Welcome!Consumer Insightment Activation            By Annelies Verhaeghe Head of Research Innovation at InSites Consulting
Your                       Consumer                        Insight                       Activation                       ...
Our magic formula?                       Aha! x It’s me x !!!=© InSites Consulting                                        ...
Observations ≠ insights                       Each insight should have underlying consumer                                ...
Our insightment strategy© InSites Consulting                                                  Strategy                    ...
Our insightment strategy                        If we would only knew                       what we already know…© InSites...
Connecting the dots                       from previous research                                                Capture ex...
Getting answers                        without asking                             questions© InSites Consulting           ...
Our insightment strategyToo often companies innovate based on atechnology or universal trends. A goodinsight however shoul...
Consumers help you to discover insights© InSites Consulting                                                               ...
Start from their own     experience                       Witnesses
Paparazzi            Activation            Deprivation             Live reporting                          Investigation
Stay tunedSubscribe to daily consumer news
Let’s meet the     other participantsReflective probingShaping insightsUnleash creativity
Freshness                   RelevanceConsumerlanguage           Contagious                   Excitement      Consumers jud...
ConsumersShould also help usin the interpretation andanalysis!
Crowd interpretation             is the analysis ofresearch data by a group of research participants inorder to obtain ric...
20-40% additional insights only found by               consumers         No quality differences between researchers, exper...
Dear all,I really encourage all of you to spend this hour as itis not only a crucial part of the process to get yourthough...
Our insightment strategy    It’s not just data,    nor the analysis,it is what you do with it
Stay tunedSubscribe to daily consumer news
http://www.infographicsshowcase.com/wp-content/uploads/2011/03/Infographic_MarketedPrescriptionsV2-notop-600x1677.jpghttp:...
3 things to   remember Consumer insight activation  requires a structural approach Consumers are best involved in  every...
Questions?                         E: Annelies.Verhaeghe@insites-consulting.com                                      Twitt...
Smartees Webinar: Consumer Insight Activation by Annelies Verhaeghe
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Smartees Webinar: Consumer Insight Activation by Annelies Verhaeghe

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Consumer Insight Activation presented by Annelies Verhaeghe at the InSites Smartees Webinar in July 2012.

Good insights will lead to the discovery of something that is not yet obvious. They should be recognizable and can be translated into actionable business opportunities. The road to good insight is not an obvious one. A good insights starts from the consumer. Learn during this webinar about the newest techniques for consumer insightment activation!

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Smartees Webinar: Consumer Insight Activation by Annelies Verhaeghe

  1. 1. Welcome!Consumer Insightment Activation By Annelies Verhaeghe Head of Research Innovation at InSites Consulting
  2. 2. Your Consumer Insight Activation agent For today© InSites Consulting 2
  3. 3. Our magic formula? Aha! x It’s me x !!!=© InSites Consulting Identify the suspect 3
  4. 4. Observations ≠ insights Each insight should have underlying consumer evidence Insights ≠ solution Each insight can lead to new several ideas Validation of the insights insights 360° Interpretation Meaningful observations© InSites Consulting Strategy 4
  5. 5. Our insightment strategy© InSites Consulting Strategy 5
  6. 6. Our insightment strategy If we would only knew what we already know…© InSites Consulting Strategy 6
  7. 7. Connecting the dots from previous research Capture existing assumptions© InSites Consulting The investigation 7
  8. 8. Getting answers without asking questions© InSites Consulting The investigation 8
  9. 9. Our insightment strategyToo often companies innovate based on atechnology or universal trends. A goodinsight however should start with theconsumer Strategy
  10. 10. Consumers help you to discover insights© InSites Consulting The investigation 10
  11. 11. Start from their own experience Witnesses
  12. 12. Paparazzi Activation Deprivation Live reporting Investigation
  13. 13. Stay tunedSubscribe to daily consumer news
  14. 14. Let’s meet the other participantsReflective probingShaping insightsUnleash creativity
  15. 15. Freshness RelevanceConsumerlanguage Contagious Excitement Consumers judge the quality of insights The trial
  16. 16. ConsumersShould also help usin the interpretation andanalysis!
  17. 17. Crowd interpretation is the analysis ofresearch data by a group of research participants inorder to obtain richer, more accurate interpretationof data that leads to insights.
  18. 18. 20-40% additional insights only found by consumers No quality differences between researchers, experts and crowd
  19. 19. Dear all,I really encourage all of you to spend this hour as itis not only a crucial part of the process to get yourthoughts and thinking on this but it is also a funlearning experience for yourself. I just finished itmyself and considered it time well spent despite mytoo full schedule.Maybe this is another incentive: I guess none ofyou want me to win this game…:-)Marieke Kimmels, Heinz marketing directorcontinental Europe
  20. 20. Our insightment strategy It’s not just data, nor the analysis,it is what you do with it
  21. 21. Stay tunedSubscribe to daily consumer news
  22. 22. http://www.infographicsshowcase.com/wp-content/uploads/2011/03/Infographic_MarketedPrescriptionsV2-notop-600x1677.jpghttp://www.best-infographics.com/wp-content/uploads/2011/04/15.jpg
  23. 23. 3 things to remember Consumer insight activation requires a structural approach Consumers are best involved in every stage of the process Engage, inspire, act! The report
  24. 24. Questions? E: Annelies.Verhaeghe@insites-consulting.com Twitter: @Annaliezze LinkedIn: http://be.linkedin.com/in/anneliesverhaeghe© InSites Consulting 25

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