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Innovation driven by qualitative insights
- 1. ©2016 The LEGO Group Innovation driven by qualitative insights DIGITAL 2016 AARHUS UNIVERSITY CONFERENCE Sabine Müller, Sr. Analyst, Global Insights, LEGO
- 2. Today, I will talk about… │ Myself - Background and current work │ The LEGO Group - at a glance │ Market Research / Global Insights – How qualitative consumer insights drive innovation efforts │ Methodology Innovation - How digitalization offers new ways of collecting and analyzing consumer data │ Take-aways ©The LEGO GroupPage 2
- 3. Who am I? ©The LEGO GroupPage 3 What do I do? Why this drives me?
- 4. ©The LEGO GroupPage 4 Innovation & Trends Data Analytics & Big Data Industry & Competitor Markets & Shoppers Brand & Business LEGO Experiences GLOBAL INSIGHTS
- 5. The projects I am involved in Foundational research • Knowledge platform • Future strategy • Business decisions • Understand trends & megatrends Concept research • Exploring and evaluating new ideas, themes, stories • Identifying elements of impact – what works and what doesn’t? Communication research • Evaluating comprehension and appeal of communication material • Understanding communication platforms
- 6. The LEGO Group At a glance │60% product innovationsevery single year
- 7. Our Mission Inspire and Develop the Builders of Tomorrow …by globalizing and innovating the LEGO System in Play
- 8. At a Glance 35,780 turnover 2015 operating margin employees End 2015 of sales are novelties Sold in more than countries 10 years of consecutive growth The largest toy company in the world million 34% 130 60% 15.462 Danish family owned More than
- 9. Market Research Global Insights │How qualitativeconsumer insights drive innovation efforts
- 10. Product innovations timeline ©The LEGO GroupPage 10
- 11. To be innovative, understand your consumers! What are they buying and why? What do they think about our products? What digital platforms do they use? What do they think about our campaigns? Where and how do consumers shop? What do they think about new LEGO concepts and ideas? How many are buying LEGO products and which? What are differences and similarities across markets?
- 13. 1990’s Innovating Inside the Box Innovation needs to be insight-driven! 2005 > today Innovating Around the Box
- 14. ©The LEGO GroupPage 14 In 2011, 90 % of LEGO’s consumers were BOYS “Construction toys had never worked for girls, for whatever reason…”
- 15. Adding an entire new consumer group! - Girls ©The LEGO GroupPage 15 1997 Innovating Inside the box 2012 Innovating Around the box
- 16. First: What do the Girls of today like? How they live What is important to them What toys they have Their rooms express who they are, their aspirations and preferences.
- 17. Answer: Girls like friendship and peace │When girls build, they tend to play on the inside │Girls love little details │Everyday-life play The Lego Friends story centres on the everyday lives and personalities of 5 girls in a fictional town called Heartlake City. Each of the friends has a distinct personality and interests, such as animals, performing arts, invention and design, that are reflected in the models. ©The LEGO GroupPage 17
- 18. Digitalization Methodology innovation │How digitalizationoffers new ways of collecting and analysingconsumer data
- 19. Digitalization forces change upon the business of market research │ A digital, social and mobile revolution is under way │ Altering how consumers engage with media, shop, browse, and tell others about their experiences │ Researchers have new opportunities to seize new media and platforms │ Market researchers need to adopt and master new methodologies Source: Greenbook Research Industry Trends Report 2015
- 20. New methodologies support better, faster and more accurate qualitative consumer insights Eye Tracking Facial Coding EKG/EEG BIOMETRIC TOOLS Mobile/Digital Ethnography Social Media Netnography Online Usability Online Communities ONLINE METHODS Research Gamification Wearables Based Research Virtual Reality EMERGING METHODS
- 21. New Market Research technologies are trending Source: Greenbook Research Industry Trends Report 2015
- 22. Eye Tracking & Facial Coding Source:www.tobiipro.com/
- 23. Eye Tracking & Facial Coding │Understand where consumers look and how they feel about that stimuli │Can support fast iterations in packaging development │Do consumers see and notice a package on the a cluttered shelf? │How well do kids understand our building instructions? Source:www.tobiipro.com/
- 24. Mobile Ethnography & Digital Diaries │“An ethnographer in your pocket” Source:www.ethosapp.com
- 25. Mobile Ethnography & Digital Diaries │Understand the consumer journey │“Watch” as parents and children go about their lives │How are they playing in their natural setting? │How do they relate to LEGO products or prototypes in different moments of everyday life?
- 26. Other methodology innovations include │Wearable Tech for tracking play behaviour │Netnography to track consumers’ lifestyle, product & brand choice │Online Communities to collaborate, co-create, engage and innovate with consumers (ideation-iteration-validation)
- 27. Take-aways Qualitative consumer research cannot be replaced Big Data Analytics is on the rise and surely important, but qualitative research and interpretation of consumer inputs is absolutely invaluable to understand consumer behaviour and needs which ultimately aids innovation. These are exciting times to be a researcher Market researchers need to experiment, adopt and master new innovative methodologies. Join us in Global Insights at LEGO! https://www.lego.com/en-us/careers ©The LEGO GroupPage 27 1 2