The art & science of insighting
                             Starring Kristof De Wulf & Columbo
© InSites Consulting




 ...
Who killed James Ferris?
1   2   3




4   5   6
A structured process ...




                  Disciplined
                  imagination




                    ... but a...
What is an insight?
                          Your point of view
                          Key features of an insight
    ...
Insight             research
 unless you do something weird with it
Insight > observation
insight is not so much about seeing the truth, as feeling it
FACTS   INFORMATION FINDINGS   ADVICE   INSIGHTS
Insight                 idea
one insight is the basis of hundreds of ideas
I want to escape the limitations of my daily
                       routine life and enjoy the activity of fantasizing
   ...
“A lot of times, people
                       don’t know what they
                       want until you show it
        ...
The magic formula




Aha! x It‟s me  €
 Not immediately apparent
 You will know it when you see it
 Brings to the sur...
The magic formula




Aha! x It‟s me  €
               You‟re right – I recognise this
          You understand me (bet...
The magic formula




Aha! x It‟s me  €
                     Source of inspiration for
                                  ...
What is an insight?
                          Your point of view
                          Key features of an insight
    ...
Diageo I J&B

                       “In a world of day-to-day constrains and social
                       pressure, cons...
Diageo I J&B

“In a world of day-to-day constrains and social
pressure, consumers want nights out that offer
the promise t...
Mars I Whiskas

“If you could give your cat US$10 and send him off to the
grocery store to buy cat food, what would he bri...
Volkswagen I Beetle

 “It wasn't just the need for a smaller car - there was a sizable
group of people who needed to be di...
P&G I Pampers

“Babies with healthy, dry skin are happier....and so better able
to play, learn and develop. The finding th...
What is an insight?
                          Your point of view
                          Key features of an insight
    ...
A repeatable process




                           Observe
© InSites Consulting




                                     ...
ItIt power is in the mix see
                           all starts with what we
                       The all starts with...
I do not know what I do
                       I do not remember what I do
© InSites Consulting




                      ...
A repeatable process




                           Observe     Reframe
© InSites Consulting




                         ...
It’s about seeing the whole picture ...
(Re-)framing and going beyond the obvious




                                                    „Doing the same thing ov...
(Re-)framing and going thinkingthe obvious
                        Crowbars for creative beyond




                      ...
A repeatable process




                           Observe     Reframe   Validate
© InSites Consulting




              ...
Will people get it?
                       Does it touch them?
                        Is it something new?
              ...
Write it on a blank sheet of paper,
    with no supporting words

      Is it still interesting?
Insight screening
                       KPI’s




                                           Identification     Frequency...
Over the course of 3 weeks, the 16 varieties of
                       lettuce in McDonald’s salads were planted and
     ...
What went wrong?
A repeatable process




                           Observe     Reframe   Validate   Refine
© InSites Consulting




     ...
“[…] the language you use is not arbitrary and
inconsequential; for an insight to have real potency,
the language in which...
Elaborating & finetuning the insight

                               3 online discussion groups with each a different focu...
A repeatable process




                                              Connect !

                           Observe     R...
Connected research philosophy




                                                    Connecting
                         ...
Not knowing what you are exactly looking for
© InSites Consulting




                                                    ...
What is an insight?
                          Your point of view
                          Key features of an insight
    ...
We aredifferent from our target audience!
                        We are different from our target group!



             ...
Yet we different from ourconfidence ...
                        We are have a lot of target audience!




                ...
Start walking in your consumer’s shoes
© InSites Consulting




                                                          ...
Change perspectives




                                             Observing    Asking
                                 ...
Traditional ethnography



                               context



                               Participant




      ...
Traditional ethnography             360° ethnography



                                                                 c...
Video ethnography
                          In cooperation with Colruyt Group
                          8 shopping trips...
The shopping experience through consumers eyes
                       Different touch points
                       PRE-SH...
Two types of importance for each touch point
                       Exposure versus impact

                             P...
Performance of each touch point

                                        Major improvement     Minor improvement   Neutral...
Indulgence
Indulgence:
                         daylight
© InSites Consulting




                                     54
Observe environment
                                 clean?




                                                          ...
What is an insight?
                          Your point of view
                          Key features of an insight
    ...
Unilever I Marmite

 Turning a problem
into an opportunity
PROBLEM   VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO
          DO ABSOLUTELY ADORE IT.



WHY?      BECAUSE THOSE WHO...
© InSites Consulting




59
What is an insight?
                          Your point of view
                          Key features of an insight
    ...
© InSites Consulting




61
Chiquita I Fruit in a bottle

   What happens if ...
DEPRIVATION                       ACTIVATION

                       What happens on a psychological    What happens on ps...
© InSites Consulting




64
Start walking in your customer’s shoes
© InSites Consulting




                                                          ...
What is an insight?
                          Your point of view
                          Key features of an insight
    ...
Diageo I Johnnie Walker

  Who are our users?
The presumed target group?

                       SPORTS                    LOVE




                                    ...
Online safari

                                                       ENGAGE


                                           ...
© InSites Consulting




70
HEDONISM
                       SELF DIRECTION                 AMBITION
                                        INSPIRATIO...
What did we learn from Columbo?



                        Get closer & connect
                        Make connections...
Some take-ways

 Check out how connected you are:
  http://www.insites.eu/meetthejonesestest/
 Subscribe for the next Sm...
Some final
                       questions or
                        remarks?
© InSites Consulting




                 ...
Consumers insights
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Consumers insights

  1. 1. The art & science of insighting Starring Kristof De Wulf & Columbo © InSites Consulting 1
  2. 2. Who killed James Ferris?
  3. 3. 1 2 3 4 5 6
  4. 4. A structured process ... Disciplined imagination ... but also embracing creative chaos
  5. 5. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 6
  6. 6. Insight research unless you do something weird with it
  7. 7. Insight > observation insight is not so much about seeing the truth, as feeling it
  8. 8. FACTS INFORMATION FINDINGS ADVICE INSIGHTS
  9. 9. Insight idea one insight is the basis of hundreds of ideas
  10. 10. I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions © InSites Consulting 11
  11. 11. “A lot of times, people don’t know what they want until you show it to them…” Steve Jobs © InSites Consulting 12
  12. 12. The magic formula Aha! x It‟s me  €  Not immediately apparent  You will know it when you see it  Brings to the surface what was subconsiously there  Surprising and fresh
  13. 13. The magic formula Aha! x It‟s me  €  You‟re right – I recognise this  You understand me (better than myself)
  14. 14. The magic formula Aha! x It‟s me  € Source of inspiration for ... great branding ... great advertising ... great innovation ... great customer experiences
  15. 15. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 16
  16. 16. Diageo I J&B “In a world of day-to-day constrains and social pressure, consumers want nights out that offer the promise that the unexpected can happen” © InSites Consulting 17
  17. 17. Diageo I J&B “In a world of day-to-day constrains and social pressure, consumers want nights out that offer the promise that the unexpected can happen”
  18. 18. Mars I Whiskas “If you could give your cat US$10 and send him off to the grocery store to buy cat food, what would he bring home? The answer (albeit theoretically) is: Live meat!”
  19. 19. Volkswagen I Beetle “It wasn't just the need for a smaller car - there was a sizable group of people who needed to be different and didn't express themselves based on the size of their car”
  20. 20. P&G I Pampers “Babies with healthy, dry skin are happier....and so better able to play, learn and develop. The finding that babies are happier when they have healthy skin rather than nappy rash was not that new. The trick was uncovering the deeper emotional significance.”
  21. 21. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 22
  22. 22. A repeatable process Observe © InSites Consulting 23
  23. 23. ItIt power is in the mix see all starts with what we The all starts with what we see Insights can be found if we accept that there is no “we” versus “them” © InSites Consulting 24
  24. 24. I do not know what I do I do not remember what I do © InSites Consulting 25
  25. 25. A repeatable process Observe Reframe © InSites Consulting 26
  26. 26. It’s about seeing the whole picture ...
  27. 27. (Re-)framing and going beyond the obvious „Doing the same thing over and over, in the hope of a different result, is insanity‟ © InSites Consulting 28
  28. 28. (Re-)framing and going thinkingthe obvious Crowbars for creative beyond Projective questioning View conclusions as beginnings © InSites Consulting 29
  29. 29. A repeatable process Observe Reframe Validate © InSites Consulting 30
  30. 30. Will people get it? Does it touch them? Is it something new? Is it simple enough? Can you support it? © InSites Consulting Will it effect change? 31
  31. 31. Write it on a blank sheet of paper, with no supporting words Is it still interesting?
  32. 32. Insight screening KPI’s Identification Frequency Endurance Relevance Thought of Recognition before Solution Likelihood Differentiation awareness solution finding Importance of Clarity resolving Actionability Context fit Target group fit Brand fit © InSites Consulting 33
  33. 33. Over the course of 3 weeks, the 16 varieties of lettuce in McDonald’s salads were planted and grown on a soil-based billboard © InSites Consulting 34
  34. 34. What went wrong?
  35. 35. A repeatable process Observe Reframe Validate Refine © InSites Consulting 36
  36. 36. “[…] the language you use is not arbitrary and inconsequential; for an insight to have real potency, the language in which it is couched is at least as important as the inner truth itself. For an insight to have real potency, literal accuracy is less important than its power to evoke.” Bullmore 2005, WPP
  37. 37. Elaborating & finetuning the insight 3 online discussion groups with each a different focus First online discussion group focuses on GROUP 1 exploration of the insight in different EXPLORE directions. The outcome is a list of possibilities to reword the insight. Based on the first group and what is legally GROUP 2 possible in terms of formulation of the insight, FINETUNE a limited set of insights is tested more in- depth. In the final group, the insight holding most GROUP 3 potential is elaborated upon. The key objective CONFIRM is the validate the power of the insight as formulated based on the 2 previous sessions. © InSites Consulting 38
  38. 38. A repeatable process Connect ! Observe Reframe Validate Refine © InSites Consulting 39
  39. 39. Connected research philosophy Connecting methods Connecting with participants Connecting Connecting marketing with thinking clients © InSites Consulting 40
  40. 40. Not knowing what you are exactly looking for © InSites Consulting 41
  41. 41. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 42
  42. 42. We aredifferent from our target audience! We are different from our target group! Identification of marketeers with their target group CONSUMER TWIN SCORE 6% 5% 7% 6% 8% 5% 6% 7% 64% 6% 8% 73% 15% 6% 19%6% 30% 15% 35%19% 24% 30% 17%35% 7% 24% 5%17% 4% 7% 4% 5% © InSites Consulting 4% 4% 43
  43. 43. Yet we different from ourconfidence ... We are have a lot of target audience! I know what consumers want 72% 70% 6% 5% My own behavior helps me better 69% 69% understand consumers' behavior 7% 8% My gut feeling helps me understand 6% 68% 6% 67% consumers' behavior 15% 19% Because I spend a lot of time with 66% 67% consumers, I understand them better 30% 35% 24% 17% 7% 5% © InSites Consulting 4% 4% 44
  44. 44. Start walking in your consumer’s shoes © InSites Consulting 45
  45. 45. Change perspectives Observing Asking Yourself Others Secondary Primary Photo Film Behavioral Attitudinal Inductive Deductive © InSites Consulting 46
  46. 46. Traditional ethnography context Participant R Hawthorne effect Researcher gaze © InSites Consulting Time & cost intensive 47
  47. 47. Traditional ethnography 360° ethnography context context Participant Participant Crowd interpretation © InSites Consulting 48
  48. 48. Video ethnography  In cooperation with Colruyt Group  8 shopping trips to an OKay supermarket with spycam  Selection of interesting scenes by researchers  Insight generation by the crowd: 371 TalktoChange members comment on the observations © InSites Consulting 49
  49. 49. The shopping experience through consumers eyes Different touch points PRE-SHOPPING SHOPPING Making my Going to the Finding a Finding a coin Finding a trolley shopping list shop parking spot for a trolley Exploration (new Find the products Waiting at checkout Empty bottles? Enter the store products, social, ...) on my list POST-SHOPPING Putting away the © InSites Consulting Packing up the Driving home Scanning Paying goods goods 50
  50. 50. Two types of importance for each touch point Exposure versus impact Parking Trolley Entrance Shopping Check- Packing out 65% 35% 26% 18% 9% 23% 5% 6% 1% 3% 2% 4% Exposure Impact © InSites Consulting 51
  51. 51. Performance of each touch point Major improvement Minor improvement Neutral comment Parking Trolley Entrance Shopping Check- Packing 26% 25% out 29% 31% 35% 67% 36% 29% 44% 47% 41% 23% 40% 35% 30% 28% 24% 10% © InSites Consulting 52
  52. 52. Indulgence
  53. 53. Indulgence: daylight © InSites Consulting 54
  54. 54. Observe environment clean? Observe staff? Observe goods Calculate price Observe products in the neighbourhood Indulgence © InSites Consulting 55
  55. 55. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 56
  56. 56. Unilever I Marmite Turning a problem into an opportunity
  57. 57. PROBLEM VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO DO ABSOLUTELY ADORE IT. WHY? BECAUSE THOSE WHO DON’T EAT IT, HATE IT. WHY? BECAUSE MARMITE EATERS ARE PERCEIVED TO BE RARE AND SLIGHTLY ECCENTRIC (AND ARE LIKELY TO BE CHILDREN). WHY? BECAUSE THE PRODUCT HAS A VERY UNIQUE POLARISING TASTE. INSIGHT MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC
  58. 58. © InSites Consulting 59
  59. 59. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 60
  60. 60. © InSites Consulting 61
  61. 61. Chiquita I Fruit in a bottle What happens if ...
  62. 62. DEPRIVATION ACTIVATION What happens on a psychological What happens on psychological and physical level when 15 heavy and physical level with 20 fruit/smoothies eaters don‟t participants who don‟t often eat consume their regular amount of fruit/smoothies, when they start fruit/smoothies? eating more? © InSites Consulting 63
  63. 63. © InSites Consulting 64
  64. 64. Start walking in your customer’s shoes © InSites Consulting 65
  65. 65. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 66
  66. 66. Diageo I Johnnie Walker Who are our users?
  67. 67. The presumed target group? SPORTS LOVE QUALITY AUTHENTIC WORK STYLE STATUS FAMILY WORK ONLINE TECH HERITAGE CITYLIFE © InSites Consulting PLAY TRENDS SHOP 68
  68. 68. Online safari ENGAGE CONTENT Data collection: Universe scrape the detection internet PROFILE © InSites Consulting 69
  69. 69. © InSites Consulting 70
  70. 70. HEDONISM SELF DIRECTION AMBITION INSPIRATION © InSites Consulting 71
  71. 71. What did we learn from Columbo?  Get closer & connect  Make connections between seemingly unrelated facts and observations  Never overlook “unimportant” details  Always dig deeper – “Just one more question”  Immerse yourself in alternative roles  Use your own personal experience  Invest in validating & refining your insight © InSites Consulting 72
  72. 72. Some take-ways  Check out how connected you are: http://www.insites.eu/meetthejonesestest/  Subscribe for the next Smartees workshop on observational research: 19/11/2009  Freely download our (award winning) papers on http://www.insites.eu/InSites/ForwaR-D- kristof@insites.eu Lab/ForwaR-D-buzz/page.aspx/180?buzz=2 +32 496 23.29.20
  73. 73. Some final questions or remarks? © InSites Consulting kristof@insites.eu +32 496 23.29.20 74
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