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New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Nice to meet you, BAS!
Meet InSites Consulting
WIFI: InSitesVisitor
Password: welcome2insites
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
# insites
# mrx
WIFI: InSitesVisitor
Password: welcome2insites
Belgian Advertising School Workshop
program
Kick-Off
The Consumer Consulting Board (by Tom De Ruyck, Head of CCB’s)
Break
Insights: the age of relevance
Insights: let’s try
Lunch
Co-everything (by Thomas Troch, Research Innovation Manager)
Briefing ‘Cuppa’
Workshop ‘Cuppa’
Break
Pitches ‘Cuppa’
Wrap-up, Briefing Assignment
Finish
Belgian Advertising School Workshop
Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing partners
Growth Average yearly growth +25%
Locations USA I ROM I UK I NL I BE
Team 125 passionate & talented people
Reach Global Consumer & Moderator Network
Clients +35% of 2012 Best Global Brands (Interbrand)
Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA
We want to
bring our clients
to the future first
Helping world leading brands
become locally relevant
Helping local brands
become world leading
famous
The power
is in the
mix
EXPERTISE
Further building on our academic heritage, we
deploy state-of-the-art methods & techniques that
optimally support our vision on how marketing can
make a real difference today. We are one of the
world’s most awarded agencies and our best-
selling management books are a continuous
source of inspiration for our clients and consultants:
www.conversationmanagement.biz
www.howcoolbrandsstayhot.com
We start from a deep understanding of the
challenges of our customers via dedicated sector
teams. In everything we do, we take a consultative
approach.
Smart
CREATIVITY
Our genuine interest in how consumers think,
behave and evolve, goes beyond research.
We inspire our clients to engage and collaborate
with consumers in creative ways to shape the
future of their brands.
Our ForwaR&D Lab has kept us ahead of the
curve by developing fresh and powerful methods
over the last 10 years. Through co-creation with
clients and academic partners, we are redefining
the nature of the market research industry.
Cookies
Crazy
Gamers
Me
Toos
Safe
Havens
Smart
Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid
the most effective
consultants for
any company
Consumers are
ALL
About...?
What is this
is as important as
What we do with people
what we ask them
We offer a full and integrated suite of
methods, optimally suited to the needs
of your challenges and objectives. We
uniquely focus on digital methods as the
main gateway to connect and
collaborate with consumer, but activate
consumers to integrate and share their
offline experiences with us.
The methods we deploy are all geared
towards making research an engaging
and activating experience. We allow
participants to engage with us anytime,
anywhere, breaking the boundaries of
time and place (online, mobile,
asynchronous discussions).
Digital
Surveys
Online
Group
Discussions
Consumer-led
Ethnography
1on1
Online
Interviews
Social Media
Listening &
Netnography
Engage
METHODSAsynchronous
Synchronous
Individual Group
Research
Communities
Customer Consulting Boards
Engage
Consumer-led
Ethnography
• The final frontier
• Observe & learn
• Role players vs builders
Social Media
Listening &
Netnography
Engage
• Go back in time
• Mine large number of conversations
• Make a pre- en post analysis
Engage
Online
Group
Discussions
• Co-write mission statement
EngageDigital
Surveys
• Benchmark & Compare
• Track
• Likeability
Engage
1on1
Online
Interviews
• Branding & Positioning
• High income profiles
DIFFERENT STAKEHOLDERS
INSIDE & OUTSIDE YOUR COMPANY
CONSUMERS IN THEIR
VARIOUS ROLES
Company Consumer
CONSUMERS IN THE
BOARDROOM
Belgian Advertising School Workshop
Belgian Advertising School Workshop
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
Insighting Developing
Optimizing Implementing
Business
Objectives
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
CHOOSING YOUR
Pilot Project
@tomderuyck
@tomderuyck
Conversations from external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
@tomderuyck
External
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
It’s an EVOLUTION,
not a REVOLUTION!
@tomderuyck
Sharing
IS caring
@tomderuyck
@tomderuyck
@tomderuyck
New York – London – Ghent – Rotterdam – Timisoara
Consumer Consulting Boards
linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
www.insites-consulting.com
Hakim Zemni
DOES THE
future OF YOUR
BUSINESS
DEPEND ON
luck?
@InSites
When was
the last time...
@InSites
“It’s easier to
copy than to
innovate”
@InSites
Everybody is
a competitor
@InSites
@InSites
@InSites
Let’s play Last Man Standing
@InSites
Let’s play Last Man Standing
@InSites
Who in the room owns a smartphone?
28% of Belgian internet
users
have a smartphone.
1 in 2 of these
smartphones has a
data/internet
subscription.
(may 2012)
@InSites
You are NOT your consumer
@InSites
@InSites
@InSites
Consumer
insights
are key
@InSites
Let’s get started
Size is important,
but personality goes
a (longer) way. Be
different
The brand behind...
@InSites
The brand behind...
@InSites
Children love what they
instinctively discover for
themselves
@InSites
The brand behind...
@InSites
The brand behind...
Life is not about what you
buy, but about the
relationships you have with
the people you care about
The brand behind...
@InSites
The brand behind...
@InSites
Babies are happier when
they
are able to play, learn and
develop
The brand behind...
@InSites
The brand behind...
@InSites
People no longer have to consume
content like the
artist/producer/management want
them to consume it. They create
playlists and compilations based on
individual songs rather than
complete cd’s.
The brand behind...
@InSites
The brand behind...
@InSites
I want to escape the
limitations of my past life
and enjoy the activity of
fantasizing about
alternative identities, lives,
or positions
The brand behind...
@InSites
The brand behind...
@InSites
Insight ≠ (big) data
@InSites
2005 2013
@InSites
1 insight, several ideas
In-sight |’in.sit|
@InSites
A definition…
@InSites
In-sight |’in.sit|
In-sight |’in.sit|
@InSites
“Men aged 25 to 40 are consuming less beer than 5 years ago”
FACT/TREND (research)
“As I have grown older, I like to display more sophisticated food
and drink tastes. I used to drink it quite regularly but feel that beer
doesn’t offer as many sophisticated options as compared to
wine/spirits”
“When men and women drink together with an evening meal at
home they often share a bottle of wine”
OBSERVATION
CONSUMER INSIGHT
It’s me!
@InSites
Why insights
are like
refrigerators
It’s emotional!
@InSites
Without
activation,
an Insight
is useless
@InSites
In-sight |’in.sit|
@InSites
How to get there?
You don’t
know what
you don’t
know
@InSites
Digging
for gold
@InSites
@InSites
Don’t jump
to conclusions
@InSites
Context is key
The postmodern consumer
The power of the crowd
@InSites
Insights is about people
@InSites
It’s what
you do with
people
@InSites
Activation
@InSites
Deprivation
@InSites
Use Different
Perspectives
Crowd
Interpretation
The advantage
of inconsistency
@InSites
Don’t always
believe them
@InSites
Do something
With It
@InSites
Send them
On Safari
@InSites
Project
Project
@InSites
Person(a)ify
Tiago Ferreira
Is it you?
@InSites
I have noticed
@InSites
Spread
the insight
@InSites
The magic starts at
the end of your
comfort zone
@InSites
Go out
Where are
your daily
rituals?
@InSites
The Consumer Reflex
There is
no on & off
button
@InSites
It is the DNA of
your product
@InSites
Are you
up for a
challenge?
@InSites
1. Go to YouTube
2. Look for 2 commercials you like
3. Brainstorm about the insight
@InSites
1. Short, sharp sentences work better
2. Needs or frustrations should be as category-specific as
possible
3. Avoid the hard-sell
4. Avoid using absolutes such as ‘always’ or ‘everytime’
5. Don’t patronise or invite the consumer to patronise
others
6. Look for tonal balance (e.g. use of emotional
language)
7. Starting statements with ‘I’ or ‘we’ places yourself in
the shoes of the consumer
8. Aim for single-minded statements
TIPS FOR SUCCESSFUL INSIGHT WRITING
@InSites
Are you
up for a
real
challenge?
@InSites
139
Background Information
 You are the marketing & communications team of Cuppa – a coffee
brand for in-home consumption.
 The brand has a rich tradition in fresh ground coffee, but quickly
followed the trend to offer more convenient coffee pads although it has
been hard to offer the same coffee quality.
 In many ways the future looks bright for Cuppa :
– In-home coffee consumption is on the rise in BE
– The fresh ground coffee is winning volume over instant coffee which still
dominates the market with a +50% share
 However, Cuppa’s market share among 18-30 yr olds has been
declining for a few years now.
 Previous qualitative research has indicated that the bitter taste of coffee
is an important barrier for coffee drinking with youngsters.
 The monthly brand tracker proves that the Cuppa brand is perceived as
high quality, but rather old-fashioned.
140
Your Challenge
 While the Chief Marketing Officer recognizes your team is facing tough
competition from Nespresso and the energy drinks category, he believes
a big marketing push is urgently needed to increase the market share in
the segment of 18-30 yr olds – ‘our consumers of the next 50 years’ as
he puts it.
 He is convinced this can work as the most recent coffee industry reports
show that out-of-home coffee consumption is on the rise among 18-30
yr olds.
 You have been tasked to come back with:
– A potent insight involving coffee & youngsters
– Potential solutions and actions, campaigns (elements) which
will be presented to the board.
 The company is open to any initiatives that might help to attract 18-30 yr
olds but it has to be based on strong insights.
141
Tips & Tricks to uncover insights
 Reframe: What would life be without X?
 Observe: What do you do? What do others do? Notice something.
 WhyWhyWhy: Try and answer 3 times the Why question?
 Complete ‘open’ sentences: Without x I feel…, My life with X is…
 Read: Analyse online groups & communities
 Activate: Use X and see what happens
 Deprivate: Stop using X for a period and see what you miss
 History: Remember the first time you used X. How was that?
 Compete: What are X’s competitor’s doing successfully?
 Ask: Talk to users of X and ask them how come they use it?
 Safari: Go to a shop that sells X and see what’s out there?
 Personify: If X would be a person who would it be?
 Compare: If X would be in another category, which brand would it be?
1. Short, sharp sentences work better
2. Needs or frustrations should be as category-specific as
possible
3. Avoid the hard-sell
4. Avoid using absolutes such as ‘always’ or ‘everytime’
5. Don’t patronise or invite the consumer to patronise
others
6. Look for tonal balance (e.g. use of emotional
language)
7. Starting statements with ‘I’ or ‘we’ places yourself in
the shoes of the consumer
8. Aim for single-minded statements
TIPS FOR SUCCESSFUL INSIGHT WRITING
@InSites
SEE YOU
ON FRIDAYTUESDAY
WEDNESDAY
THURSDAY
Thanks for being here!
Hakim Zemni, Managing Director InSites Consulting Belgium
Questions
Feedback
Remarks
Suggestions
More than welcome!
hakim@insites-consulting.com
@hakimzemni
be.linkedin.com/in/hakimzemni

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