The Art of Insighting Smartees Webinar

The Art of Insighting
Smartees Webinar
This is the full slidedeck of our Smartees Webinar on the Art of Insighting(30 September 2014).The presentation introduces you to our insight theory and then dives into techniques you can use to embed a virtuous circle of consumer insight gathering, selection and activation within your business. All of this illustrated with client cases from Telefonica, Cloetta, DIESEL, Heineken and many more. Presentation by Ashley Smith (Business Director FMCG) & Martijn Van Bijnen (Business Director FMCG).

ASHLEY@INSITES-CONSULTING.COM
MARTIJN@INSITES-CONSULTING.COM
‘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’
Ashley& Martijn’sConsumer Insight

5
WHY:
We do a lot of insight generation projects.
We have a learned a lot along the way.
We want to share these learnings with you.
WHAT:
Insight generation is an art.
But there are a lot of tools to guide your way –often stretching the boundaries of traditional research

6
Back to school

What is an insight?
1.

Insight≠ (big) data

Insights≠ ideas
2005
2013

In-sight |’in.sit|

It’s me!

Why
insights are like refrigerators

I wantto
change

Quick
Insight Quiz

Whatis this?
“the volume of coffee consumption among 18- 25 year old consumers is declining for
2 years now”
Hypothesis
Observation
Insight
A
B
C

Whatis 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
Observation
Insight
A
B
C

Whatis 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.”
Insight
Observation
Hypothesis
A
B
C

It’s justa startingpoint

It is theDNAof your product

It can enter every touchpoint

An observation
A hypothesis
An insight
1
2
3
In search forrelevance
Transformationof aninsight

It’s a
way of life

Everybody/ Everywhere / Anytime

The virtuous
circle of
insighting

#1
Bottom up
listening

Structural Collaboration
with consumers

Deep Dive
Weeks
48 Hour
Challenges
Bottom-up Feedback
Time
Intensity
Bottom-up
Feedback

“Everyone is really enthusiastic about Yoghurt Talk, the value of the community is very high, all teams incorporate the insights in their day-to-day business challenges and decision taking.”
AnnemiekeOnderdelindenI Strategy & Insights manager a.i.

R&D contribution
The lounge
What did we do?
xxxx
GETTING ANSWERS TO
QUESTIONS YOU DID NOT ASK
35

36
Front Line
Employees

37
Service
Agents
Customer

38
Socialmedia ‘listening’
makesuse of publicly available user- generated-contentin order todetectpotentialinsightareas

#2
Taking stock

You don’t knowwhat you don’t know

41
Inventarizecurrentknowledge

42

Miningthe knowledgein yourcompany
43

44
Recycle Ethnography data through the consumer story dashboard

#3
Ad-hoc
generation

PORTRAIT
OUT OF THE BOX
IN THE BOX
LANDSCAPE
How to mineinsights?
46

PORTRAIT
OUT OF THE BOX
IN THE BOX
LANDSCAPE
47

Immerseintothe world
of the Urban Parent
InspireentireQuinnyteam
Understand dailychallenges
Context: mobility
48

Urban Parents Consulting Board
120 urbanparents
7 cities
3 weeks
2900 posts
49

Mobile collectionreallygetsunderthe skin
Engagement
Different feedback
Higherrelevance
65%
2x more visuals
47 vs. 87 words
50

PORTRAIT
OUT OF THE BOX
IN THE BOX
LANDSCAPE
51

52
Let’splaya game

53

PORTRAIT
OUT OF THE BOX
IN THE BOX
LANDSCAPE
54

55

PORTRAIT
OUT OF THE BOX
IN THE BOX
LANDSCAPE
56

57

#4
Insight
Validation

Insightvalidation, anecessarystep!

Prioritizingin the fuzzyfront end

Is ityou?
61

Relevance
Freshness
Excitement
Contagious
Conversations
INSIGHT
STRENGTH
+
+
+
=
To what extent can you personally identify with this statement?
Aha, I did not think of this issue or idea this way before!
How excited would you be if a solution or message was developed to address the issue?
How often have you noticed other people talking about the issue?

From
validation
only tounderstanding

64

147
137
135
131
129
124
123
120
114
114
105
103
Overview dashboard | Refreshment
INSIGHT TESTED
INSIGHT STRENGTH
Top 20%
21-40%
41-60%
61%-80%
Bottom 20%
65

WE ARE BETTER AT PREDICTING
OTHER PEOPLE’S BEHAVIOUR
66

PARTICIPANTS AS
CO-RESEARCHERS
67

Task 1: Your breakfast moment
Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?
68

69

70
Meet eBay
Meet Katia
Idea topic
Idea topic
Idea topic
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70

71

NEW METHOD LED TO
RICHER DATA
72

#5
Insight
Activation

A permanentstate of insightactivation

Impact: 11 unmet needs
*73% of MR staff said they consistently answer the question “so what?” about the data they provide, while only 34% of the business staff think they answered this question. 59% of market researchers agree that MR departments are completing numerous small studies and not given the time to explore the bigger picture. BCG study (2009) The consumer’s voice, can you hear it?
The problem
75

Without activation
insight is
useless
76

Spread the word

Inspire!
78

Did you start a meeting with a story
on a consumer insight?

Experiencethe insights
80

‘Speed dating’ consumers

Leverage Consumer
Insights to the Max

Feeling the Passion

R&D project
87

INSPIRATION WALL
TILES
Concept & killer features
Most important features
Thestudioconsistsofseveral‘walls’.EachInspirationWallstartsfromaninsightplatformthatuncoversafriction, emotionorunmetneedfromaconsumer.
TheInspirationWallconsistsofdifferenttilesthatusersadd.Thiscanbeanobservationtile,toillustratestheinsight.Itcanalsobeanideatile, toturntheinsightintoaction.
STUDIO
Acreativeplacewhereemployees,thatshareapassionfortheirconsumer,buildInspirationWallsaroundconsumerinsightstogether.
88

How is yourcirclelooking?

Thank you!
90

Let’s go to the Q&A
91

Martijn van Bijnen
martijn@insites-consulting.com
+31 681 470026
Ashley Smith
ashley@insites-consulting.com
+32 491 15 77 40
92

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