In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
Running engaging Market Research Online Communities. Social media has gained considerable human relevance. User-created content, citizen journalism and online social interactions (e.g. conversation, collaboration, participation, sharing, connecting) are embedded into the daily lives of consumers. With the different semantic waves of the web, the entire market research process and industry has undergone clear changes. Market research has changed from asking questions to having conversations with consumers. Online Research Communities have proven to be a viable environment to engage with consumers as well as marketing executives in a connected and participatory way. What makes research communities unique is that they assemble consumers to interact in an asynchronous longitudinal setting by applying social media techniques. Companies outsource tasks to a crowd (e.g. product and service creation and testing) in an open call in order to bring consumers inside organizations all the way up to the boardroom. Research communities bring true consumer connect between marketers and their target groups as they use interactive tools to tap into social interactions between people, and allow a more equal relationship between researchers, brands and participants.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
The Art of Research: Using the power of images to increase the value of the D...InSites Consulting
DIESEL recognizes the need for social currency among today's increasingly digitalized Generation Y and is focusing its efforts on Pinterest as the ideal location to inspire and connect with females within their desired target demographic. DIESEL is known for tapping into subcultures with self-aware marketing, which is also the case on Pinterest. The platform allows DIESEL to build a unique look and feel by making it easy for them to bring the personality and DNA of the brand in an accessible magazine-like online display.
As a fashion company, DIESEL can use Pinterest as a brand-building exercise where they can tell the brand story, showcase DIESEL’s many facets, display individual collections and campaigns and where anyone can learn what the brand stands for. DIESEL launched its Pinterest page in the early days of the platform. Over the last year, they maintained their boards merely as a mirror of their Facebook content. The strategy was to showcase their collection as a lifestyle brand.
Early 2013, the growing popularity of the platform brought Pinterest into strategic focus in its own right. Additionally, considering DIESEL’s strategic decision to augment its focus on communicating with women and the fact that Pinterest is more used by women, DIESEL wanted to focus its efforts on Pinterest to use it as a valuable communication channel to connect with this female target group online. In order to optimize the platform for brand activation, instead of a repository of Facebook content, there was a strong need for insights on the best digital strategy for the DIESEL Pinterest page.
It was 1876 and Alexander Graham Bell was pitching his start-up. He offered Western Union his telephone technology for a rumored $100,000. The company dismissed it as 'an electrical toy'. The quote, although recently challenged for its authenticity, is an accurate reflection of the factors that drive product adoption. What is recognizable speech if not product readiness, telephone devices in every city, a means of distribution and the question of why anyone would use it - that of shifting consumer habits? Fast forward 130 years and the questions are the same about video communications. Video communications are nothing new. The goal of making it easier to see the person you’re talking to is a consistent theme in telephony. And yet by far the fastest growing communication method in the last 50 years has been short, asynchronous text messaging, with WhatsApp alone generating 18.3 trillion messages annually and an aggregated SMS volume at 8.16 trillion. So why is video communication not mainstream yet and what can we do to accelerate its adoption?
Engage, inspire, act: Three stepstones towards developing more impactful prod...InSites Consulting
Great companies understand the importance of consumer insights when it comes to outperforming the competition. Engagement in learning and keeping knowledge up-to-date through a constant search for new insights, engagement in getting close to consumers and in getting immersed in their daily lives to inspire and understand their reality and the drivers of consumer value, these have proven to be some of the most critical corporate competencies. Engagement requires different ways of strategic thinking. It requires ‘co-ownership’ of the consumer insights within the organization. This article describes a valuable framework of how to engage and inspire an (R&D) organization via consumer insights, let them act upon the insights and move forward towards developing more impactful products and marketing. The last paragraphs look at how effective different elements of the framework have been in achieving a successful outcome, in order to learn and improve our initial way of working and to fine-tune our overall strategy.
When community members take over (by InSites Consulting). There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbell’s, Air France-KLM and Philips.
An ever-increasing number of organizations is chasing the benefits of social collaboration. Unfortunately many of these initiatives leave participants behind with a hangover. Gartner estimates that throughout 2015 about 80% of social business efforts are not expected to achieve the intended benefits. Here are 10 tips to avoid a collaboration hangover. Enjoy the read!
Synergizing natural and research communities: Caring about the research ecosy...InSites Consulting
Research panels are under a lot of pressure: for far too long we have treated panels as ordinary databases. As a result, response rates to traditional surveys are in decline and it becomes harder to motivate people to participate in research projects. As researchers, we have to look into alternatives that still allow us to learn about the attitudes and behavior of consumers.
Thanks to the rise of social media, a whole new stream of consumer information has become available and our industry is embracing it as the new Walhalla. By using methods such as ‘social media netnography’ in which online conversations and stories are observed, researchers learn from online sources of textual and visual information that are freely available (Verhaeghe, Van den Berge, Schillewaert, 2009). Instead of asking new input from research participants, existing information is recycled. Because consumers are free to talk about whatever they like, social media netnography does not only provide answers on research questions one already had, but it also gives answers to questions they did not ask and answers without asking questions.
User-generated content is a welcome new source of information for researchers. But unlike our research panels, we should treat this new ecosystem with caution and preserve it while we still can. We need to learn from the past when we experiment with new ways of doing research.
Running engaging Market Research Online Communities. Social media has gained considerable human relevance. User-created content, citizen journalism and online social interactions (e.g. conversation, collaboration, participation, sharing, connecting) are embedded into the daily lives of consumers. With the different semantic waves of the web, the entire market research process and industry has undergone clear changes. Market research has changed from asking questions to having conversations with consumers. Online Research Communities have proven to be a viable environment to engage with consumers as well as marketing executives in a connected and participatory way. What makes research communities unique is that they assemble consumers to interact in an asynchronous longitudinal setting by applying social media techniques. Companies outsource tasks to a crowd (e.g. product and service creation and testing) in an open call in order to bring consumers inside organizations all the way up to the boardroom. Research communities bring true consumer connect between marketers and their target groups as they use interactive tools to tap into social interactions between people, and allow a more equal relationship between researchers, brands and participants.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
The Art of Research: Using the power of images to increase the value of the D...InSites Consulting
DIESEL recognizes the need for social currency among today's increasingly digitalized Generation Y and is focusing its efforts on Pinterest as the ideal location to inspire and connect with females within their desired target demographic. DIESEL is known for tapping into subcultures with self-aware marketing, which is also the case on Pinterest. The platform allows DIESEL to build a unique look and feel by making it easy for them to bring the personality and DNA of the brand in an accessible magazine-like online display.
As a fashion company, DIESEL can use Pinterest as a brand-building exercise where they can tell the brand story, showcase DIESEL’s many facets, display individual collections and campaigns and where anyone can learn what the brand stands for. DIESEL launched its Pinterest page in the early days of the platform. Over the last year, they maintained their boards merely as a mirror of their Facebook content. The strategy was to showcase their collection as a lifestyle brand.
Early 2013, the growing popularity of the platform brought Pinterest into strategic focus in its own right. Additionally, considering DIESEL’s strategic decision to augment its focus on communicating with women and the fact that Pinterest is more used by women, DIESEL wanted to focus its efforts on Pinterest to use it as a valuable communication channel to connect with this female target group online. In order to optimize the platform for brand activation, instead of a repository of Facebook content, there was a strong need for insights on the best digital strategy for the DIESEL Pinterest page.
It was 1876 and Alexander Graham Bell was pitching his start-up. He offered Western Union his telephone technology for a rumored $100,000. The company dismissed it as 'an electrical toy'. The quote, although recently challenged for its authenticity, is an accurate reflection of the factors that drive product adoption. What is recognizable speech if not product readiness, telephone devices in every city, a means of distribution and the question of why anyone would use it - that of shifting consumer habits? Fast forward 130 years and the questions are the same about video communications. Video communications are nothing new. The goal of making it easier to see the person you’re talking to is a consistent theme in telephony. And yet by far the fastest growing communication method in the last 50 years has been short, asynchronous text messaging, with WhatsApp alone generating 18.3 trillion messages annually and an aggregated SMS volume at 8.16 trillion. So why is video communication not mainstream yet and what can we do to accelerate its adoption?
Engage, inspire, act: Three stepstones towards developing more impactful prod...InSites Consulting
Great companies understand the importance of consumer insights when it comes to outperforming the competition. Engagement in learning and keeping knowledge up-to-date through a constant search for new insights, engagement in getting close to consumers and in getting immersed in their daily lives to inspire and understand their reality and the drivers of consumer value, these have proven to be some of the most critical corporate competencies. Engagement requires different ways of strategic thinking. It requires ‘co-ownership’ of the consumer insights within the organization. This article describes a valuable framework of how to engage and inspire an (R&D) organization via consumer insights, let them act upon the insights and move forward towards developing more impactful products and marketing. The last paragraphs look at how effective different elements of the framework have been in achieving a successful outcome, in order to learn and improve our initial way of working and to fine-tune our overall strategy.
When community members take over (by InSites Consulting). There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbell’s, Air France-KLM and Philips.
An ever-increasing number of organizations is chasing the benefits of social collaboration. Unfortunately many of these initiatives leave participants behind with a hangover. Gartner estimates that throughout 2015 about 80% of social business efforts are not expected to achieve the intended benefits. Here are 10 tips to avoid a collaboration hangover. Enjoy the read!
Synergizing natural and research communities: Caring about the research ecosy...InSites Consulting
Research panels are under a lot of pressure: for far too long we have treated panels as ordinary databases. As a result, response rates to traditional surveys are in decline and it becomes harder to motivate people to participate in research projects. As researchers, we have to look into alternatives that still allow us to learn about the attitudes and behavior of consumers.
Thanks to the rise of social media, a whole new stream of consumer information has become available and our industry is embracing it as the new Walhalla. By using methods such as ‘social media netnography’ in which online conversations and stories are observed, researchers learn from online sources of textual and visual information that are freely available (Verhaeghe, Van den Berge, Schillewaert, 2009). Instead of asking new input from research participants, existing information is recycled. Because consumers are free to talk about whatever they like, social media netnography does not only provide answers on research questions one already had, but it also gives answers to questions they did not ask and answers without asking questions.
User-generated content is a welcome new source of information for researchers. But unlike our research panels, we should treat this new ecosystem with caution and preserve it while we still can. We need to learn from the past when we experiment with new ways of doing research.
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...InSites Consulting
PepsiCo wanted to (re)connect the Ruffles brand with the Turkish youth. For six weeks a ‘Market Research Online Community’ (or ‘Consumer Consulting Board’) was the central hub in which the dialogue between Gen Y, the Ruffles brand team and the advertising agencies of PepsiCo took place. In three sequential stages we moved from generating insights into Turkish youth’s everyday life and their aspirations over testing and fine-tuning activation platforms and campaigns to creating an understanding of the role of social media in brand activation today. To enhance decision making, we wanted to connect all stakeholders to a maximum extent with the target group. To realize that, we created several touch points between the consumer world (the research results) and the business world (the marketing team and their objectives) while sharing our research results: online and offline consumer immersion exercises with all stakeholders, intermediate debriefs and workshops, a creative brainstorming session and a live chat session with members of the community during that brainstorm. This paper gives insights into the power of using research communities to deeply understand a target group and in the value of ‘triangulation’ in qualitative research (tackling the same issue from different angles and with different eyes). It also illustrates how creating several touch points between the consumer world and the business world can deliver bigger impact on marketing thinking.
Research in the mobile mindset: Exploring the unexplored in the mobile research space (by InSites Consulting). 2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and in the US alone, the app economy has created about half a million jobs (Mashable, 2012) in only 5 years time. In the slipstream of this, the market research industry has a close eye on the ball. Both on the technology and the methodology side, we see that our research toolbox is mobile enabled.
Most of the current research efforts are based either on mobile surveying as a tool (see, among others, Luck, 2011) or on mobile ethnography (see, among others, Atkinson & Conry, 2011). We miss a couple of dimensions in the discussion.
In this paper you can read more about the benefits of mobile surveying beyond the tool, the use of mobile in Market Research Online Communities (MROCs) and how research can help you with your mobile marketing. At the ESOMAR 3D Conference in Amsterdam (NL), the presentation by Annelies Verhaeghe & Anouk Willems was awarded Best Presentation of the 3D Conference.
Exploring the world of water - The conversation revolution: brands & people d...InSites Consulting
Danone wanted to understand the use of water in daily life and highlight consumer expectations for water consumption in general, in order to determine the main consumer perceived benefits. It was important to focus on the scientific objectives (also afterwards in clinical testing) to prove and understand 4 certain effects of water. The final output Danone was looking for needed to confirm that water can bring real benefits for consumers and to show which benefits would be most impactful in the market when proven. In order to investigate water consumption from different angles, we implemented a ‘fusion research’ design. Fusion research is a research design where multiple (contemporary) research methodologies are combined in order to study a certain research question from different angles. By applying triangulation, a holistic view is achieved around the same solution or marketing problem. Each of the selected methods adds one piece to the final puzzle and serves as input for the subsequent phase.
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
We believe gamification can be applied in 3 different phases of the research process; (1) during data collection, (2) during analysis and interpretation and (3) during reporting and presentation of the results. In this paper, we present an approach to gamification in online qualitative research. There is already ample research with respect to using gamification in quantitative research; however, a comprehensive approach for online qualitative research is lacking so far.
In this paper we will focus on using gamification during data collection and will briefly demonstrate how we apply gamification in the last 2 phases. At InSites Consulting, we identified 4 levels in an online community at which gamification can be applied to increase data quality, participant engagement and impact on the client side. From a question level to a community level, gamification helps, not only to increase participant engagement, but also to increase data quality.
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
Even iconic brands like Heinz have a need for innovation, and solid consumer insights are crucial for its success. The challenge here was how consumer insights could be leveraged to a maximum. How can we generate as many unique insights as possible which are also relevant for consumers? How can we engage both internal and external stakeholders to use the consumer insights? What human insights - related to understanding people’s daily tomato ketchup usage - can be linked to and used for optimizing (e.g. packaging) innovation ideas?
For IKEA, the yearly Catalogue is the main communication channel with existing and potential customers globally. This case study shows how the 2013 edition of the Catalogue and possible covers for the 2014 edition were evaluated qualitatively around the world, through Market Research Online Communities (or Consumer Consulting Boards) in five different countries.
Why every company needs a Chief Consumer OfficerNatalie Mas
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
Did you ever wonder how you can detect powerful consumer insights and set them apart from the ones that won’t be game changers? What is a good insight and how can it be a springboard for future marketing actions? The path we follow to uncover these deep and potent insights here at InSites Consulting is elaborated here. In this paper, the focus lies on insight validation, the often skipped but necessary step in the consumer insight process and how insight validation can help unlock the insights with the greatest innovation, activation or branding potential.
Qualitative research has become a commodity and is in danger of losing its power to shape business strategy and provide inspiring consumer understanding. Learn what TNS is doing to reverse this trend.
http://www,tnsglobal.com/qualitative
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
Les innovations “Breakthrough” sont cruciales dans le succès et la survie d’une entreprise. Pourquoi ? Parce qu’elles vont doubler le retour sur investissement d’une innovation classique, non rupturiste.
D’un point de vue étude, il y a plusieurs questions qu’un marketeur doit se poser pour lancer avec succès des innovations de ruptures.
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
"Co-creation" and "Experience Co-Creation" in Health CareA.R.J. (Rob) Halkes
Co-Creation and Experience Co-Creation are two terms which appear usually as puzzling to those who learn about it for the first time. They often think it is like doing or working together. Instead, it is just because of failing cooperation and collaborative work approaches that co-creation is relevant. It is highly successful in many of branches. To health care there are activities and projects that worked with it. But in general the Health Care Business is not easily changing to these unavoidable methods to create personalised care, and an effective eco system and context to enable self management by patients. Here's the introduction.
This is the full slidedeck of our Best of Galvanize Smartees Webinar, with some inspiring presentations of our latest InSites Conference. This Webinar was hosted on Tuesday 25 October 2016 by Katia Pallini (Content Impact Manager at InSites Consulting)
Finding your edge at the edges by Kristof De Wulf at TEDxGhent. The future ain’t what it used to be. In today’s world of acceleration, automation and accessibility, we are expected to be ’relieved’ from working, learning and owning. But if we take away the very things that provide us with a sense of accomplishment and purpose in life, what is left for us humans? The more human-like machines take over our functions, the more we are left with a feeling of emptiness, says Kristof De Wulf. In his talk, he shares his thoughts on how we can overcome this feeling by going to the edges of our normal brain functioning. Kristof is co-founder and CEO of InSites Consulting, currently the world’s 3rd most innovative marketing research agency. He has won several awards and is a proud member of Switch & Shift’s League of Extraordinary Thinkers.
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...InSites Consulting
PepsiCo wanted to (re)connect the Ruffles brand with the Turkish youth. For six weeks a ‘Market Research Online Community’ (or ‘Consumer Consulting Board’) was the central hub in which the dialogue between Gen Y, the Ruffles brand team and the advertising agencies of PepsiCo took place. In three sequential stages we moved from generating insights into Turkish youth’s everyday life and their aspirations over testing and fine-tuning activation platforms and campaigns to creating an understanding of the role of social media in brand activation today. To enhance decision making, we wanted to connect all stakeholders to a maximum extent with the target group. To realize that, we created several touch points between the consumer world (the research results) and the business world (the marketing team and their objectives) while sharing our research results: online and offline consumer immersion exercises with all stakeholders, intermediate debriefs and workshops, a creative brainstorming session and a live chat session with members of the community during that brainstorm. This paper gives insights into the power of using research communities to deeply understand a target group and in the value of ‘triangulation’ in qualitative research (tackling the same issue from different angles and with different eyes). It also illustrates how creating several touch points between the consumer world and the business world can deliver bigger impact on marketing thinking.
Research in the mobile mindset: Exploring the unexplored in the mobile research space (by InSites Consulting). 2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and in the US alone, the app economy has created about half a million jobs (Mashable, 2012) in only 5 years time. In the slipstream of this, the market research industry has a close eye on the ball. Both on the technology and the methodology side, we see that our research toolbox is mobile enabled.
Most of the current research efforts are based either on mobile surveying as a tool (see, among others, Luck, 2011) or on mobile ethnography (see, among others, Atkinson & Conry, 2011). We miss a couple of dimensions in the discussion.
In this paper you can read more about the benefits of mobile surveying beyond the tool, the use of mobile in Market Research Online Communities (MROCs) and how research can help you with your mobile marketing. At the ESOMAR 3D Conference in Amsterdam (NL), the presentation by Annelies Verhaeghe & Anouk Willems was awarded Best Presentation of the 3D Conference.
Exploring the world of water - The conversation revolution: brands & people d...InSites Consulting
Danone wanted to understand the use of water in daily life and highlight consumer expectations for water consumption in general, in order to determine the main consumer perceived benefits. It was important to focus on the scientific objectives (also afterwards in clinical testing) to prove and understand 4 certain effects of water. The final output Danone was looking for needed to confirm that water can bring real benefits for consumers and to show which benefits would be most impactful in the market when proven. In order to investigate water consumption from different angles, we implemented a ‘fusion research’ design. Fusion research is a research design where multiple (contemporary) research methodologies are combined in order to study a certain research question from different angles. By applying triangulation, a holistic view is achieved around the same solution or marketing problem. Each of the selected methods adds one piece to the final puzzle and serves as input for the subsequent phase.
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
We believe gamification can be applied in 3 different phases of the research process; (1) during data collection, (2) during analysis and interpretation and (3) during reporting and presentation of the results. In this paper, we present an approach to gamification in online qualitative research. There is already ample research with respect to using gamification in quantitative research; however, a comprehensive approach for online qualitative research is lacking so far.
In this paper we will focus on using gamification during data collection and will briefly demonstrate how we apply gamification in the last 2 phases. At InSites Consulting, we identified 4 levels in an online community at which gamification can be applied to increase data quality, participant engagement and impact on the client side. From a question level to a community level, gamification helps, not only to increase participant engagement, but also to increase data quality.
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
Even iconic brands like Heinz have a need for innovation, and solid consumer insights are crucial for its success. The challenge here was how consumer insights could be leveraged to a maximum. How can we generate as many unique insights as possible which are also relevant for consumers? How can we engage both internal and external stakeholders to use the consumer insights? What human insights - related to understanding people’s daily tomato ketchup usage - can be linked to and used for optimizing (e.g. packaging) innovation ideas?
For IKEA, the yearly Catalogue is the main communication channel with existing and potential customers globally. This case study shows how the 2013 edition of the Catalogue and possible covers for the 2014 edition were evaluated qualitatively around the world, through Market Research Online Communities (or Consumer Consulting Boards) in five different countries.
Why every company needs a Chief Consumer OfficerNatalie Mas
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
Did you ever wonder how you can detect powerful consumer insights and set them apart from the ones that won’t be game changers? What is a good insight and how can it be a springboard for future marketing actions? The path we follow to uncover these deep and potent insights here at InSites Consulting is elaborated here. In this paper, the focus lies on insight validation, the often skipped but necessary step in the consumer insight process and how insight validation can help unlock the insights with the greatest innovation, activation or branding potential.
Qualitative research has become a commodity and is in danger of losing its power to shape business strategy and provide inspiring consumer understanding. Learn what TNS is doing to reverse this trend.
http://www,tnsglobal.com/qualitative
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
Les innovations “Breakthrough” sont cruciales dans le succès et la survie d’une entreprise. Pourquoi ? Parce qu’elles vont doubler le retour sur investissement d’une innovation classique, non rupturiste.
D’un point de vue étude, il y a plusieurs questions qu’un marketeur doit se poser pour lancer avec succès des innovations de ruptures.
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
"Co-creation" and "Experience Co-Creation" in Health CareA.R.J. (Rob) Halkes
Co-Creation and Experience Co-Creation are two terms which appear usually as puzzling to those who learn about it for the first time. They often think it is like doing or working together. Instead, it is just because of failing cooperation and collaborative work approaches that co-creation is relevant. It is highly successful in many of branches. To health care there are activities and projects that worked with it. But in general the Health Care Business is not easily changing to these unavoidable methods to create personalised care, and an effective eco system and context to enable self management by patients. Here's the introduction.
This is the full slidedeck of our Best of Galvanize Smartees Webinar, with some inspiring presentations of our latest InSites Conference. This Webinar was hosted on Tuesday 25 October 2016 by Katia Pallini (Content Impact Manager at InSites Consulting)
Finding your edge at the edges by Kristof De Wulf at TEDxGhent. The future ain’t what it used to be. In today’s world of acceleration, automation and accessibility, we are expected to be ’relieved’ from working, learning and owning. But if we take away the very things that provide us with a sense of accomplishment and purpose in life, what is left for us humans? The more human-like machines take over our functions, the more we are left with a feeling of emptiness, says Kristof De Wulf. In his talk, he shares his thoughts on how we can overcome this feeling by going to the edges of our normal brain functioning. Kristof is co-founder and CEO of InSites Consulting, currently the world’s 3rd most innovative marketing research agency. He has won several awards and is a proud member of Switch & Shift’s League of Extraordinary Thinkers.
Making things is part of who we are. With the possibilities provided by digital media, we’re shifting from random acts of creativity by everyday people to organized initiatives like crowd funding. As innovation challenges are evolving from product attributes to holistic brand design, service design and the experience environment, there’s a need to collaborate with users beyond co-creation. By involving them earlier in the process through observational research and also in the back end of innovation by testing beta products, users can become your partner in innovation.
10 quotes from Winston Churchill which have inspired and still inspire us to take our business forward, hope you find some inspiration in them as well. By Kristof De Wulf & Niels Schillewaert (of InSites Consulting)
Design thinking innovation training course outline - building a co-design app...DesignThinkers
This course outline presents an approach to developing cross-functional teams that learn how to co-create and innovate in an action learning experience.
This Lecture will look at the theories of Johan Huizinga and the Magic Circle and interogate it through the practice of Augmented and Alternative Reality Gaming as a form of New Media Storytelling
DIY UX: Give Your Users an Upgrade (Without Calling In a Pro)Whitney Hess
Have you fallen in love with your solution and forgotten the original problem? Are you certain that your product actually makes people’s lives better? Not every company can hire someone like me to help you listen to your users, so you’re gonna have to learn how to do some of this stuff yourself. I’ll show you techniques to find out who your users are, what they really need and how to go about giving it to them in an easy to use and pleasurable way. And it doesn’t have to bankrupt you or kill your release date.
Maximizing the impact of UX in an agile environment: Mixing agile and Lean UXJohn Whalen
When companies adopt an agile development environment, UX teams often feel like they just lost their seat at the table. It’s never easy to change, but by adapting your UX practices to accommodate agile, you can have the impact on design you always wanted.
Lean + UX = Awesome (and UX is not UI) [Growtalks, Aug 22 2012, Vancouver]Kate Rutter
Lean Startup and UX work together like gangbusters. To get the most out of this lovefest, it's important that you realize UX and UI are not the same. This talk walks through why.
Idean works very closely with startups through carefully selected incubators and accelerators.
This experience led Idean's head of design to conduct a presentation and a large group workshop on October 17, 2013 for 8 startups at the Blackbox incubator.
Kindly find the presentation attached. It has some screens of different research methodologies. Enjoy!
Get Agile - Scrum for UX, Design and DevelopmentPieter Jongerius
This is a book preview, it will be published fall 2012. The book is aimed at everyone who works on interactive products in a design and development environment. It contains all of the basic information required for getting started with Scrum, but also offers a number of in-depth chapters looking at topics which even the most experienced Scrummers have trouble with on a daily basis.
The book is a manual. It goes though all of the phases of setting up and executing a Scrum project step by step, and looks at the various roles and disciplines hereby required. If you are experienced, you will find the advanced tips and tricks useful. If you are just considering Scrum, this book will most certainly get you enthusiastic!
UX Process — From Idea To ImplementationDan Malarkey
My UX Process slides from my talk at Code On The Beach. This is a vague overlook into the user experience process of design when building digital products
Do You Speak Jackal or Giraffe? Designing Sustainable RelationshipsWhitney Hess
Join this interactive session and discover the Empathy First method for peaceful teams. Whitney Hess, User Experience Coach, will show you how to apply Nonviolent Communication to everyday work conflicts we all experience. Find out if you're stuck in judgments and blame getting in the way of effective collaboration, and learn how to create better relationships with clients, colleagues, and yourself.
Emphasis will be on practical ways to give and receive empathy, and simple techniques that help us take responsibility for our own feelings and needs. All attendees will receive free handouts tailor-made for this audience.
Come to this session with prepared questions about the causes of conflict in the workplace. You can ask her anything! She will also share many of her own personal experiences and insights to guide and inspire you.
Takeaways:
- Exposure to the basics of Nonviolent Communication
- An understanding of how judgments, criticism and blame cause conflict and hurt productivity
- Clarity on why practicing empathy is important to effective teamwork
- A simple technique anyone can use to practice empathy for ourselves and others
- The desire to keep practicing, and an awareness of where to continue this learning
What's Your Problem? Putting Purpose Back into Your ProjectsWhitney Hess
“What do you do?” has become the standard opening line for getting to know someone. But if you were asked, “Why do you do what you do?” how would you answer? We are too narrowly focused on developing solutions for problems that we don’t understand, don’t care about, or worst of all, don’t actually exist. Life is too short to waste our time expertly creating something that matters to no one. Learn to find your “why.” Discover interviewing techniques to build greater empathy with your users, synthesizing techniques to uncover their underlying inefficiencies and frustrations, and tips to continually draw inspiration and long-term product vision from their lives.
Learn how social media intelligence can fill gaps in your research mix.
- Six unique benefits of social media research
- Four key layers of the social intelligence stack
- Eight core applications of social media data for modern businesses
The Social Side of Behavioural EconomicsDavid Perrott
Understanding how deeply hardwired our brains are to be social gives us a better understand of how we make judgments and decisions, creating the right foundation for new forms of communication and design.
True Impact conducted a neuromarketing study of m-commerce applications, in partnership with Plastic Mobile. The applications included Pizza Pizza, Best Buy and Hyatt.
While it will always remain important to measure explicit responses through surveys or focus groups, we must not underestimate the power of emotions in driving decision making. They are automatic, instant gut feelings that we are often unaware of, yet they are the best indicators of behaviour. When paired with traditional marketing research methodologies, neuroscience helps measure these feelings and provides a more complete, colourful and interesting picture of the customer – one that portrays him as much more than data.
Introduction - How to write an essay - LibGuides at University of .... Learn How to Write an Essay Introduction with Examples. How to write an Essay Introduction (5-Step Formula) (2024). Introduction essay help! Universities Help. Introduction Paragraph: How To Write An Introduction Paragraph (with ....
Integrating UX and evidence-based approaches to design effective youth mental...Penny Hagen
A presentation given at UXNZ 13, on integrating user experience and participatory approaches with traditional evidence-based approaches to design mental health interventions for young people.
Presentation given in collaboration with @kittyrahilly and @mariesanicholas from the Inspire Foundation in Sydney, Australia.
See full abstract & audio of the presentation
http://uxnewzealand.co.nz/uxnz-2013/integrating-ux-evidence-based-approaches/
For more info see
More info http://www.smallfire.co.nz/2014/01/25/integrating-user-experience-and-evidence-based-approaches-to-design/
Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...InSites Consulting
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
Doing more with less: Crossing the boundaries of qualitative research to increase business impact (by InSites Consulting and AirFrance KLM). Recession can prompt unusual levels of creativity. With constraints to deliver more impactful research within a shorter time frame and lower budget, qualitative researchers need to take maximum advantage of their creative skills by crossing the boundaries of their discipline. The staged innovation approach of Air France and KLM to develop new transfer concepts illustrates how to move beyond the barriers of time, methods and professions.
Come dine with me, Australia (by InSites Consulting, Direction First & Campbell's). In this paper we use original research to explore the challenges both clients and researchers face seeking to future-proof insights using the emerging trend of Market Research Online Communities (MROC). The history and development of MROCs is summarized and then applied to a client question to give insights into where consumer trends are going with evening meals. This is in the context of the constantly changing demands of shifting Australian consumer trends and meal preparation patterns as well as of the increasing competition amongst retailers and manufacturers for consumer attention.
How structural collaboration leads to value propositions in the financial sectorInSites Consulting
In the (post-)crisis era, challenging the status quo through innovation will be critical to restore profitability in the financial sector. The commoditisation of products within the industry is making it very difficult to compete on price. Moreover, a whole array of non-banking entities is entering the market to close the gap between the offerings of banks and the needs of customers. Suddenly, banks face competition from telcos, supermarkets, tech firms and innovative start-ups, all experienced in building online relationships and developing and marketing transparent products.
In this paper we explain how financial institutions can install structural collaboration trajectories with key stakeholders (consumers, employees, management) in order to develop true value propositions consumers are willing to pay for.
Rules of engagement in Services - What can we learn from conversations taking...InSites Consulting
Rules of engagement in Services by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Social Media around the World 2012 (by InSites Consulting)InSites Consulting
Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media and more than 2.000 facts & figures about social media in 19 countries. Topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands. For more information contact Marketing@InSites-Consulting.com.
Improving the flight experience: Understanding and listening to frequent flye...InSites Consulting
Improving the flight experience: Understanding and listening to frequent flyers by InSites Consulting for AirFrance KLM. Presented early June 2012 at the Smartees Seminar on Research Communities.
MOA Innovation Award: Gamification in MROCs by InSites ConsultingInSites Consulting
Mid June 2012 InSites Consulting won the MOA Innovation Award 2012. This prize awarded by MOA (the Dutch Marketing Research Association) recognizes the company which created added value in the past year by learning from consumers in an innovating, positive and striking way. The InSites Consulting case has to do with gamification (= usage of game techniques in order to engage people) in online research communities (MROCs) in the entire research process.
This April, the end result of an exciting collaborative design project was revealed at the Milan Design Week 2012. Heineken® Open Design Explorations Edition 1: The Club offered 19 up-and-coming designers from Milan, New York, Sao Paulo and Tokyo the opportunity to develop a progressive pop-up club. Over 100 clubbers from all over the world played a vital role in this creative process; their nightlife experience, perception and needs challenged and inspired the design team to make the club as enjoyable, social and memorable as possible. The end result can be found here: http://www.nightlifejourney.com/ . More about the market research online community projects at InSites Consulting can be found here:
http://www.insites-consulting.com/researchcommunities
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
First Things First: Building and Effective Marketing Strategy
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Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
From validating to understanding: Why measuring insights strenght is not sufficient
1.
2. In today’s business reality, decisions cannot be based on random,
uncontrollable factors such as luck. The same goes for the assessment of
which insights to take on in the innovation funnel. In this fast-moving
environment the risk of failure is greater than ever.
Figures reported by the Doblin Group show that 96% of all new product
introductions and innovations fail to return their cost of capital (Marsh,
2012). The current market space requires brands to validate each step of the
entire innovation process, starting with the validation of insights.
What to
expect
3. Consumers are social animals
and our decisions are colored by
group thinking or herd behavior
(Earls, 2009). The majority of
consumer decisions are taken in
a social setting. Nevertheless, we
do not take this social dimension
into account in survey research.
We keep on conducting
surveys in an individualistic
setting, where participants are
asked the one question after the
other without being able to
connect and reflect with other
participants.
1 From insight to innovation
Consumers are bad witnesses of
their own behavior. Survey
research traditionally taps into
the so-called ‘system 2 thinking’
of our brain. Nonetheless, the
entire thinking behind behavioral
economics and the work of
Daniel Kahneman (2011) show
that our decisions are mainly
taken quickly, automatically
by the so-called ‘system 1’
side of the brain. Therefore we
need to tap more into implicit
attitudes and procedural
knowledge in our surveys.
The majority of consumer
decisions are taken in a given
context or occasion. It is
important to grasp the contextual
background consumers are in
when making certain decisions.
We need to get a better
understanding of the
variations in consumer
behavior depending on the
consumer situation or
context.
1 2 3
4. Survey research copes insufficiently with the
complex reality of consumer behavior.
Decisions are influenced by a number of dynamics
and it is important that surveys mirror these different
aspects in order to provide valuable input for the
decision-making process.
Considering the importance of validating these insights for
the innovation process, the need for accuracy is more
present than ever. Can insight validation through surveys
reclaim its position to provide consistent and rich data for
decision-making by capturing the complex consumer reality,
while at the same time increasing the engagement level?
5. A PARADIGM SHIFT
Today, consumers expect to go beyond
simply ‘responding’. Yet the foundation of
survey research, as Pete Comley (2006)
describes, is a parent/child relationship between
researcher and participant. The sole role of
participants is to respond to a researcher’s
questions, without allowing them to return with a
question themselves. Therefore the time has
come for us to allow participants to play a
more active role in research and become an
empowered partner. This empowerment starts
with creating an engaging survey experience for
participants by fostering feelings of autonomy,
competence, relatedness and value.
In research we can identify three supplementary
collaboration modes between researcher, brands
and consumers: listening, doing and co-
creating.
These collaboration modes can be plotted against
a second dimension representing the inter-
consumer relations or interactions. Theories such
as Herd’s make us realize that we are more
socially determined than we think. We need to
move away from solely looking at the
individual respondent and to start
recognizing the value of consumer
interactions. This is where our second dimension
comes in, a continuum going from ‘individual’ to
‘connected’ in 3 phases: me, crowd, group.
6. Figure 1. Research collaboration framework
By combining both dimensions, we can
identify a framework with twelve quadrants
(see Figure 1). Traditional insight validation
research primarily focuses on one single
cross-point in this framework, namely
‘individual’ and ‘asking’. Yet we can benefit
greatly from going beyond this single-
box thinking. This does not imply that we
should completely let go of asking questions
to participants; that will still remain the core
of insight validation research. However,
combining the different collaboration
modes will allow us to better uncover
the underlying dimensions of an insight
strength and better capture the
complex consumer reality behind an
insight.
8. Cloetta is a leading confectionery company founded in
Sweden in 1862. Cloetta owns some of the strongest
brands in the market (e.g. Läkerol, Jenkki), all with a
long heritage. Cloetta’s goal is to build a solid
foundation of consumer understanding as the
key to success for break-through and break-out
innovations in fun yet rather mature categories such
as candy, chocolate, chewing gum and pastilles.
Insight validation research is firmly embedded in their
innovation process as it helps the Cloetta team decide
which insights to take forward in their innovation
funnel. Their quest for consumer understanding
translates into the need to understand why
certain insights underperform and how they
could be optimized.
1 Project background
9. In order to assess the impact of this new
approach, we split-ran the survey. Some
participants got a traditional insight validation
survey whereas others got the enriched version
containing some new engaging tools and a
’Village’ dimension. The research approach is
based on our new survey thinking where we
go beyond asking questions and apply the
principles of the self-determination theory
to better engage participants.
2 Project methodology
After the main survey, participants were invited to
enter “The Village”, a second optional survey
dimension where engaged participants could take
their collaboration with the Cloetta brand a step
further. After having filled out the survey, the
participants had the choice to opt in for this part
where they could connect with other participants
and participate in some additional contextual
tasks. The Village is a platform consisting of
different buildings, each containing a
different task-based element.
10. Figure 2. Cloetta project framework
This insight validation survey thus went
beyond the traditional single-box
thinking of ‘individual’and
‘asking’. The different tools in and after
the main survey can be plotted on our
framework (see Figure 2). The survey
still consisted of various research
questions assessing the strength of an
insight, yet on the individual dimension
we also introduced some task-based
exercises. Next to that, the
introduction of The Village allowed
us to involve the crowd through the
social dimension embedded in these
tools. More detailed information on each
of these tools is available in the next
section.
11. Next to the traditional questions and key performance indicators measuring
the insight strength, we introduced some new tools in the survey:
3 Project approach
IMPLICIT MEASUREMENT TOOL
Through emotional measurement, we map
the emotions which are triggered by an
insight as well as their relative emotional
positioning. Knowing the emotional space
claimed by an insight is powerful information
for ideation, concept development, future
communication and brand activation.
To map this, we used our implicit association
tool. This tool allowed to understand which
emotions are natural, potential or
limited. Through a action-based exercise,
we avoid stated responses and over-
rationalizations. This implicit measurement
exercise allows plotting all emotions on two
dimensions: (1) the percentage of
participants linking the emotion to the
insight and (2) the time required to press
the space bar, resulting in four
quadrants (see Figure 3).
12. NATURAL
ASSOCIATIONS
POTENTIAL
ASSOCIATIONS
NICHE
ASSOCIATIONS
LIMITS
These are spontaneous emotions; the
majority of participants link the emotion
with the insight within an above-average
reaction time.
These emotions are triggered only
amongst a few participants, yet the
reaction time is above average.
These emotions are highly associated
with the insight; they do however
require some reflection (response time is
below average).
Few participants link the emotion to the
statement; the reaction time is below
average.
Figure 3. Implicit Measurement quadrant
FREQUENCY
REACTIONTIME
13. One of the key performance indicators when testing an insight’s strength is
relevance. Relevance can be driven by personal identification or by
peer identification. Traditionally we measure identification using a stated
question in which participants are asked to indicate on a 7-point scale to
which extent they identify with the statement. This question is then
followed by an open-ended question, asking them to elaborate on their
response.
In the new survey set-up we took this a step further by showing
participants the results of this question - including their own
answers and the answers of other participants up until that point
in the survey. We asked participants to interpret and explain the results
using their own background and knowledge as a reflection point. This
‘crowd interpretation’approach puts them in a co-researcher role.
After having filled out the survey, the participants could opt in for
‘The Village’where they could connect with other participants
and further collaborate with the Cloetta brand. The Cloetta Village
consisted of five buildings: Lounge, Ideation, Picture Shop, Internet café
and Gallery (see Figure 4).
RESULT SHARING TOOL
14. The Lounge (1) is the most central
building of the Village where
participants can connect with one
another, start a discussion on topics created
by the researcher and even post topics of
their own. This is where participants can
connect with one another, the researcher and
the Cloetta team.
In the Lounge we introduced three featured
topics where participants could introduce
themselves, give feedback on the survey and
share their advice with the Cloetta brand.
This introduction topic enhances the
feeling of being visible as a consumer.
Not only did we introduce Cloetta as a brand
in this topic, we also openly shared the
objectives of the research. The latter
encourages consumers to provide valuable
feedback to help a brand. Apart from these
featured topics, participants could create
their own posts related to the research
topic, which allowed them to discuss
and interact with other participants.
This open social space helped to gain
additional insights as it provided us with
answers to questions we did not even ask.
5
1
2
4
3
15. In the “Picture Shop” (2) participants were invited to participate in 5 tasks by uploading
pictures and reflecting on these. Such a task-based element allows to get a better understanding of
the consumers’ context. The different tasks are inspired by observational and ethnographical research:
consumers are asked to explore their environment, observe their own behavior by taking pictures and
reflect upon them. In the Gallery (5) building, participants could view the work of others, ‘Like’ it and
comment on it.
In the Ideation building (3) participants could brainstorm and share ideas on three topics
related to the insights tested in the survey. Besides posting their own ideas, participants could see
what other people posted and ‘Like’ it or comment on it. This idea sharing allows involving participants in
discovering the solution space. The output of this exercise is the creation of ‘idea cards’, which
combine a consumer idea with an inspirational visual that can be used in future ideation or concept
writing workshops.
In the Internet café (4) participants created the Facebook page of the typical person who
would identify with one of the key insights tested in the survey. The participants could create this
persona by uploading pictures, adding socio-demographic information and a description of that person’s
interests.
In the Gallery (5) participants could view the reviews of others, ‘Like’ them and add reviews
themselves.
16. The additional task-based elements lead not only to more data, but also to better data. These findings
show that by involving consumers in an interpretive role, we can gain a greater
understanding. The reason behind these findings can be explained by additional research
conducted by Balcetis and Dunning (2011).
The contextual output from the new tools and challenges, composed of consumer visuals, stories and
ideas, allowed us to add more sensing and understanding to the research results.
In the Internet café participants were invited to create the Facebook page of the typical person who
would identify with one of the key insights. This exercise resulted in different Facebook personae.
The most recurring personae were hard-working women in their late 30s with a nice
career and young children. They were visualized by images like a 7-armed woman (see Figure 5)
- returning home, checking her e-mails, feeding the kids, running the household.
4 Research findings
IMPACT FOR THE RESEARCHER
17. Figure 5. Persona matching the survey data
In addition, the involvement
of consumers in shaping the
consumer space (Ideation
tool) and the possibility to
share their advice and
feedback allowed us to
shape very tangible
recommendations for
future improvement or
product ideas.
18. A first key benefit for Cloetta was the addition
of contextual understanding to the
validation process.
This new survey approach helped Cloetta
get a sense of why certain insights
perform better than others and how they
could be optimized.
The task-based elements in The Village
allowed for Cloetta to grasp the contextual
space behind a consumer insight and
identify cultural differences.
The consumer-generated visuals and stories
helped bring these differences to life.
By sharing the results of the identification KPI we
gained 66% of additional learnings, especially
regarding some subtle wording of the
insights.
Consumers explained for example how some
words should be avoided, helping Cloetta to
understand how they could rephrase the
insight and increase its potential.
Next, the open conversations and discussions in
the Lounge gave Cloetta a feel for the
spontaneous conversations and topics
linked to the insights areas.
IMPACT FOR CLOETTA
19. 5 To conclude
Traditional insight validation surveys should thus be enriched with engaging tools
and tasks that allow us to grasp the contextual space behind an insight
and help form tangible recommendations for improvement.
The quest to uncover high-potential consumer insights will never end. Yet
the calculation of an insight’s strength score is not enough. The goal should be to
enrich this validation process, so that it helps us understand how certain
insights can be improved and optimized and why others should be ignored.
Insight validation therefore is more than gathering those go/no-go decisions; it is
about gaining an understanding as to why certain insights perform well
and others do not.
20. References
• Balcetis, E. & Dunning, D. (2011). Considering the situation: Why
people are better social psychologists than self-psychologists.
Self and Identity, 1-15.
• Earls, M. (2009). Herd: How to Change Mass Behaviour by
Harnessing Our True Nature. Wiley.
• Kahneman, D. (2011). Thinking, Fast and Slow. Macmillan. ISBN
978-1-4299-6935-2.
• Marsh, L. (2012). 8 ways to ensure your new-product launch
succeeds. Retrieved January 6, 2014, from
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