Dare to Be Different

Every so often I find myself in a conversation with a brand manager whose objective is to develop a concept, package or positioning that differentiates them from their competitors. Yet they propose to achieve this with the same research approach that everyone else is using. This leaves me scratching my head. I think that by following the same protocols clients will end up in the same place as their competition. This conundrum is analogous to the challenges faced by the automotive industry when all companies used the wind tunnel as the linchpin of their design approach.  The result of this was years of cars all looking the same, because they followed the same inherent, aerodynamic shape.  Congratulations: parity by design. It was only when this similarity became evident in practice that the industry realised they did not have differentiation. Furthermore, when the pure aerodynamic design was explored in detail it was discovered that the benefits in terms of fuel consumption only really became apparent at speeds way above the legal driving speed in most countries! Market research and insight professionals sit in an influential position to lead change for their companies in their pursuit of differentiation.  Perhaps Jeff Hunter, formerly of General Mills, captured this thought best at the MRS Conference a few years back – here’s a clip of his presentation.  He eloquently challenges us to seek alternate routes at the 1:57 time mark. So, does your company seek competitive equilibrium?  If the goal is to be the SAME then, by all means, walk into the wind tunnel.  In this way you will follow the same exact methods as your competitors, act on duplicate insights and in all likelihood achieve very similar results. But if you dare to be different, then partner with an agency that is nimble and excited by the opportunities that new methodologies bring.  Can you imagine the innovation that could result from that kind of energy?

Do Consumers Want Green Coca-Cola?

Earlier this month, Coca Cola unveiled its latest innovation. No, not a new beverage formulation. But a novel vessel for its products – a fully recyclable plastic bottle made entirely from renewable plant materials. Chalk one up for Planet Earth, as the “PlantBottle™” is a move away from petroleum based materials. Using a patented method that turns natural plant sugars into plastic bottle ingredients, Coca-Cola launched an earlier version in 2009 that was 30% plant-based – this 2015 edition is 100% bioplastic. According to a profile in Plastics Today, Coca Cola believes PlantBottle™ packaging is “estimated to have helped save the equivalent annual emissions of more than 315,000 metric tons of carbon dioxide.” Coca Cola’s move is just the latest by an iconic brand looking to embrace more sustainable packaging. Other recent “green” newsmakers have included Method, Hershey and Clorox. But are these just good, practical business tactics or are companies making changes in response to a growing consumer trend? Is sustainability becoming a concern among everyday consumers? Is it increasingly something that companies should consider when exploring brand extensions, new product development, and packaging design? According to our study on the subject, the answer is yes. While U.S. & U.K. consumers conveyed a basic understanding of sustainability, there were strong associations around the idea of preserving the environment for future generations. Our insights suggest that products with a sustainability label have a higher likelihood of success, as 80% of consumers said they would be more likely to purchase clearly-marked environmentally-responsible products. In our study, we asked consumers to both verbalize and visualize their personal associations with sustainability. Brands looking to capture the hearts and minds of eco-aware consumers may want to take note. Positive words that came to mind include renewable, green and recycle. Negative ones included pollution, waste and greed. Visualization of sustainability resulted in imagery around preserving the environment and health (interestingly, in another study we recently led to learn what Healthy means to consumers, participants mentioned that taking care of the environment was a dimension of Healthy). While consumers may not have a full grasp of specific corporate sustainability initiatives, they did have definite ideas about what values they associate with sustainable brands: integrity, trust and authenticity. As companies seek to help consumers navigate an ever overcrowded sea of choices toward their product line, sustainability can be an important competitive differentiator on shelf – as long as it can be communicated in a meaningful manner. Consumers expressed willingness to buy products from companies that align with their personal values. This creates an opportunity for brands to become a functionally and emotionally relevant solution at purchase For more information on BuzzBack's Sustainability study (or the one on Healthy), click here.    

Campbell's Brewing Up More Business with Keurig

With crisp mornings becoming more regular here in New York, talk in the office has turned to cold weather comforts. That’s when I learned about the latest offering for Keurig coffee makers – Campbell soup pods! This is a neat idea (given the popularity of the coffee brewing system) and it’s the perfect real life example of how a brand is turning to packaging innovation to spur growth. In the media push around the announcement, Campbell’s is positioning the soup pods as a snacking occasion. Here at BuzzBack we are increasingly seeing brands engage in research to uncover ways that packaging or product delivery might increase purchase, and like Campbell's, create new triggers for consumption. Our creative visual and projective techniques have helped other brands uncover unmet needs in current behavior (some of which packaging can solve). Consumers are also able to illustrate the current product experience revealing opportunities to improve the way the product is delivered, stored, transported, and even thrown away. We've worked on bulk packs, minis, baby/toddler foods, and resealable (ever wondered where to store that giant pack from Costco?). What might consumers tell you about where packaging or other unconsidered opportunities could take your brand next? I'd say the Soup Nazi might be getting nervous!