Tim Kidd TNS Worldpanel

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The Pleasure and Pain of International Insight
Tim Kidd TNS Worldpanel
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This Looks Like Fun, But It Must Hurt..
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The Pleasure and Pain of International Insight

• Who am I to talk?
• What is Insight (and does it consultancy?)
• Implications of Internationalisation
• Some pleasure
• Some pain

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TNS Worldpanel

• The continuous consumer panel division of TNS
• 51 countries
• First launched in 1964 (UK)
• Not present in New Zealand
• 500 clients FMCG manufacturers and retailers
• 50 of business has some form of multi-country
  service
• Global scale, local sensitivity

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Insight? What does the dictionary tell us?

• Insight grasping the inner nature of things
  intuitively
• Insight a clear or deep perception of a
  situation
• Insight the clear understanding of a complex
  situation
• Insight 6th sense

so thats where TNS got its strap line from an
internet thesaurus!
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Insight What do the clients tell us?
We have lots of information but total
inaction. People hide behind information
rather than make decisions
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Defining Insight is not easy!
Ann Perkins Heinz UK
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Penetrating discovery ? growth
Martin Crook General Mills UK
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Insight should not be obvious
Mohit Das - PG Asia
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Simplicity
Paula Brandao - Henkel Portugal
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What people write down in a presentation.

• 1 in every 8 spent by UK consumers is now
  through Tesco

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What people write down in a presentation.

• 54 of Tescos global sales footprint is outside
  UK

• 1 in every 8 spent by UK consumers is now
  through Tesco

• But Tescos shopper loyalty is only 53 - they
  still shop around

• UK sales 11, International sales 17,
  Tesco.com sales 31
• 28 Tesco.com shoppers do not visit the physical
  store

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Small ? leads to more business
Lucia Lima Unilever Portugal
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Simply stating the obvious.or something
completely new
Nick Meagher - Cadbury UK
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Haircare Shampoo overtrades in Spain Styling
products overtrade in Germany
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In the following video how many times do the
WHITE team members pass the ball to each other
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Best example of insight simple!
Ann Perkins Heinz UK
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One of our clients wants to launch
Dont
a g-string liner
Our response was...
the sixth sense of businessTM
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Dont launch a g-string liner
?
or
information
insight
G-String pants are declining by 17
Lil-Lets strategic target is older than g-string
wearers
Older women are growing the liner market
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and older women wear
BIGGER pants
Trust me on this one, I know from bitter
experience.
the sixth sense of businessTM
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the sixth sense of businessTM
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The top ten good things about this example

• It gave me a(nother) chance to unlock all those
  sites that H.R love to lock
• It led to client action
• Its really simple
• We followed it up and found out what the client
  did
• It utilised a number of data sources
• There was thinking outside the box
• Effectively communicated
• It came from an Account Manager
• We were not afraid to say no dont launch
• Its not pants

the sixth sense of businessTM
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We cant hide behind data and information
Insight
Clear and known business action
Analysis
Added value, interpretation
Information
Numbers with purpose
Data
Numbers for numbers sake
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One way to do that ? move people up the mountain
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What do we know so far?
The obvious is not always seen
Combining data sources is good
Make it actionable
Its not necessary to be a consultant to deliver
insight
Keep it simple
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?
Why is the MR Industry not delivering enough
Insight?
the sixth sense of businessTM
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The Insight to Action Loop
Source Accenture
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The Insight to Action Loop
We are great at this
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The Insight to Action Loop
We are average at making real recommendations
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The Insight to Action Loop
This isnt the agencies job. Were not really
sure what the clients do with insights.
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The Insight to Action Loop
We do this sometimes Are we sure of the REAL
context? Do we ask/know WHY? Do we just move and
never RE-EVALUATE?
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The Insight to Action Loop
Do we avoid risk? Are most of us afraid?
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The international dimension
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International Insight based on which assumption?

• Global ?Everything is the same everywhere

• Regional ? Everything is the same in similar
  countries

• Local ? If things are the same its a coincidence

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International Insight Inhibiters

• The data must look the same everywhere first
• Same product available everywhere
• of common bar codes between UK and France ?

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International Insight Inhibiters

• Budget holders ? insight needers
• Multiple decision points
• Data Warehouses
• Integrating information at the database level not
  at the point of usage

• The data must look the same everywhere first
• Same product available everywhere
• of common bar codes between UK and France ?

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Hard Discounters and Lidl
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Hard Discounters Are More Prepared To Stock
BrandsWhich Should They Take?

• Multiple category databases
• Total basket spend
• By individual category
• Multiple retailers
• Discounters by chain
• Non-discounters by chain
• Multiple countries
• Multiple drivers
• Quantitative sales, price,
• Qualitative brand interest, on shelf presence

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Definition of SuccessThe Brand Success Matrix
(for 600 brands)
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Hard Discounters Are More Prepared To Stock
BrandsWhich Should They Take?

• The Manufacturer AND Retailer benefit in the
  following situations
• Unit price is important ? small branded packs
  best
• The brand should have a different size to the PL
  ? preferably larger
• The brand is more expensive than Private Label ?
  range 75 to 150
• The price in discounter v other stores ? no need
  to be cheaper
• Which brands? ? Avoid the temptation to offer
  dead/dying/dull brands
• On shelf ? Products with strong message on the
  outer perform best

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Hard Discounters Are More Prepared To Stock
BrandsWhich Should They Take?

• The final deliverable - a scorecard
• Can be used against each product under
  consideration
• And used by non-researchers
• Delivers a straight answer

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So how can we ever become consultants?
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Data ? Insight ? Consultancy (maybe)

• The agency is expert in its services ??The client
  in its product
• It will always be so
• Get Client and Agency closer
• On site, all sites
• Agency experts with senior level client side
• Multi-client events
• Try to mirror organisational structures
• Decide how to handle multiple agency
  relationships
• Agencies will be asked to have these
• Clients must respect commercial sensitivities

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Data ? Insight ? Consultancy (maybe)

• Remove the barriers to data access ? via experts
  with expert systems
• Service packages constructed to avoid an insight
  an invoice a negotiation
• Nurture the right people to become topic
  specialists / gurus
• Promotions
• NPD
• Retail
• Media.

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Whats the end game?
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Simple, but not clear
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Its clear but is it honest?
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Clear and honest
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Remember you can get your own back on the
torturer!
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The Pleasure and Pain of International Insight
Tim Kidd TNS Worldpanel