insights that will unlock ideas and some (free) resources you can access to help inspire you
- 3. 3
- 4. 4 The double diamond design approach Research, analyze, empathize Ideate, validate, iterate
- 5. 5
- 6. 6 Research, analyze, empathize Ideate, validate, iterate Going from the problem you’re given… (challenge and or opportunity) …To a clearer definition of the problem that involves insights the variables that impacting the problem being solved
- 7. 7 “If I had 1 hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions” Defining the problem
- 8. 8 Ikea – this is home
- 9. 9 Jobs to be done Why are people / might people “hire” the product or service? What job do they need done? *resource in appendix
- 10. 10 Beware “Marketing Myopia” A term coined by Theodore Levitt. A business suffers from marketing myopia when it views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.
- 11. 11 More content More choice More control More distraction More important than ever before
- 12. 12 12Seconds 8Seconds 9Seconds The average human attention span in 2000 The average human attention span in 2015 The average attention span of a GOLDFISH Source: Microsoft Attention is an increasingly rare commodity
- 13. 13 A huge challenge for marketers Mental availability
- 14. 14 VS.
- 15. 15 Insights provide an idea on what people ACTUALLY want What is an insight? A penetrating discovery about your audience, their motivations, behaviours, needs, wants and perspectives which, when actioned, unlocks growth.
- 16. 16 INSIGHT Starts with the ‘what’ but reveals a deeper truth that unlocks ideas & action THE WHY OBSERVATION A fact about a brand, consumer, category or medium THE WHAT
- 17. 17 A good insight turns an “Uh-huh” into an “Ah ha!” Observation Insight
- 18. 18 Explore Analyze EmpathizeUh huh… Ah ha!
- 19. 19 Explore Analyze EmpathizeUh huh… Ah ha!
- 21. 21 (Some) tools of the trade
- 23. 23 Getting to know the target audience Focus on mindsets
- 25. 25 A way to think about mindsets… Tribes Seth Godin *resource in appendix
- 26. 26 “People like us do things like this”
- 27. 27 Getting to know your tribe Leaders Followers Rest Social Macro Personal Listening Desktop Ethnography
- 28. 28 Applying a cultural lens Helps understand what might hindering a tribe
- 29. 29 Nike – She runs the night
- 31. 31
- 32. 32 People don’t buy what you do they buy why you do it Simon Sinek *resource in appendix
- 33. 33 Category What are people doing already? Who they may choose instead of you? What concerns them about something new? How can you mitigate this opportunity cost?
- 35. 35 For the love of dogs There are estimated to be 4.2 million pet dogs in Australia; 19 dogs for every 100 people. More than 1.1 million Australian households (14.9%) are planning to get a pet in the next 12 months. According to the Animal Health Alliance, Australians spend an enormous $8 billion per year on their furry family members
- 36. 36 Explore Analyze EmpathizeUh huh… Ah ha!
- 37. 37 Insights often come from combining multiple pieces of information
- 38. 38 Fine line between assumptions and analysis paralysis
- 40. 40 Explore Analyze EmpathizeUh huh… Ah ha!
- 41. 41 Empathy The ability to step into the shows of another person, aiming to understand their feelings and perspectives, and to use that understanding to guide your actions. But remember to take your shoes off first…
- 42. 42 Beware unconscious bias Source: Google
- 43. 43 Think like… …an entrepreneur *resource in appendix
- 44. 44 Stalk like… …a Facebook stalker
- 47. 47 Explore Analyze EmpathizeUh huh… Ah ha!
- 48. 48 Ask lots of questions Look for “ah ha” moments Beware bias Know your brand Be empathetic Know your audience
- 49. 49 In search of a better problem… Research, analyze, empathize Ideate, validate, iterate …you can ‘accidentally’ find the solution.
- 51. 51 ColaLife – wants vs. needs
- 52. 52
- 54. 54
- 55. 55 Observing: “Listen with your eyes" and discover what people really care about. Learning from Extremes: Stretch your thinking beyond assumptions and get to bolder ideas. Interviewing: Conduct interviews to get deeper, more honest responses. Immersive Empathy: Learn what it means to “walk in someone else’s shoes.” Sharing Insights: Craft compelling insights that will inspire innovation.
- 56. 56
- 57. 57 Insights can come from many places But it is always useful to think about them from the perspective of the end user / consumer