Introduction Insighting

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

1

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

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

11

want until you show it

Steve Jobs

12

The magic formula

Aha! x
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
I recognise this
You understand me (better than myself)

The magic formula

Aha! x
Source of inspiration for
... great branding
... great advertising
... great innovation
... great customer experiences

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

16

Diageo I J&B

-to-day constrains and social
pressure, consumers want nights out that offer

17

Diageo I J&B

-to-day constrains and social
pressure, consumers want nights out that offer

Mars I Whiskas

grocery store to buy cat food, what would he bring home?

Volkswagen I Beetle

- there was a sizable
group of people who needed to be different and didn't express

P&G I Pampers

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

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

22

A repeatable process

Observe

23

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

24

I do not know what I do
I do not remember what I do

25


Observe Reframe

26

(Re-)framing and going beyond the obvious

and over, in the hope of a

28

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

Projective questioning

View conclusions as beginnings

29


Observe Reframe Validate

30

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

Will it effect change?
31

Write it on a blank sheet of paper,
with no supporting words

Is it still interesting?

Insight screening

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

33

Over the course of 3 weeks, the 16 varieties of

grown on a soil-based billboard

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Observe Reframe Validate Refine

36

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

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.

38


Connect !

Observe Reframe Validate Refine

39

Connected research philosophy

Connecting
methods

Connecting
with
participants

Connecting Connecting
marketing with
thinking clients

40

Not knowing what you are exactly looking for

41

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

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%

4% 4%

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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%

4% 4%

44

Change perspectives

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

46

Traditional ethnography

context

Participant

R

Hawthorne effect

Researcher gaze

Time & cost intensive
47

Traditional ethnography 360° ethnography

context

context Participant

Participant

Crowd interpretation

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

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

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

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%

52

Indulgence:
daylight

54

Observe environment
clean?

Observe staff?

Observe goods

Calculate price

Observe products in
the neighbourhood
Indulgence

55

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

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?

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

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

60

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 participants
consume their regular amount of fruit/smoothies, when they start
fruit/smoothies? eating more?

63

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

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

PLAY TRENDS

SHOP 68

Online safari

ENGAGE

CONTENT

Data collection:
Universe
scrape the
detection
internet PROFILE

69

HEDONISM
SELF DIRECTION AMBITION
INSPIRATION

71

What did we learn from Columbo?

Get closer & connect
Make connections between seemingly unrelated
facts and observations

Always dig deeper
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating & refining your insight

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?

kristof@insites.eu
+32 496 23.29.20
74

Introduction Insighting

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