Post on 12-Nov-2014
description
six degrees
s i x d e g r e e s | a sensory branding agency
insight mining research05 07 09
s i x d e g r e e s | a sensory branding agency
insight mining
insight mining is all about identifying deeper and richer insights
among a brand’s target audience in order to further grow the brand in
the marketplace.
insights that we identify through our insight mining work include:
functional, emotional and self-expressive benefits sought versus associated with
a given brand and its competitors
a brand’s true brand image
unmet needs (and associated marketing & positioning opportunities)
biases, objections, barriers and mistaken beliefs about a product or brand and
how to overcome them
competitor weaknesses and how to exploit them
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s i x d e g r e e s | a sensory branding agency
research philosophy
we tailor our method to the project & we’re flexible in the field
“if this were our brand...” perspective
we dig deep:
1. we recruit target audience representatives who not only meet “functional
requirements” but who are also highly communicative, expressive
2. our interviewers are highly educated and experienced in various therapeutic
areas, the effective use of projective techniques to discover and organize
emotional, social and functional information and putting all audiences at ease
regarding the use of projective techniques
3. we have a rich portfolio of projective techniques and stimuli
we conduct strategic workshops to insure proper integration of
insights into marketing/branding
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s i x d e g r e e s | a sensory branding agency
types of perceptions
...we use this model as a guide to
the different types of perceptions/
biases/likes & dislikes a physician
or patient can have about a
condition, therapy, brand or
company
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s i x d e g r e e s | a sensory branding agency
projection frame
...projecting to a “typical
physician” rather than the “I”-
frame of reference removes the
pressure of meeting real or
perceived professional, social and
personal expectations/taboos and
allows for a richer and less biased
or filtered discussion
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s i x d e g r e e s | a sensory branding agency
field experience
audiences: physicians, KOLs, RNs, PAs, patients & care
givers, c-suite, managed care
IDIs, TDIs, groups & mini-groups
in-person & phone/web combination
international (all major and many emerging markets)
qual & online quant
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projective techniques
s i x d e g r e e s | a sensory branding agency
brand metaphor
Automotive Brands
FamousPeople
FashionBrands
141% Jay Leno 43% 32%
220% Jim Carey 39% 29%
318% Bill Gates 6% 17%
47% Donald Trump 6% 4%
...using categories of everyday brands as metaphors, or asking for a “free association” metaphor allows physicians and patients to provide insights on a product or patient they could not (or would not) otherwise articulate
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s i x d e g r e e s | a sensory branding agency
visual image selections
...85%+ of human communication is non-verbal. Using images to express thoughts, ideas and feelings provides for a richer discussion of any topic
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s i x d e g r e e s | a sensory branding agency
story telling
imagine BRAND X comes to life as a person and is attending a
cocktail party [family reunion, charity event, professional conference,
etc]. describe Brand X in terms of:
demographics
appearance
attitude/personality
behavior
social interactions
...directing physicians (and patients) to project a product or brand into a complex yet familiar event allows the skilled interviewer to explore
deeply held associations and biases
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s i x d e g r e e s | a sensory branding agency
Thematic Apperception
...using ambiguous situations and asking physicians to complete the dialog are especially useful in exploring subtle perceived differences between products/brands
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s i x d e g r e e s | a sensory branding agency
paradigm mapping
-24-12 months Time 0 +3mos. +9 mos. +18 mos.
Urologist refers to radiologist to
detect / confirm presence of bone
mets
Bone mets confirmed on radio graphic evidence
Patient complains of symptoms of bone mets
Oncologist initiates tx for bone mets
Patient enters end-of-life or hospice care
Urologist refers to oncologist for consult
Oncologist initiates chemo
MD suspects bone mets
Hormone therapy initiated
PSA indicators of disease progression• Velocity of doubling time•>+increase in a row
BRAND Y
BRAND JOncologist assumes
primary responsibility for patient
Patient becomes hormone refractory
...directing physicians to place images, decisions, treatments, concerns, etc on a timeline enables identification of new marketing and
communications opportunities
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s i x d e g r e e s | a sensory branding agency
Sentence completions
Viagra is to MEN as ___________ is to WOMEN.
What I least like about treating patients with HIV/AIDS is ___________.
Treating patients with COPD is as rewarding as ______________.
If I were sitting on a plane next to the CEO of the company that makes
and markets BRAND X, I’d make the point that ___________.
...using directional or non-directional analogies and other sentence completition constructs provides another “safe” way to explore
emotional, self-expressive and social benefits/concerns
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about us
s i x d e g r e e s | a sensory branding agency
sensory branding agency
founded in 1999
senior marketing execs
20 full time employees, 5-7 full-time contractors
broad international experience
who we are 15
s i x d e g r e e s | a sensory branding agency
medical experience
medical devicessiemens medical/ultrasoundabbott vascularzeiss meditecascent healthcare solutionsconcentric medicaledwards lifesciencescalypso medical
biotech/biopharmagenentechamgenexelixisneurocrineactelionorganon
otherabbott nutritionmedicisamerican laser centers
pharmaceuticalpfizernovartisscheringbayersanofiJ&Jnovo nordiskBMSGSK
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s i x d e g r e e s | a sensory branding agency
brand experience
disease states
allergies
Alzheimer’s
AMD
anemia
arthritis
asthma
COPD
depression
diabetes
glaucoma
HIV/AIDS
hypertension
incontinence
infectious diseases
insomnia
osteoporosis
oncology
Paget’s Disease
pain
sexual dysfunction
seizures
women’s health
bare metal stents
dermatological lasers
dilation catheters
drug-eluting stents
guidewires
guiding catheters
OCT
ultrasound machines
devices
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s i x d e g r e e s | a sensory branding agency
our services
Insight MiningBrand PerceptionsSensory ResearchPositioning ResearchStrategy ResearchCommunications Research
Brand Focus WorkshopsBrand PlatformMarketing Plan DevelopmentBrand Architecture Naming/TaglinesIdeation WorkshopsMarketing Integration
Messaging ArchitectureSensory PositioningBrand Cascading Environment BrandingBrand Guidelines
Identity/Look & FeelAdvertisingInteractive/Web 2.0AnimationTradeshow Displays
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s i x d e g r e e s | a sensory branding agency
dun & bradstreet
2007 independent evaluation of six degrees by clients
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thank you! six-degrees.com
8040 east gelding drive scottsdale, az 85260 480.627.9850