This is the full slidedeck our 'from Aha! to Eureka' Smartees Webinar, hosted on 26 November 2013 in Rotterdam. The presentation elaborates on what a consumer insight is (and what it is not), how you can mine them and how you can make them impactful for your company, through a variety of business stories. All of this illustrated with client cases from Cloetta and Heinz.

1. From Aha! to Eureka
Smartees Seminar
This is the full slidedeck of our ‘from
Aha! to Eureka’ Smartees Seminar,
hosted in Rotterdam on 26 November
2013. The presentation elaborates on
what a consumer insight is (and what it
is not?), how you can mine them and
how you can make them impactful for
your company, through a variety of
business stories, clear examples and
tasks. All of this illustrated with client
cases of Cloetta and Heinz.

2. Welcome!
We’ll start in a minute…
#insites

3. Welcome & introduction

4. Why the moustaches?
http://uk.movember.com/team/1001901

5. Program CIA
14:10
Welcome to the Age of Relevance
Kristof De Wulf, CEO at InSites Consulting
15:10
Case study: Cloetta
Katia Pallini, Research Consultant at InSites Consulting
Mechtild de Bruin, International Knowledge & Insights Director at Cloetta
15:40
Coffee break
16:10
Case study: Heinz
Anita Peerdeman, Business Director FMCG at InSites Consulting
16:50
Wrap-up and Q&A
17:00
Networking & drinks

6. Welcome to the Age of Relevance

8. Does the
future of
your
business
depend
on luck?
@kristofdewulf

9. The old
world is
gone …
@kristofdewulf

10. How fast
is fast?
@kristofdewulf

11. How much is too much?
@kristofdewulf

12. Expect the
unexpected
@kristofdewulf

13. @kristofdewulf

14. @kristofdewulf

15. You are NOT your
consumer
@kristofdewulf

16. It’s about
hardcore
listening
@kristofdewulf

17. @kristofdewulf

18. 1.
What is an insight?
3. Activating insights
@kristofdewulf
2. Getting to insights

19. The brand behind...
Children love what they
instinctively discover for
themselves
@kristofdewulf

20. Children love what they instinctively discover for
themselves
@kristofdewulf

21. The brand behind...
@kristofdewulf

22. The brand behind...
Be different
@kristofdewulf

23. Be different
@kristofdewulf

24. The brand behind...
@kristofdewulf

25. The brand behind...
I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about alternative
identities, lives, or positions
@kristofdewulf

26. I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identities, lives, or
positions
@kristofdewulf

27. The brand behind...
@kristofdewulf

28. Insight ≠ (big) data
@kristofdewulf

29. Insights ≠ ideas
2005
@kristofdewulf
2013

30. In-sight |’in.sit|
@kristofdewulf

31. It’s me!
@kristofdewulf

32. Why
insights
are like
refrigerators
@kristofdewulf

33. I want to
change
@kristofdewulf

34. Without
activation,
an insight
is useless
@kristofdewulf

35. It’s just a
starting point
@kristofdewulf

36. It is the DNA of
your product
@kristofdewulf

37. It will rule
your mind
@kristofdewulf

38. It can enter
every touchpoint
@kristofdewulf

39. 2.
Getting to insights
1. What is an insight?
3. Activating insights
@kristofdewulf

40. You don’t
know what
you don’t
know
@kristofdewulf

41. Consumers
are bad
witnesses
of their own
behaviour
@kristofdewulf

42. Everybody / Everywhere / Anytime
@kristofdewulf

43. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@kristofdewulf

44. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@kristofdewulf

45. Don’t jump to conclusions
@kristofdewulf

46. @kristofdewulf

47. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@kristofdewulf

48. Context is key
@kristofdewulf

49. Use different perspectives
@kristofdewulf

50. The power of the crowd
@kristofdewulf

51. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@kristofdewulf

52. The advantage
of inconsistency
@kristofdewulf

53. Insight is about people
@kristofdewulf

54. It’s what
you do with
people
@kristofdewulf

55. @kristofdewulf

56. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@kristofdewulf

57. Reframe
@kristofdewulf

58. @kristofdewulf

59. It’s a
way of life
@kristofdewulf

60. @kristofdewulf

61. 3.
Activating insights
1. What is an insight?
2. Getting to insights
@kristofdewulf

62. Show me the money
@kristofdewulf

63. @kristofdewulf

64. Is it you?
@kristofdewulf

65. Spread
the word
@kristofdewulf

66. Everybody
is curious
@kristofdewulf

67. Inspire!
@kristofdewulf

68. Capture (false)
assumptions
@kristofdewulf

69. @kristofdewulf

70. Where are you today?
1
2
3
4
Traditional
market
research
function
Business
contribution
team
Strategic
insight
organization
Strategic
foresight
organization
Market research as
an order-taking function
Sources: BCG Consumer Insight Benchmarking (May 2009)
@kristofdewulf
Consumer insight as a
source of competitive advantage

71. @kristofdewulf

72. 1.
Get out
of your
comfort
zone
@kristofdewulf

73. 2.
Develop
daily
rituals
@kristofdewulf

74. 3.
Think big,
act radical
@kristofdewulf

75. @kristofdewulf

76. @kristofdewulf

77. The best way to
predict the future
is to create it
@kristofdewulf

78. Kristof De Wulf
+32 9 269 15 03
kristof@insites-consulting.com
@annalieze
@kristofdewulf

79. Case study Cloetta

80. THE MAGIC FORMULA

81. IT’S ME!

82. PARTICIPANTS AS
CO-RESEARCHERS

83. WE ARE BETTER AT PREDICTING
OTHER PEOPLE’S BEHAVIOUR

84. AHAA!

85. OPTIONAL SECOND
SURVEY DIMENSION

86. Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do you choose this?
Task 1: Your breakfast moment

88. R&D contribution
Facebook page
Task description
What did we do?
For this task based element participants are asked to create a Facebook profile for the typical person
they believe the insight would relate to.
Using this projective technique we can get a detailed description of how that person would look like.
Participants can easily brows for visuals that would visualize this person as well as ad a description on
their social demographics and personal interests.
We asked the participants to create the Facebook page of the typical person who you feel would
identify with this statement:
“There are moments when I really feel like something to refresh my mind and re-energize - a little
‘pick me up’. The common chocolate bars (eg Snickers) are ok for these moments, however
sometimes I am looking for something a bit more exciting in terms of taste and mouthfeel”
90

89. Insight
97
100%
Kids
112
35%
No kids
88
65%
18-34; 55-64
126
15%
All other employment
status
106
9%
Full time employed; other
157
6%
35-54
101
20%
GIVE A FACE TO THE
NUMBERS

90. R&D contribution
The lounge
GETTING ANSWERS TO
QUESTIONS YOU DID NOT ASK
What did we do?
xxxx

91. EMOTION

92. FROM STATED TO
IMPLICIT MEASUREMENT

93. Reaction time
NICHE
NATURAL
These items are not associated with the
given brand by a lot of respondents,
however the reaction time is faster than
average.
These are niche associations often
amongst users with a certain brand
experience.
These items are associated with the
given brand by many respondents and
the reaction time linked to the
association is faster than average.
These are natural and spontaneous
associations.
These items are not associated with the
given brand by a lot of respondents and
if associated the reaction time is below
average.
These items are not linked with brand.
These items are associated with the
given brand by many respondents but
the reaction time is below average.
These are potential associations which
can become natural if the given brand
enhances the communication.
LIMITS
POTENTIAL
% of respondents

94. BETTER UNDERSTANDING
OF THE WHY

95. EXCITEMENT

96. 98
Idea topic
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nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis Meet Katia tation
nostrud exerci
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Idea topic
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Meet eBay
Idea topic
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

99. NEW METHOD LED TO
RICHER DATA

100. Katia Pallini
+32 9 269 12 23
katia@insites-consulting.com

101. Case study Heinz

102. 24/7 CIA?
How to integrate CIA in on ongoing CCB
www.insites-consulting.com

103. A permanent
state of insight
activation

107. From Food panel to Food & Zo
2008
Evaluation
2009
2011
2012
Inspiration

108. Started in 2008 as a panel and evolved to an
ongoing community today: 24/7 online!
Involving 200 active participants that share a
passion for food & groceries
Accessible to all brand teams @Heinz: Heinz,
Venz, Roosvicee, De Ruyter, Honig etc.
Allowing for 48H feedback on tactical
questions
And for in-depth collaboration on strategic
projects.

109. If you want success, ,
If you want success
you must be
you must be
super relevant
super relevant

111. Observation Card
!
Looking for clues …
I have noticed that…

112. Hypotheses Card
Looking for hunches …
Where…?
Hypothesis - Hunch
Who…?
Pin your
observation card
here
Additional evidence
I guess this is because …

113. Insight card
Write the consumer insight
Aha x It’s me x 

114. 1.
Individual blogs - ethnography

115. 2.
Discussions
Getting to ‘Aha’ moments
An insight is not immediately visible or ‘evident’, but only becomes clear when you are actually confronted with it. Or, as
Steve Jobs described it: “A lot of times, people don’t know what they want, until you show it to them”. It is equal to a sort
of ‘Aha’ experience: a combination of surprise and something familiar.
‘It’s me’: understanding what is relevant to consumers
A strong insight automatically calls for familiarity, sometimes even to the extent that you may even learn things about
yourself that you were not aware of before. By getting really close to the target group, we build relevance for consumers,
touching needs that are real and important.
Understanding where consumer tension is playing
Behind every strong insight lies a need to improve an existing situation. In other words: it’s not just about being relevant;
consumers should also feel a need to change something to an existing situation. As we connect with consumers over a
longer period of time, we are able to better capture such tensions.
In depth understanding
An observation in itself is not valuable, unless you truly understand it. Discussing the observation using the above
elements helps us to fully understand the rational or emotional motivation behind consumer behavior.

116. So…let’s add a blog tool to
the community!

117. Challenge 1: this will increase the workload for our
participants…will they actually do this on top of all
the other project topics and 48H topics?

118. Challenge 2: How to involve the Heinz teams in
this process? It requires a higher engagement
to jointly observe & explain to build consumer
insights.

119. LET’S
DO
IT!

121. 2012-2013
2013-2014

126. SUNDAY

127. Ethnographic room
•
•
•
Diary of a Saturday, Sunday & Tuesday
Focus on lunch & dinner time
Stating:
• Time
• Activity
• Company
• Atmosphere
Discussions room
•
•
•
•
•
•
Meaning of a Sunday
Associations cloud exercise
The perfect Sunday!
Mood board Saturday vs. Sunday
Habits versus traditions
Deep dive on:
•
•
•
Convenience meal vs. extensive meal
Family or friends day?
Negatives sides on a Sunday?

129. …which resulted in a huge activity…
 169 active participants
 3 blog tasks - 560 blog posts
 12 discussions - 672 responses
 350 pictures!!!

134. The typical
Sunday dinner?
Sundays are
about relaxing
‘I know I don’t know’
‘I know I know’
GAPs
Facts
Sundays are built
on habits
???
‘I don’t know that I
don’t know’
‘I think I know’
Assumptions

135. ???
Ethnographic room
•
•
•
Diary of a Saturday, Sunday & Tuesday
Focus on lunch & dinner time
Stating:
• Time
The typical
• Activity
Sunday dinner?
• Company
• Atmosphere
Discussions room
•
•
•
•
•
•
Meaning of a Sunday
Associations cloud exercise
The perfect Sunday!
Mood board Saturday vs. Sunday
Habits versus traditions
Deep dive on:
•
•
•
Convenience meal vs. extensive meal
Family or friends day?
Negatives sides on a Sunday?
Sundays are built
on habits

137. In between workshop

138. The Sunday meals seem quick & convenient on one hand,
but luxurious and prepared with care & love on the other
hand.

139. Sundays are often about relaxing, doing active things, but
also on doing practical things (chores)..

142. Insight # 1
The accepted convenience
meal
The convenience meal on Sundays is accepted, because it…
…contributes to the ‘Go with the flow’ mentality of the day
..allows for more quality time with family and friends
And therefore does not provoke the guilt feeling a convenient
meal sometimes can provoke.

143. Insight # 2
The habit of
not having a habit
My Sundays are very different, but they all have in common that I
don’t have a schedule or planning.
Each Sunday is different for me, but come to think of it, they all
have in common that I have no obligations on that day. I feel
free!

147. INTEGRATE CIA & ONGOING CCB’S?
1.
2.
3.
Yes, we can! If we manage workloads at both
participants and client teams in a proper way.
We even think this is the way forward to
maximize value of your (ongoing) CCB:
inspiration instead of validation!
And integrate consumer relevance at the heart of
everything you do in a marketing organization
(innovation communication & activation).

148. Anita Peerdeman
+31 10 742 10 51
anita@insites-consulting.com
Patricia van der Hart
+31 10 10 42 742
patricia.vanderhart@insites-consulting.com

149. Let’s go to the Q&A

150. Thank you!