an introduction to inner directives®
DESCRIPTION
Understanding the subconscious drivers affecting experiences and opinions. This unique methodology has been changing the way major brands go to market since 1998, and is considered one of the leaders in the "new economy" approach to understandg why people buy products.TRANSCRIPT
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
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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
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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
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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