From Aha! to Eureka Smartees Seminar
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Transcript of From Aha! to Eureka Smartees Seminar
From Aha! to Eureka
Smartees Seminar
This is the full slidedeck of our ‘from
Aha! to Eureka’ Smartees Seminar,
hosted in Rotterdam on 26 November
2013. The presentation elaborates on
what a consumer insight is (and what it
is not?), how you can mine them and
how you can make them impactful for
your company, through a variety of
business stories, clear examples and
tasks. All of this illustrated with client
cases of Cloetta and Heinz.
Welcome & introduction
Why the moustaches?
http://uk.movember.com/team/1001901
Program CIA
14:10 Welcome to the Age of Relevance
Kristof De Wulf, CEO at InSites Consulting
15:10 Case study: Cloetta
Katia Pallini, Research Consultant at InSites Consulting
Mechtild de Bruin, International Knowledge & Insights Director at Cloetta
15:40 Coffee break
16:10 Case study: Heinz
Anita Peerdeman, Business Director FMCG at InSites Consulting
16:50 Wrap-up and Q&A
17:00 Networking & drinks
Welcome to the Age of Relevance
Does the
future of
your
business
depend
on luck?
@kristofdewulf
The old
world is
gone …
@kristofdewulf
How fast
is fast?
@kristofdewulf
How much is too much?
@kristofdewulf
Expect the
unexpected
@kristofdewulf
@kristofdewulf
@kristofdewulf
You are NOT your
consumer
@kristofdewulf
It’s about
hardcore
listening
@kristofdewulf
@kristofdewulf
2. Getting to insights
What is an insight?
3. Activating insights
1.
@kristofdewulf
Children love what they
instinctively discover for
themselves
The brand behind...
@kristofdewulf
Children love what they instinctively discover for
themselves
@kristofdewulf
The brand behind...
@kristofdewulf
Be different
The brand behind...
@kristofdewulf
Be different
@kristofdewulf
The brand behind...
@kristofdewulf
I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about alternative
identities, lives, or positions
The brand behind...
@kristofdewulf
I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identities, lives, or
positions
@kristofdewulf
The brand behind...
@kristofdewulf
Insight ≠ (big) data
@kristofdewulf
Insights ≠ ideas
2005 2013
@kristofdewulf
In-sight |’in.sit|
@kristofdewulf
It’s me!
@kristofdewulf
Why
insights
are like
refrigerators
@kristofdewulf
I want to
change
@kristofdewulf
Without
activation,
an insight
is useless
@kristofdewulf
It’s just a
starting point
@kristofdewulf
It is the DNA of
your product
@kristofdewulf
It will rule your mind
@kristofdewulf
It can enter
every touchpoint
@kristofdewulf
Getting to insights
1. What is an insight?
3. Activating insights
2.
@kristofdewulf
You don’t
know what
you don’t
know
@kristofdewulf
Consumers
are bad
witnesses of their own
behaviour
@kristofdewulf
Everybody / Everywhere / Anytime
@kristofdewulf
LANDSCAPE
PORTRAIT
OUT OF
THE BOX
IN THE BOX
How to mine insights?
@kristofdewulf
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@kristofdewulf
Don’t jump to conclusions
@kristofdewulf
@kristofdewulf
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@kristofdewulf
Context is key
@kristofdewulf
Use different perspectives
@kristofdewulf
The power of the crowd
@kristofdewulf
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@kristofdewulf
The advantage
of inconsistency
@kristofdewulf
Insight is about people
@kristofdewulf
It’s what
you do with
people
@kristofdewulf
@kristofdewulf
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@kristofdewulf
Reframe
@kristofdewulf
@kristofdewulf
It’s a
way of life
@kristofdewulf
@kristofdewulf
Activating insights 3.
2. Getting to insights
1. What is an insight?
@kristofdewulf
Show me the money
@kristofdewulf
@kristofdewulf
Is it you?
@kristofdewulf
Spread
the word
@kristofdewulf
Everybody
is curious
@kristofdewulf
Inspire!
@kristofdewulf
Capture (false)
assumptions
@kristofdewulf
@kristofdewulf
Market research as
an order-taking function
Consumer insight as a
source of competitive advantage
Sources: BCG Consumer Insight Benchmarking (May 2009)
Traditional
market
research
function
Business
contribution
team
Strategic
insight
organization
Strategic
foresight
organization
1 2 3 4
Where are you today?
@kristofdewulf
@kristofdewulf
Get out
of your
comfort
zone
1.
@kristofdewulf
Develop
daily
rituals
2.
@kristofdewulf
Think big, act radical
3.
@kristofdewulf
@kristofdewulf
@kristofdewulf
The best way to
predict the future is to create it
@kristofdewulf
Case study Cloetta
THE MAGIC FORMULA
IT’S ME!
PARTICIPANTS AS
CO-RESEARCHERS
WE ARE BETTER AT PREDICTING
OTHER PEOPLE’S BEHAVIOUR
AHAA!
OPTIONAL SECOND
SURVEY DIMENSION
Task 1: Your breakfast moment
Task 1: Your breakfast moment Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?
R&D contribution Facebook page
90
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 contribution The 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.
BETTER UNDERSTANDING
OF THE WHY
EXCITEMENT
98
Meet eBay
Meet Katia
Idea topic
Idea topic
Idea topic
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NEW METHOD LED TO
RICHER DATA
Case study Heinz
www.insites-consulting.com
24/7 CIA? How to integrate CIA in on ongoing CCB
A permanent state of insight activation
2008 2009 2011 2012
Evaluation Inspiration
From Food panel to Food & Zo
Started in 2008 as a panel and evolved to an ongoing community today: 24/7 online!
Involving 200 active participants that share a passion for food & groceries
Allowing for 48H feedback on tactical questions
And for in-depth collaboration on strategic projects.
Accessible to all brand teams @Heinz: Heinz, Venz, Roosvicee, De Ruyter, Honig etc.
If you want success,
you must be
super relevant you must be
super relevant
If you want success,
Observation Card
Looking for clues …
I have noticed that…
!
Hypotheses Card
Looking for hunches … Pin your
observation card here
Where…? Who…? Additional evidence
Hypothesis - Hunch I guess this is because …
Insight card
Write the consumer insight
Aha x It’s me x
Individual blogs - ethnography 1.
Discussions 2. Getting to ‘Aha’ moments An insight is not immediately visible or ‘evident’, but only becomes clear when you are actually confronted with it. Or, as Steve Jobs described it: “A lot of times, people don’t know what they want, until you show it to them”. It is equal to a sort of ‘Aha’ experience: a combination of surprise and something familiar.
‘It’s me’: understanding what is relevant to consumers A strong insight automatically calls for familiarity, sometimes even to the extent that you may even learn things about yourself that you were not aware of before. By getting really close to the target group, we build relevance for consumers, touching needs that are real and important.
Understanding where consumer tension is playing Behind every strong insight lies a need to improve an existing situation. In other words: it’s not just about being relevant; consumers should also feel a need to change something to an existing situation. As we connect with consumers over a longer period of time, we are able to better capture such tensions.
In depth understanding An observation in itself is not valuable, unless you truly understand it. Discussing the observation using the above elements helps us to fully understand the rational or emotional motivation behind consumer behavior.
So…let’s add a blog tool to the community!
Challenge 1: this will increase the workload for our participants…will they actually do this on top of all
the other project topics and 48H topics?
Challenge 2: How to involve the Heinz teams in this process? It requires a higher engagement to jointly observe & explain to build consumer
insights.
LET’S
DO
IT!
2012-2013 2013-2014
SUNDAY
Ethnographic room
• Diary of a Saturday, Sunday & Tuesday • Focus on lunch & dinner time • Stating:
• Time • Activity • Company • Atmosphere
Discussions room
• Meaning of a Sunday • Associations cloud exercise • The perfect Sunday! • Mood board Saturday vs. Sunday • Habits versus traditions • Deep dive on:
• Convenience meal vs. extensive meal • Family or friends day? • Negatives sides on a Sunday?
169 active participants
3 blog tasks - 560 blog posts
12 discussions - 672 responses
350 pictures!!!
…which resulted in a huge activity…
‘I think I know’
Assumptions
‘I know I don’t know’
GAPs
‘I know I know’
Facts
‘I don’t know that I don’t know’
Sundays are about relaxing
Sundays are built on habits
The typical Sunday dinner?
???
Ethnographic room
• Diary of a Saturday, Sunday & Tuesday • Focus on lunch & dinner time • Stating:
• Time • Activity • Company • Atmosphere
Discussions room
• Meaning of a Sunday • Associations cloud exercise • The perfect Sunday! • Mood board Saturday vs. Sunday • Habits versus traditions • Deep dive on:
• Convenience meal vs. extensive meal • Family or friends day? • Negatives sides on a Sunday?
Sundays are built on habits
The typical Sunday dinner?
???
In between workshop
The Sunday meals seem quick & convenient on one hand, but luxurious and prepared with care & love on the other
hand.
Sundays are often about relaxing, doing active things, but also on doing practical things (chores)..
Insight # 1
The accepted convenience
meal
The convenience meal on Sundays is accepted, because it… …contributes to the ‘Go with the flow’ mentality of the day ..allows for more quality time with family and friends And therefore does not provoke the guilt feeling a convenient meal sometimes can provoke.
Insight # 2
The habit of
not having a habit
My Sundays are very different, but they all have in common that I don’t have a schedule or planning. Each Sunday is different for me, but come to think of it, they all have in common that I have no obligations on that day. I feel free!
1.
2.
3.
INTEGRATE CIA & ONGOING CCB’S?
Yes, we can! If we manage workloads at both
participants and client teams in a proper way.
We even think this is the way forward to
maximize value of your (ongoing) CCB:
inspiration instead of validation!
And integrate consumer relevance at the heart of
everything you do in a marketing organization
(innovation communication & activation).
Anita Peerdeman
Patricia van der Hart
+31 10 742 10 51 +31 10 10 42 742
Let’s go to the Q&A
Thank you!