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.
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.
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
25. 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
26. I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identities, lives, or
positions
@kristofdewulf
70. 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
86. 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
87.
88. 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
93. 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
96. 98
Idea topic
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Idea topic
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Meet eBay
Idea topic
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nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
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ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
107. From Food panel to Food & Zo
2008
Evaluation
2009
2011
2012
Inspiration
108. 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.
109. If you want success, ,
If you want success
you must be
you must be
super relevant
super relevant
112. Hypotheses Card
Looking for hunches …
Where…?
Hypothesis - Hunch
Who…?
Pin your
observation card
here
Additional evidence
I guess this is because …
115. 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.
117. 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?
118. Challenge 2: How to involve the Heinz teams in
this process? It requires a higher engagement
to jointly observe & explain to build consumer
insights.
127. 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?
128.
129. …which resulted in a huge activity…
169 active participants
3 blog tasks - 560 blog posts
12 discussions - 672 responses
350 pictures!!!
130.
131.
132.
133.
134. 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
135. ???
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
138. The Sunday meals seem quick & convenient on one hand,
but luxurious and prepared with care & love on the other
hand.
139. Sundays are often about relaxing, doing active things, but
also on doing practical things (chores)..
140.
141.
142. 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.
143. 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!
144.
145.
146.
147. 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).
148. 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