sabine müller - innovation driven by qualitative insigths
TRANSCRIPT
©2016 The LEGO Group
Innovation driven by qualitative insightsDIGITAL 2016AARHUS UNIVERSITY CONFERENCE
Sabine Müller, Sr. Analyst, Global Insights, LEGO
Today, I will talk about…
│ Myself -Background and current work
│ The LEGO Group - at a glance
│ Market Research / Global Insights –How qualitative consumer insights drive innovation efforts
│ Methodology Innovation -How digitalization offers new ways of collecting and analyzing consumer data
│ Take-aways
©The LEGO GroupPage 2
Who am I?
©The LEGO GroupPage 3
What do I do?
Why this drives me?
©The LEGO GroupPage 4
Innovation & Trends
Data Analytics & Big Data
Industry & Competitor
Markets & Shoppers
Brand & Business LEGO Experiences
GLOBAL INSIGHTS
The projects I am involved in
Foundationalresearch
• Knowledge platform• Future strategy• Business decisions• Understand trends & megatrends
Conceptresearch
• Exploring and evaluating new ideas, themes, stories
• Identifying elements of impact – what works and what doesn’t?
Communicationresearch
• Evaluating comprehension and appeal of communication material
• Understanding communication platforms
The LEGO GroupAt a glance│60% product innovations every single year
Our Mission
Inspire and Develop the Builders of Tomorrow
…by globalizing and innovating the LEGO
System in Play
At a Glance
35,780
turnover 2015operating margin
employeesEnd 2015
of sales are novelties
Sold in more than
countries
10 years of consecutive
growth
The largest toy company in the world
million 34%
130
60%
15.462
Danishfamily owned
More than
Market ResearchGlobal Insights│How qualitative consumer insights drive
innovation efforts
Product innovations timeline
©The LEGO GroupPage 10
To be innovative, understand your consumers!What are they buying
and why? What do they think about our products?
What digital platforms do they use?
What do they think about our campaigns?
Where and how do consumers shop?
What do they think about new LEGO
concepts and ideas?
How many are buying LEGO products and
which?
What are differences and similarities across
markets?
ETHNOGR
APHY
FOCUS
GROUPS
PLAY
SESSIONS
CO-
CREATION
SHADOWI
NG
LEAD
USER
STUDIES
1990’sInnovating Inside the Box
Innovation needs to be insight-driven!
2005 > todayInnovating Around the Box
©The LEGO GroupPage 14
In 2011, 90 % of LEGO’s
consumers were BOYS
“Construction toys had never worked for girls, for
whatever reason…”
Adding an entire new consumer group! - Girls
©The LEGO GroupPage 15
1997Innovating Inside the box
2012
Innovating Around the box
First: What do the Girls of today like?
How they live What is important to them What toys they have
Their rooms express who they are, their aspirations and preferences.
Answer: Girls like friendship and peace
│When girls build, they tend to play on the inside
│Girls love little details
│Everyday-life play
The Lego Friends story centres on theeveryday lives and personalities of 5girls in a fictional town called HeartlakeCity. Each of the friends has a distinctpersonality and interests, such asanimals, performing arts, invention anddesign, that are reflected in the models.
©The LEGO GroupPage 17
DigitalizationMethodology innovation│How digitalization offers new ways of
collecting and analysing consumer data
Digitalization forces change upon the business of market research
│A digital, social and mobile revolution is under way
│Altering how consumers engage with media, shop, browse, and tell others about their experiences
│Researchers have new opportunities to seize new media and platforms
│Market researchers need to adopt and master new methodologies
Source: Greenbook Research Industry Trends Report 2015
New methodologies support better, faster and more accurate qualitative consumer insights
Eye Tracking
Facial Coding
EKG/EEG
BIOMETRIC TOOLS
Mobile/Digital Ethnography
Social Media
Netnography OnlineUsability
Online Communities
ONLINE METHODS
Research Gamification
Wearables Based
Research
Virtual Reality
EMERGING METHODS
New Market Research technologies are trending
Source: Greenbook Research Industry Trends Report 2015
Eye Tracking & Facial Coding
Source:www.tobiipro.com/
Eye Tracking & Facial Coding
│Understand where consumers look and how they feel about that stimuli
│Can support fast iterations in packaging development
│Do consumers see and notice a package on the a cluttered shelf?
│How well do kids understand our building instructions?
Source:www.tobiipro.com/
Mobile Ethnography & Digital Diaries
│“An ethnographer in your pocket”
Source:www.ethosapp.com
Mobile Ethnography & Digital Diaries
│Understand the consumer journey
│“Watch” as parents and children go about their lives
│How are they playing in their natural setting?
│How do they relate to LEGO products or prototypes in different moments of everyday life?
Other methodology innovations include
│Wearable Tech for tracking play behaviour
│Netnographyto track consumers’ lifestyle, product & brand choice
│Online Communitiesto collaborate, co-create, engage and innovate with consumers (ideation-iteration-validation)
Take-aways
Qualitative consumer research cannot be replacedBig Data Analytics is on the rise and surely important, but qualitative research and interpretation of consumer inputs is absolutely invaluable to understand consumer behaviour and needs which ultimately aids innovation.
These are exciting times to be a researcherMarket researchers need to experiment, adopt and master new innovative methodologies. Join us in Global Insights at LEGO!https://www.lego.com/en-us/careers
©The LEGO GroupPage 27
1
2