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BAS 2015 - 2016: The Art of Insighting

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This is the full slidedeck of the BAS meet & greet session at the InSites Consulting HQ offices, hosted by Hakim Zemni on Monday 5 October 2015.

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BAS 2015 - 2016: The Art of Insighting

  1. COMPANY TOWARDS THE consumer-activated
  2. Who are we? #1 @HAKIMZEMNI
  3. Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium I have a passion for media, politics, music & movies. I am happily married, a proud dad, a mediocre soccerplayer and a great facebookfriend  I am often described as ‘an opinion on 2 legs’ I love my job because I’m fascinated by the question “why do people do what they do?” hakim@insites-consulting.com @hakimzemni be.linkedin.com/in/hakimzemni
  4. 4
  5. Top 5 most innovative marketing research agency of the world (GRIT 2015) Global Community Moderator Network across +50 countries Proud to work for +30% of the world’s global brands We have been cheered by the industry with more than 25 international awards New York London Sydney Rotterdam Ghent Timisoara @HAKIMZEMNI Our vision on contemporary marketing is evangelized through our best-selling books.
  6. AGENDA OF THE DAY THE ART OF INSIGHTING: why it matters, dangers, solutions MEET & GREET InSites Consulting9:30 – 10:30 10:45 – 12:15 LUNCH12:15 – 13:00 BREAK14:30 – 15:00 WHAT IS AN INSIGHT?13:45 – 14:30 INSIGHT DEVELOPMENT: YOUR TURN15:00 – 16:00 7 WRAP UP16:30 BREAK10:30 – 10:45 INSIGHTS: GETTING THERE13:00 – 13:45 @HAKIMZEMNI PITCH BRIEFING16:00 – 16:30
  7. @HAKIMZEMNI
  8. @HAKIMZEMNI
  9. "Right or wrong, the customer is always right." Marshall Field @HAKIMZEMNI
  10. @HAKIMZEMNI
  11. The InSites Eco-System Insights at the core of every research. CONSUMER CONSULTING BOARD CONSUMER ACTIVATION STUDIO CONSUMER SURVEY HUB Developing fresh consumer insights Engaged community of interested & interesting consumers structurally collaborating with your organization and its brand(s) over time Activating insights into the business Engaged community of employees on which consumer insights are structurally shared as sparks of inspiration, ideation and actions Validating impact of insights & actions Short contextual surveys assessing the business impact of insights themselves and of the actions that have been taken upon them INSIGHTS AT THE CORE @HAKIMZEMNI
  12. @HAKIMZEMNI
  13. @HAKIMZEMNI
  14. THE INSIGHT ACTIVATION STUDIO We use Insight Activation Studios to: (1) share insights faster throughout your organization, to (2) sharpen insights with a broader group of employees and to (3) increase the return on insights by having employees act upon them
  15. PRINCIPLES OF NXT GEN RESEARCH
  16. YOU ARE FREE TO AUTONOMY DO THIS OR NOT
  17. AUTONOMY MODULARITY AT THE PARTICIPANT SIDE
  18. YOU ARE GOOD AT COMPETENCE THIS
  19. COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
  20. PEOPLE LIKE YOU RELATEDNESS DO THIS
  21. R&D contribution The lounge What did we do? xxxx RELATEDNESS CONNECTING IS KEY
  22. WHAT YOU DO HAS VALUE A MEANING
  23. VALUE SHARING THE OBJECTIVES
  24. AMOTIVATION INTRINSIC MOTIVATIONEXTRINSIC MOTIVATION AUTONOMY COMPETENCE RELATEDNESS VALUE
  25. Cases # @HAKIMZEMNI
  26. www.insites-consulting.com Everybody Famous More information? Anneleen Boullart I anneleen@insites-consulting.com INSPIRATION
  27. THE IKEA CATALOGUE www.insites-consulting.com CO-CREATION
  28. www.insites-consulting.com HEINEKEN CLUB OF THE FUTURE More information? Bert Vandecasteele I Bert@insites-consulting.com CO-CREATION
  29. www.insites-consulting.com AB InBev Forza! community GOTOMARKET
  30. www.insites-consulting.com DIESEL The art of research •Phase 1: Social media monitoring: collecting behavioral data on Pinterest •Phase 2: Social media netnography: creating digital personae on current Pinterest content •Phase 3: Activation mapping: getting insights in digital engagement via an enriched survey https://vimeo.com/74829642 ACTIVATION
  31. YOGHURT TALK www.insites-consulting.com FEEDBACK
  32. www.insites-consulting.com Bebat impact test More information? Bert Vandecasteele I Bert@insites-consulting.com “Creativity makes part of our job. But does the consumer understand the complete scope of the message built into the Bebat TV spots ? Insites Consulting proposed a full screening of the spots and measured all factors we needed to see if the client understood the brand evolution or not. The study learned us that the Bebat brand awareness increased with 12% and that most of the marketing objectives were reached.” – Tanguy De Prest, Brand Architect Lielens PRE- & POST-IMPACT
  33. THE ART OF INSIGHTING
  34. ‘I am a big fan of music and movies and have a moral issue with downloading illegal content. However, I don’t seem to find a fair ‘legal’ way to enjoy a lot of films and music without paying too much’ @HAKIMZEMNI
  35. @HAKIMZEMNI
  36. 38 Consumer & shopper insights @HAKIMZEMNI
  37. 10,000 39 Malcolm Gladwell @HAKIMZEMNI
  38. 40 Learn & practice @HAKIMZEMNI
  39. Consumer centricity #1 @HAKIMZEMNI
  40. 42@HAKIMZEMNI DOESTHEFUTURE OFYOURBUSINESS DEPENDONLUCK? Average lifespan of a business
  41. ISMILEYCYRUS JUSTLUCKY? 43@HAKIMZEMNI
  42. I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions Her insight … 44@HAKIMZEMNI
  43. 6 reasons Why Insights matter… @HAKIMZEMNI
  44. 46 IT’SHARD TOSTANDOUT 3,000 branded messages a day @HAKIMZEMNI
  45. 50/20RULE 47 72% of Coke drinkers also drink Pepsi @HAKIMZEMNI
  46. BRANDUSERS KNOWVERYLITTLE ABOUTYOU 48@HAKIMZEMNI
  47. 49 PERCEPTIONS ARENOTSTABLE @HAKIMZEMNI
  48. 50 CONSUMERS AREEMPOWERED Baby boomers: These are the rules Gen X: I don’t follow the rules Gen Y: These are my rules Gen Z: Let’s co-create our rules @HAKIMZEMNI
  49. 51 HARDCORE LISTENING Jens Stoltenberg @HAKIMZEMNI
  50. 52 #1 IT’S HARD TO STAND OUT #2 FROM 80/20 TO 50/20 RULE #3 CONSUMERS DON’T KNOW MUCH ABOUT YOU #4 PERCEPTIONS ARE NOT STABLE #6 JUST LISTENING IS NOT ENOUGH #5 CONSUMERS ARE EMPOWERED @HAKIMZEMNI
  51. THE DANGERS @HAKIMZEMNI
  52. 54 STEPHEN HAWKING @HAKIMZEMNI
  53. 55@HAKIMZEMNI
  54. “When your EYES are looking at the company, your ASS is facing the consumer.” 56@HAKIMZEMNI
  55. 57@HAKIMZEMNI
  56. “The consumer is not a MORON, she is your WIFE.” 58 DAVID OGILVY @HAKIMZEMNI
  57. 59@HAKIMZEMNI
  58. THE SOLUTION @HAKIMZEMNI
  59. 61@HAKIMZEMNI
  60. FIRST TRY: What is the insight behind this commercial? 62@HAKIMZEMNI
  61. 63@HAKIMZEMNI
  62. FIRST TRY: What is the insight behind this commercial? TAKE 5 MINUTES 64@HAKIMZEMNI
  63. Life isn’t about what you buy, but about the relationships you have with the people you care about, and the special moments that you can share with them. 65@HAKIMZEMNI
  64. “There is only one BOSS, the CUSTOMER.” 66@HAKIMZEMNI SAM WALTON
  65. 67@HAKIMZEMNI Copernicus is back
  66. CONSUMER CENTRIC CONSUMER ORIENTEDCOMPANY ORIENTED 68@HAKIMZEMNI CONSUMER ACTIVATED
  67. GETTING THERE @HAKIMZEMNI
  68. AHOLISTIC APPROACH The virtuous circle of insighting @HAKIMZEMNI
  69. The InSites Eco-System Insights at the core of every research. CONSUMER CONSULTING BOARD CONSUMER ACTIVATION STUDIO CONSUMER SURVEY HUB Developing fresh consumer insights Engaged community of interested & interesting consumers structurally collaborating with your organization and its brand(s) over time Activating insights into the business Engaged community of employees on which consumer insights are structurally shared as sparks of inspiration, ideation and actions Validating impact of insights & actions Short contextual surveys assessing the business impact of insights themselves and of the actions that have been taken upon them INSIGHTS AT THE CORE @HAKIMZEMNI
  70. You are NOT your consumer 73@HAKIMZEMNI 1.
  71. 74@HAKIMZEMNI
  72. 75@HAKIMZEMNI Who’s STUFF is this?
  73. 76@HAKIMZEMNI Zoom OUT to see more2.
  74. 77@HAKIMZEMNI BRAND PRODUCT CATEGORY
  75. 78@HAKIMZEMNI Taking different perspectives on ketchup usage
  76. 79@HAKIMZEMNI
  77. 80@HAKIMZEMNI
  78. 81@HAKIMZEMNI
  79. 82@HAKIMZEMNI Consumers are bad witnesses3.
  80. “I don’t know how I take a shower” 83@HAKIMZEMNI
  81. IDEO, 2014 84
  82. Look at the world like a traveler 85@HAKIMZEMNI 4.
  83. 86@HAKIMZEMNI How Persil steps into the shoes of children
  84. 87@HAKIMZEMNI #1 YOU ARE NOT YOUR CONSUMER #2 ZOOM OUT TO SEE MORE #3 CONSUMERS ARE BAD WITNESSES #4 THINK LIKE A TRAVELER
  85. FROMINSIGHT to big idea 88@HAKIMZEMNI
  86. @HAKIMZEMNI
  87. Ready It starts with you. 90@HAKIMZEMNI
  88. Set It’s a marathon. Not a sprint. 91@HAKIMZEMNI
  89. Go The world is your playground. 92@HAKIMZEMNI
  90. What is an insight? #2 @HAKIMZEMNI
  91. What is an insight for you? 94 Discuss in pairs. @HAKIMZEMNI
  92. What is an insight? 1. @HAKIMZEMNI
  93. What is not an insight? @HAKIMZEMNI
  94. Insight ≠ observation @HAKIMZEMNI
  95. Insight ≠ (big) data @HAKIMZEMNI
  96. Insights ≠ ideas 2005 2013 @HAKIMZEMNI
  97. 100 Dove campaign 2015 Insights ≠ ideas @HAKIMZEMNI
  98. The challenge Understanding the frictions, wishes and (unmet) needs the target group has on the usage of our category @HAKIMZEMNI
  99. The challenge Understanding the frictions, wishes and (unmet) needs the target group has on the usage of our category @HAKIMZEMNI
  100. In-sight |’in.sit| @HAKIMZEMNI
  101. Recognizable & relevant It’s me! @HAKIMZEMNI
  102. TWIST, LICK, DUNK @HAKIMZEMNI
  103. A fresh, new way of looking at things Aha! @HAKIMZEMNI
  104. An insight involves change! @HAKIMZEMNI
  105. In-sight |’in.sit| @HAKIMZEMNI
  106. Relevance A good insight is recognizable & real to a consumer. Freshness A good insight is a fresh way of looking at things. Emotion A good insight creates an emotional desire to change. In-sight |’in.sit| Key to success A good insight creates the foundation for actionable marketing decisions; ultimately leading to a competitive advantage @HAKIMZEMNI
  107. The brand behind... When I travel I want to experience my trip through the eyes of a local and get to places where (almost) no hotels are, but I do not want to spend too much money. It would be great if I could really experience my holiday in a unique place but in an affordable way @HAKIMZEMNI
  108. @HAKIMZEMNI
  109. The brand behind... When I travel I want to experience my trip through the eyes of a local and get to places where (almost) no hotels are, but I do not want to spend too much money. It would be great if I could really experience my holiday in a unique place but in an affordable way @HAKIMZEMNI
  110. The brand behind... When I travel I want to experience my trip through the eyes of a local and get to places where (almost) no hotels are, but I do not want to spend too much money. It would be great if I could really experience my holiday in a unique place but in an affordable way Relevance Freshness Emotion @HAKIMZEMNI
  111. Without activation, an insight is useless 114@HAKIMZEMNI
  112. Category Brand / Positioning New product / variant Packaging Key Brand Benefit Product Advertising idea Executional idea Media opportunity Promotional idea Event sponsorship / Brand Experience 115 Strategic & Long term Executional & Tactical An insight helps you at every step of the way.. @HAKIMZEMNI
  113. @HAKIMZEMNI
  114. @HAKIMZEMNI
  115. @HAKIMZEMNI
  116. 119@HAKIMZEMNI
  117. @HAKIMZEMNI
  118. @HAKIMZEMNI
  119. Put your consumer head on! We will show you a picture of a product: Hold up the “like” if you think this product has a consumer insight at the heart Hold up the “dislike” if you think it does not have a consumer insight at the heart @HAKIMZEMNI
  120. 131 #1 A good insight is relevant to the consumer, provides freshness and creates an emotional desire to change #2 Without activation, an insight is useless #3An insight can unlock powerful category & brand activation; both strategically long term as tactically short term @HAKIMZEMNI
  121. Insights development #3 @HAKIMZEMNI
  122. In-sight |’in.sit| How do we get to an insight? @HAKIMZEMNI
  123. Clue = Meaningful observations A hypothesis An insight 1 2 3 Developing insights Transformation of an insight Observations 0 @HAKIMZEMNI
  124. Developing insights Transformation of an insight Observations 0 @HAKIMZEMNI
  125. What is an observation? Observation [ob-zur-vey-shuh n] noun 1. an act or instance of noticing or perceiving. 2. an act or instance of regarding attentively or watching. 3. the faculty or habit of observing or noticing. @HAKIMZEMNI
  126. Observing is not as easy as the dictionary may suggest.. @HAKIMZEMNI
  127. Observing is not as easy as the dictionary may suggest.. @HAKIMZEMNI
  128. One more time  @HAKIMZEMNI
  129. Clue = Meaningful observations 1 Developing insights Transformation of an insight Observations 0 @HAKIMZEMNI
  130. What is a clue? A striking or interesting observation based on research data that is relevant for the wider business issue or project @HAKIMZEMNI
  131. #1 EMOTION @HAKIMZEMNI
  132. #2 REPETITION @HAKIMZEMNI
  133. #3 FRICTION @HAKIMZEMNI
  134. #4 SAY ≠DO @HAKIMZEMNI
  135. #5 SURPRISE @HAKIMZEMNI
  136. #1 EMOTION. #2 REPETITION #3 FRICTION #4 SAY ≠DO #5 SURPRISE What makes an observation interesting? @HAKIMZEMNI
  137. Clue = Meaningful observations A hypothesis 1 2 Developing insights Transformation of an insight Observations 0 @HAKIMZEMNI
  138. What is a hypothesis? An interpretation of a clue explaining the underlying cause or driver behind the observation. @HAKIMZEMNI
  139. Why ? The real motivation is not always at the surface Why ? Why ? @HAKIMZEMNI
  140. Let us demonstrate! @HAKIMZEMNI
  141. Clue = Meaningful observations A hypothesis An insight 1 2 3 Developing insights Transformation of an insight Observations 0 @HAKIMZEMNI
  142. In-sight |’in.sit| @HAKIMZEMNI
  143. Relevance A good insight is recognizable & real to a consumer. Freshness A good insight is a fresh way of looking at things. Emotion A good insight creates an emotional desire to change. In-sight |’in.sit| Key to success A good insight creates the foundation for actionable marketing decisions; ultimately leading to a competitive advantage @HAKIMZEMNI
  144. Make the first decision Are we talking about a consumer friction? Or is this a consumer aspiration? OR @HAKIMZEMNI
  145. #1 Context Where an insight is situated. Eg ‘When I am enjoying a restaurant meal with my partner’ Build up an insight with 4 ingredients #2 Behaviour #3 Motivation Why do they behave this way? What is the friction or aspiration in their behaviour? Eg ‘because I feel I have already eaten enough after a first course and mains’ #4 Desired End The Desired end state Eg ‘it would be great to get a couple of suggestions of only light desserts.’ @HAKIMZEMNI What does the target do in this context or situation? Eg ‘I tend not to order any desserts’
  146. 158 #1 Clue = striking observation #2 Hypothesis = interpretation of a clue, explaining the underlying cause or driver #3A good insight is built up with 4 ingredients; context, behaviour, motivation and desired end @HAKIMZEMNI
  147. Clue: In ethnographic research we noticed that many consumers were putting efforts into cleaning their home (floors) before receiving visitors. . EXAMPLE Hypothesis: Consumers feel an element of shame or embarrassment if their home does not feel tidy before they have guests over. The state of the home reflects on them. There are quite some efforts needed here. Insight: When I have guests over, it’s important to me that my house looks clean, because I want them to see I am a tidy person. However thorough cleaning can take a lot of time and sometimes I get guests at short notice. I wish there was a way to quickly and efficiently clean my house whenever guests drop by @HAKIMZEMNI
  148. @HAKIMZEMNI
  149. Quick Insight Quiz @HAKIMZEMNI
  150. What is this? “I really love the great tastes and experiences that modern coffee brands provide at home and work, however I do have some concerns over the effects of too much caffeine. It would be great to enjoy rich coffee experiences in a slightly more healthy way.” Hypothesis Insight A B C Observation @HAKIMZEMNI
  151. What is this? “I really love the great tastes and experiences that modern coffee brands provide at home and work, however I do have some concerns over the effects of too much caffeine. It would be great to enjoy rich coffee experiences in a slightly more healthy way.” Hypothesis Insight A B C Observation @HAKIMZEMNI
  152. What is this? “the volume of coffee consumption among 18- 25 year old consumers is declining for 2 years now” Hypothesis Insight A B C Observation @HAKIMZEMNI
  153. What is this? “the volume of coffee consumption among 18- 25 year old consumers is declining for 2 years now” Hypothesis Insight A B C Observation @HAKIMZEMNI
  154. What is this? “I think that young people are drinking less coffee cups per day than 2 years ago because they are concerned with the negative health effects of too much caffeine” Hypothesis Insight A B C Observation @HAKIMZEMNI
  155. What is this? “I think that young people are drinking less coffee cups per day than 2 years ago because they are concerned with the negative health effects of too much caffeine” Hypothesis Insight A B C Observation @HAKIMZEMNI
  156. What is this? “Great staff members are critical in shaping my night, they are the face of the club. They should fit the identity of the place and radiate positive energy, most of the time this isn’t the case.” Hypothesis Insight A B C Observation @HAKIMZEMNI
  157. What is this? Hypothesis Insight A B C “Great staff members are critical in shaping my night, they are the face of the club. They should fit the identity of the place and radiate positive energy, most of the time this isn’t the case.” Observation @HAKIMZEMNI
  158. What is this? “In ethnographic research we noticed that many consumers were putting extensive efforts into cleaning their home (floors) before receiving visitors.” Hypothesis Insight A B C Observation @HAKIMZEMNI
  159. What is this? “In ethnographic research we noticed that many consumers were putting extensive efforts into cleaning their home (floors) before receiving visitors.” Hypothesis Insight A B C Observation @HAKIMZEMNI
  160. What is this? “Men aged 25-40 seem to be using more expensive beauty products such as moisturizers and eye creams” Hypothesis Insight A B C Observation @HAKIMZEMNI
  161. What is this? “Men aged 25-40 seem to be using more expensive beauty products such as moisturizers and eye creams” Hypothesis Insight A B C Observation @HAKIMZEMNI
  162. What is this? “When seated in a bar or club people do not want to leave their table but want the waiter’s attention. Hypothesis Insight A B C Observation @HAKIMZEMNI
  163. What is this? Hypothesis Insight A B C “When seated in a bar or club people do not want to leave their table but do want the waiter’s attention. Observation @HAKIMZEMNI
  164. What is this? “I do not like to dance with a drink in my hand. I wish there was a way to avoid that when I go dancing and leave my drink on the table, that my drink is gone when I come back to take a sip.” Hypothesis Insight A B C Observation @HAKIMZEMNI
  165. What is this? Hypothesis Observation Insight A B C “I do not like to dance with a drink in my hand. I wish there was a way to avoid that when I go dancing and leave my drink on the table, that my drink is gone when I come back to take a sip.” @HAKIMZEMNI
  166. Wrap up #x
  167. Key takeaways
  168. #1 WHY Being relevant to your consumers & shoppers is key to unlock sustainable growth #2 WHAT #3 HOW A good insight articulates a consumer friction or aspiration by describing for a specific context what a consumer does, why (s)he does that and what would make them change that
  169. Thank you! 182

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