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

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

461

Published on

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).

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
461
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×