1. Using Consumer Jobs Framework To Uncover Innovation
Ed Koza, Senior Director Client Insights & Analytics / Viv Chan, Associate Client Insights & Analytics
June 21, 2017
CONFIDENTIAL AND PROPRIETARY
Any use of this material without specific permission of OSG is strictly prohibited

2. We help understand “How and Why” Customers Make Decisions
OSG at a Glance
OSG’s Behavioral & Cognitive Analytics Technology, helps uncover Drivers of Customer Behavior
We help understand “How and Why” Customers Make Decisions
Our Team
Our Clients
Strong academic roots – 70% have Ph.D/Masters’ degrees
Deep industry experience
Global Presence
Value Delivered
Offices in 3 countries – US, UK & India
Engagements delivered in 25+ countries
800+ client engagements
$80bn in incremental revenue
Verticals
Thought Leadership
Featured in top publications

3. The Consumer Jobs Framework
Eliminate dust in hard-to-reach places
Make it easier for them to get the nutrition they need
Create restaurant quality meals at home

4. Case Study – Identifying Opportunities for a Leading Frozen Produce Brand
Situation
Insights
Results
Our client, a leading packaged foods company, wanted to understand the landscape for fresh, frozen, and canned produce.
Identify & size innovation opportunities for frozen vegetable, frozen fruit, and frozen meal products
Create a go-to-market strategy based off of opportunity size, pricing expectations, usage occasions, and likelihood of acceptance
Consumers see the landscape defined by 4 key dimensions, and with 11 jobs to be done
Consumers are moving towards a health & wellness mindsight, with a distinct segment of consumers leading this trend
There is more opportunity for our client’s frozen brands to play in traditionally “fresh” Jobs than expected
Steam-able frozen products have healthy and can be used to elevate our client’s offerings into innovation spaces
We identified & sized innovation opportunities for our client, providing justification and a road-map for their brands to extend into several Jobs
Created a clear understanding and prioritization of Jobs
Evaluated current product portfolio, identifying strengths, gaps, and innovation opportunities
Sized several innovation areas, including expected future growth
Set pricing expectations, by determining customers’ willingness to pay for innovations
Identified barriers to adoption and strategies for overcoming these barriers

5. OSG’s Engagement Process - Understanding Consumer Jobs To Uncover Innovation
ACTIVATION AND
CONTINUOUS
MONITORING
ACTIVATE and MONITOR
CONSTANTLY.
WHAT
JOB HEIRARCHY, SEGMENTATION, INNOVATION
CORRIDORS
What Jobs do different customers prioritize? How to position current offerings to drive differentiation? What new innovations & how to enhance existing ones to deliver success?
HOW
HOW: ASEMAPSM AND CAVIITM ADVANTAGE
WHERE
Allows us to understand consumer choice, in real-time
RESPONDENTS COMPLETE SURVEY AT POS / USAGE
How do customers make purchase decisions, what do they value, and how do they select brands? How does this change by usage occasion?
WHO
RECRUIT CONSUMERS AT POINT OF SALE &/or DURING CONSUMPTION
REVIEW
JOB SPECS CONCEPT
WITH CLIENT
Gain access to consumers at crucial points of interaction – shopping and consumption
Understand existing knowledge base of various Jobs, Occasions, and Constraints, and any prior work

6. ASEMAPSM Is a Unique Value Over Other Methodologies
TRADITIONAL CONJOINT
ASEMAPSM
LESS ACCURATE: Measures only choice, not the conviction of choice
LESS EFFICIENT: Uses randomized combinations of attributes which creates a lengthy exercise and increases respondent fatigue
LESS FLEXIBLE: Cannot handle high numbers of attributes. Modeling done in aggregate, thus needs sufficient and larger sample size. modeling conducted after research has fielded. Large sample size in markets where BD operates is much harder to obtain.
MORE ACCURATE: Captures not only choice, but conviction of choice
MORE EFFICIENT: Selects combinations adaptively to gather critical data in a short, engaging exercise which reduces respondent fatigue
MORE FLEXIBLE: Can handle large number of attributes. Respondents modeled in real time, allowing accuracy on even smaller samples.

7. ASEMAPSM Example – Jobs, Benefits, & Occasions
Busy Weekday Meal
Regular Family Meal
Celebration Meal with Loved One(s)
Celebrate & Acknowledge
Tastes homemade
Makes me feel cared for
Comfort & Care For My Family
Tastes rich
Is made with fresh ingredients
Get Some Real Food
Provides healthy serving of nutrients
Make Them Feel Full
Is high in protein
Scores shown are indexes; 100 indicates average importance
Example / Illustrative purposes only

8. Example Output: Opportunity Map
ASEMAPSM Prioritizes Benefits & Identifies Unmet Needs To Identify Innovation Opportunities
Example Output: Opportunity Map
Example / Illustrative purposes only

9. REAL-TIME, 24/7 ACCESS TO THE CONSUMER DURING ACTUAL OCCASIONS
Consumers can respond on their Smartphone, Tablet, or PC when shopping or during an occasion
REAL-TIME, 24/7 ACCESS TO THE CONSUMER DURING ACTUAL OCCASIONS
During meal preparation sit down meals/Meals on- the-go
Snacking on-the-go
At shelf (grocery, c-store, drug store, etc..)
In front of vending machine
At a restaurant
On the street
Can be powered by iBeacon for maximum real-time access

10. What is CAVIITM? Intelligence Insights Interventions
Platform capabilities in machine learning, deep predictive & behavioral analytics, real-time monitoring, & community building helps secure the right level of customer engagement, acquisition & retention analytics for OSG’s Clients
CAVIITM Layers
Data Infrastructure
Master Data Management Layer
Ingests Data from various Structured & Unstructured Data Sources
Intelligence
Data Modelling & Analytics Layer
Descriptive, Prescriptive, Predictive, Behavioral & Cognitive Analytics
Insights
Real-time Information & Results used to Uncover Actionable Insights
Inference Layer
Interventions
Actionable Insights leveraged to Execute & Drive Real-time Strategic Interventions for better Business Outcomes
Delivery & Execution Layer
CAVII™: Cognitive Analytics, Value Inference and Intelligence

11. Respondents also give access to social media, etc
Respondents also give access to social media, etc. for continuous identification of innovation
Usage occasion probes
ASEMAPSM Jobs trade-off exercise, in usage context +
Brand Performance, Brand Choice
Demographics
Unstructured data analyzed by
Example / Illustrative purposes only

12. CAVIITM Big Data Analytics Technology Platform offered as SaaS
CONTINUOUS CAVIITM REPORTING
CAVIITM’s Advantage for Clients
Seamless integration and analysis of multiple data sources (primary, POS, social media, search history, etc..)
Continuous analysis and reporting
Real-time visualizations of findings
SaaS – minimum burden to client IT
CONSUMER PANELISTS
CLIENT EXECUTIVES
OSG DATA
ASEMAPSM Engine
NON OSG DATA
Client
Market POS (IRI/Nielsen)
Market Panel (IRI/Nielsen)
Store Loyalty
Weather/Economic
Social Media
iBeacon
Etc.
ANALYTICAL METHODS
IBM Watson Cognitive Behavior Analysis
OSG Proprietary Predictive Models
DemandTec
Etc.
ANALYTICAL MODULE
VISUALIZATION TOOLS
Dashboards
Fixed Reports
Interactive Reports
Mobile Devices
Etc.
DATA INGESTION MODULE
VISUALIZATION MODULE
CAVII-RTM: Digital Customer Engagement Platform (SaaS)

13. Benefits of ongoing/real-time access
For Innovation
Beyond Innovation
In-occasion concept evaluation
Co-create with your consumers
What do they want?
How would they build a better… (cooking spray / snack / peanut butter)
Identify new Jobs and usage occasions
Continue to build consumer experience with the brand
Test new advertising / creative concepts
Test new package design
Test shelf placement and in-store price elasticity
Sentiment analysis
Capture behavior from digital to in- store purchase to consumption

14. Contact Ed Koza Senior Director, Client Insights & AnalyticsE. P
www. OSGAnalytics.com
Dr. R Sukumar President & CEO E. P