BAS meets InSites Consulting

New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com

Nice to meet you, BAS!Meet InSites Consulting

Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium

I have a passion for media, politics, music & movies.

I am happily married, a proud dad, a mediocre

soccerplayer and a great facebookfriend

I am often described as ‘an opinion on 2 legs’

I love my job because I’m fascinated by the question

“why do people do what they do?”

[email protected]

@hakimzemni

be.linkedin.com/in/hakimzemni

http://www.twitter.com/


http://www.linkedin.com/


# insites

# mrx

WIFI: InSitesVisitor

Password: welcome2insites

program

Kick-Off

The Consumer Consulting Board (by Tom De Ruyck, Managing Partner)

Break

Insights: the age of relevance

Insights: let’s try

Lunch

The Future of Surveys (by Katia Pallini, Research Innovation Manager)

Briefing

Workshop

Break

Pitches

Wrap-up, Briefing Assignment

Finish

Founded 1997 as a business school spin-off

Structure Fully independent, 7 managing partners

Growth Average yearly growth +25%

Locations USA I ROM I UK I NL I BE

Team 125 passionate & talented people

Reach Global Consumer & Moderator Network

Clients +35% of 2012 Best Global Brands (Interbrand)

Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA

We want to

bring our clients

to the future first

Helping world leading brands

become locally relevant

Helping local brands

become world leading

famous

The power

is in the

mix

Crazy Gamers

Me Toos

Safe Havens

Smart Cookies

academic backbone

sector expertise

marketing consulting

innovative methods

change agent

engagement & activation

Creative

Solid

the most effective

consultants for

any company

Consumers are

ALL

About...?

What is this

is as important as

What we do with people

what we ask them

We offer a full and integrated suite of

methods, optimally suited to the needs

of your challenges and objectives. We

uniquely focus on digital methods as the

main gateway to connect and

collaborate with consumer, but activate

consumers to integrate and share their

offline experiences with us.

The methods we deploy are all geared

towards making research an engaging

and activating experience. We allow

participants to engage with us anytime,

anywhere, breaking the boundaries of

time and place (online, mobile,

asynchronous discussions).

Digital Surveys

OnlineGroupDiscussions

Consumer-ledEthnography

1on1OnlineInterviews

Social MediaListening & Netnography

Engage

METHODSAsynchronous

Synchronous

Individual Group

Research CommunitiesCustomer Consulting Boards

Engage

Consumer-ledEthnography

• The final frontier

• Observe & learn

• Role players vs builders

Social MediaListening & Netnography

Engage

• Go back in time

• Mine large number of conversations

• Make a pre- en post analysis

Engage

OnlineGroupDiscussions

• Co-write mission statement

EngageDigital Surveys

• Benchmark & Compare

• Track

• Likeability

Engage

1on1OnlineInterviews

• Branding & Positioning

• High income profiles

DIFFERENT STAKEHOLDERS

INSIDE & OUTSIDE YOUR COMPANY

CONSUMERS IN THEIR

VARIOUS ROLES

Company Consumer

CONSUMERS IN THE BOARDROOM

@tomderuyck

@tomderuyck

Insighting Developing

Optimizing Implementing

Business

Objectives

@tomderuyck

@tomderuyck

CHOOSING YOUR

Pilot Project

@tomderuyck

@tomderuyck

Conversations from external stakeholders

Convers

ations fro

m in

tern

alsta

kehold

ers

Proud

company

Conversation

company

Boring

company

Adored

company

Communication is key!

@tomderuyck

Internal

@tomderuyck

@tomderuyck

External

@tomderuyck

It’s an EVOLUTION,

not a REVOLUTION!

@tomderuyck

Sharing

IS caring

@tomderuyck

@tomderuyck

New York – London – Ghent – Rotterdam – Timisoara

Consumer Consulting Boards

linkedin.com/in/tomderuyck

@tomderuyck

[email protected]

www.insites-consulting.com

Hakim Zemni

DOES THE future OF YOUR BUSINESS DEPEND ON luck?

@InSites

When was

the last time...

@InSites

“It’s easier to

copy than to

innovate”

@InSites

Everybody is

a competitor

@InSites

@InSites

@InSites

Let’s play Last Man Standing

@InSites

Who in the room owns a smartphone?

45% of Belgian internet users have a smartphone. 1 in 2 of these smartphones has a data/internet subscription.(2013)

@InSites

You are NOT your consumer

@InSites

@InSites

Consumer insights are key

@InSites

Let’s get started

Size is important,

but personality goes

a (longer) way. Be

different

The brand behind...

@InSites

The brand behind...

@InSites

Children love what they

instinctively discover for

themselves

@InSites

The brand behind...

@InSites

The brand behind...

Babies are happier when

they

are able to play, learn and

develop

The brand behind...

@InSites

The brand behind...

@InSites

People no longer have to consume

content like the artist want them to

consume it. They create playlists

based on individual songs rather

than complete albums.

The brand behind...

@InSites

The brand behind...

@InSites

Insight ≠ (big) data

@InSites

2005 2013

@InSites

1 insight, several ideas

In-sight |’in.sit|

@InSites

A definition…

@InSites


“Men aged 25 to 40 are consuming less beer than 5 years ago”

FACT/TREND (research)

“As I have grown older, I like to display more sophisticated food

and drink tastes. I used to drink it quite regularly but feel that beer

doesn’t offer as many sophisticated options as compared to

wine/spirits”

“When men and women drink together with an evening meal at

home they often share a bottle of wine”

OBSERVATION

CONSUMER INSIGHT

It’s me!

@InSites

Why insights

are like

refrigerators

It’s emotional!

@InSites

Without

activation,

an Insight

is useless

@InSites


@InSites

How to get there?

You don’t

know what

you don’t

know

@InSites

Digging

for gold

@InSites

@InSites

Context is key

The postmodern consumer

Insights is about people

@InSites

It’s what

you do with

people

@InSites

Activation

@InSites

Deprivation

@InSites

Use Different

Perspectives

Crowd

Interpretation

The advantage

of inconsistency

@InSites

Don’t always

believe them

@InSites

Do something

With It

@InSites

Send them

On Safari

@InSites

Project

Project

@InSites

Person(a)ify

Tiago Ferreira

Is it you?

@InSites

I have noticed

@InSites

Spread

the insight

@InSites

The magic starts at

the end of your

comfort zone

@InSites

Go out

There is

no on & off

button

@InSites

1. Short, sharp sentences work better

2. Needs or frustrations should be as category-specific as

possible

3. Avoid the hard-sell

4. Avoid using absolutes such as ‘always’ or ‘everytime’

5. Don’t patronise or invite the consumer to patronise

others

6. Look for tonal balance (e.g. use of emotional

language)

7. Starting statements with ‘I’ or ‘we’ places yourself in

the shoes of the consumer

8. Aim for single-minded statements

TIPS FOR SUCCESSFUL INSIGHT WRITING

@InSites

Are you

up for a

challenge?

@InSites

1. Go to YouTube

2. Look for a commercial you like

3. Brainstorm about the insight

@InSites



possible




others


language)





@InSites

I’m Katia

Gen Y’er, passionate about consumer

behaviour, marketing and marketing

research!

I joined InSites Consulting in 2011 as a

quantitative consultant, today I’m

working for our Forward R&D lab on

survey innovation.

In my free time I like to cook, eat and

spend time with my friends!

IS IT

GAME OVER

FOR

SURVEY

RESEARCH?

SURVEY RESEARCH IS MORE

THAN COLLECTING DATA

THE POWER OF VALIDATION

FOR YOUR DECISION MAKING

What fragment of projects conducted is in the field of survey research?

Source: 2012 Esomar

Total Quantitative 76%

Other 6%

Total Qualitative 18%

CHALLENGE #1

FROM BOREDOM TO

ENGAGEMENT

144

AMOTIVATION

INTRINSIC

MOTIVATIONEXTRINSIC

MOTIVATION

Task is not done properly

Interest, enjoyment

highly competent

SELF-DETERMINATION THEORY

CHALLENGE #2

FROM QUARANTINE TO

CONSUMER CONTEXT

We are social animals

of consumer behaviour

Context is a better predictor

we think we think …

We think much less than

WHAT DID WE DO?

SO HOW CAN WE

MAKE THIS HAPPEN

CHALLENGE #1

FROM BOREDOM TO

ENGAGEMENT

IS GAMIFICATION

ENOUGH?

154

AMOTIVATION

INTRINSIC

MOTIVATIONEXTRINSIC

MOTIVATION

Task is not done properly

Interest, enjoyment

highly competent

AMOTIVATION

INTRINSIC

MOTIVATIONEXTRINSIC

MOTIVATION

AUTONOMY

COMPETENCE

RELATEDNESS

VALUE

AUTONOMY

COMPETENCE

RELATEDNESS

VALUE

YOU ARE FREE TO DO THIS OR NOT

YOU ARE GOOD AT THIS

PEOPLE LIKE YOU ARE DOING THIS

WHAT YOU DO HAS A MEANING

YOU ARE FREE TO

AUTONOMY

DO THIS OR NOT

AU

TO

NO

MY

MODULARITY AT THE

PARTICIPANT SIDE

AU

TO

NO

MY

OPTIONAL SECOND

SURVEY DIMENSION

YOU ARE GOOD AT

THIS

COMPETENCE

CO

MP

ET

EN

CE

PARTICIPANTS AS

CO-RESEARCHERS

CO

MP

ET

EN

CE

TASKS

BEYOND RESPONDING

PEOPLE LIKE YOU

DO THIS

RELATEDNESS

R&D contributionThe lounge

What did we do?

xxxxRE

LA

TE

DN

ES

S

CONNECTING IN

THE LOUNGE

RE

LA

TE

DN

ES

S

INTRODUCING THEIR

SHARED INTERESTS

Femke

Twanjo Wendy DannyChantal DeborahIris Sandra

“Ik ben Tibor, 27 jaar. Ik ben super grote fan van GTST, ben ook een paar keer op de set geweest om te kijken en ja dat

was echt super leuk! De crew en de productie kennen mij ook allemaal dus dat is wel heel erg leuk.”

Tibor

“Hallo! Mijn naam is Chanou en ben 26 jaar oud/ jong ;-) Ik kijk al sinds dat ik heel klein was. Acht uur 's avonds is dan ook echt een stilte momentje

bij ons in huis en wordt ook de telefoon niet beantwoord hihi. Ben getrouwd met Alex. Alex

komt uit Denemarken en heeft Nederlands leren spreken door Goede Tijden Slechte Tijden.”

Chanou

Gerry

Xantha YouriJoep

Nathalie Inge CharonaCynthiaFleur

Samantha Nelly Gerrianne

SHARING FANSHIP

STORIES

RE

LA

TE

DN

ES

S

WHAT YOU DO HAS

A MEANING

VALUE

VA

LU

E

SHARING THE CLIENT

OBJECTIVES

4. Value = what you do has meaning

VA

LU

E

SHARING THE CLIENT

OBJECTIVES

AMOTIVATION

INTRINSIC

MOTIVATIONEXTRINSIC

MOTIVATION

AUTONOMY

COMPETENCE

RELATEDNESS

VALUE

10-25%ACTIVELY PARTICIPATES

INCREASED PARTICIPANT

SATISFACTION & INTEREST

X2

PARTICIPANTS LOVE

THE VILLAGE

« I have to say I like the Village more than the app, because there is room for discussion and to give your opinion »

PARTICIPANTS FEEL

BETTER UNDERSTOOD

+15%

WE DID NOT ONLY GET MORE

BUT ALSO RICHER DATA

CHALLENGE #2

FROM QUARANTINE TO

CONSUMER CONTEXT

BRAND & RESEARCHER - CONSUMER

CO

NS

UM

ER

-C

ON

SU

ME

R


CO

NS

UM

ER

-C

ON

SU

ME

R

?

INSIGHT VALIDATION

IN SEARCH FOR THOSE INSIGHTS

WITH BUSINESS POTENTIAL

IT’S ME!

WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR

INSERT EXAMPLE BAD BREATH

INSIGHTSTRENGTH

INSIGHT TESTED

RELEVANCE FRESH FEEL

KPIsEXCITEMENT TALKABILITY

136

131

129

111

108

105

101

99

98

97

93

93

84

OPTIONAL SECOND

SURVEY DIMENSION

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?

R&D contributionFacebook page

197

What did we do?

For this task based element participants are asked to create a Facebook profile for the typical person they believe the insight would relate to.

Using this projective technique we can get a detailed description of how that person would look like. Participants can easily brows for visuals that would visualize this person as well as ad a description on their social demographics and personal interests.

We asked the participants to create the Facebook page of the typical person who you feel would identify with this statement:

“There are moments when I really feel like something to refresh my mind and re-energize - a little ‘pick me up’. The common chocolate bars (eg Snickers) are ok for these moments, however sometimes I am looking for something a bit more exciting in terms of taste and mouthfeel”

Task description

Insight

97

100% No kids

88

65%

Kids

112

35%

18-34; 55-64

126

15%

35-54

101

20%

All other employment status

106

9%

Full time employed; other

157

6%

GIVE A FACE TO THE

NUMBERS

R&D contributionThe lounge

What did we do?

xxxx

GETTING ANSWERS TO

QUESTIONS YOU DID NOT ASK

EMOTION

FROM STATED TO

IMPLICIT MEASUREMENT

NICHE NATURAL

POTENTIAL

These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average.These are niche associations often amongst users with a certain brand experience.

These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average.These are natural and spontaneous associations.

These items are associated with the given brand by many respondents but the reaction time is below average.These are potential associations which can become natural if the given brand enhances the communication.

% of respondents

Reaction tim

e

LIMITS

These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average.These items are not linked with brand.

A GOOD INSIGHT SHOULD ACTIVATE PEOPLE

R&D contributionIdeation

204

What did we do?

This task based element allows us to explore the solutions space.Participants were asked to brainstorm on 3 idea topics. For each topic we asked them what their idea would be to solve the problem. The social dimension of the tool allowed for participants to vote on other ideas as well as start a conversation, bringing this brainstorm tool to a new dimension.

We used the following idea topics:

1. Healthy chocolate ideasMany of the current chocolate products are a bit too unhealthy to be eaten in between meals. What could be a healthy chocolate product and how would it look and taste like?

2. I need to re-energize idea We all have those moments where we could do with a mental (and physical) boost. What if a great tasting treat could provide you with that uplift?

3. Let’s create a matchThe combo between chocolate and cold drinks is not always ideal. How would you optimise the match between chocolate and cold drinks? What is the main issue for the mismatch? What would be a good match?

SURFING ON EACH

OTHERS IDEAS

OUR

TAKE-AWAYS


CO

NS

UM

ER

-C

ON

SU

ME

R

?

MOVING AWAY FROM

THAT SINGLE BOX THINKING

ENGAGED PARTICIPANTS

LEAD TO BETTER AND

RICHER DATA

BETTER UNDERSTAND

THE COMPLEX CONSUMER

REALITY

MORE ACTIONABLE

& IMPACTFUL RESEARCH