Qualitative 360 Europe 2014

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©TNS 2013

From Big Bang to the final creative story: The methodology of Co-Creation Workshop - How big ideas are created working as one team combining all parties who make, design, market, advertise and use brands & products.

©TNS 2013

Traditional Research World

The work flow in traditional research world:

Finally a decision is made by the client.

The client sends the briefing document

The research company makes the sample design / or revise the given design

Conduct the fieldwork (there is generally a stimulus to evaluate)

Analyze and does reporting. (takes some time)

Makes a presentation to some people in the client (if they have time and if they prefer)

The client sends the report to the seniors.

The seniors find time to read the report.

Various stakeholders make numerous meetings

©TNS 2013

Traditional Research World

Seeing the result of the business objectives and

research sometimes takes months.

In the meantime, people loose the thrill of doing research, and research

becomes just a burdensome

procedure to overcome.

©TNS 2013

Real Business World

Many competitors in the category

Making decision and taking action in short period of time and in a creative way is becoming a tougher issue everyday.

In today’s business world...

Competition is too strong!

Time is precious

©TNS 2013

What is needed?

Making decision in a short period of time (ASAP!)

TO DO THIS

All stakeholders should come together to focus and discuss about the research results

Put the consumer in the center

Make decision altogether

Feel confident about the decisions

Brief the agency altogether

Finding a creative and differentiating solution (ASAP!)

And see the fruits of the decision ASAP: growth in business

©TNS 2013

Solution from the Researcher

Talking about Thinking Together

Altogether Disciplined Way in a

©TNS 2013

Solution from the Researcher

Working together and leading this teamwork with some discipline

Workshops enable:

Making all stakeholders come together

Giving the research results in a short period of time with a holistic perspective

Having an atmosphere of discussion in which the consumer and research are at the center

Generating creative ideas linked to strong consumer insights

Making decisions at a short period of time

©TNS 2013

Various Workshop Solutions for Various Needs

Various workshop types for various needs on the way to growth

Insightment WorkShop

Brand Map WorkShop

Presentation WorkShops

Super Group Co-Creation WorkShop

Although categorized, still each workshop needs a tailor-made preparation and agenda.

©TNS 2013

Various Workshop Solutions for Various Needs

Presentation Workshop

Provides deep understanding and taking strategic decisions together with the client according to the research results.

Commenting on the research results together

Reaching the ideal solution for the brand

Forming the recommendations together

Enables the clients to activate their strategic decisions right away without waiting for the full report

©TNS 2013

Various Workshop Solutions for Various Needs

©TNS 2013

Various Workshop Solutions for Various Needs

Insightment Workshop

Delivers insight platforms convenient to the brand positioning acquired by consumer observations - turn consumer observations compiled from various sources into insight platforms in line with the brand strategy

First step taken on the way to positioning concepts searched within brand positioning, determines communication and positioning routes

©TNS 2013

Insightment Program

Inspiration Safari

Data Mining

Dinner with Experts

Consumer Connections

Ethnography

Insightment Workshop

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Insights are positioned on this framework

Need for a Solution (Importance & current solutions)

Size of issue (Identification & frequency)

Fertile ground

progress

Investigate

Possible niche

Low opportunity area

Leave

Investigate

already solved

©TNS 2013

Various Workshop Solutions for Various Needs

©TNS 2013

Various Workshop Solutions for Various Needs

Brand Map Workshop

Delivers brand positioning strategies and brand equity (Insight, Benefit, Discriminator, Competitor environment, RTB, Brand personality, Target, ESSENCE)

The brand direction that is targeted is defined

Current positioning is discussed

Elements that compose the Brand Map are discussed to create the ideal “brand map”

©TNS 2013

Insight

Benefit

Discriminator

Competitive environment

RTB

Brand Personality

Target

Various Workshop Solutions for Various Needs

©TNS 2013

Various Workshop Solutions for Various Needs

©TNS 2013

Various Workshop Solutions for Various Needs

Super Group Co-Creation Workshop

An atmosphere that arouses creativity is established Managed to acquire a concept, product, brand claim or communication idea related to the brand strategy and positioning

Unique new ideas are vital for brands

A dynamic, energetic setting full of intense emotions

For Creating Bright Ideas & Exciting Concepts

©TNS 2013

The Setting:

Participants are enabled to live in the concept

Setting that supports creativity

Play-room setting

Laboratory setting

Various Workshop Solutions for Various Needs

Super Group Co-Creation Workshop

The Participants:

Client team

Brand communication team

Creative consumers

Experts related to the subject

Illustrators/ cartoonists

©TNS 2013

Results in-line with Project Objectives:

Concept/ Brand claim

Packaging/ Product idea

Communication idea

Later, this data is further refined together with the client

About 10-15 concepts/ brand claims can be produced

Various Workshop Solutions for Various Needs

Super Group Co-Creation Workshop

©TNS 2013

Various Workshop Solutions for Various Needs

©TNS 2013

Various Workshop Solutions for Various Needs

©TNS 2013

Various Workshop Solutions for Various Needs

©TNS 2013

A CASE STUDY FROM UNILEVER SUPERGROUP CO-CREATION WORKSHOP

©TNS 2013

Everyday, hair care brands try to

find a solution for various problems

communicate their solutions

differentiate their solutions

Super Group Co-Creation Workshop

Currently, there are too many communications around, which convey the same message with similar analogies and demos.

©TNS 2013

Super Group Co-Creation Workshop

The same hair strand

‘repair’

The same unhappy women

The same analogies

The same happy women with beautiful hair

‘from roots to ends’

The claims have became too cliché over time

©TNS 2013

Unilever Turkey wanted to get

rid of these clichés, and find

a new way to explain the

performance of their

products.

Then, TNS came into agenda

and...

Super Group Co-Creation Workshop

It is the time to think out of the box and to say new things

©TNS 2013

WHY CO-CREATION WORKSHOP?

Super Group Co-Creation Workshop

Because creation should be done in a dual & mutual process. We used to create on our own and broadcast it for consumer appeal. Realized that the way of creation and the end results are falling short when it is processed via single, mono mindset. Now Co-Creation is finding its real meaning with multifarious people source and mindset.

©TNS 2013

A set up stage of 2 months:

Numerous meetings:

For clarifying the business issues

For clarifying the study needs

For developing the methodology

For setting up THE DAY

ALTOGETHER

Super Group Co-Creation Workshop

©TNS 2013

Stage 1: Training Day

NeedscopeTM 101 Training

Claims 101 Training

Consumer 101 Training

Stage 2: Creating the New Claims

SuperGroup Co-Creation Workshop

Super Group Co-Creation Workshop

As a result:

A combined methodology of SuperGroup Co-Creation Workshop is created

©TNS 2013

Unilever – Brand, CMI, R&D teams

TNS Research Team

Ad Agency – Strategy & Creative team

Experts – From various industries

Creative consumers

Illustrators

Super Group Co-Creation Workshop

Preparation:

Who will be involved?

It is decided to have a 3600 understanding about the study, and to be nourished by various expertises as much as possible.

©TNS 2013

Zones to stimulate creativity, to think out of the box and to feel involved:

Consumer Zone

Damage & Repair Zones

Mini Chemistry Lab Zone

Breakfast and lunch prepared according to NeedScopeTM segment

Super Group Co-Creation Workshop

Preparation:

How should we encourage creativity?

©TNS 2013

Super Group Co-Creation Workshop

Damage Zone

Consumer Zones

Lab Zone

©TNS 2013

THE DAY:

Super Group Co-Creation Workshop

©TNS 2013

Super Group Co-Creation Workshop

+ Numerous POP ideas

+ Numerous Promotion ideas

+ Numerous Gift ideas

+ Numerous pack design ideas

70 functional analogies for

damage

56 emotional analogies for

damage

88 functional analogies for

damaged hair

21 emotional analogies for

damaged hair

31 consumer-relevant names for

the technology of the product

39 technology analogies (RTB)

10 functional benefits

10 Emotional benefits

40 Product claims

23 Mechanism claims

6 concepts

1 Ad idea

©TNS 2013

One team- Listened well

Flexibility

Think out of the box

Planning and planning

Stimuli

No killing ideas

Harmony and comfort

Flawless collaboration & teamwork

Keys to Success in a Workshop

©TNS 2013

Solution from the Researcher

To shed light on the client’s positioning, new ideas and communication projects

Using the right consumers and experts

Creativity Discipline and

well-balanced at all stages.

the right way

at the right time

©TNS 2013

THANK YOU

Qualitative 360 Europe 2014

Silver Sponsor Gold Sponsor

Supported by

Organised by