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SpencerHall Capabilities Overview


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SpencerHall Capabilities Overview

  1. 1. Turning Consumer Insights Into Business Breakthroughs. CAPABILITIES OVERVIEW
  2. 2. You may hear your consumer, but are you really listening?
  3. 3. Consumers today want to have a relationship with the brands they buy, which means they want to be heard and they expect you to listen. But research and data can only take you so far. Insight, judgment and experience are essential ingredients in deciphering the consumer opportunity and creating real breakthroughs. At SpencerHall, our focus is to be a true strategic partner for our clients.  We share a passion for consumer discovery and innovation, and have a proven track record of success.  There are no junior partners here: we each have 15-25+ years of relevant experience, and love what we do. We bring that energy and enthusiasm to all our projects, leveraging incisive strategic and creative thinking borne from our experience.
  4. 4. Research The first thing on a consumer’s mind is the last thing you want to know. We create dynamic situations and scenarios that encourage consumers to explore unfamiliar territory, uncovering new insights and triggers. We focus on uncovering actionable, forward looking insights that can be the basis for business breakthroughs. Our capabilities center on creating customized qualitative research in the US and globally. 1. Proprietary techniques that go deeper than conventional research. 2. Ethnographic Studies that provide a real-world view into consumer practices and compensatory behaviors. 3. Sounding Boards™ online research tool allows you to work with your consumer on an iterative basis, to create thinking partnerships that result in deeper insights and brand exploration.
  5. 5. Consulting There’s no time to wait for a big idea, and with SpencerHall, no need. The demand for breakthrough ideas is intensifying, but at the same time, barriers to innovation are increasing. SpencerHall breaks through those barriers to give you customized innovation programs that lead your team from the front end through pre-market validation. Our Disciplined Creativity™ process uncovers unarticulated needs and insights that become the foundation for generating true breakthroughs. 1. Transforum® - Springboards beyond conventional thinking by blending the expertise of your team with our Brain Trust of creative thought-leaders in a dynamic online ideation forum. 2. Flashpoint™ – Our brainstorming process inspires your team‘s creativity with proprietary stimuli, expert perspectives and fresh insight. 3. Re/Discovery™ - We help you uncover the insights and new technologies you may already have within your company, revealing the next big idea.
  6. 6. Consulting Turning consumer insights into business breakthroughs. Many products fail because they lack a key ingredient – true insight. They fail to discover consumers‘ core motivations and unarticulated needs. The result: they fall short of delivering a higher order connection– that striking combination of a compelling functional benefit and meaningful emotional bond. SpencerHall has proven expertise in crafting concepts that generate consumer action.  We‘ve created record setting concepts for companies such as Coca-Cola, Procter & Gamble, and SC Johnson. We help clients develop winning propositions: 1. Concept Writing - Proven effectiveness in crafting concepts that are clear, differentiated and compel consumer action. 2. Brand Positioning / Brand Architecture – Insightful strategic and creative thinking to develop frameworks for sustained business momentum.
  7. 7. Food & Beverages Beauty & Personal Care Health & Wellness Campbell‘s Soup Alberto-Culver Bausch & Lomb Coca-Cola Chattem CIBA Vision Dean Foods Gillette Cyberonics Frito-Lay Procter & Gamble GlaxoSmithKline General Mills Johnson & Johnson Hershey‘s Financial Services Pfizer McDonald‘s Chase Bank Cardinal Health Care Minute Maid Company Fidelity Investments Pierre Foods GE Capital Appliances Reckitt Benckiser Higher One General Electric Welch‘s National City/PNC Bank Oreck WhiteWave Royal Appliance Wm. Wrigley Jr. Company Apparel & Fashion Hanes Brands Technology & Services/Media Household & Office Products Luxottica/LensCrafters Cincinnati Bell Cardinal Brands Timberland Reliant Energy Dial Corporation Kalamazoo Gazette Duracell Spirits Hallmark Bacardi Advertising & Design Levolor Brown Forman Ad Council S.C. Johnson Jim Beam BBDO Scott‘s Miracle-Gro UDV Saatchi & Saatchi
  8. 8. CLIENT TESTIMONIALS “We had a challenging, ambitious project in that we needed to obtain foundational insights about consumers' interaction/behavior with the product AND their emotional connections AND ultimately have them weigh in on positioning territories - many layers of questions and insights needed, without the budget for a multi-phase/multi-technique approach. SpencerHall and their Sounding Board process exceeded our expectations every step of the way. They are totally engaged and share our determination in reaching our end objective. They are methodical, analytical, thinking, smart, creative people. And really enjoyable to work with!” McDonald’s “With its team of senior-level strategic thinkers, SpencerHall not only led us through the ideation process to get to great ideas, but also provided unique research methodologies. I highly recommend SpencerHall for any company looking to quickly, efficiently, but smartly, build innovation plans for its brands.” Jim Beam Brands “Leveraging SpencerHall’s strategic skills, innovative techniques, and insights helps us translate consumer feedback into clear actionable results. I look to SpencerHall as a business partner who truly understands our business and our consumers.” Cincinnati Bell “The SpencerHall team has an impressive blend of strategic and creative skills that enabled them to develop and lead an innovation program that generated a portfolio of compelling new products that will drive our business for years to come. What’s more, they helped us identify an overarching brand promise that all the new products delivered against, helping create a clear strategic platform for the Brand.” Hanesbrands
  9. 9. NewProducts SpencerHall’s staff has created the following new brands, including innovation, positioning and concept development, and execution of the idea to market. PLUG-INS SCENTED OIL
  10. 10. INSIGHT Insight generation tools and case studies of real projects highlighting GENERATION our specialized techniques and skills.
  11. 11. When you only spend an hour or two with your consumers in a focus group or interview setting, you’re only getting a glimpse of their lives, and how your Brand fits into it. SpencerHall‘s Sounding Boards is a proven online research tool that enables clients to create ―thinking partnerships‖ with their best customers and prospects, enabling multiple points of contact to build a relationship, and thus revealing deeper insights. Sounding Boards gives you the ability to work on an iterative basis with your target, to learn, create and optimize. You can obtain insights and feedback that reflect the realities of your target‘s day- to-day lives, and how they experience a brand or category. With Sounding Boards, you can uncover and better dimensionalize need states and insights that connect them to a category, platform, or brand.
  12. 12. Our proprietary software interface makes participating in the Sounding Boards fun and easy for respondents and clients, and offers a range of benefits and capabilities:  Ongoing, iterative conversations that can span days, weeks or months  Private ―chats‖ or group discussions, including in real-time.  The ability to conduct surveys for concepts, packaging, advertising, positioning, etc.  Electronic Storytelling and Visualization exercises.  Interactive format ideal for consumer-driven idea generation and concept building.  Streaming video function protects confidentiality. With Sounding Boards, you can bring together your best prospects, dimensionalize different consumer segments and even gather hard to reach groups, as well as geographically diverse targets from around the US or globally. It‘s also ideal for obtaining candid feedback from project teams, retailers or other partners.
  14. 14. Case Study An alcoholic beverage client wanted to create new products and rekindle interest in their Brand. We conducted Sounding Boards among bartenders from a range of venues across the country, and they provided fresh insight into needs, habits and practices. As part of this, we had bartenders create new drink ideas and try them out with their customers, providing us with a real world creative laboratory. We then conducted a Flashpoint ideation session in Las Vegas, where part of the stimulus was having client teams visit the hottest bars/restaurants to experience their ‗signature‘ cocktails. All this learning came together in an ideation session that leveraged our new learning to create a platform of new product ideas. .
  15. 15. Case Study A greeting card company was developing a new relationship building product with an online component targeted to both younger and older consumers and needed to understand how it would be accepted by consumers. We recommended our Sounding Boards online research tool to interact with both the sender and the recipient to understand all the emotions surrounding sending the card and receiving the card. We first interacted with the sender to understand more about what they wanted to communicate via the card. We then sent them card prototypes in the mail and had them choose a card to send to their recipient. Once the recipient received the card, they went online to experience the online aspect, then linked to our Sounding Boards site to discuss their reactions and builds.
  16. 16. Case Study Feeling that their brand was outdated and non distinctive, a client was unsure how to approach product innovation. Our iConnect™ methodology (conducted online or in person), enables us to uncover tacit information—those beliefs, perceptions and behaviors that are inherent but often unrecognized and unarticulated by the consumer. iConnect allows consumers to articulate their emotional connection to a product or category using visual stimuli . With iConnect, we were able to uncover deep brand connections that still resonated with consumers, helping us define a relevant field of play for innovation.
  17. 17. l iConnect Sample
  18. 18. Case Study As a lead in to an innovation project for a packaged good firm wishing to enter the home organization/storage category, we visited consumers in their home to identify problem areas for home organization/storage and capture emotional insights about how disorganization made them feel. Using our Guest of Honor technique, we ‗secretly‘ brought with us a home organization expert, who first observed the respondent and their unmet needs. We then revealed the expert to the respondent and watched as the home organization expert offered suggestions for fixing their problem areas. We then went shopping with the respondent to purchase products to fix their organization problems, then went back into the home to observe them actually using the products. Based on this entire transaction we were able to identify problems and solutions that truly delighted the consumer, as well as expert guidance on how to turn consumer problems into product opportunities, which provided key levers for innovation.
  19. 19. Case Study A major snack food manufacturer needed to understand snacking behavior to address brand issues and a changing category. We placed video cameras in several locations in consumers‘ homes to capture general eating and snacking behavior at different parts of the day and week. This allowed us to observe the respondents‘ ‗real‘ behavior and the context for the snack choices they made before actually meeting them. We then went shopping with them to understand their snack choices. After the shopping visit, we went to their homes to view pantry stocking behavior, as well as watch the family interact with the snacks. The insights gained in this project helped the brand re-stage the brand via updated package messages and new brand communication.
  20. 20. Case Study A plant care manufacturer was looking for ways to grow the category among new users. We took non-user respondents to their usual home goods store to bring them face-face with the product category and observe their reactions at this Moment of Discovery. Respondents had to purchase a product, and we went with them to their home to observe them using it. Based on the insights that were revealed, we completely reconfigured the shelf set, modified packaging communication hierarchy, and developed in-store messaging to attract non users.
  21. 21. IDEA Two distinct innovation processes to provide the discipline and CREATION solutions that are best for your business and organization.
  22. 22. One of the biggest inhibitors of innovative thinking is institutional knowledge. This “conventional wisdom” makes it nearly impossible to think outside the box teams have built around themselves. SpencerHall‘s Transforum® springboards beyond conventional thinking by blending the expertise of your team with creative thought leaders in a dynamic online ideation forum.  Our Brain Trust includes futurists, cultural anthropologists, engineers, consumer psychologists, trend spotters, inventors, chefs, authors and artists. Participants ideate from anywhere in the world, logging on periodically over the 3 day session, to create, probe, and build on ideas. Everyone sees and builds on each others' ideas to create real forward thinking momentum. Artists also contribute sketches to bring ideas to life, providing further stimulation to everyone. Hundreds of ideas, build outs and visuals will be generated, capitalizing on the energy and diverse perspectives that are participating.
  23. 23. Below is a sample of some of the individuals in our Transforum® Brain Trust: Social Trends Expert: An expert on societal trends especially related to women, children, families. Former staff editor at Ladies' Home Journal, Glamour and Parents magazines. Technologist: Former VP of R&D and Chief Scientific Officer for two leading packaged goods manufacturers, bringing a wide experience to bear on how science-based consumer businesses use consumer insight and technology to grow revenues and how risks are assumed and managed. Consumer Psychologist: An expert in consumer products marketing, brand management and consumer behavior, with extensive knowledge on positioning multiple category products, marketing radically new products and the advantages of strong brands. Consumer Behavior Expert: Current Professor of Marketing and a former faculty member of the Sloan School of Management at MIT. Author of a number of books on consumer behavior, and applying social cognition to consumer-focused strategies. Society and Culture Expert: Researcher and Teacher at Harvard University about Positive Psychology and the Science of Happiness.
  24. 24. Getting Started We create a Transformation Plan that captures the innovation objectives, key insights for innovation, and capabilities/limitations that can influence idea generation. This is shared with all Transforum participants when they first access the site to ensure everyone is aligned. Mind Expansion Participants ideate from anywhere in the world, logging on periodically over the 3 day session, to create, probe, and build on ideas. We typically suggest blocking out 45 minutes several times a day to ideate on the site. Additional creativity exercises and expert presentations are posted on the site to help stimulate divergent thinking. Everyone sees and builds on each others‘ ideas. Ideas can be grouped by category, making it easy to ideate across multiple categories. At the end of each day, SpencerHall recaps the ideas that have been generated, making it easy to see the breadth of the exploratory, and identify any areas to emphasize in the subsequent days. Synthesis and Convergence At the conclusion of the brainstorming, we will transfer the idea recaps to our Appraise survey software, and send links to the survey to designated client personnel. Team members will be able to individually rate each idea, and provide any commentary they would like on each idea. We will then tabulate the responses, resulting in a prioritized list of ideas that merit further development.
  25. 25. This is where participants view the Transformation Plan and Expert slide shows. The New Message light flashes when a new message or presentation has been posted. The blue buttons let you decide to view and build out ideas: chronologically, by category, since you last logged on, or your own ideas.
  26. 26. When you click on the New Idea button, an Idea Sheet appears, encouraging participants to think completely about the idea. Ideas are created using a format that captures the consumer insight, the benefit/promise, and the support/reason-to-believe. You can spell check the idea or to let an idea percolate, you can click the Save State button and hold the idea until you are ready to post it.
  27. 27. This is an example of what a posted idea and builds look like. The original idea is posted and then visuals and build-outs are automatically posted under each idea. You can see which areas are generating the most enthusiasm by the caliber of builds under the original idea. Over the course of the Mind Expansion session, hundreds of ideas and builds like this will be generated.
  28. 28. At the conclusion of the brainstorming, we will use our Appraise survey software and send links to the survey to designated client personnel to vote on the ideas. Team members will be able to individually rate each idea and provide any commentary they would like on each idea.
  29. 29. Mean Rating Distribution Heart Monitor Plus 9.5 We will then tabulate the Enhancement Leg/Arm Braces 9.3 responses, resulting in a Stretch Enhancer 9.2 prioritized list of ideas that Posture Check 9.2 merit further development. Cooling-Heating Wrap 9.1 Ice Massage 8.9 Women's Muscle Care Line 8.8 5 Hour Stress Relief (Physical and Mental) 8.7 Miracle Knees 8.5 Sports Prep 8.3 Performance Boosting Workout Wear 8.3 Lean To It 8.2 M-Pods 8.1 Moist Heat 7.9 Performance Boosting Workout Wear 7.8 Body Tension Diagnosis Screens 7.6 Vita Dose 7.1 Immunity Boost 6.8 Aroma Therapy On the Go 6.6 Wellness Series 6.5 Wellness Website 6.3
  30. 30. Case Study Creating school lunch options that would satisfy students, administrators and nutritionists alike was the challenge brought by a large food services manufacturer. We utilized SpencerHall‘s proprietary TransforumTM online ideation tool to harness the creative energies of our Brain Trust team of outside creative experts, along with the client and SpencerHall teams. Over a 3 day period, we generated a wealth of new ideas that delivered great tasting, nutritious and cost effective foods that delighted all target groups, providing a pipeline of new products that allowed the client to stay relevant with its key constituencies.
  31. 31. The demand for breakthrough ideas is intensifying. You can be patient and hope a big idea comes along, or rally the troops and paper the walls in hyper- brainstorming sessions. We've found that true innovation demands more. SpencerHall's unique Flashpoint ideation process helps clients connect with their consumers, ensuring the team sees, feels, thinks and reacts through the consumer’s heart and mind. We know that the mind sets neural pathways that help us solve problems every day, without having to "reinvent the wheel." However, those set pathways can lead people to the same ideas over and over. At SpencerHall, we've developed proprietary techniques that break through those neural paths to generate truly innovative new ideas. We believe that a mix of disparate perspectives helps create an "alchemy" of truly breakthrough thinking, so in addition to the client and SpencerHall teams, we include relevant outside experts to share their insights and help brainstorm. We also include an artist to help bring ideas to life.
  32. 32. Typically, the Flashpoint session runs for two days. We conduct the sessions in venues that are reflective of the assignment, and conducive to creativity:  The Hot Pink Suite at the Palms Hotel in Las Vegas for a liquor innovation project.  A botanical garden for air freshening.  Major league ballpark for male grooming products. Prior to the Flashpoint session, participants are given Idea Journals that include fun ―homework‖ assignments to help them get immersed in the target. We begin the Flashpoint session with a ―Meeting of the Minds‖ to ensure the entire team is grounded in key objectives and focus areas. This includes translating consumer insights into posters that are kept on display, to literally surround the client team with their consumers. Then, our Flashpoint facilitators stimulate revolutionary thinking among participants, using a series of creative exercises developed by our Consumer Psychologists. Some techniques involve the entire group, others small breakout teams, and yet others are done individually. Ideas are captured on our special Idea Builder sheets, to ensure we are generating holistic ideas that are grounded in consumer insight.
  33. 33. Case Study We led a comprehensive consumer immersion and innovation program for a major line of hair care products. Our Discovery research plan included a series of research encounters with both consumers and hair stylists , whom consumers turn to for professional advice on the products that are best for their hair. We challenged respondents with a ―Pre-Stimulation‖ exercise to create ideas for breakthrough new hair care products. This resulted in identifying a number of major new product areas that went far beyond conventional product forms/ benefits. We used these themes as the foundation for our Flashpoint innovation session, where we brought together the client and SpencerHall team with outside experts that expanded our thinking. The result was a multi-year pipeline of breakthrough new products and forms created in just two days.
  34. 34. CONCEPT Developing, optimizing and quantifying concepts that emerged DEVELOPMENT from the innovation phase. & VALIDATION
  35. 35. Identifying the big idea is only part of the challenge of creating winning new concepts. Great ideas can fail if they are not communicated well. SpencerHall has proven expertise in crafting positioning and new product concepts that are clear, compelling, and that generate consumer action.  We have created concepts that set company records for clients such as Procter & Gamble, Coca-Cola and SC Johnson.  We are routinely called upon to create positioning directions for clients who have struggled with how to frame their product so it truly connects at the critical intersection of functional and emotional benefits to create a higher order proposition that is truly meaningful.
  36. 36. Case Study A quick serve restaurant wanted to re- invigorate consumer passion for a core menu item that had lost its relevance to many consumers. Our Sounding Boards were conducted among several consumer segments, including users who were frequent consumers of the product. We conducted a “forced deprivation” exercise where they could not eat the product for 2 weeks, and had to keep a journal capturing when they craved it, what they ate instead, and how they felt about that. At the end of the 2 weeks, we had them eat the product again, and describe that experience, uncovering incredibly rich and powerful sensory and emotional cues for positioning directions that generated very positive consumer response. This learning resulted in new brand positioning that created a stronger emotional connection with consumers.
  37. 37. LifeStory Insights Positioning Directions Headline was here Text was here Text has been removed for client confidentiality
  38. 38. SPENCERHALL PROJECT TEAM Nancy Spencer Nancy is an expert in consumer understanding, strategic positioning and idea generation. She has pioneered new research techniques to uncover new, deep consumer insights and behavior discontinuity, leading to successful competitive product positioning. Prior to co- founding SpencerHall in 1996, Nancy was Group Vice President, Account Director/New Products, at Northlich Stolley LaWarre, agency of record for Procter & Gamble‘s idea generation and new product strategic development, where she helped create several major new brands for P&G including FemStat, Dryel and Fit Produce Rinse. Jonathan Hall Jon is a patented inventor with a proven track record in creating innovative new concepts and powerful branding strategies. He has a real aptitude for discovering patterns and themes in consumer behaviors/attitudes, and using that as a basis for crafting breakthrough ideas. Jon is a sought after speaker, sharing inventive approaches for insight generation and creativity in a variety of marketing, research and university forums, as well as on national programs such as the CEO Show and The Advertising Show. Prior to co-founding SpencerHall in 1996, Jon spent 14 years in Brand Management at Procter & Gamble. His tenure included acquiring and re-launching Old Spice and introducing High Endurance Deodorant, as well as serving as Director of Beauty Care New Ventures where he created Olay Daily Facials. Denise Anderson Denise has over 18 years of experience in creating innovative new product ideas, developing positioning and identifying consumer insights. She has a proven ability to listen and connect with consumers to uncover unique consumer needs and insights for developing new product ideas, concepts and new technology. After receiving her MBA from Duke, Denise worked for RJR Nabisco, S.C. Johnson & Sons, Inc., and The Coca Cola Company. She has brand marketing and new product development experience with a wide range of brands and product categories such as: Food, Beverages, Personal Care, Household Cleaners and Insect Control.
  39. 39. SPENCERHALL PROJECT TEAM Lara Kudryk Traska -Lara is a creative and strategic marketer, with a focus on consumer understanding, ideation and concept development. She is uniquely adept at integrating consumer insight, market data and intuition, leveraging these into winning new product concepts. As a moderator, Lara has a natural ability to connect with respondents, allowing her to uncover fresh new insights that form the basis for breakthrough ideas. Her experience spans a range of categories, including food/beverage, textile/fashion, financial services, health and personal care. Prior to joining SpencerHall in 2007, Lara led global color innovation and design on the Olay and Cover Girl brands at Procter & Gamble. Other experience includes brand marketing at Maybelline and Kellogg‘s. Lara has an MBA from Georgetown University. Janine Lossing -Janine approaches qualitative research and innovation from the mindset of a true brand marketing professional. After receiving her MBA from Duke, Janine went into the advertising agency side of the business, working closely on new product innovation for Procter & Gamble, and helping launch products such as Swiffer, Femstat and Dryel. Janine has been a moderator with SpencerHall since 1999. Having worked in both the client and supply-side of organizations, Janine has expertise on ―both sides of the glass‖. She brings expertise in strategy and concept development that she uses to provide her clients with more input and depth than just moderating focus groups. She has a unique ability to put a human face on the demographic data and help clients make informed choices. Janine‘s moderating experience spans a wide range of products, from health care to food to beauty care, targeting women, men and children of all ages. Carole Walters -Carole has proven experience in innovation and research projects across a wide range of industries, including consumer package goods, fashion, food & nutrition, technology, financial services, personal care and pharmaceuticals. She plays a key role in product ideation and innovation and has a real aptitude in uncovering the emotional insights that are most meaningful to strengthening brand connections. Carole also has extensive experience with business respondents in technology and financial services as well as youth targets ranging in age from age 8 to 18 in food and beverage and technology. Prior to joining SpencerHall in 2000, Carole was a senior executive involved in marketing and innovation with over 20 years of experience on the agency side. .
  40. 40. SPENCERHALL PROJECT TEAM Susan Baggott - Sue is an expert in consumer and technical/new product innovation. She has a proven track record of uncovering deep consumer insights and creatively translating them into new product concept, brand positioning and technology breakthroughs that deliver global business success. Prior to joining SpencerHall in 2002, Sue was an Associate Director of Global Research and Development at Procter & Gamble with extensive international experience in consumer understanding, strategic new business development and brand equity positioning. Some of Sue's product development breakthroughs recently in the news include: Cover Girl 'Outlast'/ Max Factor 'Lipfinity' Lip Color and Pampers Customized Premium Diaper Line Up. Angela Fullen - Angela has a powerful combination of strong analytical skills and broad based marketing expertise. Her interpretation of the new product process and market dynamics has translated into successful new product launches and effective marketing strategies. Angela brings a pragmatic approach to marketing with her innate ability to uncover the essence of consumer insights and behaviors, and translate that knowledge into actionable outcomes. Prior to joining SpencerHall, Angela developed her skills over 15 years of marketing experience with key brands such as Avon, L‘Oreal, Garnier, Borden and Classico. Angela has a B.S. from Northwestern University and an M.B.A. from Kellogg School of Management. Pam Branam - Pam has over 16 years of large account sales and sales management experience which includes building not only relationships with key clients but friendships. Pam's extensive business knowledge and market experience makes her very adept at understanding client needs, and developing creative solutions to meet those needs. Pam has a proven track record of excellence, working with companies such as Novell, Cisco Systems and Symbol Technologies. She has a fierce commitment to client satisfaction.
  41. 41. Putting it all together SpencerHall’s Disciplined Creativity™ process provides a full suite of capabilities so we can be a true strategic partner in global innovation.  Proprietary research methods uncover fresh insights and unarticulated needs for positioning and new product development.  Proven innovation processes leverage a variety of perspectives for truly divergent thinking.  Concept writing expertise that set company concept testing records for clients such as Procter & Gamble, Coca-Cola and SC Johnson.  Optimization and validation methods help define the most promising new opportunities. Visit us at to learn more.