Digsite Iterative Insights Day - Brainstorm New Ideas With Your Customers With Jill Meneilley - 2/2/17

1. What(is(Iterative(Insights™(Day?
Iterative(
Insights
InQcontext(
Learning
Collaborative(
Engagement
Multiple(
Consumer(
Touch(Points
Research(Principals(for(Better,(Faster(Marketing(Decisions
Learn more at:
digsite.com/blog/iterative

2. About%Your%Speaker
Jill%Meneilley
Qualitative(Research
Consultant(at
Mobius(Solution(Lab

3. Brainstorm New Ideas With
Your Customers
Jill(Meneilley
Mobius(Solution(Lab

4. Working(on(a(name(for(a(new(product(you(are(developing?
Trying(to(figure(out(how(to(communicate(your(service(to(a(particular(target(
group?
Looking(for(new(flavors(for(a(snack(product?
Seeking(to(improve(in(store(experience(for(your(category?((
Common(issues(when(you(might(want(to(
brainstorm(with(consumers(

5. Identify(
unarticulated(
needs
Derive(importance(
of(features(and(
benefits
Uncover(key(
language(and(
visuals(that(they(
use
Discover(unique(
solutions
Why(brainstorm(with(your(customers?

6. Digsite =(Qualitative(Research(Made(Easy
PRIORITIZE OPTIMIZE ITERATE

7. Example(1:(Have(consumers(tell(you(about(
their(needs

8. Then(have(them(build(a(solution(

9. Use(ideas(to(identify(unarticulated(needs(
and(unique(solutions

10. Example(2:(Have(consumers(show(&(tell(
what(they(use(now

11. Have(them(sell(their(product(to(a(friend

12. Then(move(to(generating(specific(product(
claims(and(voting(on(them(

13. Example(3:(Show(consumers(some(ideas

14. Then(have(them(combine(the(elements(to(
build(their(own(solution

15. Best(Practices(around(Brainstorming
1.(
Frame(it(up
2.(Brainstorm(
ideas
3.(
Vote(on(
favorite
4.(
Discuss(
results

16. But(we(dug(deeper,(asking(shoppers(to(create(
their(ideal(solutions(for(the(2016(holiday(season
25
Community
Participants
• Relevant usage behavior
• Your target demographics
• Found via social media
(articulate and comfortable
engaging online)
4
The community runs for 4
days, where participants
complete about 10 minutes
of activities each day. Ability
to use any device (mobile,
tablet, laptop) and media
(photos, video, text)
Digsite Brainstorming Sprint

17. Step(1:(Start(by(understanding(your(
customers’(frame(of(reference
“I(generally(searched(online(
first(before(shopping(at(brick(
and(mortar(stores.“
“I(usually(start(with(a(list(and(search(
for(deals((both(online(and(in8store)(
to(stretch(my(budget(and(be(able(to(
get(everything(that(I(was(looking(
for.”
“The(worst(parts(of(shopping(
tend(to(be(the(crowds,(long(
lines,(and(inefficiencies(of(the(
workers(at(brick(and(mortar(
stores.”
“Getting(pushed(out(of(the(way,(
[people](being(nasty(to(sales(
associates,(traffic(and(road(rage(all(
make(shopping(close(to(the(
holidays(nightmare.(”

18. Step(2:((Provide(the(question(you(want(
consumers(to(brainstorm(on(

19. Participants(will(share(their(ideas(

20. Step(3:(Now(it’s(time(to(ask(them(to(vote(

21. Participants(will(up(and(down(vote(

22. Step(4:(Discuss(results(and(clarify

23. • Make sure to get plenty of background on the issue at hand through
your initial activities and tasks.
• Be very clear on what their task is. Provide an example of what they
should give you
• Motivate them! They are going to work a little harder if they have a
chance to win a $50 gift card.
• Draw it! Ask them to draw their ideas. This will add another
dimension to understanding what they are communicating and help
other participants understand it.
A(few(tips(for(success(

24. Any(Questions?