From Aha! to Eureka Smartees Seminar
 

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This is the full slidedeck our 'from Aha! to Eureka' Smartees Webinar, hosted on 26 November 2013 in Rotterdam. The presentation elaborates on what a consumer insight is (and what it is not), how you ...

This is the full slidedeck our 'from Aha! to Eureka' Smartees Webinar, hosted on 26 November 2013 in Rotterdam. The presentation elaborates on what a consumer insight is (and what it is not), how you can mine them and how you can make them impactful for your company, through a variety of business stories. All of this illustrated with client cases from Cloetta and Heinz.

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From Aha! to Eureka Smartees Seminar Presentation Transcript

  • 1. From Aha! to Eureka Smartees Seminar This is the full slidedeck of our ‘from Aha! to Eureka’ Smartees Seminar, hosted in Rotterdam on 26 November 2013. The presentation elaborates on what a consumer insight is (and what it is not?), how you can mine them and how you can make them impactful for your company, through a variety of business stories, clear examples and tasks. All of this illustrated with client cases of Cloetta and Heinz.
  • 2. Welcome! We’ll start in a minute… #insites
  • 3. Welcome & introduction
  • 4. Why the moustaches? http://uk.movember.com/team/1001901
  • 5. Program CIA 14:10 Welcome to the Age of Relevance Kristof De Wulf, CEO at InSites Consulting 15:10 Case study: Cloetta Katia Pallini, Research Consultant at InSites Consulting Mechtild de Bruin, International Knowledge & Insights Director at Cloetta 15:40 Coffee break 16:10 Case study: Heinz Anita Peerdeman, Business Director FMCG at InSites Consulting 16:50 Wrap-up and Q&A 17:00 Networking & drinks
  • 6. Welcome to the Age of Relevance
  • 7. Does the future of your business depend on luck? @kristofdewulf
  • 8. The old world is gone … @kristofdewulf
  • 9. How fast is fast? @kristofdewulf
  • 10. How much is too much? @kristofdewulf
  • 11. Expect the unexpected @kristofdewulf
  • 12. @kristofdewulf
  • 13. @kristofdewulf
  • 14. You are NOT your consumer @kristofdewulf
  • 15. It’s about hardcore listening @kristofdewulf
  • 16. @kristofdewulf
  • 17. 1. What is an insight? 3. Activating insights @kristofdewulf 2. Getting to insights
  • 18. The brand behind... Children love what they instinctively discover for themselves @kristofdewulf
  • 19. Children love what they instinctively discover for themselves @kristofdewulf
  • 20. The brand behind... @kristofdewulf
  • 21. The brand behind... Be different @kristofdewulf
  • 22. Be different @kristofdewulf
  • 23. The brand behind... @kristofdewulf
  • 24. The brand behind... I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions @kristofdewulf
  • 25. I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions @kristofdewulf
  • 26. The brand behind... @kristofdewulf
  • 27. Insight ≠ (big) data @kristofdewulf
  • 28. Insights ≠ ideas 2005 @kristofdewulf 2013
  • 29. In-sight |’in.sit| @kristofdewulf
  • 30. It’s me! @kristofdewulf
  • 31. Why insights are like refrigerators @kristofdewulf
  • 32. I want to change @kristofdewulf
  • 33. Without activation, an insight is useless @kristofdewulf
  • 34. It’s just a starting point @kristofdewulf
  • 35. It is the DNA of your product @kristofdewulf
  • 36. It will rule your mind @kristofdewulf
  • 37. It can enter every touchpoint @kristofdewulf
  • 38. 2. Getting to insights 1. What is an insight? 3. Activating insights @kristofdewulf
  • 39. You don’t know what you don’t know @kristofdewulf
  • 40. Consumers are bad witnesses of their own behaviour @kristofdewulf
  • 41. Everybody / Everywhere / Anytime @kristofdewulf
  • 42. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  • 43. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  • 44. Don’t jump to conclusions @kristofdewulf
  • 45. @kristofdewulf
  • 46. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  • 47. Context is key @kristofdewulf
  • 48. Use different perspectives @kristofdewulf
  • 49. The power of the crowd @kristofdewulf
  • 50. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  • 51. The advantage of inconsistency @kristofdewulf
  • 52. Insight is about people @kristofdewulf
  • 53. It’s what you do with people @kristofdewulf
  • 54. @kristofdewulf
  • 55. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  • 56. Reframe @kristofdewulf
  • 57. @kristofdewulf
  • 58. It’s a way of life @kristofdewulf
  • 59. @kristofdewulf
  • 60. 3. Activating insights 1. What is an insight? 2. Getting to insights @kristofdewulf
  • 61. Show me the money @kristofdewulf
  • 62. @kristofdewulf
  • 63. Is it you? @kristofdewulf
  • 64. Spread the word @kristofdewulf
  • 65. Everybody is curious @kristofdewulf
  • 66. Inspire! @kristofdewulf
  • 67. Capture (false) assumptions @kristofdewulf
  • 68. @kristofdewulf
  • 69. Where are you today? 1 2 3 4 Traditional market research function Business contribution team Strategic insight organization Strategic foresight organization Market research as an order-taking function Sources: BCG Consumer Insight Benchmarking (May 2009) @kristofdewulf Consumer insight as a source of competitive advantage
  • 70. @kristofdewulf
  • 71. 1. Get out of your comfort zone @kristofdewulf
  • 72. 2. Develop daily rituals @kristofdewulf
  • 73. 3. Think big, act radical @kristofdewulf
  • 74. @kristofdewulf
  • 75. @kristofdewulf
  • 76. The best way to predict the future is to create it @kristofdewulf
  • 77. Kristof De Wulf +32 9 269 15 03 kristof@insites-consulting.com @annalieze @kristofdewulf
  • 78. Case study Cloetta
  • 79. THE MAGIC FORMULA
  • 80. IT’S ME!
  • 81. PARTICIPANTS AS CO-RESEARCHERS
  • 82. WE ARE BETTER AT PREDICTING OTHER PEOPLE’S BEHAVIOUR
  • 83. AHAA!
  • 84. OPTIONAL SECOND SURVEY DIMENSION
  • 85. Task 1: Your breakfast moment Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this? Task 1: Your breakfast moment
  • 86. R&D contribution Facebook page Task description What did we do? For this task based element participants are asked to create a Facebook profile for the typical person they believe the insight would relate to. Using this projective technique we can get a detailed description of how that person would look like. Participants can easily brows for visuals that would visualize this person as well as ad a description on their social demographics and personal interests. We asked the participants to create the Facebook page of the typical person who you feel would identify with this statement: “There are moments when I really feel like something to refresh my mind and re-energize - a little ‘pick me up’. The common chocolate bars (eg Snickers) are ok for these moments, however sometimes I am looking for something a bit more exciting in terms of taste and mouthfeel” 90
  • 87. Insight 97 100% Kids 112 35% No kids 88 65% 18-34; 55-64 126 15% All other employment status 106 9% Full time employed; other 157 6% 35-54 101 20% GIVE A FACE TO THE NUMBERS
  • 88. R&D contribution The lounge GETTING ANSWERS TO QUESTIONS YOU DID NOT ASK What did we do? xxxx
  • 89. EMOTION
  • 90. FROM STATED TO IMPLICIT MEASUREMENT
  • 91. Reaction time NICHE NATURAL These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average. These are niche associations often amongst users with a certain brand experience. These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average. These are natural and spontaneous associations. These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average. These items are not linked with brand. These items are associated with the given brand by many respondents but the reaction time is below average. These are potential associations which can become natural if the given brand enhances the communication. LIMITS POTENTIAL % of respondents
  • 92. BETTER UNDERSTANDING OF THE WHY
  • 93. EXCITEMENT
  • 94. 98 Idea topic Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis Meet Katia tation nostrud exerci ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Idea topic Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Meet eBay Idea topic Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
  • 95. NEW METHOD LED TO RICHER DATA
  • 96. Katia Pallini +32 9 269 12 23 katia@insites-consulting.com
  • 97. Case study Heinz
  • 98. 24/7 CIA? How to integrate CIA in on ongoing CCB www.insites-consulting.com
  • 99. A permanent state of insight activation
  • 100. From Food panel to Food & Zo 2008 Evaluation 2009 2011 2012 Inspiration
  • 101. Started in 2008 as a panel and evolved to an ongoing community today: 24/7 online! Involving 200 active participants that share a passion for food & groceries Accessible to all brand teams @Heinz: Heinz, Venz, Roosvicee, De Ruyter, Honig etc. Allowing for 48H feedback on tactical questions And for in-depth collaboration on strategic projects.
  • 102. If you want success, , If you want success you must be you must be super relevant super relevant
  • 103. Observation Card ! Looking for clues … I have noticed that…
  • 104. Hypotheses Card Looking for hunches … Where…? Hypothesis - Hunch Who…? Pin your observation card here Additional evidence I guess this is because …
  • 105. Insight card Write the consumer insight Aha x It’s me x 
  • 106. 1. Individual blogs - ethnography
  • 107. 2. Discussions Getting to ‘Aha’ moments An insight is not immediately visible or ‘evident’, but only becomes clear when you are actually confronted with it. Or, as Steve Jobs described it: “A lot of times, people don’t know what they want, until you show it to them”. It is equal to a sort of ‘Aha’ experience: a combination of surprise and something familiar. ‘It’s me’: understanding what is relevant to consumers A strong insight automatically calls for familiarity, sometimes even to the extent that you may even learn things about yourself that you were not aware of before. By getting really close to the target group, we build relevance for consumers, touching needs that are real and important. Understanding where consumer tension is playing Behind every strong insight lies a need to improve an existing situation. In other words: it’s not just about being relevant; consumers should also feel a need to change something to an existing situation. As we connect with consumers over a longer period of time, we are able to better capture such tensions. In depth understanding An observation in itself is not valuable, unless you truly understand it. Discussing the observation using the above elements helps us to fully understand the rational or emotional motivation behind consumer behavior.
  • 108. So…let’s add a blog tool to the community!
  • 109. Challenge 1: this will increase the workload for our participants…will they actually do this on top of all the other project topics and 48H topics?
  • 110. Challenge 2: How to involve the Heinz teams in this process? It requires a higher engagement to jointly observe & explain to build consumer insights.
  • 111. LET’S DO IT!
  • 112. 2012-2013 2013-2014
  • 113. SUNDAY
  • 114. Ethnographic room • • • Diary of a Saturday, Sunday & Tuesday Focus on lunch & dinner time Stating: • Time • Activity • Company • Atmosphere Discussions room • • • • • • Meaning of a Sunday Associations cloud exercise The perfect Sunday! Mood board Saturday vs. Sunday Habits versus traditions Deep dive on: • • • Convenience meal vs. extensive meal Family or friends day? Negatives sides on a Sunday?
  • 115. …which resulted in a huge activity…  169 active participants  3 blog tasks - 560 blog posts  12 discussions - 672 responses  350 pictures!!!
  • 116. The typical Sunday dinner? Sundays are about relaxing ‘I know I don’t know’ ‘I know I know’ GAPs Facts Sundays are built on habits ??? ‘I don’t know that I don’t know’ ‘I think I know’ Assumptions
  • 117. ??? Ethnographic room • • • Diary of a Saturday, Sunday & Tuesday Focus on lunch & dinner time Stating: • Time The typical • Activity Sunday dinner? • Company • Atmosphere Discussions room • • • • • • Meaning of a Sunday Associations cloud exercise The perfect Sunday! Mood board Saturday vs. Sunday Habits versus traditions Deep dive on: • • • Convenience meal vs. extensive meal Family or friends day? Negatives sides on a Sunday? Sundays are built on habits
  • 118. In between workshop
  • 119. The Sunday meals seem quick & convenient on one hand, but luxurious and prepared with care & love on the other hand.
  • 120. Sundays are often about relaxing, doing active things, but also on doing practical things (chores)..
  • 121. Insight # 1 The accepted convenience meal The convenience meal on Sundays is accepted, because it… …contributes to the ‘Go with the flow’ mentality of the day ..allows for more quality time with family and friends And therefore does not provoke the guilt feeling a convenient meal sometimes can provoke.
  • 122. Insight # 2 The habit of not having a habit My Sundays are very different, but they all have in common that I don’t have a schedule or planning. Each Sunday is different for me, but come to think of it, they all have in common that I have no obligations on that day. I feel free!
  • 123. INTEGRATE CIA & ONGOING CCB’S? 1. 2. 3. Yes, we can! If we manage workloads at both participants and client teams in a proper way. We even think this is the way forward to maximize value of your (ongoing) CCB: inspiration instead of validation! And integrate consumer relevance at the heart of everything you do in a marketing organization (innovation communication & activation).
  • 124. Anita Peerdeman +31 10 742 10 51 anita@insites-consulting.com Patricia van der Hart +31 10 10 42 742 patricia.vanderhart@insites-consulting.com
  • 125. Let’s go to the Q&A
  • 126. Thank you!