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Living with Consumers: Myths and Realities

Living with Consumers: Myths and Realities. Siamack Salari EverydayLives FDIN Launching Better Products for Tougher Times October 2008. What we do. Our pitch. The difference between what is said and what is done Unarticulated needs What people don’t do or nearly do

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Living with Consumers: Myths and Realities

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  1. Living with Consumers: Myths and Realities • Siamack Salari EverydayLives • FDIN Launching Better Products for Tougher Times • October 2008

  2. What we do

  3. Our pitch • The difference between what is said and what is done • Unarticulated needs • What people don’t do or nearly do • How products, brands and services fit into people’s lives

  4. Typical cross market explorations • Segment animation • Documentary • Innovations/NPD • Receptivity • Brand activation

  5. Hopes, fears & dreams

  6. Coffee

  7. Beliefs

  8. Process we have internationalised • Naturalistic filming - no interviews - no sensitisation • Question generation workshop • Co-discoveries (clients come too!) • Final workshop split between debrief & implication finding (examples)

  9. How we use ethnography • Qualitatively • Over time/in context • Film to allow scrutiny and sharing • Adding meaning to films • Helping clients see every day events and realities in fresh new ways • Making the ordinary, extraordinary

  10. How we don’t use ethnography • Quantitatively • Interviews with video cameras • Short in-home visits with discussion guide • Deep theoretics • In isolation

  11. Co-discovery

  12. Pundits

  13. The not so good

  14. Lessons... • Take ethnographic recruitment seriously • Many clients have never ‘seen’ their consumers in real life • Ensure they (the client) are reality checked and earthed • Get sign off for each respondent • Over recruit

  15. And there is always one... • One client/market wanting to sabotage the entire project • Client on whom the study was imposed • Client who already knows... • Client who just doesn’t like ethnography (has had fingers burnt in the past) • Clients who just don’t get it

  16. Keys to successful outcomes

  17. Why involve clients? • “In-home visits aren’t a day at the zoo...” • Clients need to own some of the thinking/insights • Ownership means advocacy and adoption • More powerful than any report, clip or it’s contents

  18. Process

  19. Unwittingly we have created a challenge • The QGW leaves clients desperate to know what subjects were thinking • They can’t wait to join the co-discovery sessions • Each ‘adopts’ their favourite household • Each will also have their least favourite household

  20. What are client’s expectations? • Unimportant - it’s our job to set expectations from the outset (most have never engaged in our kind of ethnography) • Must capture lists • Expect delays with recruitment and in-home • Our views and meanings over what they see and hear on films - i.e. interpretation • Interpretation based on many perspectives not least the subjects’

  21. Icing on cake

  22. Is video boring • If too long, yes • Limit to 90 seconds (ideally) per clip and 4 clips per insight or theme • Don’t just let your audience view the films in silence - add meaning, flag things they would never have seen

  23. Pester

  24. Frozen treat

  25. Steak & sizzle • In-home experience - with real people, real grounding and reality checks • Powerful on-line (Web 2.0) film and insight resource • Real actions and next steps unravelled and agreed among clients (break out groups) • Content which is viral and easily shared e.g. online • Clients who can own insights

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