Unexpected Insights

_seminar : john ream, president

© 2012 Connect Agency. All rights reserved.

agenda - they will tell you.
*meanings
*tools
*biz cases
*take away

_read minds : just need the right tools to do it effectively


meaning - "wiki."
*the search for knowledge, or as any
systematic investigation, with an open
mind, to establish novel facts, usually
using a scientific method.

_research


meaning - "connect."
*find things you don't know through
studying, not just asking questions and
collecting data.

_unexpected insights


meaning - "wiki."
*the ability to predict, or the action of
predicting, what will happen or what is
needed in the future.

_foresight


tools - don't do all the work.
*survey forms.
*search trends.
*social media monitoring.
*mobile.
*web forums, blogs, discussion boards.

_channels : gives access for direct communications.


pet lovers - tell me.
who: pet food marketer.
obj: are they wanting healthier options.
q: what terms are pet owners using?
q: where are they?
q: what are they talking about?

_talk : what are they really saying.


pet lovers - what terms?

_trends : birds eye view of how people are looking.


pet lovers - where are they?

_find them : thought you knew where they where, really.


pet lovers - talking about...

_words : never thought they would be saying that.


pet lovers - plug right in.
a: search trends of when and what
terms.
a: terms they use and where.
a: monitoring to actually see the
conversations.

_listen : no need to try and guess or read minds.


farmers - tell me about them.
who: tractor parts distributor.
obj: determine how farmers buy filters.
q: what is most important to them?
q: are they technology driven?

_really : its not all what you think.


farmers - "what do you like."

_short & sweet : direct but informative.


farmers - data or summary?

_charts : pictures are easier to review.


farmers - get it in front of them

_internet : never thought they liked using that.


farmers - plug right in.
a: short simple direct questionnaire.
a: reports for insights not data.
a: found them online?



internal - find the weak link.
who: oem valve manufacturer.
obj: find out why sales are down but
shouldnt be.
q: are our values being communicated?
q: is our marketing effective?

_hhhmm : is the problem inside or outside?


internal - "we never knew."
* talked to everyone internal and
external.
* branding, marketing, communications.
* who works with the customers direct.
* who works with the customer indirect.

_not what we thought : personalities can affect
everything.

internal - plug right in.
a: one-on-one conversations.
a: back to basics: talking 101.



reviews - biz case.
* international relocation company
* carrier for other relocation companies,
so customer satisfaction is important.
* large, publicly traded company.

_customers : finally, something good.


reviews - get it out there.
* transportation company paid based on
printed surveys.
* incentivized customers to post reviews
with surveys.
* integrated reviews into marketing.

_customers : finally, something good.


connect - report cards.
who: us.
obj: gain realtime pulse on all
relationships.
q: are we providing a value?

_customer service : survey your audience.



_audience surveys : feelings toward your brand.

a: allows us to turn insights into action.
a: benefits everyone, even sales.
a: measure key performance
identicators.
a: understand what value we provide.

_measurement : customer satisfaction.


take away - how to apply.

_remember : this is the part to really pay attention.


identify - objectives and goals
for what you want to
understand, don't be too broad;
better to break into small
initiatives vs. only big one.

_take away : this is the part to really pay attention.


targets - define each person,
place or thing that is involved
with the specific initiative.



environment - determine all
areas where to communicate,
offline & online that is trackable
or recordable.



tools - put the right tools in
place that will track and record
information and usage. some
times the tool may be a person.



trim - keep the amount of
information/questions short and
sweet. better to do multiple
small studies with the same
group vs. one big one and
based on where you're asking.


insights - create "non-baiting"
direct questions from objectives,
people you are collecting the
data, where your getting
information, and the tool being
used.


analyze - review as if you were
the person being questioned
and how does the information
help with the objective.



benchmark - set clear
measurable and quantifiable
goals for future testing to see
how the study helped or not.



revisit - nothing stays
consistent, even if you think it
does. come back to the study
and test again on a smaller
scale on a frequent basis.



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