Insights Workshop For Newsletter Ssd 111708
- 1. 6-Connect Insights Workshop and 4-D Innovation Ideation November, 2008 © 2008 EMM Group EMM Group – The Organic Growth Specialists
- 2. Insights help achieve growth by finding the link to customer’s desired outcome e.g. feeling safe and secure e.g. Superior braking performance e.g. anti-locking brakes © 2008 EMM Group Emotional benefits Functional benefits Product features
- 3. Emotional benefits are the foundation of building competitive advantage They help make your solution: RELEVANT UNIQUE Why are insights important? © 2008 EMM Group
- 4. Tire Brands Created Relevance and Uniqueness for Their Target Segment Using Different Insights For families with kids For male car enthusiasts © 2008 EMM Group Better grip Superior tread design , steel radial Better control Safer drive Security Better grip Superior tread design , steel radial Better control Exciting drive Fun & enjoyment Functional Benefits Emotional Benefits Attributes
- 5. EMM Group - Leadership in Insights to Innovation EMM developed and implemented proprietary methodologies: 6-C onnects Insights 4-D esign Innovation Ideation : GE - Adopted the 6-Connects Insights methodology as part of their Go-to-market process globally Microsoft – Adopted as the standard methodology for insights identification and innovation ideation before the start of any product development effort Phillip Morris – Solving fundamental consumer issues worldwide. Did 25+ such workshops in 2007-08. © 2008 EMM Group
- 6. Insights to Innovation Approach Voice of the Customer Insights Brief 4-D esign Innovation Ideation 6-Connects Insight Generation Insights Statement Innovation Brief © 2008 EMM Group Emotional benefits Functional benefits Product attributes
- 7. Workshops are conducted in a specially designed environment © 2008 EMM Group Specially designed Workshop environment Immersion in customer mind-set Focused collaborative session in off-site location Specially engineered with exercises and props Cross-functional Accelerated “connecting the dots”
- 8. What are the 6-Connects? Connect product attributes to benefits Connect 2 Connect to Customer Goals and Fears Connect 1 Connect to Magnifying Lens users Connect 3 Connect to Insights of other Marketers Connect 4 Connect to Experts Connect 5 Connect to Trends Connect 6 Refine Insights Statement © 2008 EMM Group Emotional benefits Functional benefits Product attributes
- 9. Workshop Objective: To Complete Insights Template Tool © 2008 EMM Group The actionable customer behavior we seek to explain What does actionable insight indicate that Brand or Company should do in order to drive new or modified behaviors? The actionable insight that explains the behavior The behavior being examined occurs because: The target customer values/feels/believes/is motivated by the underlying attitudes/emotions/beliefs/motivations uncovered in the workshop. This is evidenced in the supporting data/knowledge uncovered in the workshop. Our brand or business’s role in this behavior (What we have or haven’t done in the past that contributes to this behavior) What are potential benefits of changing targeted behaviors? What is scale of opportunity? What actionable innovations or other new ideas came to mind during insights workshop?
- 10. Generate Innovation Ideas using the 4-Design Methodology An innovation idea is an actionable concept for a customer solution: described in terms of features, benefits and experiences that meet customers needs (from hierarchy of needs) described in a way that helps technicians and design experts to act © 2008 EMM Group
- 11. What are the 4-Design exercises? Design 1 Innovation Brief Design the sensory experience Design for the Moment of Truth Refine Design 2 Design 3 Visualize the solution Design 4 © 2008 EMM Group Emotional benefits Functional benefits Product attributes Map priority benefits to product attributes
- 12. Innovation Brief for Bagless Vacuum Cleaners © 2008 EMM Group THE CONCEPT Superior Cleaning effectiveness Bags are a nuisance Sound is a signal of power Picks up more dirt Doesn’t lose suction Unique cyclone technology, Visualize the power, Loud, Bagless VISUAL Illustrate your product and/or its benefit with pack/product/usage shots, product demo diagram ACTIONABLE INSIGHT What is the insight on which your concept is built HEADLINE Express the most powerful idea in your concept BENEFIT What’s in it for me? How’s it new / different? RTB Why should I believe it? PRODUCT INFORMATION Features, attributes, sensory statement , image / character, product specs
- 13. Thank You If you would like to find out more, please contact: Gordon Wade Phone: 850-231-3498 E-mail: gordonwade@emmgroup.net © 2008 EMM Group
- 14. About EMM Group © 2008 EMM Group
- 15. EMM Group – Driving Growth “ EMM is the world’s premier management consulting company specializing in organic growth. We help our global clients rapidly drive results and demand capability improvements , using the best toolset in the industry, deployed by senior executives who deliver through a unique decision accelerator system. © 2008 EMM Group
- 16. We provide: EMM Group: We are the organic growth specialists © 2008 EMM Group Immediate Growth Solutions (Re-invigorating Existing Products, Identifying Innovation Platforms) Permanent Capability Improvements (Training and Embedment) We leave you with the winning strategy and a repeatable capability
- 17. We deliver a process-based customer-centric solution to grow demand Key Characteristics Simple - focus on key deliverables Fast - in-market within six months Efficient – decision accelerator based delivery methodology Flexibility within the framework - align to fit the priorities and conditions of different businesses and markets © 2008 EMM Group 1 2 3 4 A solid foundation of understanding customer needs and behaviors A compelling brand value proposition and an innovation platform to deliver that proposition A strategic action plan that aligns internal functions to deliver the brand proposition An insightful market segmentation with focus on the highest opportunity segments Go-To-Market Framework Brand proposition Harmonization Segmentation/ Insights Market Intelligence Brand proposition & Innovation
- 18. We work with global leaders in all verticals © 2008 EMM Group Serving B to C and B to B marketing needs
- 19. Why EMM Group? © 2008 EMM Group Our teams consist of marketing executives. Each of our consultants has over 15 years of experience. We have the world’s richest database of proven best practices in organic growth with over 400 tools. We deliver our services using a unique decision accelerator method that is very efficient with people’s time. We have extensive training content that we use to coach and facilitate teams in every session, thus embedding a long-term capability. We have produced growth results for some of the most respected companies around the world in multiple industries.