Post on 02-Dec-2014
description
transcript
Measuring The Unmeasurable
The Qualitative/Quantitative Conundrum
2
THE CHALLENGE
Lovemarks The future beyond brands
Love and Respect Loyalty beyond reason Owned by the consumer
3
THE CHALLENGE
Commodification Differentiation Competition Consumer Indifference
4
WHY LOVEMARKS?
5
Products to trademarks Trademarks to brands Brands to Lovemarks
WHY LOVEMARKS?
6
The Emotional Brain
WHY LOVEMARKS?
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”
Donald Calne, Neurologist
7
WHY LOVEMARKS?
People feel about brands the way they feel about people
8
LOVEMARKS
Genuine emotional connections with consumers
9
LOVEMARKS
Respect and Love
10
LOVEMARKS
11
LOVEMARKS
12
Respect
Trust Performance Reputation
LOVEMARKS
Beyond Respect
Mystery Sensuality Intimacy
13
LOVEMARKS
Mystery
Great stories Past, present and future Taps into dreams Myths and icons Inspiration
14
LOVEMARKS
Sensuality
Sound Sight Smell Touch Taste
15
LOVEMARKS
Intimacy
Commitment Empathy Passion
16
LOVEMARKS
Valid Emotional Metrics
17
LOVEMARK RESEARCH
Unique and proprietary
In-depth sensitivity with quantitative rigour
Based upon extensive research over last 18 months
18
LOVEMARKING
19
Rational
Emotional
Social
Cultural
LOVEMARKING
Quantitative
Usage in the category Demographics Brand awareness Frequency of use Future buying intentions
20
METHODOLOGY
Qualitative
Image and word associations
Projective techniques - collages, guided dreams, story-telling, archetypes
Image and word data banks
Cultural responsiveness
21
METHODOLOGY
Typical sample size: 300 interviews
22
METHODOLOGY
Computer Interface
23
METHODOLOGY
Lovemarks Research Validation
24
INTERNATIONALVALIDATION
25
LifeHoney Bunch of Oats
Cheerios
Wheaties
Special KTotal
2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.3
4.5
2.4 2.9 3.4 3.9 4.4
Love
Resp
ect
Cereals
INTERNATIONALVALIDATION
26
Cars
Love
Resp
ect
NissanChevrolet
Toyota
Volkswagen
Honda
Hyundai2.4
2.6
2.8
3
3.2
3.4
3.6
3.8
4
4.2
1.8 2.3 2.8 3.3 3.8 4.3
INTERNATIONALVALIDATION
27
New Yorker Subscribers
Love
Resp
ect
1.5
2
2.5
3
3.5
4
4.5
5
1.5 2.5 3.5 4.5
INTERNATIONALVALIDATION
Love
Mystery Sensuality Intimacy
28
INTERNATIONALVALIDATION
Respect
Trust Reputation Performance
29
INTERNATIONALVALIDATION
Consumers are far more likely to purchase their Lovemark in the future
30
Cereals -
Future Intentions
Respect
Brands p=0.53
Lovemarks
p=0.88
Products p=0.26
Fads
p=0.66
Love
Cars - Future Intentions
Respect Brands p=0.39
Lovemarks
p=0.72
Products
p=0.17
Fads
p=0.66
Love
INTERNATIONALVALIDATION
Consumers use their Lovemarks more often (days per year)
31
Brands26
Lovemarks119
Products5
Fads41
INTERNATIONALVALIDATION
Volume increases in each quadrant - cereals
32
Respect
Brands
Increases future purchasing intent
by 66%
Multiplies usage frequency c.5 times
Lovemarks
Products
Increases future purchasing intent by 238%
Multiplies usage frequency c.23 times
Fads
Increases future purchasing by 33%
Multiplies usage frequency c.3 times
Love
INTERNATIONALVALIDATION
Volume increases in each quadrant - cars
33
INTERNATIONALVALIDATION
Respect
Brands Nearly doubles buying intent
Lovemarks
Products Multiplies buying intent fourfold
Fads Increases buying
intent by a tenth
Love
The New Yorker Project
34
CASE STUDY
The New Yorker’s Emotional Halo
35
CASE STUDY
In-depth Lovemarks Study
Benchmark against 3-4 competitors Value of being a Lovemark Lovemarker diagnostic Segmentation insights Integrated qualitative/quantitative Vivid insights Practical conclusions
36
THE OFFER
Timing
2 weeks – questionnaire 2 weeks – fieldwork 3 weeks – analysis
5-7 weeks, actionable results
37
THE OFFER
$US40,000 or £24,000 for Lovemarking Study of 300 sample
Travel costs not included
38
THE OFFER
Versatile
Emotivation Idea Testing
Designed to nurture breakthrough ideas
Heartbeat Relationship Monitoring
An emotion based brand tracking system
39
LOVEMARK RESEARCH
Lovemark Hothousing
Three day workshop Senior level clients Agency teams
40
NEXT PHASE OPTION
Explores Lovemark potential Develops high quality ideas
41
LOVEMARK HOTHOUSING
Emotional and intuitive Experiential and interactive
42
LOVEMARK HOTHOUSING
Cost $US60,000 or £34,000
43
LOVEMARK HOTHOUSING
44