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!

1. Welcome!
Consumer Insightment Activation
By Annelies Verhaeghe
Head of Research Innovation at InSites Consulting

2. Your
Consumer
Insight
Activation
agent
For today
© InSites Consulting
2

3. Our magic formula?
Aha! x It’s me x !!!=
© InSites Consulting
Identify the
suspect 3

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. Our insightment strategy
© InSites Consulting
Strategy
5

6. Our insightment strategy
If we would only knew
what we already know…
© InSites Consulting
Strategy
6

7. Connecting the dots
from previous research
Capture existing
assumptions
© InSites Consulting
The
investigation
7

8. Getting answers
without asking
questions
© InSites Consulting
The
investigation
8

9. Our insightment strategy
Too often companies innovate based on a
technology or universal trends. A good
insight however should start with the
consumer
Strategy

10. Consumers help you to discover insights
© InSites Consulting
The
investigation
10

11. Start from their own
experience
Witnesses

12. Paparazzi
Activation
Deprivation
Live reporting
Investigation

13. Stay tuned
Subscribe to daily
consumer news

14. Let’s meet the
other
participants
Reflective probing
Shaping insights
Unleash creativity

15. Freshness Relevance
Consumer
language Contagious Excitement
Consumers judge the quality of insights
The trial

16. Consumers
Should also help us
in the interpretation and
analysis!

17. Crowd 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.

18. 20-40% additional insights only found by
consumers
No quality differences
between researchers, experts and crowd

19. Dear all,
I really encourage all of you to spend this hour as it
is not only a crucial part of the process to get your
thoughts and thinking on this but it is also a fun
learning experience for yourself. I just finished it
myself and considered it time well spent despite my
too full schedule.
Maybe this is another incentive: I guess none of
you want me to win this game…:-)
Marieke Kimmels, Heinz marketing director
continental Europe

20. Our insightment strategy
It’s not just data,
nor the analysis,
it is what you do with it

21. Stay tuned
Subscribe to daily
consumer news

23. http://www.infographicsshowcase.com/wp-
content/uploads/2011/03/Infographic_MarketedPrescriptionsV2-notop-600x1677.jpg
http://www.best-infographics.com/wp-content/uploads/2011/04/15.jpg

24. 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

25. Questions?
E: Annelies.Verhaeghe@insites-consulting.com
Twitter: @Annaliezze
LinkedIn: http://be.linkedin.com/in/anneliesverhaeghe
© InSites Consulting
25