Post on 11-May-2015
description
transcript
Emily McCort Josephsohn; The Awesomeness That Lies Within
A Qualitative and Quantitative Primary Market Research Report
Nathan JosephsohnNerd Husband LLCOct 2013
Distribution available if approved by EMJ
Explain to Emily how wonderful of a mother, wife and friend she is
Goals and objectives
The primary goal of this project is to make Emily feel all the love that exists in the world for her
Overall GoalMake Emily Feel Loved on her
Birthday
Demonstrate to Emily how fun and funny we all
think she is
Show Emily how much her family and friends
love her
Objectives to meet this goal
1 2 3
I used the artistic medium I am most comfortable and confident in: PowerPoint
I will also try and fit in as many consulting PowerPoint Clichés as I can to make it fun
Project Process
The project was conducted over the course of 7 weeks with a final readout anticipated on Oct 8th
Create market research questionnaire
August September OctWeek of
19thWeek of
26thWeek of
2ndWeek of
9thWeek of
16thWeek of
30thWeek of
1stWeek of
7thWeek of
14th
Distribute questionnaire to identified KOLs
Identify KOLs for contact
Gather questionnaire results
Analyze data
Generate market research study results material
Disseminate results as needed
Kick-off
Idea generation
Interim internal report
Final report
Market research data
The demographics of the key opinion leaders (KOLs) surveyed focused exclusively on the east coast with a majority being females.
=‘Merican
interviewed in market research
Demographics• 67% of respondents
were female‒ 67% responses from
the state of Florida were male
• 55% of respondents were from the Northeast‒ 100% of responses
from the Northeast were female
• 100% response rate to survey
Primary Market Research n=9
Survey is in the appendix
Emily is a wonderful mother, wife and friend
Emily’s nurturing nature has provided healthy organic growth with an marked increase in nurturing CAGR ~3-4 years ago
On a ranking from 1-5 how would you rate Emily’s nurturing nature as it relates to your relationship; 1 being not at all (she eats her young) and 5 being extremely nurturing (mother Theresa)?
How has this changed over a 5 year period as a function of percentage % ? 10Years?
20042005
20062007
20082009
20102011
20122013
0.00.51.01.52.02.53.03.54.04.55.0
5.5% CAGR ’05-’08 6.1% CAGR ‘09-’13
Increase in Nurturing Behavior 2005-2013
CAGR = Compounded Annual Growth Rate
Ratin
g on
a 5
poi
nt S
cale
Key Insights• Emily’s nurturing nature has
increased every year‒ Year over year (y/y) nurturing
growth has been positive for the past 10 years
• Emily’s nurturing growth CAGR has increased in the past 5 years‒ An increase in 0.6 CAGR points
corresponding to an increase of 11% in growth compared to the previous 5 years
‒ Nurturing growth rate was ~2.5X historical* inflation averages increasing to ~3X comparatively
Historical inflation rate of ~2.1%
1
Emily is a wonderful wife, mother and friend
Her capabilities and motherly instincts with children is unparalleled, showing that the love she takes in she gives out by 3
All
of th
e ab
ove
A a
nd C
onl
y
D) K
ids
are
not t
o be
hea
rd n
or s
een
C) S
he h
as p
atien
ts a
nd a
lovi
ng
grac
e to
bri
ng o
ut th
e be
st in
a c
hild
B) A
chi
lled
box
of w
ine
and
the
child
ren
can
take
car
e of
them
-se
lves
A) S
he c
ould
rais
e a
pack
of w
olve
s to
be
kind
, res
pectf
ul a
nd s
wee
t
0
7
0
2
00
Please choose the most appropriate description of Emily’s capabilities with children
“This is clearly KirXX”-KOL in MA
Name redacted due to referencing another KOL based in NY
1
Emily’s friends and family love her
Emily ranks high in style metrics with classifications from meat suite to dazzling while maintaining classy chic/brisket style
On a ranking from 1-5 how would you rank Emily’s style? (1 being no style; E.g. dirty
hippies…and lady Gaga and 5 being high style (I am told Kate Middleton))
0
1
2
4
5
3
4.41 AVG
Style Ranking
Styl
e Av
erag
e on
a 5
po
int s
cale
If you could explain Emily’s style in 1 word what would it be?
KOLs Insight into Emily’s Style“Glitzy”-KOL in FL
“Classy Chic”-KOL in MA“D
azzling”
-KOL in FL
“Meat Suit”-KOL in FL
“Bitchin”-KOL in MA
“Fun”
-KOL in NY
“Rebeka (according to urbandictionary.com it means: “A rockstar of
the coolest kind””-KOL in NY
Insight: The response with the lowest ranking (3) mentioned “because she is most
like Kate Middleton, but Kate Middleton wearing a Lady Gaga meat-suit” -KOL FL
2
Emily’s friends and family love her
According to research Emily is more of a savory and sweet dish with hints of salty goodness
If Emily was a food what would she be?
Salty
SweetSavory
Kumquat
Peach
Goldenrod on toast
Durian fruitQuiche Loraine
Chicken tikka masala
“since she is partly Brown ..and very spicy” –KOL in NY
Apple Pie“Because she reminds me of home and she is
family” –KOL NY
Tuna and avocado maki
roll“with wasabi”
Sushi “because she
introduced me to it” –KOL NY
Peeps
Champagne
2
Emily is fun and funny
Emily’s humor seemed to gravitate towards the dirty and inappropriate while maintaining a silly and witty edge
How would you classify Emily’s sense of humor?
She could make the “South Park” guys blush
She may be able to get an obligatory chuckle at a
church retreat
She gets funnier as the drinks start flowing
She is like a bloodhound to the unanticipated, but
funny, inappropriate topic
Not listed (please fill in as necessary)
Number of responses
2
0
0
4
3
“Sometimes I think her jokes are very dirty”
-KOL in NY
She is both dirty and in-appropriate (#1)
“She is always funny, no alcohol required,
however, she is too dirty for a church retreat”
-KOL in MA
3
Insight: Two different KOL responders made independent reference to Elaine Benes’ infamous dance on the ‘90s sitcom Seinfeld when describing Emily’s dance abilities
Insights KOL Quotes
Somewhat palsyc in her movements
“Elaine Bennis’ Seinfield jerkdance”-KOL in FL
“She Finds the downbeat and works her way around it”-KOL in JP
Interesting facial expressions
“Does something smell in here? Oh yeah, I am having a great time!”-KOL in JP
Can make difficult moves
look good
“Ride ‘im cowboy. . .when she really gets going she sort of does a bowlegged thing but also she sometimes throws her arms up and lassos? But it still looks good…”
-KOL in MA“She’s got the girl moves like Jagger”
-KOL in MA“She knows how to move it”
-KOL in NYNote: KOL failed to define the pronoun “it”
Please provide a one sentence description of Emily’s dance floor abilities
Emily is fun and funny
Emily seems to really show her talents on the dance floor roping, stink-facing and jerking her way into our hearts
3
Low
High
High
Dan
ce-a
bilit
y
Facial Expressions
Emily
General Public
Opportunity for improvement
Comparators’ vs. Emily’s Dance Ability Forced into a 2X2
Elaine Benes
J-Pop“Competent, but
needs work on her white-girl dance”
-KOL in NY
Emily is fun and funny
She is always looking to expand her dance “moves” to stay modern; J-pop and the “Levels*” are her current inspirations
The “Levels”
The “Levels” are a Japanese Rockabilly dance group based in Tokyo. The Level name is a play off of native Japanese speakers inability to pronounce the name “Rebels”
3
Emily is a wonderful mother, wife and friend with a great sense of humor
Emily is a warm, kind and truthful person who always gives her time, ear and heart to those that she loves….and then will drop a snort or two
Please provide an insight into your favorite Emily trait
“Her snorts and the way her eyes light up when she sees someone she
loves”-KOL in NYInsight:
According to research,
Emily snorts
“Her laugh…and her snorts”
-KOL in FL
“Her snorts”-KOL in MA
“I don’t know about sneezes but the girl can
snort”-KOL in NY
“always knows what to say or do
to make you feel special and that
everything is gonna be ok”
-KOL in NY
“Shooting people straight”
and her gracious and considered honesty”-KOL in FL
“sincerity and loving nature”
-KOL in NY
“always make me feel capable and extremely loved”
-KOL in NY
1 32
In Summary
Harper and I are so lucky to have beautiful Emily in our life. She gives us so much and we love her very, very much.
You are such a beautiful person inside and out and we are all so lucky to have you as a friend/family. I am so
thankful that you knocked on my door freshman year to ask me to be your roommate. Who knew that a
roommate would become a friend/sister for life. I wish you the best in the year to come and love you so much!!
Happy Birthday you youngster!!!! Love you!-NY KOL
“Happy Birthday Emily, I love you very much. I am a lucky man”
-Nathan Josephsohn Japan
“Happy Birthday, I wuv you momma”-Harper Josephsohn Japan
Appendix
Survey Questionnaire: E-mail request
All,I have put together a list of simple questions below, both qualitative and quantitative, to help inform this master of communication; the PowerPoint slide deck. Could you take a moment to answer the questions and email them back to me when you have a moment? I will group all answers given and any quotes taken out for emphasis will be anonymous (as per market research requirements). Of course I can share you a copy of the deck when completed… if allowed.Thank you!Nate
Survey Questionnaire 1) On a ranking from 1-5 how would you rate Emily’s nurturing nature as it relates to your relationship (1 being not at all (she eats her young) and 5 being extremely nurturing (mother Theresa))?1 2 3 4 5
-How has this changed over a 5 year period as a function of percentage % (E.g. she is 25% more nurturing now than she was 5 years ago)?-How has this changed over a year 10 period? This will provide info on if this change has been linear over time…in a cool graph form
2) How would you classify Emily’s sense of humor?a) She could make the “South Park” guys blushb)She may be able to get an obligatory chuckle at a church retreat c)She gets funnier as the drinks start flowingd)She is like a bloodhound to the unanticipated, but funny, inappropriate topice)Not listed (please fill in as necessary)
3) On a ranking from 1-5 how would you rank Emily’s style (1 being no style (E.g. dirty hippies…and lady Gaga) and 5 being high style (I am told Kate Middleton)).1 2 3 4 54) If you could explain Emily’s style in 1 word what would it be? _____________5) Could you please provide a simple description of Emily’s dance floor abilities in 1 sentence6) Please fill in the blank: My favorite Emily trait is _______________________.7) Please choose the most appropriate description of Emily’s capabilities with children
a) She could raise a pack of wolves to be kind, respectful and sweetb) A chilled box of wine and the children can take care of themselvesc) She has patients and a loving grace to bring out the best in a childd) Kids are not to be heard nor seene) A and C onlyf) All of the aboveg) None of the above
8) How many times in a 30 minute period could Emily sneeze in a room inhabited by a cat with dandruff problems?a) 1-3b) 4-7c) 8-10d) >10e) Don’t know because she sneezes internal…like a stealth sneeze
9) If Emily was a food what would she be?