elena speer ipsos
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Research as fertilizer, not weed killerElena Speer
President Ipsos ASI Central & Eastern Europe
© Ipsos ASI
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My path to this stage
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Advertising development process: planning
Strategy development
Creative
briefAdvertising recommendations
Campaign
evaluation
Familiarise
Hypothesise
Synthesise
Inspire
Review
Evaluate
Optimise
The Planning Cycle
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As a planner I worked with research
Familiarise
Hypothesise
Synthesise
Inspire
Review
Evaluate
Optimise
Strategy development
research
Market/ Consumer research
Tracking research
Creative qualification
/ROI research
Creative development
research
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Good research can and Does happen
• It can and does contribute to the development of great, effective ideas
(APG Awards, IPA Effectiveness Awards).
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Sales Effect
Equity Effect
Re-transmission
ARE FUNDAMENTALS SOUND?
Brand role Distinctiveness,
Credibility and Fit
Social valueAdvocacy,
story telling capability
Resonance with Consumer Journey
Comprehension, Engagement, Relevance of
idea/execution
ARE OUTCOMES THERE?
NurtureGreat Creative
Monitor & SenseQualify / ROI
Great communication: from fundamentals to sales
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Start early from consumer fundamentals before copy testing
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Nurturing Great Creative
Copy Testing & Qualification
Remarkable Advertising
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WithoutNGC investigation
With
Ipsos-ASI NGC research
Maximizing cost and timing efficiencies
492 M$
287 M$
12 months
6 months
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Without With NGC investigation
NUMBER OF
RETESTS PER
CAMPAIGN
0(all ads
qualifiedfirst time)
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To be accepted by people, brands must first seek to understand their concerns and extend a helping hand
People
Brands
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So what is a compelling insight?
‘A real tension (aspiration, frustration,
desire, need) that inspires a brand
opportunity’.
It’s the emotional engine of your campaign
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“I wish I could be effortlessly attractive to sensational
women”
Then there’s the fundamental insight or ‘The acceptably articulated truth’
Finding a fundamental insight is about uncovering a deep, core truth in someone’s life...
....and then expressing it in a way that allows them to identify with it.
It is not about extracting a confession or pointing a finger
It is about finding the tension and making it humane and empathetic
Herein lies the opportunity for brands to connect with people
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HOW MANY really care?
HOW MUCH do they care?
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And if the answer is not many and not much we need to go round the
circle again
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To know if it is worthwhile to take forward we need to understand….
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We have uncovered the
compelling insights, can we link them to the
brand?
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‘the resonant credible connection between your brand and the
compelling insight, that inspires a proper “thank
you” from people’
It’s the emotional fuel for your campaign
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Smell nice
Keep cool
Credibly and meaningfully linking the brand to the tension is key
“I wish I could be effortlessly attractive
to sensational women”
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Sequential stimuli structure recognises the need to clarify where and how the idea is working (or not)
Example
Piercing Insight Brand Connection Brand Sign-Off
You don’t want to be seen to be trying too hard. Girls smell when you’re desperate – it’s
written all over you.
Axe keeps me dry and smelling good so I can focus
on being cool and funny which girls are into
Axe, spray more, get more
The context of the Fundamental Insight that
allows credible and relevant category and
brand connection
Refreshed ‘ah ha’ perspective to the category
We layer on the category / brand to gauge consumer
reaction Brand has a natural
connection or role in the big idea - an answer or empathy that is credible and relevant
A “one line expression” that will work to trigger the
brand and its “Big Idea space” when shown
creatively
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Role of Creative:
Tell the Big Idea
Story.
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Great stories absorb us, make us feel part of it and leave us thinking
and compelled to talk about it!
A Great Story
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Smell nice
Keep cool
Creative idea should resonate and be immediately recognisable to the defined target
“I wish could be effortlessly attractive to sensational
women”
Cheeky humourDivert ‘desperation’ to opposite sex in a self-
deprecating way
“Ha,Ha! Brilliant!
That’s totally me!”
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How do we adapt
research for these fragile
stages?
Ideas
Insights
Creative
Concepts
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We build a hothouse
Dynamic live event1insights, ideas or stories
to be nurtured2
Active participation of all key stakeholders3
Engaging environment4
Advertiser
People
Agency IPSOS
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Qualitatives To spark, feed and grow insights, ideas, creative
Quantitatives To screen and prune so
the rest can grow stronger. To assess and measure growth
We bring all of our tools and experts
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Nurturing Great Creative Process:
Insights
IdeasCreative
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Once the best creative route has been
chosen, we can assess final executions or
campaigns,ROI
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Ads must Reach, Touch and Move consumers
Reach AND Response
The ad needs to cut
through the clutter to get
noticed and the brand must
get credit!
The ad needs to trigger a
rational and/or emotional
consumer reaction to the
brand
EFFECTIVE
ADVERTISING
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People are invited to give opinions about advertising, products and movie previews
how does it work?
p.s. respondents this survey!
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Forced Exposure
Intent RatingsCommunication & Diagnostics
Brand Ratings
Recruit Sample& Start
Interview
Consumer WatchesAds In Media &
Views Movie Trailer
Next Day
Recall Interview
What do peoplereally remember?
TE
ST
CO
NT
RO
L
Recruit Sample& Start
Interview
Matched ControlGroup
Intent RatingsCommunication & Diagnostics
Brand Ratings
No Ad Exposure
Test vs. Control Observation
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what else makes it
unique?
We measure the difference in resonance
we talk to consumers who have not seen your ad
about your brand
and we talk to consumers who have seen your ad
about your brand
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ASI*Connect allows us to assess full campaigns including those with a non-TV focus using a flexible media platform
In-store
TV
Digital
Outdoor
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what is the
outcome?validated performance measures that matter in today’s world
sales power
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equity power
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BIG Ideas ARE only truly BIG through Creative
Source: Ebiquity
Gold IPA Effectiveness Awards 2012
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SNICKERS – YOU’RE NOT YOU
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Great creative – Funny, likeable, memorable, celebrity that doesn’t overshadow the brand.
Big Idea – “you’re not you when you’re hungry” and Snickers satisfies to get you back to being “you”.
A Big Idea That makes the brand
resonate with the Consumer’s personal
journey
Great CreativeExecutions so engaging
that the Consumer is ready to receive, retain…
and pass along
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Flexible freedom, across market, across media
Source: IPA
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Flexible freedom, across market, across media
Source: Snickers: You’re not you when you’re hungry
Alex Lewis
Gold IPA Effectiveness Awards 2012
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Buzz, fame, relevant salience and ROI
Source: Snickers: You’re not you when you’re hungry
Alex Lewis
Gold IPA Effectiveness Awards 2012
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Advertising and Research planning circles
Familiarise
Strategy development
research
Market/ Consumer research
Tracking research
Creative qualification
/ROI research
Creative development
research
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Here’s to 2014!
Source: IPA
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