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Living with Consumers: Myths and Realities Siamack Salari EverydayLives FDIN Launching Better Products for Tougher Times October 2008.

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Presentation on theme: "Living with Consumers: Myths and Realities Siamack Salari EverydayLives FDIN Launching Better Products for Tougher Times October 2008."— Presentation transcript:

1 Living with Consumers: Myths and Realities Siamack Salari EverydayLives FDIN Launching Better Products for Tougher Times October 2008

2 What we do

3 Our pitch The difference between what is said and what is done Unarticulated needs What people don’t do or nearly do How products, brands and services fit into people’s lives

4 Typical cross market explorations Segment animation Documentary Innovations/NPD Receptivity Brand activation

5 Hopes, fears & dreams

6 Coffee

7 Beliefs

8 Process we have internationalised Naturalistic filming - no interviews - no sensitisation Question generation workshop Co-discoveries (clients come too!) Final workshop split between debrief & implication finding (examples)

9 How we use ethnography Qualitatively Over time/in context Film to allow scrutiny and sharing Adding meaning to films Helping clients see every day events and realities in fresh new ways Making the ordinary, extraordinary

10 How we don’t use ethnography Quantitatively Interviews with video cameras Short in-home visits with discussion guide Deep theoretics In isolation

11 Co-discovery

12 Pundits

13 The not so good

14 Lessons... Take ethnographic recruitment seriously Many clients have never ‘seen’ their consumers in real life Ensure they (the client) are reality checked and earthed Get sign off for each respondent Over recruit

15 And there is always one... One client/market wanting to sabotage the entire project Client on whom the study was imposed Client who already knows... Client who just doesn’t like ethnography (has had fingers burnt in the past) Clients who just don’t get it

16 Keys to successful outcomes

17 Why involve clients? “In-home visits aren’t a day at the zoo...” Clients need to own some of the thinking/insights Ownership means advocacy and adoption More powerful than any report, clip or it’s contents

18 Process

19 Unwittingly we have created a challenge The QGW leaves clients desperate to know what subjects were thinking They can’t wait to join the co-discovery sessions Each ‘adopts’ their favourite household Each will also have their least favourite household

20 What are client’s expectations? Unimportant - it’s our job to set expectations from the outset (most have never engaged in our kind of ethnography) Must capture lists Expect delays with recruitment and in-home Our views and meanings over what they see and hear on films - i.e. interpretation Interpretation based on many perspectives not least the subjects’

21 Icing on cake

22 Is video boring If too long, yes Limit to 90 seconds (ideally) per clip and 4 clips per insight or theme Don’t just let your audience view the films in silence - add meaning, flag things they would never have seen

23 Pester

24 Frozen treat

25 Steak & sizzle In-home experience - with real people, real grounding and reality checks Powerful on-line (Web 2.0) film and insight resource Real actions and next steps unravelled and agreed among clients (break out groups) Content which is viral and easily shared e.g. online Clients who can own insights


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