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 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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From Aha! to Eureka Smartees Webinar

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