an introduction to inner directives

Page 1 Understanding the subconscious drivers affecting experiences and opinions Inner Directives

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Understanding the subconscious relationships between consumers and brands

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Page 1

Understanding the subconscious drivers affecting experiences and

opinions

Inner Directives

Page 2

Inner Directives®

• Proprietary research approach

• Proven psychoanalytic technique in combination with traditional consumer research

• Explores and interprets subconscious level of consumer and brand perceptions and behaviour

Page 3

Inner Directives: Methodology

• Combination of one-on-one interviews (Myers Briggs Type Indicator and in-depth

interviews)

• Conducted by clinical psychoanalyst

• Combined with one or more qualitative techniques

• Focus groups, in-home interviews, ethnographic observations, in-store interviews

and shop-alongs

Page 4

Inner Directives : Delivering deeper insights

What you gain

Deeper insights into attitudes and behaviours that consumers are unwilling or unable to express

What you learn

How and why consumers buy

How consumers experience “experiences”

How consumers focus attention, acquire information, make decisions and orient to outside world

What you get

Completely new understandings of consumer relationships with categories and brands

More connected and relevant approaches to delivering brand experience

Entirely new ways of thinking about positioning and communication platforms

Page 5

Inner Directives : Real world applications

How Inner Directions is used

Positioning

Brand articulation

Brand communications planning by providing idea triggers for:

o Consumer motivations, behaviour, attitudes

o Messaging and imagery

o Design and media considerations

Brand experience development and operationalization

o People, products, internal branding, environment, etc.

Consumer segmentation

Page 6

Clients whom we helped make it rain

We have been using inner Directions to help clients differentiate brands and delight customers

since 1998

Automotive

General Motors of Canada Limited Pontiac Buick GMC Chevrolet Saturn

Lexus (US) Mitsubishi (Canada)

Business to Business

Dell Canada Scotia McLeod

Consumer Package Goods

Brita Corby’s Energizer Batteries Knorr Linsey Foods Mars Motts (Clamato Juice) Doritos Splenda Bounce

Financial Services

RBC Scotiabank VISA Amicus CIBC

Communication Agencies

BBDO DDB Canada MacLaren McCann LA Ads

Foodservice and Hospitality and Travel

Canadian Tourism Commission Fallsview Casino KFC (US) Metropolitan Hotels Prime Restaurants Travel Gay Canada

Government and Not for Profit

Ontario Lottery and Gaming (OLG) Elections Ontario George Brown College

Retail

Dell Canada GM Dealer Associations GM Goodwrench Holt Renfrew Liquor Control Board of Ontario (Retail liquor stores) Mac’s Convenience Stores Sears Canada Cogeco

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