An introduction to Protean Research
*Protean pro·te·an (prō'tē-ən, prō-tē'-) adj. Readily taking on varied shapes, forms, or meanings. P R O T E A N S T R AT E G I E S I N C . 80 C UMBERLAND S TREET • 1503• T ORONTO • M5R 3V1 ( 4 1 6) 9 6 7 . 3337 • FAX (4 1 6) 9 6 7 -2728 • WWW . PROTEANSTRATEGIES . COM
“In a Protean* world where how people behaved yesterday is not how they behave today
and will not be how they behave tomorrow, we need a Protean * approach to how we listen to them, talk to them, and understand them�
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Contents Overview of who we are and what we believe Our approach to market research – the Protean difference Research services and products Clients Appendices Proteanprediction© collective wisdom engine Inner Directives® psychoanalytics and archetype studies Contacts and links
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Who we are and what we believe
We are obsessed with difference
Different ways of looking at challenges Different questions to ask different people Different interpretations and different insights Differentiated brands, communication, companies Page 5
We help the solution to find you
Rain-ma-ker (rAn'mA"kur) A person, who causes it to rain, not by making it rain, but by bringing together the environmental, human and spiritual components that together make the perfect conditions for the rain to fall.
Strategic Rainmaking™ Creating an environment of knowledge, enthusiasm and commitment that crystallizes strategic solutions and brings them to the forefront.
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Our approach is versatile, variable and fluid
We make the conditions right so it wants to rain. and we rely on the wisdom of the crowd*
close partnership
frequent
fluid and
workshops
organic
and updates
approach
nobody knows what they don’t know
*Reference to “The Wisdom of Crowds” by James Surowiecki, Anchor Books, 2004
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everybody contributes equally
the marketplace reigns supreme
Our approach to research: the Protean difference
| brand | operationalize
What we believe: about market research
We don’t
know what we don’t know
If we ask
the same questions of the same people in the same way, we’ll get the same answers What we get
out of it depends on what we put into it
Research doesn’t make decisions, it provides learning to stimulate thinking
out of the box thinking comes from out of the box learning which comes from out of the box research
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Protean approach to understanding Protean people
Empathetic understanding -- stepping outside ourselves and walking a mile in their shoes brains Extrinsic and intrinsic investigation -- listen to how they behave and listen to who they are
Predictive conclusions – develop hypotheses and theories, backed by solid
information, on how people may respond to situations, stimuli and change
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“Google Earth” view of the brain
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Mapping our path through brains
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Getting to predictive conclusions
brain dump – bring all the relevant information into a room filled with everybody who has a stake in the outcome
capture the collective wisdom of the group -- under strict guidelines (everybody has a stake; a variety of points of view, no explicit or implicit pressure),
allow hypotheses, innovations, ideas, concepts, etc. to crystallize
evaluate and confirm – using Proteanprediction collective wisdom engine to leverage the magic of the crowd and predict probabilities of various outcomes
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Full range of methodologies
Brand equity studies
Project design, management and execution
Category U & A studies
Qualitative consumer insights
Moderating
Prediction Markets Communication Evaluation and Testing Innovation Screening Concept Testing Etc.
Psychoanalytics/Archetype Studies
Ethnographic, anthropological studies
Semiotic and linguistic evaluations
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Clients
Clients whom we have helped “make it rain” Automotive General Motors (all divisions) Lexus Mitsubishi Nissan Canada
Business to Business Dell Canada Deloitte Consulting Sentry Capital Management Fairmont Hotels and Resorts Fleetcorp IBM ING Objectivity Systems OIC Publications Pattison Outdoor Rogers Communications Inc. Scotia McLeod
Consumer Package Goods Brita Corby’s Campbell’s Soup Company Energizer Batteries Knorr (Unilever) Linsey Foods Mark Anthony Group (Wines and spirits) Mars Motts (Clamato Juice) Pepsi Frito-Lay Procter and Gamble Splenda
Financial Services TD Canada Trust H&R Block ING Canada Presidents Choice Financial RBC Scotiabank Wells Fargo Bank VISA Allstate Insurance American Express Amicus CIBC
Communication Agencies BBDO DDB Canada Draftfcb LA Ads Leo Burnett MacLaren McCann Perennial Ogilvy Wonderman Y&R AJ Clean Sheet
Foodservice and Hospitality and Travel Canadian Tourism Commission Delta Hotels Fairmont Hotels and Resorts Fallsview Casino
Foodservice, Hospitality and Travel (continued) Page 16
Metropolitan Hotels Ontario Lottery and Gaming (OLG) Prime Restaurants Travel Gay Canada KFC (US)
Government and Not for Profit Canadian Liver Association Canadian Marketing Association Elections Ontario Food Banks Canada George Brown College Ontario Government Ministry of Economics and Development Ministry of Research and Innovation Toronto Region Research Alliance (TRRA) Wellesley Institute Bell Mobility Dell Canada GM Dealer Associations GM Goodwrench Grand and Toy Hazelton Clubs Holt Renfrew Liquor Control Board of Ontario (Retail liquor stores) Mac’s Convenience Stores Rogers Communications Inc. Sears Canada Shoppers Drug Mart
Proteanprediction collective wisdom engine a marketing tool for today’s changed world
Briefly Leverage the wisdom
of crowds to evaluate innovations, concepts, messaging, strategies, advertising copy and ideas Prediction Markets are a means
of aggregating the inherent
wisdom of the crowd in order to predict an outcome
Prediction Market theory applied to consumer research is a powerful, technique that enables marketers to evaluate
and reliably
multiple ideas quickly, effectively
Proteanprediction Collective Wisdom Engine is a simplified, streamlined tool based on prediction market theory
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A marketing tool for today’s changed world
Allows people to participate in marketing decisions Talks to them at the speed they are used to Allows people to apply their marketing savvy Gives them a respite from complexity by offering them simple ways to make their opinions known Credits them being consumer-kings
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The underlying premise
Two simple yet profound tenets ask what they think other people would do, not what they would do reward them for getting it right
One complex and profound tenet apply prediction market algorithm to weight the responses
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Simply what you need to know
will it work?
why? Page 21
Prediction market core If we asked 100 people like yourself which of the two advertising campaigns you have just seen will be most likely to make them want to buy BRANDX how many would say Campaign A and how many would say Campaign B and how many would say Campaign C
You said that more people would say that [Insert: Campaign Favourite] would make them want to buy BRANDX. Why do you say that? Page 22
Plus: tailored to the needs of every project
questions demographic and behavioural screening questions pre-exposure brand and competitive awareness and preference post exposure preference full range of diagnostic testing sample customer lists, hand raisers, brand enthusiasts on-line panel any other source
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Prediction market difference
Traditional Quant Study
Proteanprediction
people think other people would say, not their focused on what
Remove Bias
Subjective personal opinions
narrow personal biases
People are better at predicting the behaviour of others than their own behaviour respondents are rewarded for Engage respondents
Respondents rewarded for completing the survey, not honesty or accuracy
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thinking about the question and being right!
Prediction market difference a more nuanced outcome
Looking at the results of this actual study, the deeper nuance of ProteanPrediction can be clearly seen.
Comparison ProteanPrediction vs. Average Responses 29.2% Statement D:
33.4% 29% 26.8%
Statement C:
Market Result
24.0%
Using the average value for each statement (Red) would have lead to a conclusion that Statement D was far and away the best idea.
20% 16.7%
Statement B:
Average
14.5% 13% 14.8%
Statement E:
16.9%
Average of "favourite " concepts
13% 12.5% Statement A:
13.9% 21%
-10.0%
5.0%
20.0%
35.0%
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Using the percentage of the sample that selected each statement as their “favorite,” (Green) dampens “D” ‘s lead, but changes the picture for the number two position – “A” is now equal to “C” In the ProteanPrediction (Blue) result, the difference between the lead and second closes significantly, indicating that the market place has very nearly as much “heart” for “C” as they do for “D”
Simple straightforward reporting
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Simple straightforward reporting
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Visual analysis of open ended question Comments about Statement A Total sample
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Widely used
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Iowa Electronic Markets: political predictions more accurate than the most accurate polls at least 75% of the time Hollywood Markets: Predict box office receipts Used by: Google, Hewlett Packard, Wrigley (Global); Kraft; GE; Microsoft; Intercontinental Hotels Group; GM’ etc.
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Inner Directives®
Understanding the subconscious relationship between consumers and brands
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Inner Directives® •
Proprietary research approach
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Proven psychoanalytic technique in combination with traditional consumer research
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Explores and interprets subconscious level of consumer and brand perceptions and behaviour
•
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One on one interviews conducted under clinical conditions by a clinical psychoanalyst Meyers Briggs self complete test as a window into understanding typology, archetypes and mythological narrative Combined with one or more qualitative techniques •
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Focus groups, in-home interviews, ethnographic observations, in-store interviews and shop-alongs
Helps explain attitudes
and beliefs that underlie behaviour
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Inner Directives: Delivering deeper insights What you gain Deeper insights into attitudes and behaviours that consumers are unwilling or unable to express What you learn
How and why consumers buy How consumers experience “experiences” How consumers focus attention, acquire information, make decisions and orient to outside world
What you get
Completely new understandings of consumer relationships with categories and brands
More connected experience
and relevant approaches to delivering brand
Entirely new ways of thinking about positioning and communication platforms
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For more information on Protean Strategies call Laurence Bernstein 416 967-3337 bernstein@Proteanstrategies.com www.Proteanstrategies.com