How to get new consumer insights at the ARF Thought Leader Series

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How to get new consumer insights through Consumer Consulting Boards, Digital Personas and Crowd Interpretation, presented by Filip De Boeck, Annelies Verhaeghe & Tom De Ruyck at the ARF Thought Leader Series on June 27, 2013 in New York (US).

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How to get new consumer insights at the ARF Thought Leader Series

  1. 1. New York I London I Rotterdam I Ghent www.insites-consulting.com WELCOME! Filip De Boeck Managing Partner How to get new consumer insights through Consulting Boards, Digital Personas and Crowd Interpretation
  2. 2. … FLAWSOME SCREENCULTURE INFORMATIONCONSUMER PROFESSIONAL AMATEURS DEALERCHIC SOCIAL EVERYTHING
  3. 3. 8/10 WANTS TO BE IN THE BOARDROOM
  4. 4. Reality = TECHNOLOGY TAKES OVER WHAT SOCIAL & HUMAN IS ALL ABOUT ≠ DATABASES ≠ COMMUNITY PANELS ≠ BIG DATA
  5. 5. Crowd Interpretation© What happens to consumer insights when consumers take over analysis?
  6. 6. “The customer is to be at the heart of all our innovation, branding and communication.” “Recognize this mission? It’s hard…
  7. 7. because… Consumers often don’t know when asked OBSERVATION IS KEY
  8. 8. Researcher gaze GRASPING THEIR PERSPECTIVE because…
  9. 9. because… Different perspectives KNOWLEDGE GAPS = culture, generation, objective
  10. 10. CROWD INTERPRETATION© is the analysis of research data by a group of research participants in order to obtain richer, more accurate interpretation of data that leads to insights.
  11. 11. Bounded Rationality Wisdom of crowds Investigative triangulation
  12. 12. 20% to 40% unique insights from the crowd CROWD-INTERPRETATION© differential impact
  13. 13. CROWD INTERPRETATION Human insights as backbone PEOPLE Ketchup in daily lives
  14. 14. Insight Platforms Themes Present to Impress CROWD INTERPRETATION
  15. 15. Online ethnography 28 3 1,000 Insight generation CROWD INTERPRETATION
  16. 16. Online ethnography 28 3 1,000 I miss ketchup I realize now that ketchup is adding more than anticipated Deprivation Activation Insight generation CROWD INTERPRETATION
  17. 17. Insight generation Crowd Interpretation©  Online game played by Heinz marketers & research participant  Be the best in analyzing each other consumer behavior CROWD INTERPRETATION
  18. 18. Insight generation Crowd Interpretation© 20% unique insights from the crowd & FUN CROWD INTERPRETATION
  19. 19. START FROM THEIR OWN EXPERIENCE IMPROVING TRANSFER FLIGHT EXPERIENCE
  20. 20. Imagine…
  21. 21. Insightment Ideation & Concept Development Validation 3 Phases
  22. 22. Connecting the dots
  23. 23. Insightment communityInsight Activation community OBSERVATION Follow passengers on their journey CROWD INTERPRETATION© Get in-depth insights DISCUSSION Shape the insights
  24. 24. MY STORY MY OBSERVATION MY INTERPRETATION MY EVALUATION
  25. 25. The results?
  26. 26. GET IMMERSED IN THE LIFE OF PATIENTS EXPLORE TYPICAL HYPERTENSION MOMENTS TRANSLATE INTO ACTIONABLE & RELEVANT SERVICES
  27. 27. OBSERVATION CROWD INTERPRETATION© DISCUSSION
  28. 28. Crowd interpretation©
  29. 29. 360° INTERPRETATION 55 hypertension patients 24 HCP’s 50 peers ?
  30. 30. 19 insights + 25 insights 3 5 6 0 1 6 4
  31. 31. 20 to 40% UNIQUE insights + FUN RESULTS OF CROWD INTERPRETATION© Knowledge Leverage Content Leverage Internal Leverage Understanding HUMANS not technology ≠ types of CROWDS lead to ≠ INSIGHTS CROSS-CULTURAL understanding And create IMPACT within companies
  32. 32. What you DO to people is equally important as what you ASK … “THROUGH” NOT “TO”
  33. 33. linkedin.com/in/nielsschillewaert @niels_insites niels@insites-consulting.com www.insites-consulting.com New York I London I Ghent I Rotterdam Managing Partner
  34. 34. An icon of a global brand
  35. 35. 360° evaluation
  36. 36. Before: focus groups
  37. 37. From good to great Focus groups were only giving a snapshot of reality Limited time spent with consumers and a limited portfolio of research techniques possible Largely determined by the quality and experience of the moderator Internal stakeholders do not follow sessions that often
  38. 38. After: Research Communities
  39. 39. Triangulation Data Method Environmental Theory Investigator
  40. 40. Doing things faster and more cost-efficient Gaining a higher quality of data & deeper insights Doing things that were just not possible before Evaluation of a method
  41. 41. 5 countries (USA, China, Poland, Italy & Germany)
  42. 42. #1 Reason to participate #2 Conversation guide #3 Role of the moderator #4 Gamification Different country, different story
  43. 43. Expectations towards the brand & the Catalogue? First impressions & second thoughts? Conversion and impact on the brand? Evaluation of the 2013 Catalogue Phase 1 Who is the reader?
  44. 44. Results Right direction Improvements to the Catalogue Revision of the mobile application
  45. 45. Phase 2 Reactivation of the communities to test cover ideas for the 2014 Catalogue
  46. 46. Participants > Consumer Consultants
  47. 47. Emotional/ implicit measurement
  48. 48. Battle of the covers
  49. 49. Results Feedback for creatives Clear direction
  50. 50. Dialogue between the internal and external world
  51. 51. Frederic.Gennart@ Inter-IKEA.com tom@insites-consulting.com @tomderuyck
  52. 52. 6464 The art of research How we increased the value of the Diesel Pinterest page By Annelies Verhaeghe, Head of research Innovation, InSites Consulting June 26th, 2013
  53. 53. From marketing to people to marketing through people
  54. 54. How to increase the value of the Diesel Pinterest page?
  55. 55. Challenge accepted A hybrid methodology
  56. 56. Social media listening • Behavioural measures • # followers • #pin & repins • # likes • # comments • Top content
  57. 57. Home maker Social media netnography • Clustering Pinterest content into online persona’s • Applying principles of visual ethnography
  58. 58. Activation mapping • Quantitative survey • n = 1222 • Current followers of Diesel Page, Pinterest users & Online target • Profiling on socio demo’s, lifestyle and passion points • Activation profile • Identification with the Pinterest persona’s %
  59. 59. Knowledge leverage The value of the current Pinterest page
  60. 60. Knowledge leverage What makes them tick
  61. 61. Luxury brands Impress people Show my style Fun in life No status quo Excitement Trendy products Branded The current followers
  62. 62. MODEL MAINSTREAM
  63. 63. Internal leverage From insight to action
  64. 64. External leverage Did we have an impact?
  65. 65. 71% knowledge 65% identification 67% store visit 69% website 59% buying Changing the heart, minds & actions
  66. 66. +41% +44% 55% wom
  67. 67. Moving from reach To relevance
  68. 68. www.insites-consulting.com @niels_insites

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