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The art & science of insighting
                             Starring Kristof De Wulf & Columbo
© InSites Consulting




                                                                  1
Consumers insights
Who killed James Ferris?
1   2   3




4   5   6
A structured process ...




                  Disciplined
                  imagination




                    ... but also embracing creative chaos
What is an insight?
                          Your point of view
                          Key features of an insight
                          Some examples

                       The insighting process
                          4 critical steps

                       Thinking out of the box
                          Change perspectives
                          Keep asking why
                          Make new connections
                          Get closer
© InSites Consulting




                                                       6
Insight             research
 unless you do something weird with it
Insight > observation
insight is not so much about seeing the truth, as feeling it
FACTS   INFORMATION FINDINGS   ADVICE   INSIGHTS
Insight                 idea
one insight is the basis of hundreds of ideas
I want to escape the limitations of my daily
                       routine life and enjoy the activity of fantasizing
                        about alternative identities, lives, or positions
© InSites Consulting




                                                                        11
“A lot of times, people
                       don’t know what they
                       want until you show it
                       to them…”
                       Steve Jobs
© InSites Consulting




                                                 12
The magic formula




Aha! x It‟s me  €
 Not immediately apparent
 You will know it when you see it
 Brings to the surface what was subconsiously there
 Surprising and fresh
The magic formula




Aha! x It‟s me  €
               You‟re right – I recognise this
          You understand me (better than myself)
The magic formula




Aha! x It‟s me  €
                     Source of inspiration for
                                   ... great branding
                                ... great advertising
                                 ... great innovation
                    ... great customer experiences
What is an insight?
                          Your point of view
                          Key features of an insight
                          Some examples

                       The insighting process
                          4 critical steps

                       Thinking out of the box
                          Change perspectives
                          Keep asking why
                          Make new connections
                          Get closer
© InSites Consulting




                                                       16
Diageo I J&B

                       “In a world of day-to-day constrains and social
                       pressure, consumers want nights out that offer
                       the promise that the unexpected can happen”
© InSites Consulting




                                                                         17
Diageo I J&B

“In a world of day-to-day constrains and social
pressure, consumers want nights out that offer
the promise that the unexpected can happen”
Mars I Whiskas

“If you could give your cat US$10 and send him off to the
grocery store to buy cat food, what would he bring home?
      The answer (albeit theoretically) is: Live meat!”
Volkswagen I Beetle

 “It wasn't just the need for a smaller car - there was a sizable
group of people who needed to be different and didn't express
            themselves based on the size of their car”
P&G I Pampers

“Babies with healthy, dry skin are happier....and so better able
to play, learn and develop. The finding that babies are happier
 when they have healthy skin rather than nappy rash was not
   that new. The trick was uncovering the deeper emotional
                         significance.”
What is an insight?
                          Your point of view
                          Key features of an insight
                          Some examples

                       The insighting process
                          4 critical steps

                       Thinking out of the box
                          Change perspectives
                          Keep asking why
                          Make new connections
                          Get closer
© InSites Consulting




                                                       22
A repeatable process




                           Observe
© InSites Consulting




                                              23
ItIt power is in the mix see
                           all starts with what we
                       The all starts with what we see




                          Insights can be found if we accept that there is no “we” versus “them”
© InSites Consulting




                                                                                                   24
I do not know what I do
                       I do not remember what I do
© InSites Consulting




                                                     25
A repeatable process




                           Observe     Reframe
© InSites Consulting




                                                 26
It’s about seeing the whole picture ...
(Re-)framing and going beyond the obvious




                                                    „Doing the same thing over
                                                    and over, in the hope of a
                                                    different result, is insanity‟
© InSites Consulting




                                                                                28
(Re-)framing and going thinkingthe obvious
                        Crowbars for creative beyond




                             Projective questioning




                            View conclusions as beginnings
© InSites Consulting




                                                                    29
A repeatable process




                           Observe     Reframe   Validate
© InSites Consulting




                                                            30
Will people get it?
                       Does it touch them?
                        Is it something new?
                       Is it simple enough?
                        Can you support it?
© InSites Consulting




                       Will it effect change?
                                             31
Write it on a blank sheet of paper,
    with no supporting words

      Is it still interesting?
Insight screening
                       KPI’s




                                           Identification     Frequency        Endurance

                               Relevance                      Thought of
                                           Recognition
                                                                before




                                             Solution         Likelihood
                         Differentiation    awareness       solution finding




                                                            Importance of
                                              Clarity
                                                              resolving
                           Actionability
                                            Context fit     Target group fit   Brand fit
© InSites Consulting




                                                                                           33
Over the course of 3 weeks, the 16 varieties of
                       lettuce in McDonald’s salads were planted and
                               grown on a soil-based billboard
© InSites Consulting




                                                                         34
What went wrong?
A repeatable process




                           Observe     Reframe   Validate   Refine
© InSites Consulting




                                                                     36
“[…] the language you use is not arbitrary and
inconsequential; for an insight to have real potency,
the language in which it is couched is at least as
important as the inner truth itself. For an insight to
have real potency, literal accuracy is less important
than its power to evoke.”

Bullmore 2005, WPP
Elaborating & finetuning the insight

                               3 online discussion groups with each a different focus


                                                       First online discussion group focuses on
                                      GROUP 1            exploration of the insight in different
                                      EXPLORE             directions. The outcome is a list of
                                                           possibilities to reword the insight.



                                                      Based on the first group and what is legally
                                       GROUP 2       possible in terms of formulation of the insight,
                                      FINETUNE         a limited set of insights is tested more in-
                                                                          depth.



                                                       In the final group, the insight holding most
                                      GROUP 3        potential is elaborated upon. The key objective
                                      CONFIRM           is the validate the power of the insight as
                                                     formulated based on the 2 previous sessions.
© InSites Consulting




                                                                                                        38
A repeatable process




                                              Connect !

                           Observe     Reframe      Validate   Refine
© InSites Consulting




                                                                        39
Connected research philosophy




                                                    Connecting
                                                     methods




                                                    Connecting
                                                        with
                                                    participants



                                       Connecting                  Connecting
                                        marketing                     with
                                        thinking                     clients
© InSites Consulting




                                                                                40
Not knowing what you are exactly looking for
© InSites Consulting




                                                                      41
What is an insight?
                          Your point of view
                          Key features of an insight
                          Some examples

                       The insighting process
                          4 critical steps

                       Thinking out of the box
                          Change perspectives
                          Keep asking why
                          Make new connections
                          Get closer
© InSites Consulting




                                                       42
We aredifferent from our target audience!
                        We are different from our target group!



                                       Identification of marketeers with their target group

                                          CONSUMER TWIN SCORE

                                           6%                                                 5%




                                           7%           6%                                    8% 5%




                                           6%           7%
                                                                    64%                       6% 8%
                                                                                                        73%
                                          15%           6%                                    19%6%




                                          30%          15%                                    35%19%




                                          24%          30%                                    17%35%




                                           7%          24%                                    5%17%




                                           4%           7%                                    4% 5%
© InSites Consulting




                                                        4%                                         4%

                                                                                                          43
Yet we different from ourconfidence ...
                        We are have a lot of target audience!




                       I know what consumers want                72%         70%
                                                  6%                   5%

                       My own behavior helps me better           69%         69%
                       understand consumers' behavior
                                                 7%                    8%




                       My gut feeling helps me understand
                                                  6%             68% 6%      67%
                       consumers' behavior
                                                  15%                  19%

                       Because I spend a lot of time with        66%         67%
                       consumers, I understand them better
                                                   30%                 35%




                                                  24%                  17%




                                                  7%                   5%
© InSites Consulting




                                                  4%                   4%

                                                                                   44
Start walking in your consumer’s shoes
© InSites Consulting




                                                                45
Change perspectives




                                             Observing    Asking
                                               Yourself   Others
                                             Secondary    Primary
                                                 Photo    Film
                                             Behavioral   Attitudinal
                                              Inductive   Deductive
© InSites Consulting




                                                                    46
Traditional ethnography



                               context



                               Participant




                           R




                         Hawthorne effect

                         Researcher gaze
© InSites Consulting




                       Time & cost intensive
                                                 47
Traditional ethnography             360° ethnography



                                                                 context




                                context                          Participant




                                Participant




                                                 Crowd interpretation
© InSites Consulting




                                                                               48
Video ethnography
                          In cooperation with Colruyt Group
                          8 shopping trips to an OKay supermarket with spycam
                          Selection of interesting scenes by researchers
                          Insight generation by the crowd: 371 TalktoChange
                           members comment on the observations
© InSites Consulting




                                                                                 49
The shopping experience through consumers eyes
                       Different touch points
                       PRE-SHOPPING                                       SHOPPING




                          Making my              Going to the               Finding a           Finding a coin   Finding a trolley
                         shopping list              shop                   parking spot          for a trolley




                                               Exploration (new          Find the products
                        Waiting at checkout                                                     Empty bottles?    Enter the store
                                              products, social, ...)         on my list




                                                                                             POST-SHOPPING



                                                                                                                 Putting away the
© InSites Consulting




                                                                       Packing up the          Driving home
                          Scanning                 Paying                                                             goods
                                                                           goods

                                                                                                                                     50
Two types of importance for each touch point
                       Exposure versus impact

                             Parking   Trolley   Entrance       Shopping    Check-   Packing
                                                                             out
                                                                  65%


                                                                   35%

                                                                               26%
                                                  18%
                                         9%                                  23%
                               5%                                                      6%
                                                    1%
                               3%        2%                                            4%




                                                     Exposure      Impact
© InSites Consulting




                                                                                               51
Performance of each touch point

                                        Major improvement     Minor improvement   Neutral comment

                              Parking      Trolley     Entrance      Shopping      Check-       Packing
                                                            26%          25%        out
                                                                                    29%             31%
                                            35%

                               67%

                                                                                     36%            29%
                                                            44%          47%
                                             41%



                                23%                                                                 40%
                                                                                     35%
                                                            30%          28%
                                             24%
                                10%
© InSites Consulting




                                                                                                          52
Indulgence
Indulgence:
                         daylight
© InSites Consulting




                                     54
Observe environment
                                 clean?




                                                                Observe staff?




                                   Observe goods

                                Calculate price



                                                   Observe products in
                                                   the neighbourhood
                       Indulgence
© InSites Consulting




                                                                                 55
What is an insight?
                          Your point of view
                          Key features of an insight
                          Some examples

                       The insighting process
                          4 critical steps

                       Thinking out of the box
                          Change perspectives
                          Keep asking why
                          Make new connections
                          Get closer
© InSites Consulting




                                                       56
Unilever I Marmite

 Turning a problem
into an opportunity
PROBLEM   VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO
          DO ABSOLUTELY ADORE IT.



WHY?      BECAUSE THOSE WHO DON’T EAT IT, HATE IT.

WHY?      BECAUSE MARMITE EATERS ARE PERCEIVED TO BE
          RARE AND SLIGHTLY ECCENTRIC (AND ARE LIKELY TO BE
          CHILDREN).

WHY?      BECAUSE THE PRODUCT HAS A VERY UNIQUE
          POLARISING TASTE.



INSIGHT   MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE
          TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC
© InSites Consulting




59
What is an insight?
                          Your point of view
                          Key features of an insight
                          Some examples

                       The insighting process
                          4 critical steps

                       Thinking out of the box
                          Change perspectives
                          Keep asking why
                          Make new connections
                          Get closer
© InSites Consulting




                                                       60
© InSites Consulting




61
Chiquita I Fruit in a bottle

   What happens if ...
DEPRIVATION                       ACTIVATION

                       What happens on a psychological    What happens on psychological
                       and physical level when 15 heavy      and physical level with 20
                         fruit/smoothies eaters don‟t     participants who don‟t often eat
                        consume their regular amount of    fruit/smoothies, when they start
                                fruit/smoothies?                    eating more?
© InSites Consulting




                                                                                              63
© InSites Consulting




64
Start walking in your customer’s shoes
© InSites Consulting




                                                                65
What is an insight?
                          Your point of view
                          Key features of an insight
                          Some examples

                       The insighting process
                          4 critical steps

                       Thinking out of the box
                          Change perspectives
                          Keep asking why
                          Make new connections
                          Get closer
© InSites Consulting




                                                       66
Diageo I Johnnie Walker

  Who are our users?
The presumed target group?

                       SPORTS                    LOVE




                                       QUALITY                              AUTHENTIC
                                                                                WORK

                       STYLE                     STATUS            FAMILY




                                         WORK                                            ONLINE

                                TECH                                         HERITAGE   CITYLIFE
© InSites Consulting




                       PLAY                               TRENDS

                                        SHOP                                                      68
Online safari

                                                       ENGAGE


                                                       CONTENT


                                   Data collection:
                       Universe
                                     scrape the
                       detection
                                      internet         PROFILE
© InSites Consulting




                                                                 69
© InSites Consulting




70
HEDONISM
                       SELF DIRECTION                 AMBITION
                                        INSPIRATION
© InSites Consulting




                                                                 71
What did we learn from Columbo?



                        Get closer & connect
                        Make connections between seemingly unrelated
                         facts and observations
                        Never overlook “unimportant” details
                        Always dig deeper – “Just one more question”
                        Immerse yourself in alternative roles
                        Use your own personal experience
                        Invest in validating & refining your insight
© InSites Consulting




                                                                        72
Some take-ways

 Check out how connected you are:
  http://www.insites.eu/meetthejonesestest/
 Subscribe for the next Smartees workshop on
  observational research: 19/11/2009
 Freely download our (award winning) papers on
  http://www.insites.eu/InSites/ForwaR-D-
                                       kristof@insites.eu
  Lab/ForwaR-D-buzz/page.aspx/180?buzz=2
                                         +32 496 23.29.20
Some final
                       questions or
                        remarks?
© InSites Consulting




                                      kristof@insites.eu
                                      +32 496 23.29.20
                                                       74

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Consumers insights

  • 1. The art & science of insighting Starring Kristof De Wulf & Columbo © InSites Consulting 1
  • 4. 1 2 3 4 5 6
  • 5. A structured process ... Disciplined imagination ... but also embracing creative chaos
  • 6. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 6
  • 7. Insight research unless you do something weird with it
  • 8. Insight > observation insight is not so much about seeing the truth, as feeling it
  • 9. FACTS INFORMATION FINDINGS ADVICE INSIGHTS
  • 10. Insight idea one insight is the basis of hundreds of ideas
  • 11. I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions © InSites Consulting 11
  • 12. “A lot of times, people don’t know what they want until you show it to them…” Steve Jobs © InSites Consulting 12
  • 13. The magic formula Aha! x It‟s me  €  Not immediately apparent  You will know it when you see it  Brings to the surface what was subconsiously there  Surprising and fresh
  • 14. The magic formula Aha! x It‟s me  €  You‟re right – I recognise this  You understand me (better than myself)
  • 15. The magic formula Aha! x It‟s me  € Source of inspiration for ... great branding ... great advertising ... great innovation ... great customer experiences
  • 16. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 16
  • 17. Diageo I J&B “In a world of day-to-day constrains and social pressure, consumers want nights out that offer the promise that the unexpected can happen” © InSites Consulting 17
  • 18. Diageo I J&B “In a world of day-to-day constrains and social pressure, consumers want nights out that offer the promise that the unexpected can happen”
  • 19. Mars I Whiskas “If you could give your cat US$10 and send him off to the grocery store to buy cat food, what would he bring home? The answer (albeit theoretically) is: Live meat!”
  • 20. Volkswagen I Beetle “It wasn't just the need for a smaller car - there was a sizable group of people who needed to be different and didn't express themselves based on the size of their car”
  • 21. P&G I Pampers “Babies with healthy, dry skin are happier....and so better able to play, learn and develop. The finding that babies are happier when they have healthy skin rather than nappy rash was not that new. The trick was uncovering the deeper emotional significance.”
  • 22. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 22
  • 23. A repeatable process Observe © InSites Consulting 23
  • 24. ItIt power is in the mix see all starts with what we The all starts with what we see Insights can be found if we accept that there is no “we” versus “them” © InSites Consulting 24
  • 25. I do not know what I do I do not remember what I do © InSites Consulting 25
  • 26. A repeatable process Observe Reframe © InSites Consulting 26
  • 27. It’s about seeing the whole picture ...
  • 28. (Re-)framing and going beyond the obvious „Doing the same thing over and over, in the hope of a different result, is insanity‟ © InSites Consulting 28
  • 29. (Re-)framing and going thinkingthe obvious Crowbars for creative beyond Projective questioning View conclusions as beginnings © InSites Consulting 29
  • 30. A repeatable process Observe Reframe Validate © InSites Consulting 30
  • 31. Will people get it? Does it touch them? Is it something new? Is it simple enough? Can you support it? © InSites Consulting Will it effect change? 31
  • 32. Write it on a blank sheet of paper, with no supporting words Is it still interesting?
  • 33. Insight screening KPI’s Identification Frequency Endurance Relevance Thought of Recognition before Solution Likelihood Differentiation awareness solution finding Importance of Clarity resolving Actionability Context fit Target group fit Brand fit © InSites Consulting 33
  • 34. Over the course of 3 weeks, the 16 varieties of lettuce in McDonald’s salads were planted and grown on a soil-based billboard © InSites Consulting 34
  • 36. A repeatable process Observe Reframe Validate Refine © InSites Consulting 36
  • 37. “[…] the language you use is not arbitrary and inconsequential; for an insight to have real potency, the language in which it is couched is at least as important as the inner truth itself. For an insight to have real potency, literal accuracy is less important than its power to evoke.” Bullmore 2005, WPP
  • 38. Elaborating & finetuning the insight 3 online discussion groups with each a different focus First online discussion group focuses on GROUP 1 exploration of the insight in different EXPLORE directions. The outcome is a list of possibilities to reword the insight. Based on the first group and what is legally GROUP 2 possible in terms of formulation of the insight, FINETUNE a limited set of insights is tested more in- depth. In the final group, the insight holding most GROUP 3 potential is elaborated upon. The key objective CONFIRM is the validate the power of the insight as formulated based on the 2 previous sessions. © InSites Consulting 38
  • 39. A repeatable process Connect ! Observe Reframe Validate Refine © InSites Consulting 39
  • 40. Connected research philosophy Connecting methods Connecting with participants Connecting Connecting marketing with thinking clients © InSites Consulting 40
  • 41. Not knowing what you are exactly looking for © InSites Consulting 41
  • 42. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 42
  • 43. We aredifferent from our target audience! We are different from our target group! Identification of marketeers with their target group CONSUMER TWIN SCORE 6% 5% 7% 6% 8% 5% 6% 7% 64% 6% 8% 73% 15% 6% 19%6% 30% 15% 35%19% 24% 30% 17%35% 7% 24% 5%17% 4% 7% 4% 5% © InSites Consulting 4% 4% 43
  • 44. Yet we different from ourconfidence ... We are have a lot of target audience! I know what consumers want 72% 70% 6% 5% My own behavior helps me better 69% 69% understand consumers' behavior 7% 8% My gut feeling helps me understand 6% 68% 6% 67% consumers' behavior 15% 19% Because I spend a lot of time with 66% 67% consumers, I understand them better 30% 35% 24% 17% 7% 5% © InSites Consulting 4% 4% 44
  • 45. Start walking in your consumer’s shoes © InSites Consulting 45
  • 46. Change perspectives Observing Asking Yourself Others Secondary Primary Photo Film Behavioral Attitudinal Inductive Deductive © InSites Consulting 46
  • 47. Traditional ethnography context Participant R Hawthorne effect Researcher gaze © InSites Consulting Time & cost intensive 47
  • 48. Traditional ethnography 360° ethnography context context Participant Participant Crowd interpretation © InSites Consulting 48
  • 49. Video ethnography  In cooperation with Colruyt Group  8 shopping trips to an OKay supermarket with spycam  Selection of interesting scenes by researchers  Insight generation by the crowd: 371 TalktoChange members comment on the observations © InSites Consulting 49
  • 50. The shopping experience through consumers eyes Different touch points PRE-SHOPPING SHOPPING Making my Going to the Finding a Finding a coin Finding a trolley shopping list shop parking spot for a trolley Exploration (new Find the products Waiting at checkout Empty bottles? Enter the store products, social, ...) on my list POST-SHOPPING Putting away the © InSites Consulting Packing up the Driving home Scanning Paying goods goods 50
  • 51. Two types of importance for each touch point Exposure versus impact Parking Trolley Entrance Shopping Check- Packing out 65% 35% 26% 18% 9% 23% 5% 6% 1% 3% 2% 4% Exposure Impact © InSites Consulting 51
  • 52. Performance of each touch point Major improvement Minor improvement Neutral comment Parking Trolley Entrance Shopping Check- Packing 26% 25% out 29% 31% 35% 67% 36% 29% 44% 47% 41% 23% 40% 35% 30% 28% 24% 10% © InSites Consulting 52
  • 54. Indulgence: daylight © InSites Consulting 54
  • 55. Observe environment clean? Observe staff? Observe goods Calculate price Observe products in the neighbourhood Indulgence © InSites Consulting 55
  • 56. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 56
  • 57. Unilever I Marmite Turning a problem into an opportunity
  • 58. PROBLEM VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO DO ABSOLUTELY ADORE IT. WHY? BECAUSE THOSE WHO DON’T EAT IT, HATE IT. WHY? BECAUSE MARMITE EATERS ARE PERCEIVED TO BE RARE AND SLIGHTLY ECCENTRIC (AND ARE LIKELY TO BE CHILDREN). WHY? BECAUSE THE PRODUCT HAS A VERY UNIQUE POLARISING TASTE. INSIGHT MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC
  • 60. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 60
  • 62. Chiquita I Fruit in a bottle What happens if ...
  • 63. DEPRIVATION ACTIVATION What happens on a psychological What happens on psychological and physical level when 15 heavy and physical level with 20 fruit/smoothies eaters don‟t participants who don‟t often eat consume their regular amount of fruit/smoothies, when they start fruit/smoothies? eating more? © InSites Consulting 63
  • 65. Start walking in your customer’s shoes © InSites Consulting 65
  • 66. What is an insight? Your point of view Key features of an insight Some examples The insighting process 4 critical steps Thinking out of the box Change perspectives Keep asking why Make new connections Get closer © InSites Consulting 66
  • 67. Diageo I Johnnie Walker Who are our users?
  • 68. The presumed target group? SPORTS LOVE QUALITY AUTHENTIC WORK STYLE STATUS FAMILY WORK ONLINE TECH HERITAGE CITYLIFE © InSites Consulting PLAY TRENDS SHOP 68
  • 69. Online safari ENGAGE CONTENT Data collection: Universe scrape the detection internet PROFILE © InSites Consulting 69
  • 71. HEDONISM SELF DIRECTION AMBITION INSPIRATION © InSites Consulting 71
  • 72. What did we learn from Columbo?  Get closer & connect  Make connections between seemingly unrelated facts and observations  Never overlook “unimportant” details  Always dig deeper – “Just one more question”  Immerse yourself in alternative roles  Use your own personal experience  Invest in validating & refining your insight © InSites Consulting 72
  • 73. Some take-ways  Check out how connected you are: http://www.insites.eu/meetthejonesestest/  Subscribe for the next Smartees workshop on observational research: 19/11/2009  Freely download our (award winning) papers on http://www.insites.eu/InSites/ForwaR-D- kristof@insites.eu Lab/ForwaR-D-buzz/page.aspx/180?buzz=2 +32 496 23.29.20
  • 74. Some final questions or remarks? © InSites Consulting kristof@insites.eu +32 496 23.29.20 74