Breakthough Insights Through Convergence

8/14/2019 Breakthough Insights Through Convergence

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It’s not just for technology anymore

CO NV E RG E NCE :

Jennifer Hanson

Sequoia Partners

Inventors of the realsightⓇ insights method



© Sequoia Partners 2010 Confidential

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SAY SAY vs. DO

from to

Qualitative

Ethnography • 12-25 people• 2 hour interview

• moderator questioning& analysis

QuantitativeEthnography • 50+ people

• 1-2 hour interview via text• technology enabled moderator questioning &statistical text analysis• survey

Qualitative Anthropology • 12-25 people• 2+ days interview & observation• anthropological questioning& analysis

realsight Ⓡ

insights method • 50+ people• 20-30 days interview &observation via videos and text

• technology enabled anthropological questioning &statistical text analysis

• surveyto

REVOLUTION

E V O L U T I O N

We have revolutionized the research industry through a patent-pending observation

technology method.




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WHO IS THE CONSUMER?

WHAT IS MY COMPETITION?

Marketers are missing the complete picture.

Decisions are made on incomplete information

Brands are losing their competitive edge

Money is wasted on bad ideas!




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The old definition of Competition

For years, sales information has been used to define competition for consumer products.

But when we bring products into the home and incorporate them into our everyday

routines, competition is no longer determined by shelf location.




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The REAL Competition

EXPERIENCE

CONTEXT /

ENVIRONMENT

FUNCTIONAL /

EMOTIONAL NEEDS

WHERE WHEN

WHAT

WHO




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In Technology, Convergence Means:

DEPTH OF USE:

Separate technologies that

now share resources and

interact with each other,

creating new efficiencies.

BREADTH OF USE:

A group of technologies

developed for one use being

utilized in many different

contexts.




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TO: One Device




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SATELLITE TO GPS




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For non-tech consumer products, Convergence means:

• Minimizing the number of steps to do something

• Combining the features of other items that are competing to be used in the same situation

• Making a behavior-based system more efficient

• Eliminating a behavior altogether




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Lunch Example

Ideas

Purchase

AssemblePackage




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Lunchables

Items kids like

PortionedPre-assembled

Pre-packaged




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The behavior-based system is the solutionCO NV E RG E NCE :




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IPOD Tivo Wii




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Finding the Answers

SURVEYS AND ETHNOGRAPHIES?

• Consumers report only 10% of actual behaviors

• Rationalize, misrepresent, are unaware or simply forget




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Finding the Answers: The Popular Choice

ETHNOGRAPHIES

• Interview

• Snapshot in time

• Subjective interpretation




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Finding the Answers: The New Choice

REALSIGHTⓇ INSIGHTS METHOD

• Video camera observations

• Interactive, online diaries

• Extended period of time

• Statistical analysis bridges the Say vs. Do gap

• Behavior-systems that represent opportunities occur frequently

• Ideas are generated from actual consumer behavior




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BENEFITS OF CONVERGENCE

• Uncover your TRUE competitive set

• Witness actual brand usage

• Competitive set strengths and weaknesses

• Validation from the start

• REAL opportunities

HARNESSES THE POWER OF CONVERGENCE




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Example: Convenience in the Morning

Most companies focus on the rational “grab ‘n go” definition of convenience.

We discovered 3 common behavioral patterns that represented different aspects of

convenience in the morning.

One of the three, “multi-tasking” is a larger and more emotionally rich consumer opportunity.




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Potential Barriers… speed and cost….at the expense of accuracy

SAY SAY & DO

from to

low

fast

low to average

SPEED

COST

ACCURACY high

average

average

Extended data collection:

1. Observations as they occur, 3+ days

2. In person interviews

CHANGES

Multiple work streams:

1. Interview + observation

2. Real-time analysis

3. Multimedia reporting

Superior results:

1. More complete view of consumers

2. Deeper understanding of motivations

3. Better ideas and investment decisions

low QUALITY

high




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IDEAS DEVELOPMENT MARKETPLACESUCCESS

$

$$

$$$$$

$$$$$

$$$$

$$$

Accurate results plus an added benefit... a streamlined process!




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Risks

Too narrow a category definition from the beginning

Employ the qualitative, not the analytics

– Neural network analysis removes “false-positives” from the start

GARBAGE IN, GARBAGE OUT!




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Who can use the convergence model? ANYONE!




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lets you see the forest AND the trees,

and even the weeds.

CO NV E RG E NCE :




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How to be an ambassador of convergence in your organization

• Become the eyes of the consumer over an extended period of time, instead of only the

voice of the consumer at one point in time.

• Let consumers generate your opportunities from their actions, rather than force-fitting

their ideas into your definitions.

• Demonstrate needs and ideas to consumers, rather than discussing them.

• Apply a more rigorous process in the front end, rather than accepting inefficiencies in the

middle and back end.



We help our clients focus on the right opportunities that work for

consumers’ everyday lives from the start, saving precious time, money

and becoming more profitable in the end.

Brand Growth ThroughConsumer Experiences

Sequoia Partners

P.O. Box 235, Pequabuck, CT 06781

(888) 316-1723, [email protected]

Breakthough Insights Through Convergence

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