An Introduction to Inner Directives®

Inner Directives Understanding the subconscious drivers affecting experiences and opinions

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Inner Directives®

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Proprietary research approach

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Proven psychoanalytic technique in combination with traditional consumer research

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Explores and interprets subconscious level of consumer and brand perceptions and behaviour

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Inner Directives: Methodology

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Combination of one-on-one interviews (Myers Briggs Type Indicator and in-depth interviews) Conducted by clinical psychoanalyst Combined with one or more qualitative techniques •

Focus groups, in-home interviews, ethnographic observations, in-store interviews and shop-alongs

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Inner Directives : Delivering deeper insights

What you gain  Deeper insights into attitudes and behaviours that consumers are unwilling or unable to express What you learn  How and why consumers buy  How consumers experience “experiences”  How consumers focus attention, acquire information, make decisions and orient to outside world What you get  Completely new understandings of consumer relationships with categories and brands  More connected and relevant approaches to delivering brand experience  Entirely new ways of thinking about positioning and communication platforms

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Inner Directives : Real world applications

How Inner Directions is used  Positioning  Brand articulation  Brand communications planning by providing idea triggers for: o Consumer motivations, behaviour, attitudes o Messaging and imagery o Design and media considerations  Brand experience development and operationalization o People, products, internal branding, environment, etc.  Consumer segmentation

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Clients whom we helped make it rain We have been using inner Directions to help clients differentiate brands and delight customers since 1998 Automotive

Communication Agencies

General Motors of Canada Limited Pontiac Buick GMC Chevrolet Saturn

BBDO DDB Canada MacLaren McCann LA Ads

Foodservice and Hospitality and Travel Canadian Tourism Commission Fallsview Casino KFC (US) Metropolitan Hotels Prime Restaurants Travel Gay Canada

Lexus (US) Mitsubishi (Canada)

Business to Business Dell Canada Scotia McLeod

Government and Not for Profit

Consumer Package Goods

Ontario Lottery and Gaming (OLG) Elections Ontario George Brown College

Brita Corby’s Energizer Batteries Knorr Linsey Foods Mars Motts (Clamato Juice) Doritos Splenda Bounce

Retail Dell Canada GM Dealer Associations GM Goodwrench Holt Renfrew Liquor Control Board of Ontario (Retail liquor stores) Mac’s Convenience Stores Sears Canada Cogeco

Financial Services RBC Scotiabank VISA Amicus CIBC

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