steve august mind the product gap augustmind the product transition gap: how digital qual helped...
DESCRIPTION
by Steve August, Founder and CEO, Revelation, USATRANSCRIPT
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Mind the Product Transition Gap:
How Digital Qual Helped P&G Solve a Diaper Dilemma
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Product Transitions
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Capabilities / Obsolescence
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Consumption
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User Evolution / Life Stage
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7
Predictable Product Transitions
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Opportunity
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Transitions don’t just happen, they unfold
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Mapping a Journey: Data Driven
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Understanding a Journey: Ground Truth
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At its core, our job as researchers is to
understand peopleto answer business questions
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Life is traditionally 99% researcher free
1%
99%
Researcher Present
Researcher Not Present
Ground Truth happens here
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We can be there when things actually happen
ZAID
1%
99%
Researcher Not Present
Researcher Present
(Interesting things happen here)
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OBJECTIVELosing market share as moms move from diaper sizes. What was going on?CHALLENGEReveal behaviors behind the numbers in as natural a way as possible
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Questions?
Technical Data Says It’s All Good!
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WTF??!!
Losing volume & market share when moms switch sizes
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Need to Understand the Moments of Transition
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Digital Qual
Mobile •obtaining true in-context understanding of behaviors recordings things as they see them out in the world
Online•reflective activitiesprojective exercises•any activity where a lot of typing is asked for
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Project Timeline
1 2 3 4
Intro
85 6 7 9 1011
YourFamily
Music
ShoppingHabits
Size Change
Moment of Truth
Your Diaper Bag
Sources of Advice
First Smile
Baby’s Favorite
Shopping For Baby
Traditions Feel Like You New Size Thoughts
Test Product 1 Test Product 2
12
General Discussion
WEEKS
Baby’s Development
The Week in Diapers
These activities completed when diaper size transition happened naturally
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Engagement strategies needed for longer term duration
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“You Complete Me”
Ground TruthData
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A lot changes in 3 months
"I didn’t understand why there was such a gap in sizes...”
“They were huge on him! What the heck?”
“I actually wish I could buy diapers in 1/2 sizes.”
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Key Finding // Which product comes next?
"I switched to Huggies in the smaller size because they run bigger. Then when I moved up a size, I switched back.”
“I have looked for the next size and cannot find them at my Kroger. I guess they make them, right?”
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Product Transitions: Digital Qual Brings You There
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Thank You!