Reinventing Need States Segmentation for the MOBILE ERA

Reinventing Need States Segmentation for the MOBILE ERA

Exciting times in the insights industry! 2

All this excitement is translated in an ever expanding eco-system of tools & solutions 3

Technology brings a challenge as well as a solution 4

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Ferrero uses the tried and tested Ipsos Censydiam model for need states segmentations ENJOYMENT PEOPLE FIRST Helps keep brands relevant and differentiated VITALITY DIMENSION SOCIAL DIMENSION PERSONAL POWER CONVIVIALITY BELONGING PORTFOLIO MANAGEMENT Drives the management of large brand portfolios SECURITY RECOGNITION INSPIRE INNOVATION CONTROL Identifies white space and inspires NPD 6

Segmentation of the Future DEVICE AGNOSTIC CENSYDIAM PILOT TESTING PROGRAM 7

3 Key Challenges SHORTER, MOBILE-FIRST QUESTIONNAIRE INCREASED ENGAGEMENT MORE INSIGHTFUL 8

PILOTS 1 & 2 MOBILE FIRST Length of Interview < 15’ Engaging interaction PILOT 3 DISRUPTION No more items Images & open ended PILOT 4 FINAL STRESS TEST More complex category Mixing best of first 3 pilots 9

The key challenges were met through a variety of initiatives Length of Interview 36 -58% SHORTER, MOBILE-FIRST QUESTIONNAIRE 15 Keeping only the essential questions Split-running part of the questionnaire Bigger sample, smart analytics Original Survey Pilot 10

The key challenges were met through a variety of initiatives Engaging Scales CARD SWIPE PROGRESSIVE GRID SLIDER SCALE CARD SWIPE PROGRESSIVE GRIDS CLOSENESS INCREASED ENGAGEMENT Shorter, more intuitive way of phrasing questions More intuitive scales More visuals 11

The key challenges were met through a variety of initiatives More granular insights through more intuitive interview methods MORE INSIGHTFUL Censydiam Metaphors Text Analytics & semiotics Pop-up community 12

INDIVIDUAL INDULGENCE CHILLING OUT CHILDLIKE HAPPINESS PLATFORM A moment of pure, extreme indulgence A moment of escape from the world around you Being carefree and happy like a child without restrictions VALUES Pleasure | Sensation | Magic | Abundance | Delicious | Explosion Relax | Peace | Chill | Escapism | Harmony | Serenity Happiness | Joy | Fun | Careless Laughter | Freedom Separation of reality for a moment, escape in something pleasant, another world The possibility of escape into the carefree days of childhood EXPRESSIONS The product melts in the mouth, an explosion of taste 13

Great feedback from respondents Loved the fact I could do the survey on my phone. It was amazing! Excellent survey very relevant. More like this please! Interesting and enjoyable survey Easy and fun to do Good functionality. Very easy to use Nice visual survey 14

We delivered on all 3 challenges SHORTER QUESTIONNAIRE Length of Interview down from 35’ to 16’ * Willingness to participate again increased from 6. 10 to 6. 30. ** Based on overnight testing of consumer insights in Russia INCREASED ENGAGEMENT Dropout down from 30% to 14% Increase in willingness to participate again MORE INSIGHTFUL 103% more Top 20 insights** 15

Key take away FUTURE PROOF NO NEED TO COMPROMISE MORE INSIGHTFUL INCREMENTAL CHANGE 16