From Aha! to Eureka
Smartees Seminar
This is the full slidedeck of our ‘from
Aha! to Eureka’ Smartees Seminar,
hosted in R...
Welcome!
We’ll start in a minute…

#insites
Welcome & introduction
Why the moustaches?

http://uk.movember.com/team/1001901
Program CIA
14:10

Welcome to the Age of Relevance
Kristof De Wulf, CEO at InSites Consulting

15:10

Case study: Cloetta
...
Welcome to the Age of Relevance
Does the
future of
your
business
depend
on luck?

@kristofdewulf
The old
world is
gone …

@kristofdewulf
How fast
is fast?

@kristofdewulf
How much is too much?

@kristofdewulf
Expect the
unexpected

@kristofdewulf
@kristofdewulf
@kristofdewulf
You are NOT your
consumer

@kristofdewulf
It’s about
hardcore

listening

@kristofdewulf
@kristofdewulf
1.

What is an insight?

3. Activating insights

@kristofdewulf

2. Getting to insights
The brand behind...

Children love what they
instinctively discover for
themselves

@kristofdewulf
Children love what they instinctively discover for
themselves

@kristofdewulf
The brand behind...

@kristofdewulf
The brand behind...

Be different

@kristofdewulf
Be different

@kristofdewulf
The brand behind...

@kristofdewulf
The brand behind...

I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about...
I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identiti...
The brand behind...

@kristofdewulf
Insight ≠ (big) data

@kristofdewulf
Insights ≠ ideas

2005

@kristofdewulf

2013
In-sight |’in.sit|

@kristofdewulf
It’s me!

@kristofdewulf
Why
insights
are like

refrigerators

@kristofdewulf
I want to

change

@kristofdewulf
Without

activation,
an insight
is useless

@kristofdewulf
It’s just a
starting point

@kristofdewulf
It is the DNA of
your product

@kristofdewulf
It will rule
your mind

@kristofdewulf
It can enter
every touchpoint

@kristofdewulf
2.

Getting to insights

1. What is an insight?

3. Activating insights

@kristofdewulf
You don’t
know what
you don’t

know

@kristofdewulf
Consumers
are bad

witnesses
of their own
behaviour

@kristofdewulf
Everybody / Everywhere / Anytime
@kristofdewulf
How to mine insights?
IN
THE
BOX

PORTRAIT
LANDSCAPE

OUT
OF
THE
BOX

@kristofdewulf
How to mine insights?
IN
THE
BOX

PORTRAIT
LANDSCAPE

OUT
OF
THE
BOX

@kristofdewulf
Don’t jump to conclusions

@kristofdewulf
@kristofdewulf
How to mine insights?
IN
THE
BOX

PORTRAIT
LANDSCAPE

OUT
OF
THE
BOX

@kristofdewulf
Context is key

@kristofdewulf
Use different perspectives

@kristofdewulf
The power of the crowd

@kristofdewulf
How to mine insights?
IN
THE
BOX

PORTRAIT
LANDSCAPE

OUT
OF
THE
BOX

@kristofdewulf
The advantage
of inconsistency

@kristofdewulf
Insight is about people

@kristofdewulf
It’s what
you do with
people

@kristofdewulf
@kristofdewulf
How to mine insights?
IN
THE
BOX

PORTRAIT
LANDSCAPE

OUT
OF
THE
BOX

@kristofdewulf
Reframe

@kristofdewulf
@kristofdewulf
It’s a
way of life

@kristofdewulf
@kristofdewulf
3.

Activating insights
1. What is an insight?

2. Getting to insights

@kristofdewulf
Show me the money

@kristofdewulf
@kristofdewulf
Is it you?

@kristofdewulf
Spread
the word

@kristofdewulf
Everybody
is curious
@kristofdewulf
Inspire!

@kristofdewulf
Capture (false)
assumptions

@kristofdewulf
@kristofdewulf
Where are you today?

1

2

3

4

Traditional
market
research
function

Business
contribution
team

Strategic
insight
orga...
@kristofdewulf
1.
Get out
of your

comfort
zone

@kristofdewulf
2.
Develop
daily

rituals

@kristofdewulf
3.
Think big,
act radical

@kristofdewulf
@kristofdewulf
@kristofdewulf
The best way to
predict the future
is to create it

@kristofdewulf
Kristof De Wulf
+32 9 269 15 03

kristof@insites-consulting.com

@annalieze
@kristofdewulf
Case study Cloetta
THE MAGIC FORMULA
IT’S ME!
PARTICIPANTS AS
CO-RESEARCHERS
WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR
AHAA!
OPTIONAL SECOND

SURVEY DIMENSION
Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do ...
R&D contribution
Facebook page

Task description

What did we do?
For this task based element participants are asked to cr...
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...
R&D contribution
The lounge

GETTING ANSWERS TO
QUESTIONS YOU DID NOT ASK
What did we do?
xxxx
EMOTION
FROM STATED TO
IMPLICIT MEASUREMENT
Reaction time

NICHE

NATURAL

These items are not associated with the
given brand by a lot of respondents,
however the re...
BETTER UNDERSTANDING
OF THE WHY
EXCITEMENT
98

Idea topic
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoree...
NEW METHOD LED TO

RICHER DATA
Katia Pallini
+32 9 269 12 23

katia@insites-consulting.com
Case study Heinz
24/7 CIA?
How to integrate CIA in on ongoing CCB

www.insites-consulting.com
A permanent
state of insight

activation
From Food panel to Food & Zo

2008

Evaluation

2009

2011

2012

Inspiration
Started in 2008 as a panel and evolved to an
ongoing community today: 24/7 online!

Involving 200 active participants that...
If you want success, ,
If you want success
you must be
you must be
super relevant
super relevant
Observation Card

!

Looking for clues …

I have noticed that…
Hypotheses Card
Looking for hunches …

Where…?

Hypothesis - Hunch

Who…?

Pin your
observation card
here

Additional evid...
Insight card
Write the consumer insight

Aha x It’s me x 
1.

Individual blogs - ethnography
2.

Discussions
Getting to ‘Aha’ moments
An insight is not immediately visible or ‘evident’, but only becomes clear when y...
So…let’s add a blog tool to
the community!
Challenge 1: this will increase the workload for our
participants…will they actually do this on top of all
the other proje...
Challenge 2: How to involve the Heinz teams in
this process? It requires a higher engagement
to jointly observe & explain ...
LET’S
DO
IT!
2012-2013

2013-2014
SUNDAY
Ethnographic room
•
•
•

Diary of a Saturday, Sunday & Tuesday
Focus on lunch & dinner time
Stating:
• Time
• Activity
• C...
…which resulted in a huge activity…
 169 active participants
 3 blog tasks - 560 blog posts

 12 discussions - 672 resp...
The typical
Sunday dinner?

Sundays are
about relaxing

‘I know I don’t know’

‘I know I know’

GAPs

Facts
Sundays are bu...
???

Ethnographic room
•
•
•

Diary of a Saturday, Sunday & Tuesday
Focus on lunch & dinner time
Stating:
• Time
The typic...
In between workshop
The Sunday meals seem quick & convenient on one hand,
but luxurious and prepared with care & love on the other
hand.
Sundays are often about relaxing, doing active things, but
also on doing practical things (chores)..
Insight # 1
The accepted convenience
meal
The convenience meal on Sundays is accepted, because it…
…contributes to the ‘Go...
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...
INTEGRATE CIA & ONGOING CCB’S?

1.

2.
3.

Yes, we can! If we manage workloads at both
participants and client teams in a ...
Anita Peerdeman

+31 10 742 10 51

anita@insites-consulting.com

Patricia van der Hart

+31 10 10 42 742

patricia.vanderh...
Let’s go to the Q&A
Thank you!
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
From Aha! to Eureka Smartees Seminar
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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 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

  1. 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. 2. Welcome! We’ll start in a minute… #insites
  3. 3. Welcome & introduction
  4. 4. Why the moustaches? http://uk.movember.com/team/1001901
  5. 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. 6. Welcome to the Age of Relevance
  7. 7. Does the future of your business depend on luck? @kristofdewulf
  8. 8. The old world is gone … @kristofdewulf
  9. 9. How fast is fast? @kristofdewulf
  10. 10. How much is too much? @kristofdewulf
  11. 11. Expect the unexpected @kristofdewulf
  12. 12. @kristofdewulf
  13. 13. @kristofdewulf
  14. 14. You are NOT your consumer @kristofdewulf
  15. 15. It’s about hardcore listening @kristofdewulf
  16. 16. @kristofdewulf
  17. 17. 1. What is an insight? 3. Activating insights @kristofdewulf 2. Getting to insights
  18. 18. The brand behind... Children love what they instinctively discover for themselves @kristofdewulf
  19. 19. Children love what they instinctively discover for themselves @kristofdewulf
  20. 20. The brand behind... @kristofdewulf
  21. 21. The brand behind... Be different @kristofdewulf
  22. 22. Be different @kristofdewulf
  23. 23. The brand behind... @kristofdewulf
  24. 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. 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. 26. The brand behind... @kristofdewulf
  27. 27. Insight ≠ (big) data @kristofdewulf
  28. 28. Insights ≠ ideas 2005 @kristofdewulf 2013
  29. 29. In-sight |’in.sit| @kristofdewulf
  30. 30. It’s me! @kristofdewulf
  31. 31. Why insights are like refrigerators @kristofdewulf
  32. 32. I want to change @kristofdewulf
  33. 33. Without activation, an insight is useless @kristofdewulf
  34. 34. It’s just a starting point @kristofdewulf
  35. 35. It is the DNA of your product @kristofdewulf
  36. 36. It will rule your mind @kristofdewulf
  37. 37. It can enter every touchpoint @kristofdewulf
  38. 38. 2. Getting to insights 1. What is an insight? 3. Activating insights @kristofdewulf
  39. 39. You don’t know what you don’t know @kristofdewulf
  40. 40. Consumers are bad witnesses of their own behaviour @kristofdewulf
  41. 41. Everybody / Everywhere / Anytime @kristofdewulf
  42. 42. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  43. 43. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  44. 44. Don’t jump to conclusions @kristofdewulf
  45. 45. @kristofdewulf
  46. 46. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  47. 47. Context is key @kristofdewulf
  48. 48. Use different perspectives @kristofdewulf
  49. 49. The power of the crowd @kristofdewulf
  50. 50. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  51. 51. The advantage of inconsistency @kristofdewulf
  52. 52. Insight is about people @kristofdewulf
  53. 53. It’s what you do with people @kristofdewulf
  54. 54. @kristofdewulf
  55. 55. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @kristofdewulf
  56. 56. Reframe @kristofdewulf
  57. 57. @kristofdewulf
  58. 58. It’s a way of life @kristofdewulf
  59. 59. @kristofdewulf
  60. 60. 3. Activating insights 1. What is an insight? 2. Getting to insights @kristofdewulf
  61. 61. Show me the money @kristofdewulf
  62. 62. @kristofdewulf
  63. 63. Is it you? @kristofdewulf
  64. 64. Spread the word @kristofdewulf
  65. 65. Everybody is curious @kristofdewulf
  66. 66. Inspire! @kristofdewulf
  67. 67. Capture (false) assumptions @kristofdewulf
  68. 68. @kristofdewulf
  69. 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. 70. @kristofdewulf
  71. 71. 1. Get out of your comfort zone @kristofdewulf
  72. 72. 2. Develop daily rituals @kristofdewulf
  73. 73. 3. Think big, act radical @kristofdewulf
  74. 74. @kristofdewulf
  75. 75. @kristofdewulf
  76. 76. The best way to predict the future is to create it @kristofdewulf
  77. 77. Kristof De Wulf +32 9 269 15 03 kristof@insites-consulting.com @annalieze @kristofdewulf
  78. 78. Case study Cloetta
  79. 79. THE MAGIC FORMULA
  80. 80. IT’S ME!
  81. 81. PARTICIPANTS AS CO-RESEARCHERS
  82. 82. WE ARE BETTER AT PREDICTING OTHER PEOPLE’S BEHAVIOUR
  83. 83. AHAA!
  84. 84. OPTIONAL SECOND SURVEY DIMENSION
  85. 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. 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. 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. 88. R&D contribution The lounge GETTING ANSWERS TO QUESTIONS YOU DID NOT ASK What did we do? xxxx
  89. 89. EMOTION
  90. 90. FROM STATED TO IMPLICIT MEASUREMENT
  91. 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. 92. BETTER UNDERSTANDING OF THE WHY
  93. 93. EXCITEMENT
  94. 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. 95. NEW METHOD LED TO RICHER DATA
  96. 96. Katia Pallini +32 9 269 12 23 katia@insites-consulting.com
  97. 97. Case study Heinz
  98. 98. 24/7 CIA? How to integrate CIA in on ongoing CCB www.insites-consulting.com
  99. 99. A permanent state of insight activation
  100. 100. From Food panel to Food & Zo 2008 Evaluation 2009 2011 2012 Inspiration
  101. 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. 102. If you want success, , If you want success you must be you must be super relevant super relevant
  103. 103. Observation Card ! Looking for clues … I have noticed that…
  104. 104. Hypotheses Card Looking for hunches … Where…? Hypothesis - Hunch Who…? Pin your observation card here Additional evidence I guess this is because …
  105. 105. Insight card Write the consumer insight Aha x It’s me x 
  106. 106. 1. Individual blogs - ethnography
  107. 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. 108. So…let’s add a blog tool to the community!
  109. 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. 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. 111. LET’S DO IT!
  112. 112. 2012-2013 2013-2014
  113. 113. SUNDAY
  114. 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. 115. …which resulted in a huge activity…  169 active participants  3 blog tasks - 560 blog posts  12 discussions - 672 responses  350 pictures!!!
  116. 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. 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. 118. In between workshop
  119. 119. The Sunday meals seem quick & convenient on one hand, but luxurious and prepared with care & love on the other hand.
  120. 120. Sundays are often about relaxing, doing active things, but also on doing practical things (chores)..
  121. 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. 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. 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. 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. 125. Let’s go to the Q&A
  126. 126. Thank you!
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