strategy 102 research & insights (strategic planners' workshop- 4as/ 95%academy)

The Art & Science of Research & Insights The Art & Science of Research & Insights

You have the right problem, the right problem, now what

Sometimes you find yourself staring at a blank page…

But nature abhors a vacuum and smart people, such as yourself

hate not having any answers, so….

how about this or that or he saidwe could try optimized high impact ads

go viral culture next big thing Social& she said client likes creative hates

Sometimes you have too much information& she said client likes creative hates

competitive edge the population ofsalesithinkmaybeiloveherdata indicates that

damncigaretteconsumer blue ocean southnextmeetinghot button360 integratedlikeawardsustainableimpacttouchpoint managementsuccessmetricscommunitynextbeachtripBoracay

stakeholdersmeaningoflifegeniusdamnfungrynowAaaaaarrrrrggggggghhhhhh!!!!!!!

much information

Take a step back

& distill your

thoughts

Focus on what

really matters

Art Science

The

Insight that really

matters

The

Number that makes you

stop& think

What story do the numbers numbers reveal

“There are three kinds of lies: lies, damned lies and statistics.”

- Mark Twain- Mark Twain

Does she really have breast cancer?

The probability of female breast cancer is 1%

If she has cancer, the probability of a positive is 90%If she has cancer, the probability of a positive is 90%

If she doesn’t, the probability of a false positive is 9%

Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)

Does she really have breast cancer?

The probability of breast cancer is about 81%

Out of 10 with a positive, about 9 have breast cancer

Which is the best answer?


Out of 10 with a positive, about 1 has breast cancer

The probability she has breast cancer is about 1%

Does she really have breast cancer?What did doctors think?



60%




21%

19%

Does she really have breast cancer?What is the real story?



60%




21%

19%

Is the glass half empty or half full?

How do I tell a numbers story?

Look at numbers in human terms

The probability of female breast cancer is 1%

If she has cancer, the probability of a positive is 90%

Ten out of every 1,000 women have breast cancer

Of these 10 women, 9 test positiveIf she has cancer, the probability of a positive is 90%

If she doesn’t, the probability of a false positive is 9%


Of these 10 women, 9 test positive

Of the 990 without cancer, about 89 still test positive

When the data was presented in these natural

frequencies, 87% of the doctors got the right answer.

10 out of 1,000women havebreast cancerwomen havebreast cancer

9 out of 10 with cancertest positivewith cancertest positive

89 out of the 990 healthy women still gethealthy women still get

98 of 1000 mammograms test

positive, but…mammograms test

positive, but…

… Only about 1 in 10*positives actually has

breast cancerpositives actually has

breast cancer

* 9 True Positives /98 False Positives = 9.18% or about 1 out of 10

There is a 10%probability she

has breast

There is a 90% chance she is

Which story do you want to tell?

probability she has breast

cancer

90% chance she is cancer-free

Is it actually true?

Numbers Checklist

Do you really understand it?

Have you

Does it lead to a bigger story?

Have you humanized it?

Art Science

The

Insight that really

matters

The


stop& think

How do I get an Insightan Insight

Knowledge

Insight

Organization

Understanding

Data

Information

Analysis

Organization

Seeing and understanding

the inner nature of things clearly…

Cluster data to information...

Connect info into knowledge…

Capture relevant data ...

… Insight that matters

Craft initial insights…

Observations answer what…

Insights answer WHY…

… Insight that matters… Insight that matters

Insights answer WHY…

Consumer

Insight

Competitive

Insight

Strategic

RELEVANCE DIFFERENTIATION

Explore different insight platforms

Client

Insight

Context

Insight

Strategic

Idea

SUSTAINABILITY OPPORTUNITY

More young women

are smoking than

ever before despite

known health risks

Consumer

Observation

… because they

worry more about

looking good than

dying early

Consumer

Insight

Consumer

Insight

Develop anti-smoking campaigns that appeal to

women’s vanity

Strategic

Idea

Airlines are pushing

free seat promos for

individual travelers

Category

Observation

… because higher

flight yields secure

their profitability

Consumer

Insight

Competitive

Insight

‘Buy 3, 1 Free’ bundles on full-fare tickets to

nurture retention and encourage group travelStrategic

Idea

EA Sports is a

leader in sports

video gaming

Client

Observation

… because EA isn’t

about gaming, it’s

about ‘winning’

Consumer

Insight

Client

Insight

Don’t just put the player ‘in the game’

put them in the middle of ‘the win’Source: Heat Interactive

Strategic

Idea

Youths (18 to 24)

are 2x more likely to

watch movies than

anyone else

Context

Observation

… because they want

more than to be

entertained; they

want to be together

Consumer

Insight

Context

Insight

Transform cinema into a more intimate and social

experience, by putting it under the starsStrategic

IdeaImages of Rooftop Films Events: Sarah Palmer (L), Andrew Frisicano (R)

Does it answer why?

Insight Checklist

Does it reveal a compelling truth?

Do you have full

Does it inspire possibilities?

Do you have full perspective?

Art Science

The

Insight that really

matters

The


stop& think

What if Numbers & Insights& Insightsworked together

Strategy thatmakes a difference

Strategy thatmakes a difference

the number that makes us stop and think

the strategy

the

creative

solution

the insight that really matters

solution

Testosterone levels in men have dropped 17% over the last 20 years

Reawaken your latent masculinity

Wear the

pants

Men aren’t feeling like men anymore

masculinity

Dockers

“Wear the Pants”

Integrated Campaign

Dockers

“Wear the Pants”

Man-ifesto

• The overall feedback to the campaign is both more positive and higher in volume than any Levi Strauss & Co. campaign to date.

• Dockers generated the largest number of digital posts, gained the largest increase in Facebook fans and posted the highest number

Return on Ideas

largest increase in Facebook fans and posted the highest number of searches on Google for 24 hours (during the Super Bowl).

• Sales up by 240% on Game Day.

• 633K people registered for free pants week of Super Bowl.

• Feb online sales: +125% vs. LY.

• Expanded distribution- American Rag, Urban Outfitters & Nordstrom

Does it get the job done?

Strategy Checklist

Does it do it better than

anything else?anything else?

Does it open up possibilities for

even more?

So what really matters really matters to you?

thank you.

Joseph de [email protected]

DraftFCB SDN BHD17th Floor, Menara IGB, MidValley City

Lingkaran Syed Putra, 59200,

Kuala Lumpur, Malaysia

web: www.draftfcb.com.myweb: www.draftfcb.com.my

tel: + 6 03 2296 3600

fax: + 6 03 2296 3705

In the too much information

age, the window of

opportunitywindow of

opportunityremains open for an average of 6.5 seconds.

We call it the 6.5 seconds the 6.5 seconds

that matter.

the research

Over 1,000 interviews gave us an average engagement time between consumers and brand messaging of 6.5 seconds.

behind the number:

You have 6.5 secondsto make your brandmatter.

here’show it works

your brandmatter.Use it wisely.

We find the “holy s#%t” number, merge it with a compelling insight to develop the most creatively inspiring strategy. insight to develop the most creatively inspiring strategy.

And it culminates in

a creative solution that solution that captures the consumer in 6.5 seconds.

the number that makes us stop and think

the creative the

the creative

solution

the insight that really matters

the strategy

strategy 102 research & insights (strategic planners' workshop- 4as/ 95%academy)

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