Professional Documents
Culture Documents
Jennifer Hanson
Sequoia Partners
Inventors of the realsightⓇ insights method
© Sequoia Partners 2010 Confidential
Sequoia
Partners
• Measurable/Projectable Insights
• Expectations/Motivations
• Business Application
© Sequoia Partners 2010 Confidential
Sequoia
Partners
Cycle of Failure
IN MARKET
FAILURES
REDUCED
BUDGETS
© Sequoia Partners 2010 Confidential
Sequoia
Partners
• Consolidation
Economies of Scale vs. Useful Information
• Underutilizing Technology
Same information, just faster and cheaper
© Sequoia Partners 2010 Confidential
Sequoia
Partners
• Surveys
• Focus Groups
• Short-term observations
? HOW DO WE INVEST
IN OUR BUSINESS?
Lack of understanding about consumers
Brands losing competitive edge
Inefficient spending
Understand Satisfaction
Consumers are satisfied 75-85% of the time with any product or service
The System
The Innovation
© Sequoia Partners 2010 Confidential
Sequoia
Partners
Successful
Brand
Growth
Qualitative
Extended
Analysis
Engagement
of Behavior Using
via Community
Academic Theories
© Sequoia Partners 2010 Confidential
Sequoia
Partners
How it works
• Quantify behavior
• Comparisons with online diary
• Proprietary analysis using unique application
of statistical, sociological, psychological and
anthropological tools.
© Sequoia Partners 2010 Confidential
Sequoia
Partners
What it uncovers
How it is applied
One of the three, “multi-tasking” is a larger and more emotionally rich consumer opportunity.
© Sequoia Partners 2010 Confidential
Sequoia
Partners
How it is applied
What is the best entry point into snacking with my new product idea?
Restructured the category of the new product idea to a consumer defined marketplace,
transformed a $2B fragmented category with a single product format and no clear point of
entry into a $41B consumer defined market.
The consumer-defined market resulted in discovering a $2B market for the existing product
idea and an emerging $3B snack market previously ignored for the long-term pipeline.
© Sequoia Partners 2010 Confidential
Sequoia
Partners
from to
Superior results:
1. More complete view of consumers
ACCURACY low high
2. Deeper understanding of motivations
3. Better ideas and investment decisions
© Sequoia Partners 2010 Confidential
Sequoia
Partners
$ $$$$ $$$$$
$$ $$$ $$$$$
© Sequoia Partners 2010 Confidential
Sequoia
Partners
Cycle of Success
BETTER
INSIGHTS & IDEAS
IN MARKET
SUCCESS
INCREASED
BUDGETS
© Sequoia Partners 2010 Confidential
Sequoia
Partners
GARBAGE OUT!
© Sequoia Partners 2010 Confidential
Sequoia
Partners
The realsightⓇ insights method has uncovered validated consumer defined ways to...
21st Century Insights for 21st Century Marketing: Opening New Ways to Grow
OR ?
© Sequoia Partners 2010 Confidential
Sequoia
Partners
Marketing success can only come from 21st Century research practices
We help our clients focus on the right opportunities that work for
consumers’ everyday lives from the start, saving precious time, money
and becoming more profitable in the end.
Sequoia Partners
P.O. Box 235, Pequabuck, CT 06781
(888) 316-1723, hello@sequoiamp.com