f Working With Prosumers

41
A Quick Guide to Working with Prosumers July 2005

Transcript of f Working With Prosumers

Page 1: f Working With Prosumers

A Quick Guide to Working with ProsumersJuly 2005

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Working with Prosumers

_ Research_ Brand Tracking

Clients In-House CBI Tools

LeveragingKnowledge NPD Media

_ Qualitative_ Quantitative_ Prosumer Panels_ Databases

_ CBI Labs_ Brand Momentum_ AdScreen

_ WW and Market Studies

_ Project Fishing _ Working with MPG

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Working with Prosumers

_ Research_ Brand Tracking

Clients

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Client Research

_ The prosumer segmentation will inform and add depth to clients’ research

_ Encourage clients to use the prosumer algorithm in all their research—both qualitative and quantitative

_ Have them sign the specially written client NDA and send the signed copy to NY (Jenny Burke)

_ Always recruit both

prosumers and nonprosumers to enable comparison

_ Ask that the prosumersbe treated as any

other subsample in any

quantitative work

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_ The prosumer segmentation will inform and add depth to clients’ research

_ Encourage clients to use the prosumer algorithm in all their research—both qualitative and quantitative

_ Have them sign the specially written client NDA and send the signed copy to NY (Jenny Burke)

Client Brand Tracking

_ Always recruit both

prosumers and nonprosumer s to

enable comparison

_ Ask that the prosumers

be treated as any other

subsample in any

quantitative work

_ Try to get clients to ask

the Brand Momentum

question as well

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The 6 Prosumer Statements

Please indicate the degree to which you agree with each of the following statements (5=Strongly agree; 4=Somewhat agree; 3=Neither agree nor disagree; 2=Somewhat disagree; 1=Strongly disagree):

1. I’m typically the first or second person I know to try new things; I consider myself a real independent thinker and experimental

2. I am frequently the one doing the newest thing(s) first 3. When I have a great or an awful experience with a new brand, product,

service, vendor, venue, anything, I tell lots of other people4. I am often consulted by my peers for counsel and recommendation on a range

of topics (e.g., vacation destinations, restaurants, movies)5. I trust what I read in newspapers and magazines, and believe what I hear on

television and radio6. I consider myself far behind the times and not very engaged in either

consumerism or pop cultureIMPORTANT: Clients and research vendors must sign the specially written client NDA and send the signed copy to NY (Jenny Burke) prior to being given access to the prosumer statements or algorithm

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The Prosumer Algorithm(i.e., How to Identify Who’s a Prosumer)

_ Agreement with the statement: I’m typically the first or second person I know to try new things; I consider myself a real independent thinker and experimental

AND

_ Agreement with the statement: I am frequently the one doing the newest thing(s) first AND

_ Agreement with the statement: When I have a great or an awful experience with a new brand, product, service, vendor, venue, anything, I tell lots of other people

AND

_ Agreement with the statement: I am often consulted by my peers for counsel and recommendation on a range of topics (e.g., vacation destinations, restaurants, movies)

AND

_ Non-agreement (neutral or disagree) with the statement: I trust what I read in newspapers and magazines, and believe what I hear on television and radio

AND

_ Disagreement with the statement: I consider myself far behind the times, and not very engaged in either consumerism or pop culture

IMPORTANT: Clients and research vendors must sign the specially written client NDA and send the signed copy to NY (Jenny Burke) prior to being given access to the prosumer statements or algorithm

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Working with Prosumers

_ Research_ Brand Tracking

Clients In-House

_ Qualitative_ Quantitative_ Prosumer Panels_ Databases

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Qualitative Research: Focus Groups, Interviews, etc.

_ Download the prosumer algorithm and NDA from my.eurorscg.com_ Have your recruitment supplier sign the NDA and send the signed copy to NY

(Jenny Burke)_ Write your recruitment spec in the normal way to recruit your chosen sample_ To identify prosumers within the sample, just apply the 6-question algorithm

_ Always recruit both

prosumers and nonprosumers to

enable comparison

_ Do not mix prosumers and nonprosumers

in a group discussion—

keep them separate

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Quantitative Research: Online and Offline Surveys

_ Download the prosumer algorithm and NDA from my.eurorscg.com_ Have your recruitment supplier sign the NDA and send the signed copy to NY

(Jenny Burke)_ Write your recruitment spec in the normal way to recruit your chosen sample_ To identify prosumers within the sample, just add the 6-question algorithm

_ Always recruit both

prosumers and nonprosumers to

enable comparison

_ Ask that the prosumers be treated as any

other subsample in any

quantitative work

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Local Prosumer Panels

_ Establishing prosumer panels in all major markets in 2005

_ Immediate access to prequalified prosumers in predetermined categories

_ Allows us to tightly identify and target prosumers based on their interests, areas of expertise, demographic characteristics, product affinities, and brand ownership

_ Lets us tap into prosumer insights in a timely, cost-effective way

_ Concept or strategic testing_ Advertising pretests_ Evaluation of new communications_ Determination of current trends _ Competitive analysis in terms of image, attitudes, and usage

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Setting Up a Prosumer Panel

_ Partner with a local quantitative market research company_ Needs to be big enough to conduct numerous polls for various clients

on monthly basis

_ Have them sign NDA and send signed copy to NY (Jenny Burke)

_ Choose the categories in which you are interested(linked to major clients and new business)

_ Cost of setting up panel will be funded 50:50 by WW and local office

_ To get 50% funding from WW, you will need to send your plans to Global Prosumer Team for approval (Andrew Benett, Jenny Burke)

_ All other usage costs are on ad hoc basis_ Use the panel to

conduct regular

Brand Momentum studies

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Databases

_ Currently working with 4D team on creating a model to find prosumers on existing databases for relationship marketing

_ Successfully re-interviewed a representative sample of existing database to find prosumers and then “reversed back” into full dataset

_ Talk to Marc Lepere or Andrew Benett

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Working with Prosumers

_ Research_ Brand Tracking

Clients In-House CBI Tools

_ Qualitative_ Quantitative_ Prosumer Panels_ Databases

_ CBI Labs_ Brand Momentum_ AdScreen

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Creative Business Idea® Lab

_ A daylong immersion in which you bring together the agency’s best thinkers, across disciplines, to work with the agency brand team in pursuit of a CBI

_ Including the client creates a feeling of shared ownership of the idea_ Including prosumers validates the idea

_ Just agency staff for new business pitches

_ Include people from

outside brand team

to inject new thinking and enthusiasm

_ Invite from other

offices, other countries

_ Videotape the sessions and edit a

CBI Lab film for client

presentation

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How to Conduct a Creative Business Idea® Lab

_ Labs can range in size from 15–35+ participants, with individual teams typically limited to 5–7 people

_ Identify a lab leader to drive the agenda and handle logistics_ Identify a moderator or team leader to lead each of the breakout sessions_ Stock breakout rooms with pads, pens, and thought starters_ Keep people well fed and watered

_ Pack the agenda,

alternating between

team exercises and

presentations, to

maintain engagement,

energy, and enthusiasm

_ Encourage competitiveness

between teams; this will

improve the thinking

_Consider token prizes

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A Prosumer CBI Lab: Nokia

_ Remember to clearly identify agency people vs. prosumers

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Creative Business Idea® Lab: The Briefing

_ Begin with a briefing that grounds participants in the problem at hand and what is currently known about it

_ Follow Euro RSCG’s fundamental strategic process (3 Circles)_ Identify and describe the forces of momentum relative to the issue in the 3 areas: for

the category, for prosumers, and for the brand_ You may find it most useful to have the brand team brief on the category, the planners

brief on prosumers, and the client team brief on the brand

CategoryMarket Momentum: BrandProsumer

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Creative Business Idea® Lab: The Thinking

_ Design the exercises to suit the issues at hand_ Use templates to force thinking and creativity toward specific ends _ More loosely structured for brainstorming _ Have teams work on the same exercises if possible

_ Often, courses of action become evident through the commonality of thinking among the different teams

_ Alternate these creative exercises with presentations of the thinking by each team to the entire group

_ Subsequent exercises often build on results of preceding exercises_ Generally, the teams challenge each other’s thinking and drive each other to better

results_ Maintain an attitude of flexibility, while fulfilling the objectives of the lab

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Creative Business Idea® Lab: Sample Agenda

8:30–9:00 Breakfast9:00–10:30 3 Circles Briefing (encourage questions and interaction)10:30–11:15 First Team Exercise11:15–12:00 Team Presentation to Group of First Exercise Results12:00–13:00 Lunch13:00–13:45 Second Team Exercise 13:45–14:30 Team Presentation to Group of Second Exercise Results14:30–15:15 Third Team Exercise 15:15–16:00 Team Presentation to Group of Third Exercise Results16:00–17:00 Group Discussion, Development of Action Plan, Synthesis,

Summary, Wrap-Up (prizes, if no dinner is scheduled)Evening Dinner and Prizes (offsite if possible)

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Brand Momentum: What It Is

_ A new tool for brand tracking and analysis, with well-proven political origins

_ In effect, a dynamic measure of a brand’s perceived progress relative to the competition or a set of issues

_ Unlike the “rearview mirror” approach of conventional brand trackers, Momentum Polling provides a sensitive read on both current position and future direction

_ It is, therefore, highly actionable—unlike conventional brand tracking

_ It is particularly useful in tracking integrated, Power of One communications, as it monitors a brand’s total activity rather than the traditional approach of tracking by discipline or campaign

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Brand Momentum: Existing Data

_ Each of the Prosumer Pulse® samples was randomly split into 3 equal groups and asked to rate 1/3 of approximately 500 local, regional, and global brands

_ Brand lists ranged from a low of 321 in Mexico to a high of 708 in Germany

_ This gives us momentum data on thousands of brands in the U.S., Mexico, France, Germany, Russia, Spain, the U.K., India, China, Japan, and Australia

_ All data is available on my.eurorscg.com

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Brand Momentum Measures

_ Net Rating: % “gained ground” minus % “lost ground”_ Momentum Factor: Sum of those who don’t perceive a

change (“Stayed the Same” or “Not Sure”) divided into Net Rating

_ Accentuates performance of brands that have high levels of awareness and perceived change

_ Prosumer Strength: Net Rating among prosumers minus Net Rating among nonprosumers

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Digging Deeper: Charles Schwab

Net momentum “as a company that can be trusted to help us make and/or execute sound investment and financial planning decisions”

(among 18 financial services brands)

Source: Euro RSCG Financial Brand Momentum Poll, 12/03Net Momentum = % Gained Ground minus % Lost Ground

Male Investors

Fidelity +25E*TRADE +23Ameritrade +21Wachovia +18Vanguard +16Schwab +14

Prosumer Investors

Fidelity +29E*TRADE +26Ameritrade +22Wachovia +18Schwab +14

Investors with HHI $100K+

E*TRADE +28Fidelity +27Ameritrade +27Schwab +18Wachovia +18

Investors with HHI $250K+

Fidelity

+57Schwab

+53M. Stanley

+47Merrill

+47Ameritrade

+45

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Shuffling the Mix: Intel

_ Intel’s brand momentum was analyzed relative to 3 sets of companies:

_ The top 10 brands by momentum score from the entire battery of brands evaluated in each country

_ A more traditional set of competitors; in this case, computer brands

_ A wider competitive set; in this case, companies that will be competing for mindspace within the digital home

_ Based on our knowledge of the brand from other data sources, the momentum data was remarkably accurate in demonstrating where the brand is strongest and weakest

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Intel’s Momentum Compared with the Top 10

PRC

RANK BRAND NR

1 Samsung 67

2 Haier 65

3China Mobile 57

4 Google 55

5 Crest 54

6 Meng Niu 53

7 Sony 52

8 Sina 50

9 Lenovo 50

10 Intel 50

France

RANK BRAND NR

1 Google 77

2 Taillefine 75

3 Nokia 69

4 Sony 69

5 Dell 61

6 Samsung 60

7 eBay 59

8 Danone 58

9 MSN 56

10Carte d’Or 55

…25 Intel 47

U.S.

RANK BRAND NR

1 eBay 69

2 Google 65

3 Dell 62

4 Verizon 61

5 Subway 56

6 FedEx 55

7 Wal-Mart 53

8 Sony 51

9 Discovery 50

10 Home Depot 40

…40 Intel 35

U.K.

RANK BRAND NR

1 eBay 77

2 Google 72

3 Nokia 60

4 Tesco 58

5 Amazon 57

6 Neurofen 56

7 Dove 54

8 Mini Cooper 53

9 Asda 53

10 Pringles 50

…42 Intel 38

Germany

RANK BRAND NR

1 eBay 64

2 Google 56

3 Aldi 55

4 Lidl 54

5 Ratiopharm 48

6 IKEA 47

7 Tchibo 47

8 Amazon 44

9 Media Markt 41

10 Mini Cooper 41

…136 Intel 14

India

RANK BRAND NR

1 ICICI Bank 83

2 Amul 74

3Hero Honda Auto 73

4 LG 73

5 Britannia 73

6 Reliance 73

7S Bank of India 72

8 Airtel 71

9Bajaj Pulsar 70

10Hero Honda Bikes 70

..156 Intel 34Intel ranks in top 2% of 525 brands

Intel ranks in top 5% of 492 brands

Intel ranks in top 7% of 527 brands

Intel ranks in top 8% of 564 brands

Intel ranks in top 19% of 708 brands Intel ranks in top 30% of

504 brands

Source: Euro RSCG Prosumer Pulse® 2004

Consumer technology brands (PC, CE, telco, Internet, and technology retail)

Net Rating (NR) Among All Respondents

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Intel’s Momentum Among Computing Brands

_ Momentum is strongest in PRC, where it ties that of the leading OEM_ Second only to the leading OEM in U.K. and U.S., but with a large gap_ Clustered in India, where category is still in infancy among general consumer population_ Higher Net Rating in France than in U.S. and U.K., but behind 3 other players_ Entire category has lower momentum in Germany, but Intel’s lead over AMD, seen

elsewhere, is nonexistent

PRC

RANK BRAND NR

1 Lenovo 50

2 Intel 50

3 IBM 44

4 Microsoft 40

5 Dell 38

6 AMD 28

U.K.

RANK BRAND NR

1 Dell 50

2 Intel 38

3 Microsoft 37

4 HP 33

5 Palm 30

...7 AMD 15

U.S.

RANK BRAND NR

1 Dell 62

2 Intel 35

3 Microsoft 29

4 HP 29

5 AMD 15

6 Gateway 11

India

RANK BRAND NR

1 Microsoft 41

2 HP 38

3 Intel 34

4 IBM 30

5 Compaq 29

6 Apple 24

France

RANK BRAND NR

1 Dell 61

2 HP 54

3 Microsoft 49

4 Intel 47

5 Compaq 34

…7 AMD 17

Germany

RANK BRAND NR

1 Dell 29

2 HP 27

3 Palm 18

4 AMD 17

5 Intel 14

6 LG 13

Intel ranks #2 out of 15 computing brands; #10

in overall study

Intel ranks #2 out of 16 computing brands; #42

in overall study

Intel ranks #2 out of 17 computing brands; #40

in overall study

Intel ranks #3 out of 9 computing brands;

#156 in overall study

Intel ranks #4 out of 16 computing brands; #25

in overall study

Intel ranks #5 out of 20 computing brands;

#136 in overall study

Net Rating (NR) Among All Respondents

Source: Euro RSCG Prosumer Pulse® 2004

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Intel’s Momentum Among Digital-Home Contenders

_ Sony and Samsung have the greatest perceived momentum in the digital-home category_ Intel is high in a second tier in France, PRC, and U.K., but lags slightly in Germany and India

India

RANK BRAND NR

1 LG 73

2 Sony 67

3 Samsung 66

4 Panasonic 43

5 Philips 42

6 Microsoft 41

7 Intel 34

8 Apple 24

France

RANK BRAND NR

1 Sony 69

2 Samsung 60

3 Microsoft 49

4 Intel 47

5 Philips 23

6 Panasonic 19

7 AMD 17

8 Apple 13

PRC

RANK BRAND NR

1 Samsung 67

2 Sony 52

3 Lenovo 50

4 Intel 50

5 LG 46

6 Philips 45

7 Microsoft 40

8 Panasonic 33

9 AMD 28

U.K.

RANK BRAND NR

1 Sony 49

2 Samsung 46

3 Intel 38

4 Microsoft 37

5 Panasonic 32

6 AMD 15

7 Philips 9

8 Apple 6

U.S.

RANK BRAND NR

1 Sony 51

2 Intel 35

3 Microsoft 29

4 Samsung 23

5 Panasonic 23

6 Philips 18

7 AMD 15

8 LG 4

9 Apple -2

Germany

RANK BRAND NR

1 Sony 39

2 Samsung 26

3 Panasonic 24

4 AMD 17

5 Intel 14

6 LG 13

7 Apple 9

8 Philips 9

9 Microsoft -25

Source: Euro RSCG Prosumer Pulse® 2004

Net Rating (NR) Among All Respondents

Intel ranks #10 in overall study

Intel ranks #42 in overall study

Intel ranks #40 in overall study

Intel ranks #156 in overall study

Intel ranks #25 in overall study

Intel ranks #136 in overall study

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_ Simply add the brands in which you are interested to an existing or syndicated questionnaire and ask…

The Brand Momentum Question:

“Please indicate whether over the past few years each of the following brands has gained ground, lost ground, or stayed the same in terms of popularity among consumers”

_ In some instances, you may want to compare momentum on a particular dimension; for example:

_ “Please indicate whether over the past few years each of the following brands has gained ground, lost ground, or stayed the same as a technology leader”

_ “Please indicate whether over the past few years each of the following brands has gained ground, lost ground, or stayed the same as a company that can be trusted to help consumers make and/or execute sound investment and financial planning decisions”

How to Conduct Brand Momentum Polling

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How to Conduct Brand Momentum Polling

_ Build in to existing client

tracking studies

_ Regularly update momentum

ratings via syndicated polls or

prosumer panels

_ Perform comparisons over time

using data from benchmark

studies_ Always recruit both prosumers

and nonprosumers to enable

comparison

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AdScreen

_ Stripped-down version of conventional pre-testing methodologies

_ No diagnostics _ AdScreen focuses on 4 key elements:

_ Is the ad on strategy?_ Does it communicate the strategy well?_ Is the creative expression of the strategy well

branded?_ Is the creative expression of the strategy

persuasive?_ Model tested against MB Link methodology

as “control”_ Test animatics perform incredibly similarly

in both methodologies

Model tested and now operational

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Online Process Throughout…

_ Pre-test commissioned via AdScreen website_ Client inputs against standardized

brief (variables minimized) and uploads animatic

_ System generates online questionnaire for approval

_ Questionnaire automatically drops into appropriate online survey vehicle via Market Probe Int’l (NY)

_ Completions feed into central hub database, which automatically generates results

_ Report made available online through password-protected download

_ Download available as PDF or PPT document

On-Screen Report

Downloadable Report

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Significant Advantages Over Conventional Alternatives

FAST: Turnaround = 3–5 days vs. 2–3 weeks for MB LinkCHEAP: US$5–8K vs. US$22–28K for MB Link

FOCUSED: Only the information you NEEDSMART: Complements existing methodologies and avoids unnecessary costs

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Working with Prosumers

_ Research_ Brand Tracking

Clients In-House CBI Tools

LeveragingKnowledge

_ Qualitative_ Quantitative_ Prosumer Panels_ Databases

_ CBI Labs_ Brand Momentum_ AdScreen

_ WW and Market Studies

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Leveraging Global Prosumer Studies

_ All prosumer datasets are located on my.eurorscg.com (Strategic Tools page)_ If you would like a copy of the original questionnaire (U.S.) for Prosumer Pulse®

2004, please contact Jenny Burke _ Topics covered in the prosumer studies include family, parenting, health, diet, beauty,

travel, shopping, sexual behavior, media, politics, brand momentum, technology use, and more

_ e-Tabs is a software program that enables easy viewing, cutting and pasting, and sorting of data

_ Note: There are training and cost implications for use of this software—each request will be assessed individually

_ Prosumer reports

on my.euro are a

great source of

slides and tables

_ Country and category reports

are available in

Word for cut and

paste_ Any questions,

contact Jenny Burke

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Working with Prosumers

_ Research_ Brand Tracking

Clients In-House CBI Tools

LeveragingKnowledge NPD

_ Qualitative_ Quantitative_ Prosumer Panels_ Databases

_ CBI Labs_ Brand Momentum_ AdScreen

_ WW and Market Studies

_ Project Fishing

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Project Fishing

_ Intensive prosumer immersion sessions (a day, a weekend, or longer), during which you have prosumers do the thinking for you

_ Goal: To deconstruct current product attributes and identify opportunities for new products, new markets, and innovations in response to genuine prosumer needs

_ Format: Combination of group exercises and presentations, 1:1 interviews, and group discussions

_ Moderated discussions (typically centered on needs, desires, issues, frustrations, wish lists)

_ Exercises based on “homework” submitted by participants in advance of arrival: behavior or usage logs

_ Ideation exercises—inventing new products or services_ Best-practices exercises that apply learning from competitors and other industries_ SWOT exercises (Strengths, Weaknesses, Opportunities, Threats, AND Trends) on

current client offerings_ Marketing-plan development (most relevant times, places, occasions)_ New target markets

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Project Fishing: Examples

_ Prosumer moms create new products they wish they had for their homes

_ Now a standard feed into RB’s normal product-development process

_ RB deemed it so successful they asked us to conduct a similar session with their top global product-development staff

_ Prosumer parent and teen pairs discuss their respective roles in home-technology decisions and what they want in the digital home of the future

_ Unmet desires identified in the analysis of the home-technology “inventions” the groups created

_ Learning incorporated into Intel’s product-development thinking for its foray into the digital living room

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How to Run a Project Fishing Session

_ Recruit a total of 20–50 participants who represent the target or key target segments

_ Use algorithm to identify prosumers_ To ensure active participation, also screen for creativity, category

engagement, and personality

_ Use an offsite location such as a

spa, hotel, or a conference or training center

_ Build in plenty of

relaxation and “getting to know

each other” time

_ Have lots of exercises and group

presentations_ Videotape the

sessions and interviews for client

presentation

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Working with Prosumers

_ Research_ Brand Tracking

Clients In-House CBI Tools

LeveragingKnowledge NPD Media

_ Qualitative_ Quantitative_ Prosumer Panels_ Databases

_ CBI Labs_ Brand Momentum_ AdScreen

_ WW and Market Studies

_ Project Fishing _ Working with MPG

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Working with MPG

_ New CEO: Charles Rutman_ Intelliquest re-interviews conducted _ Prosumers identified_ Can be reversed back into whole dataset

_ Contact Steve Lanzano, MPG New York