Insight Driven IdeationSmartees WebinarThis is the full slidedeck of our „InsightDriven Ideation‟ Smartees Webinar. Themai...
What to expect in today’s webinar ?      “the road to insights”  1   InSites Consulting approach to bring structure in the...
“We are sitting on a pile of                                       research data”“We feel we do not have accessto the data...
The road to insights
1   Knowledge Leverage    How do we empower/engage consumers and which tools do we use throughout the process    to maximi...
The road to insights
1. Leverage  Connecting the dots  BRAIN DUMP: STRUCTURE WHAT WE ALREADY KNOW - WIKI  BRAIN STRETCH: IDENTIFY THE KNOWLEDGE...
The road to insights
2.Immersion                       Get under the skin of consumers                           Individual ethnographic blog  ...
2. Immersion – observation guide          Week 1: Current Behavior       Week 2: Disrupting Behavior/Perspective Present y...
2. Immersion – blog platform and technology                              Mobile app                               Online b...
The road to insights
3. Selection of meaningful observations  Categorize and select the observations for further interpretation &              ...
The road to insights
4. 360° understanding – crowd interpretationCrowd interpretation           is the analysis of research data by a  group of...
The road to insights
5. Insight generation                        IMMERSE                    CONVERGE                        DIGEST            ...
The road to insights
6. Insight validation and prioritization of opportunities  Insight Validation ensures that product, branding or service   ...
6. Insight validation and prioritization of opportunities     Drivers &     Emotions     Barriers                     Targ...
The road to insights
7. Insight activation - workshops                                    Insight activation
7. Insight activation – Co-creation community                            www.insites-consulting.com                       ...
7. Insight activation – keeping insight alive                                   “We are sitting on a pile of              ...
7. Insight activation – keeping insight alive                                                Insight activation
At HEINEKEN, we aim to ensure that our  innovations are brand led and consumerinspired. The InSites approach has helped us...
+1 646 386 9852filip@insites-consulting.com@filip_deboeck                               Contact
Improving theflight transfer experience Understanding & listening to frequent flyers   Niels Schillewaert, PhD  Managing P...
Imagine…
Phase 1     InsightmentObservation leads to insight discovery
Phase 2       Ideation &Concept Development     InsightmentDiscussions placing insights in perspectiveIdea generation by f...
Phase 3       Ideation &Concept Development                                        Validation     InsightmentQuantitative ...
Phase 1     InsightmentObservation leads to insight discovery
“If we only knew what we already know”
Connecting the dots
Insightment community                          CROWD        BLOG                              DISCUSSION   Follow passenge...
Stay tuned Air France KLM couldsubscribe to consumer         news     Dear,     The co-creation transfer project started j...
The results?
Phase 2       Ideation &Concept Development     InsightmentDiscussions placing insights in perspectiveIdea generation by f...
Ideation by Air France and KLM
Concept writing
To concludeInvolving consumers connects multiple stakeholdersand demystifies the front end of innovation.Key customers are...
+1 646 386 9853niels@insites-consulting.com@niels_insites                               Contact
Check our upcoming Smartees on :http://smartees.insites-consulting.com
Insight Driven Ideation Smartees Webinar
Insight Driven Ideation Smartees Webinar
Insight Driven Ideation Smartees Webinar
Insight Driven Ideation Smartees Webinar
Insight Driven Ideation Smartees Webinar
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Insight Driven Ideation Smartees Webinar

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On November 27, InSites Consulting organized a Webinar on 'Insight Driven Ideation'. The main focus is on how to obtain better consumer insights in a systematic way. This main theme is being elaborated and illustrated by a case study of AirFrance KLM

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Insight Driven Ideation Smartees Webinar

  1. 1. Insight Driven IdeationSmartees WebinarThis is the full slidedeck of our „InsightDriven Ideation‟ Smartees Webinar. Themain focus is on how to obtain betterconsumer insights in a systematic way.This because solid consumer insights arekey for successful innovation of products,brands and communication. The maintheme is also being illustrated by a casestudy of AirFrance KLM.
  2. 2. What to expect in today’s webinar ? “the road to insights” 1 InSites Consulting approach to bring structure in the chaos of the fuzzy front end of innovation 2 A client case – Air France / KLM
  3. 3. “We are sitting on a pile of research data”“We feel we do not have accessto the data we need to generate new insight” “We wish we could extract more insight from existing data” “We keep on collecting new data”
  4. 4. The road to insights
  5. 5. 1 Knowledge Leverage How do we empower/engage consumers and which tools do we use throughout the process to maximize knowledge leverage?2 Internal Leverage How to engage with team members and stakeholders throughout the process, how do we activate insight and how do we keep the insight alive within the organization?3 External Leverage How do we design the research in a way that it offers conversation worthy content for the consumers and beyond?
  6. 6. The road to insights
  7. 7. 1. Leverage Connecting the dots BRAIN DUMP: STRUCTURE WHAT WE ALREADY KNOW - WIKI BRAIN STRETCH: IDENTIFY THE KNOWLEDGE GAPS - IWIK Leverage 7
  8. 8. The road to insights
  9. 9. 2.Immersion Get under the skin of consumers Individual ethnographic blog Task drivenWhat we do with peopleis as important as www.insites-consulting.com Ghent I Rotterdam I London I Timisoara I New Yorkwhat we ask them
  10. 10. 2. Immersion – observation guide Week 1: Current Behavior Week 2: Disrupting Behavior/Perspective Present yourself and your environment Activation/Deprivation My skincare ritual Reverse observation Product usage and evaluation Specific missions – e.g. perform task under time pressure Immersion
  11. 11. 2. Immersion – blog platform and technology Mobile app Online blog Cockpit Consumer news Immersion
  12. 12. The road to insights
  13. 13. 3. Selection of meaningful observations Categorize and select the observations for further interpretation & insightment. Top-down We categorize data We let the data speak Bottom-up Select meaningful observations
  14. 14. The road to insights
  15. 15. 4. 360° understanding – crowd interpretationCrowd 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. Empower and engage the client and the consumer in analysis through a gamified experience 20%-40% additional interpretation from the same data Same quality of interpretation Crowd interpretation
  16. 16. The road to insights
  17. 17. 5. Insight generation IMMERSE CONVERGE DIGEST CLUSTER STRUCTURE Consumer insight Aha! X it’s me x = Insight generation
  18. 18. The road to insights
  19. 19. 6. Insight validation and prioritization of opportunities Insight Validation ensures that product, branding or service innovations are built upon proven consumer needs and those needs with the highest potential to influence consumer behavior.BENEFITS This increases the success rate of concepts tested (up to 20%). Improved knowledge and discipline on consumer insight formulation. KPIs INSIGHT FRESH RELEVANCE EXCITEMENT STRENGTH FEELHOW? 177 Les produits fraichement préparés ont toujours un meilleur goût. J’aimerais pouvoir apprécier à tout moment la fraîcheur d’une bière pression tout juste brassée. J’adore les découvertes surtout quand on peut les partager. C’est pourquoi j’aime ramener de nouvelles boissons de mes voyages 162 4 core KPI‟s pour les faire découvrir à mes amis. J’aime bien la bière mais les grandes marques proposent finalement toujours un peu la même chose, j’ai envie de découvrir une 155 bière qui me surprend. 154 Je suis à une période de ma vie où j’ai toutes les cartes en main. Je veux tout faire, tout voir, tout vivre pour ne pas avoir de regrets. Identification 149 149 Je suis exigeant dans ma consommation. C’est pour ça que je recherche des produits à la fois plus savoureux et meilleur pour la planète. J’aime dénicher des produits spéciaux, plus recherchés, offrant une meilleure qualité, et qui ne sont pas consommés par tout le monde. Talkability 141 135 J’aime la bière, mais les blondes manquent souvent de personnalité. J’aimerais une bière qui se démarque avec sa singularité. Bien qu’une vie intense soit épanouissante, on a parfois besoin d’appuyer sur « pause »: Pour se reconnecter avec nous même et mieux repartir. J’aime partager une bonne bière lors des soirées entre amis, mais la bouteille n’est pas assez classe pour être offerte comme une Aha! 130 127 bouteille de vin ou de champagne. En soirée, le bonheur c’est de pouvoir se lâcher sans risquer de déraper Au cours d’une soirée, on a parfois besoin de reprendre des forces, se rafraîchir pour mieux repartir tout en restant dans Excitement 115 106 l’ambiance de la fête. J’aime la bière, mais il n’existe pas de conditionnement pratique et moderne qui me permette de l’emporter avec moi et de la consommer quand je veux. Cultiver et afficher ma différence me permet d’affirmer qui je suis. Je souhaiterais afficher ma réussite sans être arrogant, trouver 105 le truc qui va me distinguer sans mexclure. Insight validation
  20. 20. 6. Insight validation and prioritization of opportunities Drivers & Emotions Barriers Targeting Brand Fit Insight validation
  21. 21. The road to insights
  22. 22. 7. Insight activation - workshops Insight activation
  23. 23. 7. Insight activation – Co-creation community www.insites-consulting.com Ghent I Rotterdam I London I Timisoara I New York
  24. 24. 7. Insight activation – keeping insight alive “We are sitting on a pile of research data”“We feel we do not have accessto the data we need to generate new insight” “We wish we could extract more insight from existing data” “We keep on collecting new data” Insight activation
  25. 25. 7. Insight activation – keeping insight alive Insight activation
  26. 26. At HEINEKEN, we aim to ensure that our innovations are brand led and consumerinspired. The InSites approach has helped usgain a consistent understanding of consumer motivations, right across the business.At the same time, the benchmarks we havecreated are helping us make consumer-leddecisions on where to focus our energy and resources. Paul Stanger, Global Innovation Manager, Heineken
  27. 27. +1 646 386 9852filip@insites-consulting.com@filip_deboeck Contact
  28. 28. Improving theflight transfer experience Understanding & listening to frequent flyers Niels Schillewaert, PhD Managing Partner USA, Co-founder InSites Consulting
  29. 29. Imagine…
  30. 30. Phase 1 InsightmentObservation leads to insight discovery
  31. 31. Phase 2 Ideation &Concept Development InsightmentDiscussions placing insights in perspectiveIdea generation by frequent travellers
  32. 32. Phase 3 Ideation &Concept Development Validation InsightmentQuantitative and emotional validation of 4 selectedconcepts
  33. 33. Phase 1 InsightmentObservation leads to insight discovery
  34. 34. “If we only knew what we already know”
  35. 35. Connecting the dots
  36. 36. Insightment community CROWD BLOG DISCUSSION Follow passengers INTERPRETATION Get in-depth Shape the insights on their journey insights
  37. 37. Stay tuned Air France KLM couldsubscribe to consumer news Dear, The co-creation transfer project started just over a week ago and have gathered a lot of valuable input from your transferring passengers. We hope you enjoyed the consumer news! The first phase is coming to an end and we are crafting our insights. In the beginning of next year. We are starting with the co-creation of new ideas. So just for the holidays we would like to ask you one hour of your time. We want you to play an online game together with the frequent flyers in this study. The goals of the game is to analyse the needs from the transfer passengers. We will show you 5 consumer stories and it‟s your goal to describe as accurate as possible what the needs is from this passenger. Your input will be showed to the passenger who posted the story. The customer will give you points: the better you have analysed their needs, the more points you can collect! No competition without a price! Beside the honour you can also win this KLM sport bag: <picture bag> You can play the game until the 15 th of December. We will announce the winner of the gam e on the 23th of December! <add link game> Let the game begin… Hungry for more consumer stories: Read more and complete customer stories on our “Transfer news” weblog: (username: AFKL | password: AFKL2011!) ADDITIONAL INFORMATION
  38. 38. The results?
  39. 39. Phase 2 Ideation &Concept Development InsightmentDiscussions placing insights in perspectiveIdea generation by frequent travellers
  40. 40. Ideation by Air France and KLM
  41. 41. Concept writing
  42. 42. To concludeInvolving consumers connects multiple stakeholdersand demystifies the front end of innovation.Key customers are an important „partner in crime‟in reaching competitive advantage. Product service development and communication changesIt‟s not about delivering slides,it„s about making research actionable.
  43. 43. +1 646 386 9853niels@insites-consulting.com@niels_insites Contact
  44. 44. Check our upcoming Smartees on :http://smartees.insites-consulting.com

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