Uncovering Consumer Nascent Demand - Khosro Ezaz-Nikpay, Ph.D. Enjoin Partners Ltd. Zendegii Ltd - AHIC
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
CONFIDENTIAL
09/04/2019
© 2019 Zendegii
Uncovering Consumer Nascent Demand
Khosro Ezaz-Nikpay, Ph.D.
Enjoin Partners Ltd.
Zendegii Ltd
1
CONFIDENTIAL
Brief introduction to Enjoin & Zendegii 09/04/2019
© 2019 Zendegii
Insight: Nascent Demand Food and beverage innovation
Execution: Talent, innovation cells and Rapid prototyping and technology
portfolio of bets development for FMCG and retail
Focus: Consumer facing or consumer
need-driven industries B2B and own brands and investments
Patents (e.g., flavour technology to
create organoleptic placebo effects)
Examples: Increase innovation pipeline Team of
Double bottom-line within 1 year consultants,
Launch new products and services in
scientists,
half the original time engineers,
Refine existing value propositions psychologists,
and drive sales growth artists & experts
2
CONFIDENTIAL
The news 09/04/2019
© 2019 Zendegii
The good Strong industry growth is happening in innovative propositions across even
news the most traditional segments
The bad Overall growth beyond GDP is always under pressure and less than 5% of
news products/services launched make it big (>$50m)
The no Many players are either incrementalists or plagiarists or technology hopefuls. But
news innovation is primarily an effectiveness game and only secondarily an efficiency play
The great The consumer’s body, emotions (physical, instinctual), feelings (external
news triggers), and mind are the ultimate source of differentiation and far from
explored
The Consumer nascent demand can be explored and delivers specific, differentiated
amazing value propositions
news 3
CONFIDENTIAL
What happens when you are asked a question? 09/04/2019
© 2019 Zendegii
Recognition, heuristics Hidden internal influencers
Instinctual, consistent with biases Pictures
Senses
Intellectual exploration/Why? Body/gut feel
Access known rationale or cognitive Emotions
resonance Fantasies
Creativity
Flow
Ritual
Developmental exploration/How?
Hidden external influencers
Emerging memes/trends
Emerging technologies/capabilities
Serendipitous emergence
Influencer behavior
Source: Zendegii framework and analysis 4
CONFIDENTIAL
How to find differentiation? The gaps 09/04/2019
© 2019 Zendegii
?
Understanding the consumer in new ways Authentic and creative response to solutions
Source: Zendegii framework and analysis 5
CONFIDENTIAL
What would an ideal tool for discovery of Nascent 09/04/2019
© 2019 Zendegii
DemandTM look like?
Non-biased (you), highly biased (consumer)
Consumer as co-creator: emergent needs
Deep data to
Tangible input to product or prototypes complement
big data
Granularity of product/marketing features
Statistical and market relevance
Source: Enjoin/Zendegii Ltd. 6
CONFIDENTIAL
The logical way has strong confirmation bias 09/04/2019
© 2019 Zendegii
1. Define target segment and recruit
✓
2. Generate set of visuals, themes, prototypes that
embody the solution ✓
3. Check ideas with consumer by exposing them to
the visual, theme or prototype X
4. Interview them about their likes and dislikes
(ideally along a parameter) X
5.
6.
Consolidate findings
Be amazed that consumers confirm most of your
X
initial expectations X
7
CONFIDENTIAL
What to do to extract relevant and granular insight 09/04/2019
© 2019 Zendegii
1. Define target segment and recruit
2. Create prototypes (that contain explicit falsifiable hypotheses)
3. Trigger sensory pathways for product/service category (not prototype!)
4. Trigger self-development pathways that brings consumer into a “flow” state
5. Explore intensity signals (typically physical/emotion-based)
6. At point of highest intensity (authentic state) expose to prototypes
7. Analyze and include into next generation prototype
8. Quantitative preference test against benchmark This analysis has so far
been done for B2C:
FMCG, financial
services, retail, web
services and packaging
8
CONFIDENTIAL
Valuable outputs 09/04/2019
© 2019 Zendegii
Examples on the following pages
Specific organoleptics,
ingredients, colors,
haptics, geometry and
associated sound, or
ritual
Source: Nascent DemandTM 9
Red wine: Non-intellectual social drink, that is between a juice and wine. CONFIDENTIAL
09/04/2019
First sip matters © 2019 Zendegii
Trigger points for consumption or avoidance Journey of sensations
Do not launch as an alcohol-free wine but a
emotional (non-intellectual), social beverage
positioned between juice and wine
Source: Nascent DemandTM 10CONFIDENTIAL
Different drinks show different psychological “feel” 09/04/2019
© 2019 Zendegii
Themes can
deliver “feel”
of the product
for marketing
Source: Nascent DemandTM 11CONFIDENTIAL
Signature taste beats top category performer 09/04/2019
© 2019 Zendegii
Quantitative results show promising prototypes
▪ Product is already a top performer
▪ Quantitative tests conducted in relevant
Sensory
segments in two different regions in Asia
priorities
and America
▪ Changes increase overall liking by a
significant amount
▪ Changes increase emotional and
functional equities
▪ Signature taste has succeeded in targeting
the nascent needs of the consumer (flavor
but also other organoleptics)
Check ▪ Additional insight into marketing
differentiation
priorities, language, and packaging
Source: Nascent DemandTM 12CONFIDENTIAL
09/04/2019
© 2019 Zendegii
THANK YOU
Source: Zendegii Ltd.
13You can also read
