BRAND INNOVATION THROUGH HUMAN INSIGHTS / ONLINE

Instructor: Haluk Sicimoğlu

• Understanding Needs
• Questioning established beliefs
• Capitalizing on Trends

Understanding Needs

• The “Jobs to Be Done” Model: The types of “jobs” consumers undertake throughout their lives
• The “Jobs to Be Done” Model: The types of “jobs” consumers undertake throughout their lives
• The “Jobs to Be Done” Model: Small Jobs, Big Jobs, Unexpected Jobs, Routine Jobs
• The “Jobs to Be Done” Model: Understanding the Nature of “Consumers’ Jobs”
  • Job descriptions are subjective
  • Work motivation is emotional
  • The definition of success is emotional
  • People derive emotional satisfaction from their work results
  • People pay an emotional price to get the job done

The Emotionomics Model: Understanding How the Human Brain Works

• • We have three brains: the sensory, the emotional, and the perceptual
  • The Dominance of the Emotional Brain in Human Decision-Making
  • The “Human Zoo” Model: Understanding the 7 Basic Drives
  • Reproduction
  • Protection
  • Youth
  • Pregnancy
  • curiosity
  • Belonging
  • Reputation
• The “Jobs to Be Done” Model: Understanding the Stages of a Task
  • Define
  • Find
  • Get ready
  • Rest assured
  • Apply
  • Follow
  • Edit
  • Finish
• The “Jobs to Be Done” Model: Understanding Needs at Each Stage of a Task
  • What does the consumer do at each stage?
  • At what stage does a brand innovate?
  • Examples from around the world and from Turkey

Questioning Established Beliefs

• The Need to Question Established Beliefs
• Examples from the history of science and art around the world
• Examples of ideas from recent history in the business world
• It’s Not What We Thought: “Examples of Stereotypical Perceptions About Consumers”
• The “Marketing Metaphoria” Model: “Questioning Our Judgments About Products and Brands”
• 7 Metaphors That Help Us Define the Meaning of a Product and a Brand for People

Instructors: Haluk Sicimoğlu & Eylül Demircioğlu Er

Capitalizing on Trends

• trendwatcing.com Tool Kit: Global Marketing and Consumer Trends
  • Acts of kindness, good deeds
  • The Economy of Uncertainty
  • Technology is not just technology
  • The Post-Demographic Era
  • Local Love
  • Status Hunting
  • Ways to Recover
  • My Universe
  • Consumer Games
  • Transience
  • New Perspectives on Values

Brainstorming and Discussion

As part of the training program, examples from global brands will be shared and discussed with participants.

Insight-Driven Innovation Practices from Unilever Food Solutions (UFS)

“Insight-Driven Innovation Practices” from Unilever Food Solutions (UFS)—an innovative company brought to life by chefs who understand all too well the challenges we face in the kitchen every day, and which is therefore focused on making our lives a little easier with every step it takes; a company that aims to inspire people and support them through training and the best product solutions.