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From Aha! to Eureka Smartees Webinar

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This is the full slidedeck our 'from Aha! to Eureka' Smartees Webinar, hosted on 21 November 2013. The presentation elaborates on what a consumer insight is (and what it is not), how you can mine them …

This is the full slidedeck our 'from Aha! to Eureka' Smartees Webinar, hosted on 21 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. Presentation by Kristof De Wulf (CEO, InSites Consulting) and Annelies Verhaeghe (Head of Research Innovation, InSites Consulting).

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  • 1. From Aha! to Eureka Smartees Webinar This is the full slidedeck of our ‘from Aha! to Eureka’ Smartees Webinar. 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.
  • 2. Annelies Verhaeghe Kristof De Wulf
  • 3. Does the future of your business depend on luck? @annaliezze @kristofdewulf
  • 4. The old world is gone … @annaliezze @kristofdewulf
  • 5. How fast is fast? @annaliezze @kristofdewulf
  • 6. How much is too much? @annaliezze @kristofdewulf
  • 7. Expect the unexpected @annaliezze @kristofdewulf
  • 8. @annaliezze @kristofdewulf
  • 9. @annaliezze @kristofdewulf
  • 10. You are NOT your consumer @annaliezze @kristofdewulf
  • 11. It’s about hardcore listening @annaliezze @kristofdewulf
  • 12. @annaliezze @kristofdewulf
  • 13. 1. What is an insight? 3. Activating insights @annaliezze @kristofdewulf 2. Getting to insights
  • 14. The brand behind... Children love what they instinctively discover for themselves @annaliezze @kristofdewulf
  • 15. Children love what they instinctively discover for themselves @annaliezze @kristofdewulf
  • 16. The brand behind... @annaliezze @kristofdewulf
  • 17. The brand behind... Be different @annaliezze @kristofdewulf
  • 18. Be different @annaliezze @kristofdewulf
  • 19. The brand behind... @annaliezze @kristofdewulf
  • 20. 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 @annaliezze @kristofdewulf
  • 21. I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions @annaliezze @kristofdewulf
  • 22. The brand behind... @annaliezze @kristofdewulf
  • 23. Insight ≠ (big) data @annaliezze @kristofdewulf
  • 24. Insights ≠ ideas 2005 @annaliezze @kristofdewulf 2013
  • 25. In-sight |’in.sit| @annaliezze @kristofdewulf
  • 26. It’s me! @annaliezze @kristofdewulf
  • 27. Why insights are like refrigerators @annaliezze @kristofdewulf
  • 28. I want to change @annaliezze @kristofdewulf
  • 29. Without activation, an insight is useless @annaliezze @kristofdewulf
  • 30. It’s just a starting point @annaliezze @kristofdewulf
  • 31. It is the DNA of your product @annaliezze @kristofdewulf
  • 32. It will rule your mind @annaliezze @kristofdewulf
  • 33. It can enter every touchpoint @annaliezze @kristofdewulf
  • 34. 2. Getting to insights 1. What is an insight? 3. Activating insights @annaliezze @kristofdewulf
  • 35. You don’t know what you don’t know @annaliezze @kristofdewulf
  • 36. Consumers are bad witnesses of their own behaviour @annaliezze @kristofdewulf
  • 37. Everybody / Everywhere / Anytime @annaliezze @kristofdewulf
  • 38. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @annaliezze @kristofdewulf
  • 39. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @annaliezze @kristofdewulf
  • 40. Don’t jump to conclusions @annaliezze @kristofdewulf
  • 41. @annaliezze @kristofdewulf
  • 42. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @annaliezze @kristofdewulf
  • 43. Context is key @annaliezze @kristofdewulf
  • 44. Use different perspectives @annaliezze @kristofdewulf
  • 45. The power of the crowd @annaliezze @kristofdewulf
  • 46. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @annaliezze @kristofdewulf
  • 47. The advantage of inconsistency @annaliezze @kristofdewulf
  • 48. Insight is about people @annaliezze @kristofdewulf
  • 49. It’s what you do with people @annaliezze @kristofdewulf
  • 50. @annaliezze @kristofdewulf
  • 51. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @annaliezze @kristofdewulf
  • 52. Reframe @annaliezze @kristofdewulf
  • 53. @annaliezze @kristofdewulf
  • 54. It’s a way of life @annaliezze @kristofdewulf
  • 55. @annaliezze @kristofdewulf
  • 56. 3. Activating insights 1. What is an insight? 2. Getting to insights @annaliezze @kristofdewulf
  • 57. Show me the money @annaliezze @kristofdewulf
  • 58. @annaliezze @kristofdewulf
  • 59. Is it you? @annaliezze @kristofdewulf
  • 60. Spread the word @annaliezze @kristofdewulf
  • 61. Everybody is curious @annaliezze @kristofdewulf
  • 62. Inspire! @annaliezze @kristofdewulf
  • 63. Capture (false) assumptions @annaliezze @kristofdewulf
  • 64. @annaliezze @kristofdewulf
  • 65. 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) @annaliezze @kristofdewulf Consumer insight as a source of competitive advantage
  • 66. @annaliezze @kristofdewulf
  • 67. 1. Get out of your comfort zone @annaliezze @kristofdewulf
  • 68. 2. Develop daily rituals @annaliezze @kristofdewulf
  • 69. 3. Think big, act radical @annaliezze @kristofdewulf
  • 70. @annaliezze @kristofdewulf
  • 71. @annaliezze @kristofdewulf
  • 72. The best way to predict the future is to create it @annaliezze @kristofdewulf
  • 73. Thank you!
  • 74. Let’s go to the Q&A
  • 75. Annelies Verhaeghe +32 9 269 14 06 annelies@insites-consulting.com @annalieze @kristofdewulf Kristof De Wulf +32 9 269 15 03 kristof@insites-consulting.com
  • 76. Upcoming Smartees http://smartees.insites-consulting.com

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