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SpringSights®Why settle for less?
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Philips got religion about connecting with consumers
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What we do…..In essence you tell a story
and connect it to something people already want to do.
A truth (built on a real truth).
Insights are built on human truth.
Marshall McLuhan
Dave Droga
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A point of view can be a
dangerous luxury when
substituted for insight and
understanding.
Marshall McLuhan
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What is a SpringSight®?
6Open them up and a light goes on!
SpringSights® are like a fridge…
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What makes a great Insight…, or SpringSight®?
Low
Weak
Resonance
“Does nothing for me…”
Edge
Wow, you really understand me..,
…almost better than I understand myself
+ Wow, great idea+ Relevant/Improve+ Relevant/Identify+ True
+ Clear+ % Happiness+ % Neutrality (-)+ Emotional Intensity
“Yes… but doesn’t feel inspiring”
“Feels good but where’s the big idea?”
Validated Insight Weak InsightInsight has Potential
(17%) “Wow, you really understand me – almost better than I understand myself!”
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“Which of these faces best expresses how you feel about this statement?”
“To what degree did this statement make you feel [selected emotion]?”
“What was it about this statement that made you feel this way?”
Insights Validator® 3.0 - Measuring Insights’ Potential
I understand what the statement is saying The statement is true I can identify with the statement I personally would be interested in something
that dealt with this issue This is a new and different way of looking at this
topic Wow, great idea!
What if, anything, do you like about the statement?
What, if anything, do you dislike about the statement?
Use an online highlighter to identify the parts of an insight that are working particularly well and particularly badly
What’s the first thing that comes to mind when you think of this statement?
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This insight concerned the consumption of fruit and vegetables, and how it can be hard to eat 5 portions at mealtimes. Therefore, healthy vegetables based snacks between meals really count.
Example output: ‘5 a day’ Snack Food
Edge
Resonance
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52
12
1
4
2.03
4
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on scale of 0 to +3
No manufactured product could compete with fresh fruit or veg.
Fresh is best!
I already take steps to ensure my child has fruit or veg snacks between meals
What can be better than fresh fruit or veg for a snack?
The 5 a day can be completed between meals
If there was a product like that that my children liked it would be good
Insight: ValidatedSample: 192
Findings Insight validates because it resonates with people and it has
edge. All positive KPI scores are in the top quintile vs. the norm-set
Likes Many agree full heartedly with the statement with ‘That’s a great statement’ and ‘That is so true’ being the top mentioned perceptions.
Dislikes With regard to dislikes, some question whether there is any need to replace fruit and veg whilst others defend a slightly more lax approach to the 5 a day ethos but there is no outright rejection and the majority have no dislikes to report.
Recommendation Validated Insight
+ Wow, great idea+ Improve+ Identify+ True
+ Clear + % Happiness+ % Neutrality (-)+ Emotional Intensity
Wow
Improve
Identify
True
Clear
Happiness
Neutrality
Emotional Intensity
Quintile 1 Bottom 20%
Quintile 3 Mid 20%
Quintile 5 Top 20%
Great idea – good to have choices
If there was a way to make fruit and veg more appealing to kids it would be great
My children enjoy fruit and veg anyway but would be nice to have choice
I feel it is a great idea and good to have choices
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What makes a great insight…, or SpringSight?
“Dirt is experience, dirt is good – Rolling around in mud, is part of growing up. Wouldn’t it be good to know that cleaning up
afterwards won’t be a problem.”
Low
Weak
Resonance
Edge
Wow, you really understand me..,
…almost better than I understand myself
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“Viagra may produce the strongest action but having just 4 hours to act reduces the spontaneity and easy intimacy of a normal, healthy sex life. I’d
happily accept some reduced strength for a much longer lasting product and a more normal sex life.”
Low
Weak
Resonance
Edge
Wow, you really understand me..,
…almost better than I understand myself
What makes a great Insight…, or SpringSight®?
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“By not wearing your seat belt in the back of the car, you could kill someone you love. It’d be great if everyone
felt they should buckle up every time they get in.”
Low
Weak
Resonance
Edge
Wow, you really understand me..,
…almost better than I understand myself
What makes a great Insight…, or SpringSight®?
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Why are insights important?
Most new products fail due to inadequate consumer understanding
“A lack of thoroughness in identifying real needs in the marketplace, or in spotting early signs of competitors girding up to take the offensive, is often the finding in a new product post mortem”
Source: R.G. Cooper (2001) Winning at new products
Main Causes of New Product Failure
13%
6%
8%
9%
10%
14%
16%
24%
All other Causes
Technical or Production Problems
Poor Timing of Introduction
Competitive Strength or Reaction
Higher Costs than Anticipated
Lack of Effective Marketing Effort
Product Problems or Defects
Inadequate Market Analysis
% of companies citing
Inadequate Market Analysis:
Great insights drive world class communication?
Great insights lay the foundation for great NPD
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19
42
1310 10
663
0
10
20
30
40
50
-16 16 - 23 23 - 31 31 - 36 36 - 43 43 - 48 48 - 55 55 - 65 65 - 74 75 - 92
%Stronger Insights Drive Stronger Concepts
Concept Potential Index Score
Percentage of a Company’s Concepts Using a Validated Insight by Subsequent CPI Score
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Life is like a box of chocolates… but SpringSights® are like well made porridge
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What makes a great insight…, or SpringSight®?
We identified Bottom 10% of insights tested
We identified Top 10% of
insights tested
ValidatedFailed
1. Negative to positive
2. Short sentences with human, non-patronising language
3. Category specific for commercial, actionable SpringSights®
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What makes a great insight…, or SpringSight®?
“It’d be great to have something that operates just like my normal home phone but enables me to take advantage of free or 'almost free' calls via the internet.”
Low
Weak
Resonance
Edge
Wow, you really understand me..,
…almost better than I understand myself“I’m a regular Skype user
& I think it’s great. But I find it very annoying being unreachable for my contacts when my PC is off, or having to start my PC to make a call. I wish I could have Skype ‘always on’ like my regular phone, even when my PC’s off.”
Regular phone via VOIP
Skype always on
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HUMAN TRUTHHUMAN TRUTH&&
CATEGORYCATEGORY
Let’s Be Clear About What Makes a SpringSight®
Something that relates to them
Something that relates to You
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Observation
SpringSightSpringSight®®
Category SpecificCategory Specific
HUMAN
TRUTH
“I want my child to grow up happy, having fun and following his dreams”
“Dirt is experience, dirt is good – Rolling around in
mud, is part of growing up. Wouldn’t it be good to know that cleaning up afterwards
won’t be a problem.”
“When my child plays outside, he always
comes back home messy and his clothes are all dirty”
The make up of a SpringSight®?
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Warning: Insights Without Category Association Can Give A False Sense of Satiation
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Take a General Human Truth……
'Wouldn't it be great if we could all live happily ever after?''Wouldn't it be great if we could all live happily ever after?'
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…….Now Add the Category
'Wouldn't it be great if there was a lifestyle-coaching company that could help us all live happily ever after?'
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Rooted in the category…, for stronger commercial SpringSights®?
Resonance
Edge
Wow, you really understand me..,
…almost better than I understand myself
GENERAL TRUTH
When I’m able to eat well, I feel better about
myself and feel more confident
CATEGORY When I’m able to eat
well, I feel better about myself and
feel more confident. It'd be great if there
were a food company dedicated to helping me eat
better.
Low
Weak
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Resonance
Edge
Wow, you really understand me..,
CATEGORY
This insight concerned the
consumption of fruit and vegetables, and how it can be hard to eat 5 portions at
mealtimes. Therefore, healthy vegetables based snacks between
meals really count.GENERAL TRUTH
It’s important to eat 5 fruit and veg every
day
Low
Weak
…almost better than I understand myself
Rooted in the category…, for stronger commercial SpringSights®?
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What makes a great insight…, or SpringSight®?
Life is a journey well travelled with almost too many highs and lows to recall, so it'd be great to have a gift that transcends time
and is a constant reminder of our bond
Low
Weak
Resonance
Edge
Wow, you really understand me..,
…almost better than I understand myself
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What makes a great insight…, or SpringSight®?
In life there can be so many pressures to do this and do that, and it can mean you lose your sense of self. That's why I want to have
things that help me re-assert my individuality - to me and to others
Low
Weak
Resonance
Edge
Wow, you really understand me..,
…almost better than I understand myself
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What makes a great insight…, or SpringSight®?
Emails, texts, social media are instant, fleeting and impermanent. But a hand written letter shows you care and feels
more personal, affecting and permanent. I'd love to give and receive more personal and permanent communication.
Low
Weak
Resonance
Edge
Wow, you really understand me..,
…almost better than I understand myself
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Low
Resonance
“Yes, great insight, but not for me…”
“Yes… but tell me something
new”
“Does nothing for me…”
EdgeWeak
“Yes, you really understand me – almost better than I
understand myself!”
What makes a great insight…, or SpringSight®?
“I love listening to music when I’m out but the poor sound quality and outside noise mean I crank the volume to the point where the sound distorts & my ears
hurt. Wouldn’t it be great if there was a player my ears could enjoy at normal volume levels.”
Wow, you really understand me..,
…almost better than I understand myself
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Generating SpringSights™
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“Let’s do some market research and get some insights”
1. Insights seldom ‘fall out’ of market research
2. Insight Generation is a creative task
3. SpringSights are the aspiration
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The Juice on Generating Insights
DigiViduals™Digital individuals programmed to represent a particular type of person, conducting automated mass web ethnography to build up a rich, detailed picture of their lives from which insights can be generated
Insights Validator® Quantitative testing of consumer insights to sort wheat from chaff, and identify the SpringSight®s that can move a brand in commercial terms
JuicyBrains™ Innovation CommunityAn online community of highly engaged participants, who work with you over time on your consumer understanding & product innovation challenges
G e n e r a t e
We guarantee a SpringSight® as the output of the Generate • Articulate • Validate process
• A r t i c u l a t e • V a l i d a t e
…in the event a top-performing insight is not
delivered, we’ll do it again at our expense, until we crack it!Mobile Mass Ethnography
Participants let us follow their lives through an App – the capacity for 24/7 observation with minimal interference. A genuine window on their world
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DigiViduals™
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JuicyBrains™ Community
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Ethnography
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Contact us
Contact us
Chief Juicer [email protected] +44 7967 175 621
Juice [email protected] +44 789 160 1874
EVP Biz Dev [email protected] +1 917 216 8940
US & CA MD [email protected] +1 818 919 0278
UK MD [email protected] +44 7971 543 986
BR MD [email protected] +55 11 7676 1715
CH MD [email protected] +41 79 580 9374
CN MD [email protected] +86 13818210785
DE MD [email protected] +49 151 2261 5560
NL MD [email protected] +31 615873311
www.brainjuicer.com
