Insighting introduction

The art & science of insighting Starring Kristof De Wulf & Columbo © InSites Consulting 1

Who killed James Ferris?

1 2 3 4 5 6

A structured process ... Disciplined imagination ... but also embracing creative chaos

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

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 about alternative identities, lives, or positions © InSites Consulting 11

“A lot of times, people don’t know what they want until you show it to them…” Steve Jobs © InSites Consulting 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

The magic formula Aha! x It‟s me  €  You‟re right – I recognise this  You understand me (better than myself)

The magic formula Aha! x It‟s me  € Source of inspiration for ... great branding ... great advertising ... great innovation ... great customer experiences

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

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”

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!”

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”

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.”

A repeatable process Observe © InSites Consulting 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

I do not know what I do I do not remember what I do © InSites Consulting 25

A repeatable process Observe Reframe © InSites Consulting 26

It’s about seeing the whole picture ...

(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

(Re-)framing and going thinkingthe obvious Crowbars for creative beyond Projective questioning View conclusions as beginnings © InSites Consulting 29

A repeatable process Observe Reframe Validate © InSites Consulting 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

Write it on a blank sheet of paper, with no supporting words Is it still interesting?

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

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

What went wrong?

A repeatable process Observe Reframe Validate Refine © InSites Consulting 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

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

A repeatable process Connect ! Observe Reframe Validate Refine © InSites Consulting 39

Connected research philosophy Connecting methods Connecting with participants Connecting Connecting marketing with thinking clients © InSites Consulting 40

Not knowing what you are exactly looking for © InSites Consulting 41

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

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

Start walking in your consumer’s shoes © InSites Consulting 45

Change perspectives Observing Asking Yourself Others Secondary Primary Photo Film Behavioral Attitudinal Inductive Deductive © InSites Consulting 46

Traditional ethnography context Participant R Hawthorne effect Researcher gaze © InSites Consulting Time & cost intensive 47

Traditional ethnography 360° ethnography context context Participant Participant Crowd interpretation © InSites Consulting 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

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

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

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

Indulgence

Observe environment clean? Observe staff? Observe goods Calculate price Observe products in the neighbourhood Indulgence © InSites Consulting 55

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 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

Chiquita I Fruit in a bottle What happens if ...

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

Diageo I Johnnie Walker Who are our users?

The presumed target group? SPORTS LOVE QUALITY AUTHENTIC WORK STYLE STATUS FAMILY WORK ONLINE TECH HERITAGE CITYLIFE © InSites Consulting PLAY TRENDS SHOP 68

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

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

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Insighting introduction

by Kristof De Wulf

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