Cheskin - Fresh Perspectives

Innovation Through Co-Creation: Thinking �Outside� the Box

Tim Hyer — 2008-05-15T15:32:49-08:00

In my previous blog, I highlighted the role that insiders play in the innovation process. Today, we�ll look outward. On the flipside to looking within a company�s walls to inspire invention, plenty of organizations find themselves searching outside for the insights required to make the next creative leap. At Cheskin, this is our primary focus for client engagements � to bring the voice of the consumer into the design and development cycle for products, services, and experiences. In order for innovation to occur, one must understand the people who use it, the cultural implications, and the impact the change will have on other facets of life. It�s all about giving the consumer a voice, and getting to know them is the first step. Consumer research isn�t a new thing, but companies are getting more and more creative about their methods of collecting these insights.

Innovation Through Co-Creation: It�s What�s On the "Inside" That Counts

Tim Hyer — 2008-05-12T16:06:23-08:00

Let's review some simple math:

0 + 0 = 0, correct.
0 + 1 = 1, correct.
1 + 1 = 2, wrong!

Well, at least when it comes to ideas.

We've all heard the phrase, two heads are better than one. When applied to idea generation, this phrase takes on a whole new meaning. The principle of collective intelligence suggests that multiple minds thinking about the same problem will yield an exponential output compared to that of a single mind. As Marty Neumeier suggests in his book, The Brand Gap, the equation 1 + 1 = 11 is most accurate for illustrating the generative power of teamwork.

China Design Now

Cynthia Chan — 2008-05-01T09:36:18-08:00

Conversations about design in China are popping up in different places and channels more frequently in the recent years. The most recent exposure I had with the topic was at the China Design Now exhibition at the Victoria and Albert Museum in London. The exhibition uses three coastal cities - Shenzhen, Shanghai, and Beijing - to showcase the country�s creative landscape. It shows how design in China has evolved, with specific examples drawn from different disciplines such as graphic design, fashion, architecture, etc.

�When the U.S. Coughs, We in Latin America Get Pneumonia�: Not necessarily the case anymore with the weakened dollar; and opportunities for U.S. companies beyond Brazil and Mexico

Miguel Gomez Winebrenner — 2008-04-01T13:10:32-08:00

Historically, every time the U.S. economy has taken a downturn the result has been more detrimental for Latin American economies. In 1987 and other tough years for the U.S. economy, Latin America has experienced even rougher times- struggling exports and stock market disappointments to name a few. However, the slowing period in Q1�s U.S. economy has been unusual in that the dollar�s value has also decreased. For many economic sectors in Latin America this has been very bad- like flower exports in Colombia (their income is in the form of a devalued currency, but they have fixed costs in an increasingly valued currency). But for many sectors in LatAm, the weakened U.S. dollar has brought about opportunities. Similarly, some companies in the U.S. are struggling but others (like Wrigley and IBM) are benefiting.

Simplicity in Technology

Leigh Marriner — 2008-03-23T20:14:15-08:00

Remember �The Year of the Internet�? It was predicted year after year until it became a joke. But look where we are now. Who could imagine life without the Internet? (I know that�s a little bit of an overstatement, but not much.)

Maybe we are at the beginning of the Year of Technology Simplicity. Or the Year of Technology Where Easy Trumps More Features. Here at Cheskin we�ve been telling our clients for years that consumers and workers want fewer features because technology is too complex and even those consumers who use the technology only access a minority of the features that already exist. And this year we�ve seen some simpler products that became big hits.

The Nintendo Wii expanded the market for video gaming to a whole new group of consumers who never played videogames, leaving most of the traditional videogame world wondering how they missed this opportunity. Hindsight is so useful, but prior to the release of Wii, most pundits predicted that Nintendo was going to continue to lose share because they were planning to introduce a product with inferior chip and graphics technology.

Then there�s the new Flip camcorder which was glowingly reviewed by David Pogue this week in the New York Times. Flip is a stripped down video recorder with a user�s manual one paragraph long which has taken 13 percent share of the camcorder market in the year since its release. I would venture a guess that the Flip hasn�t taken much share from the existing camcorder market but has expanded the market to a whole new group of consumers who would never have bought a camcorder before.

I�ve got a couple free suggestions for technology products I�d love to see simplified. What about a TV/DVR/DVD player set up that let�s the frustrated user in the home access the most basic features with only one remote control (turn on the TV, play a DVD, choose a show to watch). How about an easy way to sort and backup all your photos online, and send selected photos to friends? (A lot of companies are trying, but so far I don�t think anyone has succeeded in making it truly idiot-proof. I have friends who still buy a new memory card when they run out of space.) How about a car navigation system that can find the nearest Peet�s coffee in the direction I am traveling, instead of giving me the stores that are closest to where I am?

If you have a wish list for simpler technology, let me know.

Translating meaning cross-culturally

Etienne Fang — 2008-03-14T19:24:58-08:00

Last week, I attended the opening of the U.S. flagship location of LIULI, the renowned Chinese glass company with over 60 retail locations in Asia. We were fortunate to have had the opportunity to help them translate their unique experience for their entry into the U.S. market. LIULI is founded on the concept of meaningful experience � such universal meanings as Love, Enlightenment, Harmony, Wisdom and Truth. So our expertise in helping companies deliver meaningful experiences, as well as our cultural expertise made this the perfect engagement...

Touch mainstreams

Lee Shupp — 2008-02-22T09:22:31-08:00

Bill Gates announced this week that Windows 7 would include a touch interface. (Windows 7 is the code name for the next version of the Window OS, reportedly coming in 2010.) This is big news, as it is the ultimate mainstreaming of the touch interface introduced to the mass market by Apple with the iPhone . Why are touch interfaces coming to the mainstream, and why now?

The Future of Web Access on a SmartPhone

Leigh Marriner — 2008-02-12T18:29:04-08:00

In my blog a couple weeks ago, I said that The New York Times reported that �Google disclosed that it received more traffic from iPhones this Christmas than from any other mobile device, despite owning only 2 percent of the smartphone market and less than 1 percent of the overall mobile-phone market.�

Similarly, surveys by Yankee Group, show that only 13 percent of cellphone users in North America use their phones to surf the Web more than once a month, while 70 percent of computer users view Web sites every day.

On most mobile phones, the user experience is a disaster. While many phones have some form of Web access, most are hard to use--just finding a place to type in a Web address can be a challenge. And once you find it, most Web content doesn't look very good on cellphone screens. The iPhone offers a much more compelling user experience.

There is a lot of speculation that at the Mobile World Congress in Barcelona opening yesterday, there will be multiple announcements of competitors trying to take on the iPhone. Some will be built on the Android platform from Google, or other open platforms like Zumobi. But the easiest way to produce a breakthrough user experience is with a closed system, as Apple has done with iPod/iTunes and the iPhone, where AT&T gave Apple complete control over the user interface on the iPhone. Although this move was counter to everything else the US mobile operators have done in their attempts to protect their revenue stream, it proved to be a smart move given the momentum of the iPhone and the new users AT&T has picked up. The popularity of hacks to the iPhone allowing it to be used on other mobile networks attests to user desire to have the benefits of the iPhone.

Part of the reason there is broader access to web content on cell phones in Europe and Asia is that their mobile carriers have been willing to share the revenue more equally with 3rd party providers and have not demanded they totally control the user access to the web, the way most US mobile operators have. In China, the world's largest mobile market, more than a third of mobile phone owners, use their handsets to listen to music, more than in Britain or the United States.

Maybe one day the US operators will realize that putting the consumer experience first can actually win them customers. Otherwise they�ll be bypassed by the likes of Google and Android.

Changing Privacy Notions

Leigh Marriner — 2008-02-12T18:19:42-08:00

Esther Dyson�s article today on the Coming Ad Revolution talks about new online advertising startups using behavioral targeting to offer targeted ad services keyed to web sites users have visited. This raises the specter of Big Brother watching everything you do, but as Esther says, �The discussion about privacy is changing as users take control over their own online data. While they spread their Web presence, these users are not looking for privacy, but for recognition as individuals.�

The new, younger generation of social networking and blog users doesn�t have the same fears about privacy. Many aren�t worried about putting personal information online. They feel comfortable controlling access to their information by deciding which �friends� they give permission to. If someone they don�t want to interact with starts bothering them, they can cut off access � much more easily than in the physical world where it�s hard to shake someone who has your phone number.

Many over 35ers still think about online privacy in the context of protecting children from predators. But online privacy is a completely different issue for 20-something adults.

Collaborative Innovation Takes the Global Stage

Tim Hyer — 2008-02-02T12:18:43-08:00

As a Business Development Manager, a huge part of my job here at Cheskin is secondary research. Aside from client calls and meetings, I find myself spending the majority of my time online, investigating company news, industry shifts, and latest business trends. It�s important for me to track down the most relevant and current information, so it may come as a surprise that my homepage is Wikipedia. Not Hoover�s. Not BusinessWeek. But Wikipedia.

The real iPhone effect on consumer behavior

Leigh Marriner — 2008-02-01T08:56:53-08:00

The biggest change the iPhone will introduce will not be playing music on your cell phone or looking at photos, but a much greater US consumer use of the Internet from a mobile device. For the first time, consumers can experience a usable connection to the Internet � usable not only in terms of speed (which could still be improved) but also in getting the information you want easily. Apple once again looked at what the user wants to accomplish and then built an end-to-end user experience that was satisfying. As with iPod/iTunes, Apple wasn�t the first to offer a solution � they just built one that was easy and worked. Many SmartPhones have offered Internet access for years, but the interface is clunky, often you can�t find what you�re looking for in a tolerable amount of time, and web pages aren�t formatted for the small screen. Offerings like Yahoo! Go 2.0 have made a good stab at offering certain kinds of information, but are still limited.

The New York Times reported that �Google disclosed that it received more traffic from iPhones this Christmas than from any other mobile device, despite owning only 2 percent of the smartphone market and less than 1 percent of the overall mobile-phone market.�

So we�re finally starting to see the effect a well-designed mobile Internet connection can have in the US. People will be using their phones for activities previously done on their PC.

iPhone, touch screens and the future of the PC

Leigh Marriner — 2008-01-31T16:24:01-08:00

There is a lot of hype suddenly about touch screens, as a result of the launch of the Apple iPhone. But touch screens have been around for a long time - pressing digital buttons on an information kiosk is nothing new. What really changes the consumer experience is being able to use natural gestures to interact with a computer or mobile device. Although they may sound similar, there is a big difference between the HP TouchSmart PC which allows you to touch a photo and drag it across the screen, and the Microsoft Surface. On the Surface you can gesture through pages of text or graphics, draw on the screen, or turn photos around with your finger. In a similar way, you can change the size of your photo on an iPhone or Surface by moving your fingers apart, a natural movement.

The Tablet PC never really took off, despite the wonderful ability to be able to write or draw on the screen and capture the data. I think the reason is more due to the fact that the laptops were too hot to rest comfortably on your lap, the file sizes were huge, and handwriting wasn�t convertible into editable text, rather than a lack of consumer interest in its functionality.

Whether the Microsoft Surface succeeds as a stand-alone product, I think we will see its functionality incorporated into PCs of the future. It�s far more natural to gesture on a screen than to use a mouse or click pad.

Desperately Seeking...the next BIG thing; a whirlwind tour of CES

Kathleen Chattin — 2008-01-24T14:30:39-08:00

Observations from a whirlwind tour of CES this year left me longing for the �good old days�. That is, the days of the �big breakthrough.� It�s true that many companies deliberately schedule their big announcements outside CES to avoid getting lost in the clutter. And there are still some big initiatives going on in tech. But this seemed a year when the big stuff was an evolution of something touted in prior years (the digital home, wi-max, anywhere access, etc.). Not only did innovation appear to be evolutionary rather than revolutionary, but judging from the CES floor, the market has diverted much of its attention to accessories. It was the year of the �little stuff�.

How Do You Measure Pleasure?

Denise Klarquist — 2008-01-23T14:26:57-08:00

As a marketer and a wine drinker, and a member of a company whose founder first developed the concept of "sensation transference," I was very interested in the recent study by the Stanford Graduate School of Business and the California Institute of Technology on how price affects wine drinking pleasure.

The study, recently published in the Proceedings of the National Academy of Sciences, and already widely commented on, showed that among a small sample of male graduate students who occasionally drink wine, the more the wine cost, the better it tasted.

I certainly don't question the validity of the study - Louis Cheskin proved similar concepts in work he did decades ago, and many marketers understand that how you package and position a product (especially a commodity, which arguably some wine has become) has a much greater influence on purchase than the characteristics of the product itself.

I think one key thing is missing from this study though. Baba Shiv, associate professor of marketing who co-authored the paper titled "Marketing Actions Can Modulate Neural Representations of Experienced Pleasantness," speculates that the results of the study would probably be replicated even among wine connoisseurs. On this point, I have to disagree.

Doing marketing research with Latinos in Latin America vs. Hispanics in the U.S

Maria Parra — 2008-01-09T13:06:12-08:00

Often people may think that conducting marketing research in Latin America is the same as doing research with Hispanics in the U.S., but after experiencing both, I can say that the greatest similarity is the Spanish language that I use to moderate the groups. However, even this is not always true because with English Dominant Hispanics in the U.S. I have to moderate in English, or with Bicultural Hispanics I often have to switch from Spanish to English during the focus group or interview. Nevertheless, it has been interesting to have both experiences and for that reason I decided to share my thoughts, as there is much that can be learned by comparing and contrasting both experiences.