Classified - Confidential 

 Mind Mapping of CPG Categories 

 Challenge & Selection 

 I work in Marketing Insights at a large CPG manufacturer .   In the course of my work , we began asking   big , meaty , foundational questions around why consumers were really using our products and how we   might better serve them today , as well as innovate for the future .   In asking these types of questions , we   began with the exact same framework as the Design Thinking questions !   Knowing that we would need   help from consumers to answer our questions , we decided that we needed to create something like a   mind map to better understand jobs to be done for our products and why consumers were using our   product to satisfy those jobs .   Then , we wanted to understand where those most relevant jobs were n’t   satisfied currently and as our next step , design criteria and possible solutions to fulfill those consumer   jobs . 

 Application 

 We started the process by identifying existing knowledge around the jobs that consumers are trying to   get done with our products . We have multiple - market awareness and usage surveys that includes many   attributes that we could leverage .   In pulling together those attributes , we created a strawman mind   map to arrange the attributes into functional , emotional and social jobs .   We wanted to look at this   strawman to see how well this captured the complete uses of our products .     In very short order , our collective intuition was pinging .   There were a great deal of functional jobs and   even some emotional , but the social and even identity outcomes were missing .   We had more work to   do .     We conducted primary qualitative research to find the additional jobs across multiple markets globally .    We had 90 - minute in - depth dyadic interviews with consumers who were simply prompted to bring in 5- 7 images that represent how they think or feel about our product category .   We then analyzed that data   leveraging a proprietary algorithm to extract meaning , identify patterns and allow for insights to emerge   around the existing jobs and any newly discovered jobs .     Insight 

 We were amazed to start seeing the mind maps come together .   We discovered another one - third of   jobs that were previously unidentified and were along our hypotheses that there were more social and   identity jobs missing .   We were able to use the team ’s collective genius to ensure that the pathways   between neurons ( i.e. jobs ) were accurate and were then able to overlay which jobs consumers said   were currently satisfied vs. under - satisfied .   Mind mapping allowed us to solidify our current offering , as   well as identify whitespace opportunities . 

 Approach 

 After identifying these opportunities , we decided to gather additional primary data to size the   opportunities .   Next is to develop further design criteria based on our mid - term and long - term business   goals , and to create possible solutions to fulfill the consumer opportunities we identified via Design   Thinking and Mind Mapping ! 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Classified - Confidential 

 Mind Mapping of CPG Categories 

 Challenge & Selection 

 I work in Marketing Insights at a large CPG manufacturer .   In the course of my work , we began asking   big , meaty , foundational questions around why consumers were really using our products and how we   might better serve them today , as well as innovate for the future .   In asking these types of questions , we   began with the exact same framework as the Design Thinking questions !   Knowing that we would need   help from consumers to answer our questions , we decided that we needed to create something like a   mind map to better understand jobs to be done for our products and why consumers were using our   product to satisfy those jobs .   Then , we wanted to understand where those most relevant jobs were n’t   satisfied currently and as our next step , design criteria and possible solutions to fulfill those consumer   jobs . 

 Application 

 We started the process by identifying existing knowledge around the jobs that consumers are trying to   get done with our products . We have multiple - market awareness and usage surveys that includes many   attributes that we could leverage .   In pulling together those attributes , we created a strawman mind   map to arrange the attributes into functional , emotional and social jobs .   We wanted to look at this   strawman to see how well this captured the complete uses of our products .     In very short order , our collective intuition was pinging .   There were a great deal of functional jobs and   even some emotional , but the social and even identity outcomes were missing .   We had more work to   do .     We conducted primary qualitative research to find the additional jobs across multiple markets globally .    We had 90 - minute in - depth dyadic interviews with consumers who were simply prompted to bring in 5- 7 images that represent how they think or feel about our product category .   We then analyzed that data   leveraging a proprietary algorithm to extract meaning , identify patterns and allow for insights to emerge   around the existing jobs and any newly discovered jobs .     Insight 

 We were amazed to start seeing the mind maps come together .   We discovered another one - third of   jobs that were previously unidentified and were along our hypotheses that there were more social and   identity jobs missing .   We were able to use the team ’s collective genius to ensure that the pathways   between neurons ( i.e. jobs ) were accurate and were then able to overlay which jobs consumers said   were currently satisfied vs. under - satisfied .   Mind mapping allowed us to solidify our current offering , as   well as identify whitespace opportunities . 

 Approach 

 After identifying these opportunities , we decided to gather additional primary data to size the   opportunities .   Next is to develop further design criteria based on our mid - term and long - term business   goals , and to create possible solutions to fulfill the consumer opportunities we identified via Design   Thinking and Mind Mapping !
### Output: 