COLGATE(PALMOLIVE(
Lean(Customer(Insights(
“Leveraging(Technology(in(our(
Innova>on(Process”(
(
Richard(Thorogood(
VP,(Consumer(&(Market(Insights(
Global(Oral(Care(
Overview(
•  Introduc>on(to(Colgate(&(our(Innova>on(
Process(
•  Using(Technology(Today(around(the(world(
•  Thinking(about(the(Future(
Overview(
•  Introduc>on(to(Colgate(&(our(Innova>on(
Process(
•  Using(Technology(Today(around(the(world(
•  Thinking(about(the(Future(
Colgate(Palmolive(
•  $17B(consumer(Sales(
•  200+(countries;(80%(sales(outside(USA(
•  4(Core(Business(Areas(
ORAL(CARE(
Colgate(
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Colgate(Palmolive(
•  $17B(consumer(Sales(
•  200+(countries;(80%(sales(outside(USA(
•  4(Core(Business(Areas(
ORAL(CARE(
Colgate(
Plax(
Elmex/Meridol(
Sorriso(
Tom’s(of(Maine(
Laser((Mynamar)(
PERSONAL(CARE(
Palmolive(
SoYSoap(
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Sanex(
Speed(S>ck(
HOME(CARE(
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Axion(
Sauvitel(
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PET(CARE(
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Science(Diet(
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Nature’s(Best(
COLGATE:(World’s(Most(Used(Brand(
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63(
COLGATE(
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Coca_Cola(
34(
Dove(
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32(
Maggi(
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Nestle(
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Pantene(
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Tide(
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Pepsi(
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year(
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Consumer(Innova>on(Centers(
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Paris(
Topeka(
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New(York(
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Insight(Plays(Key(Role(in(Innova>on(
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•  VALIDATING(
•  MONITORING(
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The(Insight(Tools(reflect(Colgate’s(
Values(
•  ESTABLISHED(
•  PROVEN(
•  GLOBAL(
•  TRUSTED(
Overview(
•  Introduc>on(to(Colgate(&(our(Innova>on(
Process(
•  Using(Technology(Today(around(the(world(
•  Thinking(about(the(Future(
The(Insight(Process(Challenges(
•  “IT’S(JUST(3(PEOPLE’s(OPINIONS”(
•  NOT(DEEP(ENOUGH(
•  OUT(of(CONTEXT(
(
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•  No(endorsement(should(be(implied(by(the(
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•  Purpose(is(merely(to(show(some(of(the(types(
of(technology(we(are(applying(to(the(
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INSIGHTS(&(TECHNOLOGY(
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through(use(of(“Emo>onal(
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•  Emo>ons(make(90%(of((
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–  Happen(faster(
–  Overrule(ra>onal(ones(
–  Ra>onal(Answer(may(not(
reflect(reality(
•  Need(smarter(tools(to(
measure…(
£10,000(Fine(for(Congratula>ng(the(
Referee(
I(want(to(congratulate(again(Mike(Dean(
(referee).(I(think(his(performance(was(
unbelievable(and(I(think(when(referees(
have(unbelievable(performances,(I(think(
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MEASURING(DEEPER(IS(CLEARLY(VITAL(
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•
•
•
•
•
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Mmm…Interes>ng(
Helpful(
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How(does(it(work?(
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Some(of(the(Challenges(
•  Many(new(measures(
–  No(consistency((no(Purchase(Intent(Equivalent)(
•  Lot(of(passion(for(“their”(approach(
–  Hard(to(judge(independence(of(POV(
•  Most(“validated”(and(oYen(have(“Academic’(
endorsers(
–  How(does(a(Layman(know(what(ques>on(to(ask?(
•  Can(I(trust(it(to(make(a(Big(Decision(
INSIGHTS(&(TECHNOLOGY(
CONTEXTUALY(
RELEVANT(
•  Too(much(current(research(is(
based(on(“recall(of(past(events”(
–  Much(of(what(we(do(never(makes(
it(to(our(memories(
–  Our(memories(are(“edits”(of(
reality(
SO(WHY(DO(WE(THINK(THIS(WILL(GET(US(
REAL(SHOPPING(EXPERIENCE(IN(A(
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KROGER(STORE(
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•  Colgate(wanted(to(understand(what(
mo>vated(shoppers(to(choose(base(
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•  Working(with(mFour(
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–  GPS(technology(iden>fies(the(next(>me(the(
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–  10_20(audio(clip(
•  Answer(some(simple(ques>ons(
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project azonto
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•
•
•
•
What(mo>vates(them(
How(they(use(our(categories(today(
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96(Individuals(13_25(
–  Nigeria,(Kenya(&(South(Africa(
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•  Allows(asking(the(Ques>ons(when(they(need(
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•  Lets(people(answer(in(a(true(conversa>on(
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•  Proven(versus(Claimed((visual(verifica>on)(
•  Accessing(people(who(may(be(difficult(to(
reach(the(“old”(ways(
INSIGHTS(&(TECHNOLOGY(
•  Qualita>ve(research(is(oYen(used(early(on(for(
Learning(&(building(ideas(
•  But(in(a(world(where…(
–  Videos(get(Millions(of(Views(in(a(few(days(
–  Amazon(reviews(are(based(100,000s(of(people(
ADDING(SCALE(
But(it(was(only(a(few(people!(
•  …Are(2(groups(of(6(people(in(Ohio(and(New(
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ADDING(SCALE(TO(QUAL(
•  US(Innova>on(Group(needed(to(gain(learning(
on(which(parts(of(a(Concept(were(resona>ng(
•  They(worked(with(Quester(
–  Qualita>ve(Techniques(
–  Quan>ta>ve(Tools(
–  Applies(AI(Based(Modera>on(
Overview(of(Process(
•  206(Interviews(in(4(days(
•  Ask(ini>al(ques>on(and(then(AI(soYware(analyzes(
the(response(from(the(consumer(simultaneously(
–  Generates(a(follow_up(probe(that(uses(their(own(
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•  The(large(amount(of(data(from(these(interviews(
is(analyzed(leveraging(second(soYware(
–  iden>fies(the(themes(in(data(and(bucke>ng(ideas(in(a(
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•  Iden>fied(the(elements(most(mo>va>ng(to(
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–  Clear(which(element(should(be(hero(of(
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•  Iden>fied(&(Quan>fied(a(Benefit(Roadmap(
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INSIGHTS(&(TECHNOLOGY(LEARNING(
•  Technology(can(be(a(powerful(enabler(
•  Can(help(provide(Truer,(Faster(&(more(
Accurate(responses(
•  Interacts(with(consumers(in(a(more(“real”(way(
•  Can(bring(scale(to(measurement(
•  Can$be$Harder$to$do$than$Current$
•  Can$be$More$Challenging$to$sell$the$answers!!
Overview(
•  Introduc>on(to(Colgate(&(our(Innova>on(
Process(
•  Using(Technology(Today(around(the(world(
•  Thinking(about(the(Future(
INSIGHTS(&(TECHNOLOGY(FUTURE(
•  What(technology(do(we(need?(
•  What(help(do(we(need?(
What(Technology(do(we(need(
•  Simple(
–  …to(Use(
–  …to(Use(around(the(World(
–  …to(Understand(
•  Proven(Predic>on(
–  Proven(to(provide(New(&(Deeper(Learning(
–  Case(Studies(of(valida>on(
•  Faster(and(Cheaper(
What(Help(do(we(Need?(
•  How(to(sell(the(new(to(people(who(grew(up(
on(the(Old(
•  How(to(fit(the(New(with(the(Current(
–  Or(does(it(obsolesce(the(Old?(
•  What(is(the(Skillset(of(the(future(to(leverage(
the(new(
–  Neuroscien>st?(Mathema>cian?(
Quantum(Mechanics(&(Insights?(
•  Technology(may(give(greater(confidence(in(
the(answer,(however(we(need(to(
remember(
–  Measuring(with(Precision(in(one(area,(may(
lead(to(lower(Precision(in(another(area(
–  Events(before(a(Singularity,(do(not(predict(
events(aYer(it(
•  Judgment,(Intui>on(and(Experience(must(
not(be(ignored(
COLGATE(PALMOLIVE(
Lean(Customer(Insights(
“Leveraging(Technology(in(our(
Innova>on(Process”(
(
THANK(YOU(