I, me, mine. “i, me, mine. Presented by: Jacqueline Beckley The Understanding & Insight Group LLC.

“i, me, i, me, mine.mine.Presented by:

Jacqueline BeckleyThe Understanding & Insight Group LLC

Realization of Goal!

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Supply…..to Demand ….to…..

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Industrial Revolution

DemandEconomy

RELATIONSHIPEconomy

200 yearschanged the world

10 – 15 yearschanged our economy

Started around 2010, will change everything!

Product is everythingBeyond need, best if I want it!

Real relationships are everythingTrustworthy or nothing

Anticipate, stay the course

Supply was everythingLarge, low cost work force

Rules and hierarchyAll Rights Reserved

• Traditional methods were fine for the “if we build it they will come” era; however they do not come close to being adequate in the era of “authenticity”– They are surface techniques– They do not connect us to the consumer– They do not allow us to build an “emotional connection”

with our consumer• We need new methods that connect and build

relationships with consumers– These methods must not be stagnant, they must change as

we learn

Why not use traditional methods?

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To build a relationship with our consumer we need to:•Get out of our own way•We cannot continue to believe that we have the answer based on our own beliefs

– Current methods simply try to validate our own beliefs they do not uncover anything new

– We need to know ourselves and our biases•In order to be authentic, we need to truly get in the heads of our consumers

– This can only be accomplished by building an open relationship with them

– We must always strive to understand our own beliefs and then “TRY TO PROVE THEM WRONG” rather than try to prove them right!

What is a relationship with our consumer?

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Compare and Contrast Legacy vs. Contemporary

Watch Learn

Insight Knowledge

Answer Understand

Borrow Create

Static Adaptive

Episodic Series

Strategic Research

Passive Participant Engaged Collaborator

Legacy Contemporary

Confirmatory

Research

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“When we looked at the genesis of disruptive ideas, we found that the ideas occurred when the innovator was asking a question, engaged in an observation, networked with someone who had a different point of view, or because they were experimenting.”

Jeff Dyer, Co-Author of “The Innovator’s DNA”

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Look at Meaningful Metrics Beyond Hedonics

• Product Usage and ConsumptionProduct Usage and Consumption– How is the product used? Which product should I use now? Is this product

compatible with my other products?

• Functional ConnectionFunctional Connection– What does it do for me? Does it really work?

• Emotional ConnectionEmotional Connection– What does it remind me of? How does it make me feel?

• Social ApprovalSocial Approval– Will I get compliments from it? Will I offend anyone? Will I do any harm or

do any good by using this product?

• Repeat PurchaseRepeat Purchase– How does product experience influence repeat purchase?

D. Paredes, J. Beckley and H. Moskowitz, 2008 “Bridging Hedonic and Cognitive Performance in Food and Health and Beauty Aide (HBA) Products“ Society of Sensory Professionals Conference, November 2008, Cincinnati, OH


Challenge to Product Researchers and Consumer Navigators

Big DataBig Data Why? DataWhy? Data

SubjectsSubjects PeoplePeople


There is no “i” in Segment

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The U&I Group LLC 2011 All rights reserved

EXAMPLE: All Chocolates are not the same! Neither are you!!!

Context work:

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IF YOU WANT TO UNDERSTAND A PERSONGet to know the individualTheir mindset

Their moods

Their stories

Their life

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Another communicator gets it!

“Listen for meaning, not necessarily the words.”

Bill Moyers

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Idiograph identification alone is not the goal

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Whether Selfie or Belfie…..it is…

Eventually we get to ……

mine.

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ME – I – MINE!

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Understanding the power of mine. leads us to concepts like ……

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Mouth Behavior


WHAT IF WE TOLD YOU…..

TEXTURE IS WHAT ‘A’ PERSON MAKES IT!

I.E. MY MOUTH BEHAVIOR, NO ONE ELSE’S

A FOOD DOES NOT HAVE A TEXTURE!


MINE. My Mouth Behavior

Crunchers

Chewers

SmooshersSuckers


Mouth Behavior is…me, mine.

Mouth Behavior refers to the way individuals manipulate food in their mouths as they eat


Read about how this tool was created…..out of the concept of …..mine.

14yrs.

I, me, mine. “i, me, mine. Presented by: Jacqueline Beckley The Understanding & Insight Group LLC.

Documents

Transcript of I, me, mine. “i, me, mine. Presented by: Jacqueline Beckley The Understanding & Insight Group LLC.