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BrainJuicing Innovation Let the Creatives Create And the Market Decide

John Kearon – Chief Juicer

2Ensuring the biz is working with great concepts

CreativeSixers™

Predictive Markets

Let the Creatives createAnd the Market decide

Let the Creatives Create

Use 50 Creative Sixers to generate a ‘deck’ of

innovative ideas

Edison’s gate and the visit of Albert Mann (President of the Bank of America) 1902

A $Trillion Marketing Services Industry Trying to satisfy the thirst for creativity

There is no IQ equivalent for creativity Can creativity be measured?

8Creativity is like any other aptitude

Total Score

0

2

4

6

8

10

12

14

16

0 2 4 6 8 10 12 14 16 18Number of points scored in total by respondent

% o

f R

esp

on

den

ts

Lights out Incandescent

The Creativity Test Results x 5,000

10

Elephant ideas Make ears bigger Give it a squeak Make the eyes move Ears feels different Make trunk longer Squirt water from trunk

(given as e.g.) Sing Nellie the elephant Make it walk

Elephant ideas &humanising ideas Pull the trunk to open its mouth Trumpet when it detects

movement Have babies inside • • • • • • • • • • • • • • • • • • • • • • • Allow it to speak Give it spectacles Give it clothes Talk back to you Record a message Have the child’s name on it

Elephant ideas &humanising ideas &more abstract ideas A finger puppet Water proof 4 bath Whistle in trunk Make it laugh Make it dance Make it fart & burp Help spell & count Roar when smacked• • • • • • • • • • • • • • • • • • • • • • Elephant Hoover A radio with tusks for volume

& tuning A Pyjama case Tusks 4 teething +Wheels & ride it Vibrates to soothe Microwaveable as a

hot water bottle

The Creativity Test with 5,000 showed a bell curve of creativity just like any other talent

The more creative the person, the more ideas they had & the more creative they were

regular 60 watt

49%night light

31%the lights are off

2%bright spark

17%incandescent!

1%6% = validated CreativeSixers

11

Let the Creative’s Create!

1. Brainstorms WONDERFUL for team bonding BUT WOEFUL at generating good ideas

2. Everybody & idea has equal creative worth BUT only 6% of folk are highly creative

3. A group is better for creating ideas BUT Individualists create better alone

4. Suspending judgement helps creativityBUT creatives are the harshest critics

5. Fast, furious is betterBUT slow, calm & relaxed is better;

Avoid Current Brainstorming

12How the Creative works

Use Creative 6’ers™ who’ve been validated as highly creative

Challenging 6’ers with best ideas = 4x the number of good ideas

Giving 6’ers 5 days to think about it = 3x the number of good ideas

Asking 6’ers for at least 8 ideas = 2x the number of good ideas

Using 6’ers only in the target audience = ½ as many good ideas

Edit into a ‘Deck of best 52 ideas + 2 Jokers’ for workshop use

“Using BrainJuicers we generated & tested dozens of ideas to find a winner. What would normally take us months we finished in 2 weeks. More Juice please!”

Jaroslav Cir – Global Consumer & Market Insight Manager Rexona

A radio with one tusk for

volume & the other for tuning

Soft toy you can

microwave to act as a safe hot

water bottle

Let The Team Harvest

Use the Internal Team to select and shape the best

ideas

And the Market Decide

15 ideas in a Predictive Market where 500 select the most Potent

17

The Wisdom of Crowds – How the Many Can Be Smarter than the Few, James Surowiecki (2004)

18

collectiveguess

= 1197 lbs

actualweight

= 1198 lbs

Galton’s surprise findings

19

X 596Polls

(1988 - 2000)

¾

IEM - The original Predictive Market

20How Predictive Markets work

Screen 15 ideas with a convenience crowd of 500

Share the game with them, “imagine you owned shares...”

Aggregated buy/sell scores sorts ‘wheat from chaff’

Works across cultures; universal net preference scores

“BrainJuicer’s Predictive Markets is an innovative research technique, which enables us to test multiple ideas really

quickly, accurately and insightfully.”

Lauren Lackey – Director of Global Technology – Wrigley

21

New Product ConceptsMonadic Test

with matched samples of 100 in the target market

Predictive MarketWith diverse group

of 500 people Significant Differences

A 85 85  

B 83 76 +

C 81 80  

D 78 86  

E 74 70  

UK Norms (top two box) 67 67 67

F 64 28 ***

G 64 28 ***

H 54 35 *

I 49 45

J 43 16 ***

A diverse crowd will be as accurate as a targeted sample A ‘Predictive Market’ will be as accurate as a monadic test Answering for the market as accurate as answering for oneself

Experiment 1: Top 2 Box Purchase Intention Results for 10 Ideas in UK

Experiment 3: Top 2 Box Purchase Intention Results for 15 Marmite Ideas in UK

New Product Concepts

Monadic Test Matched samples of 100 target mkt

Predictive MarketDiverse crowd of 500

Significant Differences

A 80 80

B 79 84

C 73 81

D 73 95 ***

E 72 84

F 69 62

G 69 52 +

UK Norms (top 2 box) 67 67

H 64 63

I 64 41 **

J 64 50 +

K 64 50 +

L 61 36 ***

M 59 9 ***

N 55 26 ***

O 51 11 ***

Experiment 8: Top 2 Box Purchase Intention Results for 19 Drinks Ideas in 6 Markets

New Concepts

UK diverse crowd

of 500

Australia diverse crowd

of 500

Saudi diverse crowd

of 500

China diverse crowd

of 500

Mexico diverse crowd

of 500

Guatemala diverse crowd

of 500

A 82 91 62 84 77 74

B 76 79 83 92 84 80

C 82 89 63 74 69 81

D 84 88 71 79 92 91

E 66 83 73 62 45 69

F 67 70 68 76 66 70

G 69 77 63 50 53 58

H 62 42 63 71 63 67

PM Average PI 51 57 56 67 58 61

I 39 56 25 40 67 71

J 53 61 45 42 70 58

K 61 55 33 29 69 89

L 70 41 34 70 42 49

M 49 71 36 37 38 54

N 18 21 70 76 33 45

O 40 37 67 89 77 63

P 34 41 52 78 25 31

Q 26 40 31 61 67 58

R 35 26 73 88 44 41

S 11 11 - 72 29 27

Experiment 4: Top 2 Box Purchase Intention Results for 5 Household Ideas in US

New Product Concepts

Monadic Test Matched samples of 100 target mkt

Predictive MarketDiverse crowd of 500

In Market Value Share Results

A 59 83 12.2%

US Norm 67 67

B 54 63 7.9%

C 42 51 3.4%

D 42 46 4.5%

E 47 32 1.1%

Respondent Base Sizes: Monadic = 100 per cell / Predictive Market = 500

The crowd scores were more accurate in market than the monadic

The ‘Predictive Market’ much more correlated with in market shares

The ‘Predictive Market’ better separated the ‘wheat from the chaff’

Experiment 7: Bets Placed for the WINNER of X-Factor 2006..

Weeks

$10 to Win$10 on the act the PM predicted would win

OddsProvided each week by Ladbroke.com $ Winnings

1 $10 Leona / $10 Kerry 7-1 / 5-1 $60

2 $10 Leona 3-1 $40

3 $10 Leona / $10 Ben 3-1 / 6-4 $30

4 $10 Ben 6-4 -

5 $10 Leona 2-1 $30

6 $10 Leona 10-11 $11

7 $10 Leona 1-2 $15

8 $10 Leona 2-7 $12

9 $10 Leona 1-4 $12

10 Leona to win No odds -

TOTAL

Leona favourite every week except week 4

($120)

Leona favourite last 6 out of 10

weeks

The Predictive Market beat the bookies

$210

26% Doubling and Selling Shares in Each Idea – Male

-20

-15

-10

-5

0

5

10

15

20

25

30

A B C D E F G H I J K L M N O P Q R

% o

f re

spo

nd

ents

% doubling

% selling

Sample: 500

-10-5-5-4-2-1-1-100001112519

Net Preference:

Einstein represents ideas generated by the Creative Sixers

Bars represent a breakdown of the % buying and % selling each idea

Net preference score sorts wheat from chaff to reveal which concepts have real potential

? ? ? ? ? ?

27Example of Output for each Concept

80

0 10 20 30 40 50 60 70 80 90 100

PI

1.42

2.05 2.1

-3

-2

-1

0

1

2

3

Believability Originality Understandability

Strongly Positive

Strongly Negative

5

75

19

11.61

1

Concept 1

% o

f re

spo

nd

ents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Score measured on a

scale from 0 to +3

Who: All ages, 25-34s

When: At home and away from home; Lunch/afternoon snack

How Often: 2-3 times per week

Action: good opportunity

Above Average On Average Below Average

Surprised in a happy way that they are expanding into food, can’t wait

Company has built reputation for healthy, quality food and moral conscience

Innocent have proved themselves with high quality smoothies

I like a tasty alternative that looks appealing and sounds great

Advertised as a healthy product, therefore less guilt

Brand reflects positive image

Main Benefits Concept 1

(95 x All) %

They have developed a good reputation and people would

trust the brand19

The Innocent name, reputation and ethos17

Buying from a producer with a proven record of good, tasty

drinks15

The product of a company with a name for quality, natural food

with no additives11

Natural goodness, trusted brand8

A branded name to back it up7

Natural goodness5

Tasty4

Excellent reputation for good quality, natural products.3

That it is a healthy option to other snacks to eat on the go3

28Ensuring the biz is working with great concepts

CreativeSixers™

Predictive Markets

Let the Creatives create, the Team harvest & the Market decide

Sixers 19 of the 40 final ideas

Sixers 6 ofthe 7 best ideas

29

FaceTrace™

Measuring emotional engagement and the potential for effecting consumer behaviour

FamilyCam™ / BarCam

Family Cam wired up for online ethnography + product

testing as an inspirational & insightful research resource

Brand Personality Profiling

A robust, psychometric profiling of brand personalities

in a category for comm’s/ innovation development

Labs

BrainJuicer © 2006

Juicy Communities

Web 2.0 social networks and online communities to provide a 24/7 inspirational & insightful research resource

30

31

32The 7 basic universal emotions

Autonomic Reflective

33

Which of these faces best expresses how you feel about this advert?

To what degree did this advert make you feel [selected emotion]?

And what was it about this advert that made you feel

this way?

[Use MindReader to capture reasons for each emotion]

The final emotional engagement measure

34CDM Gorilla

35Results

127 5 3 3

65 70

25 28

6

1619

25

61

61

25

11

2

2

10

59

11

206

5 2 3 4 181

1

36

3

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cadbury Gorilla Guinness Domestos Abbey Charity Ad 1 Charity Ad 2

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happy

Surprise

Intensity Score measured on a scale from 0 to +3

2.17 1.92 1.58 0.79 0.71 1.31

Absence of emotion = absence of any action Greater the emotion = greater propensity for action Reflective emotion = more helpful than autonomic

36CDM Gorilla – Emotional Triggers • Cannot see what the connection was between Phil Collins, Gorilla & Chocolate• I just don't get it – it frustrates me• Because its a ridiculous advert & makes no point could be 4 anything • Don't understand the connection between a gorilla and chocolate - lack of

understanding as to what the advert is meant to achieve!• It seemed a bit drawn out - I kept waiting for something to happen!• There should be a loose connection between the advert and the product • Ad is brilliant and gorilla makes me laugh, its very clever and easy to

remember - I like gorillas, I like the song, and it was a funny twist• Clever, inspired and funny• I absolutely love the ad but I'm not sure what it has to do with Cadburys• The Best Ad Around! I Just Love It!!!! it is different and memorable• Great ad, gets people talking about it, memorable - Nothing to do with

chocolate but you wont forget ad• Ad is brilliant and gorilla makes me laugh• It's just such an amazing advert, I'm mesmerized by it• It's absolutely brilliant, can't take my eyes off the screen, so amusing• The sheer joy on his face!• Gives you a laugh therefore makes you feel happy• The expression on his face, the beating of the drum in time to the music - great• Not what I was expecting. Trying to work out whether the gorilla was real... - it

looked so real but at the same time I'm suspending my disbelief! • What does a gorilla playing the drums have to do with chocolate? • Bizarre and unique. Makes you watch the whole ad to find the tagline.• Its a strange concept using a gorilla to promote chocolate .. kept me watching

R

A = Autonomic TriggerR = Reflective Trigger

R/A

R

R

RR

R

RRR

R

R

2.17