Majority Report: Collaboration to create high powered insights and immersive stories CASRO Technology Conference Chicago May 28, 2014 Mark Kershisnik Brandon Fischer (Anacore) ©2014 Eli Lilly and Company Customer Insight Collaboration From: Choppy Understanding ©2014 Eli Lilly and Company To: Uniform Action Eli Lilly and Company • Prescription Pharmaceutical Company based in Indianapolis, IN • >$20+ billion sales, • 143 countries • 138 years old • first American business established in China (1918) • Deep pipeline with focus in: auto immune diseases, Alzheimer's, Cancer, Diabetes & Neuroscience… • Market Research Organization: 220 researchers worldwide • Conduct ~ 900 Market Research projects per year initiated out of Indianapolis (~500 OUS) • 6 Strategic Insights providers (20 specialized) • “field” studies and provide collaborative thinking, consultation and know how…. • Deep technology Partnerships: • FocusVision, Northern Lights, Schlesinger, Anacore and Sensory Technologies ©2014 Eli Lilly and Company 2009 Lilly CMO Directive – “Speed to Insight” • More Lilly people must Learn more about our Customers • Develop Customer and market Insights faster and more efficiently • Deploy Customer Insights into all aspects of the business • Deliver Customer embraced solutions that help create Customer desired outcomes. 6/5/2014 © 2014 Eli Lilly and Company 4 How to power-up organizational customer Learning & engagement? HYPOTHESIS 1: Massive leverage of technology can enhance organization wide customer learning, understanding and exploration on a continuous and ongoing basis. HYPOTHESIS 2: Cross Functional Team member engagement in qualitative research (Ethnography, ethnographic Journals, day-in-the-life, IDI’s in native environment, web based discussion groups) can deliver enhanced and emotionally charged customer understanding. HYPOTHESIS 3: Quantitative Market research, Social Media Analysis and Clinical data combined with qualitative research expands the knowledge and understanding of customers and can produce the most powerful insights and organizational insight activation. ©2014 Eli Lilly and Company Market Research request to IT (Nov. 2009) “Please develop the capability to aid the creation and capture of evolved human thought” “p.s. And oh, by the way, make it real time collaborative and virtual” “p.s.s. Immersive would be really good too! ….and we only have $900,000” My next 60 e-mails began with WT!?# The Big Guys Couldn’t do it.. So we turned to Anacore ©2014 Eli Lilly and Company Software Company founded in 2006 - Brandon Fischer, Founder and CEO - Headquartered in Carmel, IN - Products: MediaStation and Synthesis 6/5/2014 © 2014 Eli Lilly and Company 7 Value of Synthesis • Real Speed• Assimilate and process information faster • Real Innovation• Identify and capitalize on opportunities • Real Results• Convert from a meeting culture to a getting work done culture 6/5/2014 © 2014 Eli Lilly and Company 8 Imagine an immersive world that allows you to connect to any individual(s) in high definition video from any place on any device via any platform. Where both people and mass content are equally shareable and anyone can be the discussion leaders and have control at any time and everyone is present. Welcome to the world of EXPLORER ©2009 Eli Lilly and Company What is an Explorer Room? • Extensible, Immersive, Virtual Interactive, Collaboration environment • Real time knowledge synthesis leveraging contributor / participant knowledge • Cloud connected, Super computing enabled, Production Studio • Able to connect to any content, any person and any device at any time • A story development experience that never forgets and never ends….. ©2014 Eli Lilly and Company Being in an Explorer Room is like……. • • • • • • • • “Amazing” “Immersed in the content” “Connected to everything” “Contained, yet boundless” “Data comes to life” “Intense – you feel the human” “I can’t get it out of my head” “It like a first time experience…..” • “You can hear about it, see pictures, read about it, but you have to feel the emotion and experience the impact…..” ©2014 Eli Lilly and Company Where are the Explorer Rooms? The C.L.U.E. Center Customer Learning Understanding & Exploration 5/16/2014 ©2014 Eli Lilly and Company 12 C.L.U.E. is….. A window into our customers world ©2014 Eli Lilly and Company 13 The C.L.U.E. Common area 21,000 Sq. ft 10 Observation Rooms (10-32) 4 Moderator Suites Total capacity – 210 observers Lobby / Kitchen/Bathrooms Security Access (by Invitation) 10,000 IDI’s / Focus Groups / Year The Explorers (9) ©2014 Eli Lilly and Company Powerful Insight Stories in Explorer • Starts with a comprehensive customer Journey • Outstanding Customer Research with Market Research (Insights) Partners • Deep Customer understanding • Ethnographic and Emotional Depth • Longitudinal data and information • Primary Quant and Tracking studies • Disease State and Clinical data • Social media listening and analysis • Collaborative Creation – It takes a Village • Marketing, medical/regulatory, product development, basic science, customer research, legal, Manufacturing, Customer Advisory Boards, etc. ©2014 Eli Lilly and Company Live From Explorer 3 - Indianapolis Jim Gregory A Short Snipit - Lupus Insights story 6/5/2014 Company Confidential © 2014 Eli Lilly and Company 17 Live From Anacore Carmel, IN ADAM CUZZORT ©2014 Eli Lilly and Company Synthesis Showrooms Worldwide: • • • • • • • • 6/5/2014 Indianapolis, IN San Jose, CA New York, NY x2 (Schlesinger) Chicago (July 2014) London (July 2014) Dubai, UAE Beijing, China Bangalore (June 2014) © 2014 Eli Lilly and Company 19 6/5/2014 © 2014 Eli Lilly and Company 20 Questions? THANK YOU! ©2014 Eli Lilly and Company 21
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