Tag Archives: innovate

Innovation In A Change-Phobic World

By: Tom Ewing, Senior Direct, BrainJuicer Labs

Sometimes it takes a huge event to make people look at their
assumptions in a new light. Taken by surprise by the EU Referendum and
Brexit, British marketers have had to think carefully about how well
they knew the people they were selling to. And, as a fascinating new study
by the Futures Company points out, it’s not just a British thing. All
over Europe and beyond there are vast groups of consumers who feel a
sense of loss in the face of change, and respond strongly to the
familiar. As in politics, so in marketing: for a big chunk of the public, novelty and disruption aren’t particularly big draws.

Of course, this is why innovation research so often focuses on early adopters: get them on board, and diffusion across the population will follow. This is the innovation equivalent of trickle-down economics – an excuse to focus on a segment you’re sympathetic to with the hope that everyone else will benefit… eventually. After all, marketers themselves tend to be novelty-seeking types who talk a big game about
the inevitability of change. Forcing them to put themselves in the shoes of more
conservative or change-averse consumers can be a wrench. But change-aversion isn’t something you can sweep under the segmentation rug. Because while
history may be on the side of change, psychology isn’t.

As human beings we are wired to prefer the familiar: if we recognize
something quickly, it seems like a better choice. This processing
fluency heuristic – or just Fluency, for short – is one of the foundations of decision-making. And it’s used by every consumer to make judgements, not just those who are culturally or politically averse to change.

The Futures Company’s recommendation to appeal to the nostalgic or
conservative consumer is ‘cautious innovation’ ‘ balancing
future-focused new product lines with more immediately familiar ones.
This is sound thinking. But given that everyone ‘ not just the
change-averse ‘ uses Fluency to make decisions ‘ it’s only half the
story. Familiarity isn’t just for nostalgists. The key thing to realise
about Fluency is that you can build it.

If you use research to identify your brand’s unique assets ‘ the things people most
immediately associate with it ‘ you can build that into how you present
your innovations. This works for the radically new as well as the cosily
familiar: you can ‘bake in’ new assets which the launch and promotional
campaigns can lean heavily on.

When the iPod was first launched, for instance, it was certainly
disruptive new technology. But Apple’s marketing around it didn’t
emphasise the tech, or its many features ‘ it relied on the simple image
of those distinctive white headphones. The white headphones became such
a well-known symbol of the iPod that at least one police force issued
warnings against them ‘ as criminals were targeting anyone they saw
wearing a set. A brand’s unique assets in action!

With investment and focus, brand assets can become familiar very
quickly. In the UK, banking giant Santander was a newcomer only a few
years ago. Now it’s carved out a large chunk of market share, and ‘owns’
the colour red, thanks to pushing it as an asset in its marketing. But
heritage can certainly play a role. There are many brands whose vaults
are stuffed with distinctive assets which were put to pasture because of
a new-broom marketing director, not because the public was tired of
Whether you’re launching something new or looking to the past,
though, it’s crucial to remember that familiarity and Fluency are at the
root of all successful innovation ‘ not just the cautious kind.

Don’t miss KNect365′s Fall 2016 Event Lineup!

Can you feel it? Fall is in the air, and so is conference
We’re excited to announce our fall 2016 event schedule of 10
Insights, Marketing and Innovation events produced for you to do your job
Our goal through these events is to inspire, inform, and
connect you with leaders from across industries to see, think, and act
Check out the full
event lineup:

TMRE: The Market Research Event
Boca Raton, FL
October 17-20
Use code TMRE16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjGsUg
The Corporate Intrapreneur Summit
New York, NY
September 8-9
Use code INTRA16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bDaaBs
Foresight & Trends
Miami Beach, FL
September 27-29
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2brD48C
Future of Food Summit
Miami Beach, FL
September 27
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bSbIIn
FEI:Front End of Innovation Europe
Berlin, Germany
October 5-7
Use code FEIEU16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmcbAW
LEAN Startup in the Enterprise
Hoboken, NJ
October 24-25
Use code LEAN16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bQEqJH
Back End of Innovation
New Orleans, LA
November 15-17
Use code BEI16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjHn79
OmniShopper International
London, England
November 15-17
Use code OMNIINTL16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjI943
ProjectWorld & World Congress for Business Analysts
Orlando, FL
November 15-17
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bEmcid
FUSE London
London, England
November 30-December 2
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmdNuB
We hope you will join us at one of our events this fall!
The KNect365 Insights, Marketing and Innovation Team

InsightTech’s Full Brochure Released

Updated Program Details Now Available!  Download
the Brochure: http://bit.ly/1zSM6Bi
Market researchers are in a transitional point in their
careers. They are being challenged with new and advanced technologies, as well
as, major business process changes including, lean product development, remote
collaboration and accelerated cycles.

Traditional Research is not enough. How do you evolve as a researcher? What
technologies and methodologies do you need to stay updated on?  What will
market research look like in the near future? 
Plus, $400 Early
Registration Savings extended to today, Tuesday 2/10:
At InsighTech 2015 Noted Futurist and Market Research
Executive, Robert Moran will take you on a tour of the industry’s
past and alternative futures.  Discover which social, economic and
technological factors are shaping the futures of market research and what that
will mean to you and your career.  
Joining Robert on
Why Surveys are Necessary but Not Sufficient:
Blending Old and New Methods for Understanding Digital Consumers
Stacey Symonds, Senior Director of Consumer Insights, Orbitz Worldwide
Evolving Organizational Intelligence Structure:
Where does Market Research Fit?
Dr. William MacElroy, Chairman, Socratic Technologies, Inc.
Innovations in Survey Research
Samrat Saran, Sr. Manager, Consumer Insights, PepsiCo
Combining Data from Mobile Behavior, Survey
Responses, and Online Discussions To Uncover Why Some Apps Keep Users Engaged
More Than Others
Nicole Dvorak, Data Scientist, Forrester Research
Download our just
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We know the old techniques aren’t working… Do you have the insight and tools
needed to deal with this new future? Join us at InsighTech.

Register by today, Tuesday, 2/10 and
save $400:

The InsighTech Team