The Art of Insighting Smartees Webinar

The Art of Insighting

Smartees Webinar

This is the full slidedeck of our Smartees Webinar

on the Art of Insighting (30 September 2014).The

presentation introduces you to our insight theory

and then dives into techniques you can use to

embed a virtuous circle of consumer insight

gathering, selection and activation within your

business. All of this illustrated with client cases

from Telefonica, Cloetta, DIESEL, Heineken and

many more. Presentation by Ashley Smith

(Business Director FMCG) & Martijn Van Bijnen

(Business Director FMCG).

ASHLEY@INSITES-CONSULTING.COM MARTIJN@INSITES-CONSULTING.COM

‘I am a big fan of music and movies and

have a moral issue with downloading illegal

content. However, I don’t seem to find a fair

‘legal’ way to enjoy a lot of films and music

without paying too much’

Ashley & Martijn’s Consumer Insight

5ASHLEY@INSITES-CONSULTING.COM MARTIJN@INSITES-CONSULTING.COM

We do a lot of insight generation projects.

We have a learned a lot along the way.

We want to share these learnings with you.

Insight generation is an art.

But there are a lot of tools to guide your way – often

stretching the boundaries of traditional research

Back to school

What is an insight?1.

Insight ≠ (big) data

Insights ≠ ideas

2005 2013

In-sight |’in.sit|

It’s me!

insights

are like

refrigerators

I want to

change

Insight Quiz

What is this?

“the volume of coffee consumption among 18-

25 year old consumers is declining for

2 years now”

Hypothesis Observation Insight

What is this?

“the volume of coffee consumption among 18-

25 year old consumers is declining for

2 years now”

What is this?

“I think that young people are drinking less

coffee cups per day than 2 years ago

because they are concerned with the negative

health effects of too much caffeine”

What is this?

“I think that young people are drinking less

coffee cups per day than 2 years ago

because they are concerned with the negative

health effects of too much caffeine”

What is this?

“I really love the great tastes and experiences that

modern coffee brands provide at home and work,

however I do have some concerns over the effects of

too much caffeine. It would be great to enjoy rich

coffee experiences in a slightly more healthy way.”

Insight Observation Hypothesis

What is this?

“I really love the great tastes and experiences that

modern coffee brands provide at home and work,

however I do have some concerns over the effects of

too much caffeine. It would be great to enjoy rich

coffee experiences in a slightly more healthy way.”

Insight Observation Hypothesis

It’s just a

starting point

It is the DNA of

your product

It can enter

every touchpoint

observation

A hypothesis An insight

In search for relevance

Transformation of an insight

It’s a

way of life

Everybody / Everywhere / Anytime

The virtuous

circle of

insighting

The virtuous

circle of

insighting

Bottom up

listening

Structural Collaboration

with consumers

Deep Dive

48 Hour

Challenges

Bottom-up

Feedback

Bottom-up

Feedback

“Everyone is really enthusiastic about Yoghurt Talk, the

value of the community is very high, all teams incorporate

the insights in their day-to-day business challenges and

decision taking.” Annemieke Onderdelinden I Strategy & Insights manager a.i.

ASHLEY@INSITES-CONSULTING.COM MARTIJN@INSITES-CONSULTING.COMASHLEY@INSITES-CONSULTING.COM MARTIJN@INSITES-CONSULTING.COM

R&D contributionThe lounge

What did we do?

GETTING ANSWERS TO

QUESTIONS YOU DID NOT ASK

Front Line

Employees

Service

Agents

Customer

Social media ‘listening’

makes use of publicly

available user-

generated-content in

order to detect potential

insight areas

Taking stock

You don’t

know what

you don’t

Inventarize current knowledge

Mining the knowledge in your company

Recycle Ethnography data

through the consumer

story dashboard

Ad-hoc

generation

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

Immerse into the world

of the Urban ParentInspire entire Quinny team

Understand daily challenges

Context: mobility

Urban Parents Consulting Board

120 urban parents

7 cities

3 weeks

2900 posts

Mobile collection reallygets under the skin

Engagement

Different feedback

Higher relevance

2x more visuals

47 vs. 87 words

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

Let’s play a game

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

Insight

Validation

Insight

validation, a

necessary

Prioritizing

in the fuzzy

front end

Is it you?

Relevance Freshness Excitement Contagious

Conversations

INSIGHT

STRENGTH

+ + + =

To what extent can

you personally

identify with this

statement?

Aha, I did not think

of this issue or idea

this way before!

How excited would

you be if a solution

or message was

developed to

address the issue?

How often have you

noticed other

people talking

about the issue?

validation

only tounderstanding

Overview dashboard | Refreshment

INSIGHT TESTEDINSIGHT STRENGTH

Top 20%21-40%41-60%

61%-80%Bottom 20%

WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR

PARTICIPANTS AS

CO-RESEARCHERS

Task 1: Your breakfast moment

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

Meet eBay

Meet Katia

Idea topic

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NEW METHOD LED TO

RICHER DATA

Insight

Activation

A permanentstate of insightactivation

Impact: 11 unmet needs

*73% of MR staff said they consistently answer the

question “so what?” about the data they provide,

while only 34% of the business staff think they

answered this question. 59% of market

researchers agree that MR departments are

completing numerous small studies and not given

the time to explore the bigger picture. BCG study

(2009) The consumer’s voice, can you hear it?

The problem

Without activation

insight is

useless

Spread

the word

Inspire!

Did you

start a meeting

with a story

on a consumer

insight?

Experience

insights

‘Speed dating’ consumers

Leverage Consumer

Insights to the Max

Feeling the Passion

R&D project

INSPIRATION WALL TILES

Concept & killer features Most important features

The studio consists of

several ‘walls’. Each

Inspiration Wall starts

from an insight platform

that uncovers a friction,

emotion or unmet need

from a consumer.

The Inspiration Wall

consists of different tiles

that users add. This can

be an observation tile, to

illustrates the insight. It

can also be an idea tile,

to turn the insight into

action.

STUDIO

A creative place where

employees, that share

a passion for their

consumer, build

Inspiration Walls

around consumer

insights together.

How is your

circle looking?

Thank you!

Let’s go to the Q&A

Martijn van Bijnen

martijn@insites-consulting.com

+31 681 470026

Ashley Smith

ashley@insites-consulting.com

+32 491 15 77 40

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