Hines & Lee is a consulting firm that specializes in bringing insights to life through qualitative research methods like ethnography, focus groups, and vidnography. They use various visual tools like videos, illustrations, photos, and graphs to tell stories and drive innovation for clients. Some of their key services include ethnography, exploratory focus labs, online focus groups, and vidnography - where consumers film assignments in their homes. The firm believes insights are most impactful when collaboratively developed with clients to create ownership over the findings.

1. Bringing Insights To Life
Using Video, Artwork, Graphics & Photos
To Tell A Story & Drive Innovation
Frank Hines, President, Hines & Lee, Inc

2. Tools For Bringing Insights To Life
Vidnography™ In-Session Artists Consumers’ Sketches
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Favorite Activities,
By Time Spent
0" 4" 8" 12" 16" 20"
Outdoors"
Movies"
Ea5ng"Out"
Live"Music"
Travel"
Charts & Graphs Wordles PhotoPhone Essays™

3. Who We Are
• Consultants offering services in research, strategy & innovation.
• Professional facilitators who believe in the power of the diversity &
experience of teams.
• We believe that teams own what they help create.
• Providers of an innovative portfolio of qualitative research services.
• Pioneers of Vidnography™ – consultant-directed, consumer
generated, video enthnography.
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4. Bringing Insights To Life –
A Portfolio Of Qualitative Research Services
• Ethnography & Market Immersion
– Traditional ethnographic studies, shop-alongs, & field trips.
– Field studies bringing client teams into customers’ homes & businesses.
• Exploratory Focus Labs
– Interactive and collaborative alternative to traditional focus groups that
puts clients in the room with consumers.
• Online Focus Groups
– Synchronous & asynchronous bulletin board & webcam-enabled groups.
• Vidnography™
– Consultant-directed, consumer-generated video ethnography.
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5. Vidnography™ – Consumer-Generated Video Insights
We direct consumers to film specific assignments in their homes or businesses.
Application: Understanding Shopping, Cooking and Eating Habits
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Planning to Shop!
Meal Preparation ! Eating – Anytime! !
Personal
Interviews!
Fridge, Freezer &!
Cabinet Exploration!
Shopalongs!

6. Vidnography – Small Business Application
Technology – Blurring the Line
Between Business & Personal
Seeing customers use technology in
their homes, businesses & on the run!
Consumers’ video clips add tremendous power
to your research presentations.

7. Vidnography – Pure Insight Tracks™
• http://www.hinesandlee.com/vidnography
• http://www.hinesandlee.com/node/74
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The key deliverables of Vidnography
are Pure Insight Tracks – thematic
compilations of pure insights, each
usually about 2-3 minutes long. Clients
view & “discuss” these online, on our
secure blog. We also use excerpts from
these tracks to illustrate our report.
In our reports, the images to the right
are clickable clips you can run without
leaving PowerPoint. To share this deck
in PDF form, we provided these links so
you can play the videos yourself.
(Used with client permission.)

8. Artist Illustrations Of Insights & Concepts
Our in-session artists capture and communicate insights
and new concepts from focus groups with a dramatic flare!
Insights Concepts
Heavy gamers want heavy
compute power – not just
because they need it, but
for its badge value.
Reliability is a key
computer purchase
criterion for large
enterprises.
A disposable razor
with heated blades in
a recharger base.
A device for drawing
blood that holds the
finger firmly for quick
and painless testing.

9. Illustrated Insights Help Drive Innovation
Insight
• Packaging is wasteful and difficult to
open – frustrating to consumers.
• “It’s two in the morning and you need
chain saw to open the damn thing.”
• “It’s just such a waste.”
Concept
• The Soft Pak Reusable – a package
that is both easy to open and serves
as a permanent storage home for the
toy within.

10. Illustrated Insights Have Long Legs
Clients find many uses for our illustrations & videos
– beyond our reports…
• They are used in brainstorming.
• They’re hanging on the walls in clients’ hallways.
• We can even create books full of illustrated
insights. The one below was used by the client to
orient & train new hires.
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11. Nuggets – Illustrations Married With Insight Details
Dead Mother Board
Reliability is a key purchase selection criterion
for computers in the enterprise space.
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• Reliability means:
– Operates 24 x 7
– Doesn’t go down
– Fast break-fix response time
– High MBTF
– Redundant systems
• Reliability tends to be measured in
terms of brand reputation, not by
quantifiable performance measures

12. Consumers’ Sketches
Sketches that consumers create
during our sessions can be quite
insightful & often find their way into
our research reports.
• Brand metaphor drawings
• Process diagrams
• Charts & graphs
• Collages (magazine tear)
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13. Wordles
Wordles convey insights very quickly &
are fantastic stimuli for brainstorming.
They also brighten up reports & make
presentations more memorable.
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14. PhotoPhone Essays™
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With the proliferation of camera-phones,
we can collect hundreds of
photos & text replies to our questions,
almost anywhere in the world. We can
sort, catalog, & analyze these photos
to create a rich PhotoPhone Essay.
What’s in your computer
travel bag? Why?
Show us your favorite
running shoes and tell us
what you like about them.
Show us what you had for
lunch in the cafeteria. Why did
you choose what you did?

15. The Art & Science Of Charts & Graphs
Charts & graphs should be simple and direct.
Favorite Activities,
By Time Spent
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13%"
Outdoors"
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10"
5"
Travel"
The same exact data can communicate subtly different messages
depending on how it is presented in charts and graphs…
The art is in knowing what the critical insight is and, then,
how to get the right point across.
0" 4" 8" 12" 16" 20"
Outdoors"
Movies"
Ea5ng"Out"
Live"Music"
Travel"
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26%"
20%"
Outdoors"
Movies"
Ea5ng"Out"
Live"Music"
Travel"
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Movies"
Live"Music" Ea5ng"Out"

16. Insights Delivered
• The focus of all our deliverables:
– Actionable: Insights that support business decisions and directions.
– Ownable: Collaboratively developed with you to leverage your team’s
diversity and experience while creating ownership.
– Impactful: Illustrations and videos deliver messages with stunning
clarity to leave a lasting impression.
– Synthesized & Directive: Analysis across all research components
identifies the key insights to drive innovation.
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17. Experience Brings Insights To Life
• In addition to the tools outlined in this presentation, we are always
adding or creating new tools to bring insights to life, customized to
your research and innovation objectives.
• Each of our consultants and consulting partners has 20+ years of
experience each in international marketing & market research, all
with some client-side experience. That’s what really enables us
bring insights to life!
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Frank Hines
• 30+ years international marketing experience
• About 20 years as an innovation consultant
• Group facilitator & focus group moderator
• Strategy, research, & innovation experience
• Holds three patents
• Engineer & MBA