1. New York I Sydney I London I Rotterdam I Ghent I Timisoara www.insites-consulting.com By INSITES CONSULTING Timo Vandemaele | Research Manager M +32 476 03 67 40 | timo.vandemaele@insites-consulting.com BOONDOGGLE Kristel Vanderlinden | Head of strategy M +32 475 68 06 79 | Kristel.Vanderlinden@boondoggle.eu Date March 17, 2015 H.Y.P.E Market Research session 2. Let RESEARCH help you instead of block you 3. HI,IMKRISTEL VANDERLINDENHEADOFSTRATEGY-BOONDOGGLE @KRISTELVDLD KRISTEL.VANDERLINDEN@BOONDOGGLE.EU be.linkedin.com/in/KRISTELVANDERLINDEN 4. MEET BOONDOGGL E 5. Boondoggle Leuven: 360 TTL-campaigns 6. Boondoggle Amsterdam: 360 TTL-campaigns 7. Boondoggle Bright: service design 8. OUR FACTS AND FIGURES Headquarters in Leuven and an office in Amsterdam. Digital in thinking, full service in means. Founded in 2001, joined the Havas network in 2012. 12,1 mio income in 2013. 115 staff. 3rd best interactive agency in the world (Cannes 09). 11 Cannes Lions. Only Belgian agency featured in Game Changers (by the Cannes Lions organisation). Only agency to win Effies/CCB awards for the same campaigns (2 different clients) in 2013. 9. INNOVATIVE CAMPAIGNI NG IS PART OF OUR CULTURE. 10. PEOPLE OF TOMORROW 11. timo@insites-consulting.com @TimoVandemaele be.linkedin.com/in/timovandemaele Thanks for having me! Timo Vandemaele Research Manager @INSITES Proud Generation Y member. True roots in West Flanders but now living the life in Ghent. Although, a quantitative researcher by heart, now a big believer of (cross- method) consumer collaboration research! And by doing that, I try to help clients to become more consumer activated. 12. Top 10 most innovative marketing research agency of the world (GRIT 2014) Our vision of contemporary marketing is spread through our best-selling books. Global Community Moderator Network across +50 countries Proud to work for +30% of the worlds global brands We have been cheered by the industry with more than 25 international awards New York London Sydney Rotterdam Ghent Timisoara @INSITES 13. @INSITES 14. @INSITES 15. Research isnt sexy but will make you sexy as a planner. 16. We mainly use it for Brand strategy Creative development Channel optimization Brand performance 17. Brand strategy 18. Brand strategy Trendwatchers Google & Co Warc & Co Whats happening 19. Brand strategy 20. Brand strategy 21. Brand strategy Interesting reads on cultural context 22. Creative development Briefing Conceptual ideas Production on air/line Brand Client brief Finding the rights insights Desk research Trends Brand docs etc Likeability, understanding Animatics ad research UX testing Tweaking, optimising Ad tracking Billboard tracking Learn and evolve Ad tracking Billboard tracking Optimising go to market 23. Detecting new insights #1 24. Insight (big) data @INSITES 25. Insights ideas 2005 2013 @INSITES 26. In-sight |in.sit| @INSITES 27. Its me! @INSITES 28. Why insights are like refrigerators @INSITES 29. I want to change @INSITES 30. Quick Insight Quiz @INSITES 31. What is this? the volume of coffee consumption among 18- 25 year old consumers is declining for 2 years now Hypothesis Observation Insight A B C @INSITES 32. What is this? the volume of coffee consumption among 18- 25 year old consumers is declining for 2 years now ASHLEY@INSITES-CONSULTING.COM MARTIJN@INSITES-CONSULTING.COM Hypothesis Observation Insight A B C 33. 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 Hypothesis Observation Insight A B C @INSITES 34. 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 Hypothesis Observation Insight A B C @INSITES 35. 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 A B C @INSITES 36. 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. ASHLEY@INSITES-CONSULTING.COM MARTIJN@INSITES-CONSULTING.COM Insight Observation Hypothesis A B C 37. Its just a starting point @INSITES 38. It is the DNA of your product @INSITES 39. It can enter every touchpoint @INSITES 40. Its a way of life @INSITES 41. Everybody / Everywhere / Anytime @INSITES 42. Structural Collaboration with consumers @INSITES 43. 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. @INSITES 44. What did we do? The results We launched an on-going research community of 150 Dutch- and 150 French-speaking consumers to connect Famous' strategic and creative minds with the day-to-day stories of consumers. With this approach, Famous aims to create more relevant and impact-oriented advertising. Find out more about this community in this interactive magazine. The Everybody Famous community is giving consumers an active role in advertising. It serves as a 'window' on the target group and provides inspiration in every stage of the campaign development. From emerging trends in the society and the adoption of new media and technologies to campaign specific topics, the stories of consumers are at the core of the Famous creative process. Community Everybody Famous @INSITES 45. Immerse into the world of the Urban Parent Inspire entire Quinny team Understand daily challenges Context: mobility @INSITES 46. Urban Parents Consulting Board 120 urban parents 7 cities 3 weeks 2900 posts @INSITES 47. Mobile collection really gets under the skin Engagement Different feedback Higher relevance 65% 2x more visuals 47 vs. 87 words @INSITES 48. Optimizing go to market #2 @INSITES 49. @INSITES 50. @INSITES PRE POST Focus on execution Focus on impact More qualitative (complement with quant) More quantitative (complement with qual) Co-Create Evaluate Regardless of channels Media channels Different concepts Final concept 51. Everything 52. Filling our Blind Spots 53. @INSITES 1. Benchmarking 2. Activation KPIs 3. Predisposition 4. Combine quant & qual 54. 75% highest percentile 50-75% highest percentile 25-50% lowest percentile 25% lowest percentile Top 2 80% 58% 52% 47% 47% 41% 37% 2% 5% 6% 7% 7% 7% 12% 2% 5% 7% 9% 8% 11% 12% 16% 32% 36% 38% 39% 41% 39% 44% 42% 36% 35% 35% 30% 26% 37% 16% 16% 12% 11% 10% 11% ...is easy to understand ...is credible ...contains useful information ...is original ...is clearly distinguishable from other brands ...is important to a lot of people ...is relevant to me 1 - Do not agree at all 2 3 - Neutral 4 5 - Totally agree Example message evaluation 1. Benchmarking 55. Impact + 30% 2. Activation KPIs The Story Impact + 44% Topspot Impact + 20% The FeelingImpact + 11% Likeability BrandActivation 56. It seems that this campaign did not have an impact on brand attitude. 7.2 7.1 7.2 7.1 6.3 6.0 before after high medium low A However, among those with a low predisposition (exposure) brand attitude gets even worse. This indicates something else happened with a negative impact on brand attitude (e.g. rumour around the brand). In this case, the campaign for brand X has managed to limit the damage. B 3. Predisposition A B B 57. @INSITES 4. Combine quant & qual 62%194 tags 17% 21% 58. PRE TEST EXAMPLE VLAM CASE @INSITES 59. De slogan is krachtig maar klopt niet met de zin er juist onder waar men spreekt van 3 eieren per week. De tekst is nu tegenstrijdig, eerst spreekt men van 1 ei per dag en dan over 3 per week. "Veel onderzoeken" mag ook uitgebreider. door Beauval Tactische marktinformatie Campagne voor eieren @INSITES 60. De slogan is krachtig maar klopt niet met de zin er juist onder waar men spreekt van 3 eieren per week. De tekst is nu tegenstrijdig, eerst spreekt men van 1 ei per dag en dan over 3 per week. "Veel onderzoeken" mag ook uitgebreider. door Beauval Tactische marktinformatie Campagne voor eieren @INSITES 61. In het Franse filmpje wordt nogal abrupt de overgang naar bier gemaakt, leek me minder geloofwaardig. (liesea) Je ziet water opborrelen uit een verstopte afvoer in de straatgoot en op dit moment zegt de dame ik heb besloten om met bier te werken. Dit samengaan is niet zeer smakelijk. (AnneML) Tactische marktinformatie Campagne voor bier @INSITES 62. Conclusie: vlot klaar te maken, maar rare ingredintencombinatie schrikt af en blijft slechts een eenmalig experiment Tactische marktinformatie BoemPatat recept @INSITES 63. Tactische marktinformatie BoemPatat recept 64. Week van de Friet Voor nonnekes bv is het ook niet gepermitteerd om aan te schuiven aan een frituur, alhoewel... zou mooie foto opleveren. Tantemiek 65. POST TEST EXAMPLE TOPSPOTS CASE 66. 1. Listen to your common sense 67. 2. Listen to your gut 68. 3. Listen to your strategic and creative director 69. @INSITES ITS UP TO YOU! Apply to your case 1. Think of the different research techniques. Which ones would you use? 2. In which phase would you use them? 3. Quantitative/Qualitative techniques 4. Think realistically (client budget) 70. Meet us in one of our 5 offices Connect on LinkedIn Become friends on Facebook Download free content on Slideshare Read corporate InSites Consulting blog Read Conversation Management blog Read How Cool Brands Stay Hot blog Join our Smartees events www.insites-consulting.com Stay tuned!